A Big Sustainable Idea
When I was a teenager I didn't event know what sustainability was.TV didn't speak about it, it never appeared on advertising billboards, my parents never mentioned it at dinnertime.Until not so long ago very few people, usually the less influential ones, would take it into consideration. The business world largely and happily underestimated it: social and environmental variables were just an annoying obstacle on the way to a brand's big idea, set to fuel both the market and the managers' houses with money. Today things have changed. The topic of sustainability, in its environmental, social and economic meaning, quickly jumped towards the top of the world's biggest brands' agendas, becoming a critical tool, both commercially and communication wise. The concepts of having a big business idea and having an idea for a sustainable business have never been so close. And it's not by chance that some of the latest years' most profitable brand ideas are those that met the costumer's need for a fair, balanced, and respectful lifestyle. "A Big Sustainable Idea" is the subject chosen by Renzo di Renzo and I for this year's Design Management Lab of San Marino's Design Faculty. After analyzing today's market scenario, students will be asked to create and develop an imaginary brand based on a "big, sustainable idea". The creation of an innovative, profitable and sustainable brand and the consistency between the brand's strategic and communication tools will be the goals for the students to reach.