Sustainability: a strategic value through the years

Bracco’s commitment to improving people’s quality of life has always been paired with a strong focus on social responsibility. Let us recall that the Braccos came to Milan from a small village on the seaside – refugees, we said, yet deeply Italian. And sincere in the recognition to have been welcomed and to have found the conditions to flourish, even as entrepreneurs. This is why “giving back” would seem to be the most fitting words to sum up a great deal of what this philanthropic family has done since 1927. Giving back to Milan and to Italy what was offered to help develop what is today a global leader. “Regarding the social projects,” affirms Diana Bracco, “we pay special attention to young people and women, but also to the improvement of our urban outskirts. Businesses need to take on these matters, because there is a cost to social inaction which risks becoming unsustainable. Today more than ever, the needs of economic development must go hand in hand with those of the territory and the environment. Indeed, a strong bond exists between the well-being of people and the health of the planet. Our family is convinced that the most honest way of doing business is the responsible and sustainable way – the only one that can offer a future to new generations.”

Text adapted from the book: Andrea Zaghi, Memory and the future. At the heart of industrial innovation in the third millennium, Luiss University Press, Rome 2021.