Italy in 10 selfies - Dossier EXPO 2015 (ENG VERSION)

2015 ITALY IN 10 SELFIES CHANGING FOCUS TO CHALLENGE THE CRISIS DOSSIER EXPO 2015

2015 ITALY IN 10 SELFIES CHANGING FOCUS TO CHALLENGE THE CRISIS

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ITALY IS ONE OF JUST FIVE COUNTRIES WORLDWIDE TO BOAST A MANUFACTURING SURPLUS THAT EXCEEDS 100 BLN DOLLARS

ITALIAN ENTERPRISES ARE AMONGST THE WORLD’S MOST COMPETITIVE CONSIDERING THE AGGREGATED DEBT (STATE, FAMILIES, ENTERPRISES), ITALY IS ONE OF THE WORLD’S LEAST INDEBTED COUNTRIES FOR 77 PRODUCTS, ITALY LEADS THE AGRICULTURAL-FOOD MARKET WORLDWIDE ITALY IS THE SECOND MOST COMPETITIVE COUNTRY IN THE GLOBAL MACHINERY INDUSTRY

GREEN ECONOMY GIVES ITALIAN ENTERPRISES A TURBO BOOST ITALY LEADS EUROPE IN TERMS OF THE ECO-EFFICIENCY OF THE PRODUCTION SYSTEM. AND WE ARE CHAMPIONS IN THE RECYCLING INDUSTRY

CULTURE BRINGS WEALTH ITALY IS THE PREFERRED EUROZONE DESTINATION OF NON-EUROPEAN TOURISTS, THANKS TO ITS CULTURE, BEAUTY AND QUALITY

COHESION: A RECIPE TO COMPETE

This important work of Symbola encompasses ten interpretations of the success of our country across the globe. It is an operative route that is useful above all to gain awareness of our strengths. Because Italy must know and acknowledge its power, just as it also needs to learn to overcome its limits.

In the agricultural food industry, for example, we are leaders in more than 77 different product categories.

Our agriculture is amongst Europe’s most sustainable; amongst other aspects, we produce 35% less in the way of greenhouse gases than the European average.

Our exports, which came to 34.4 billion in 2014, have withstood the crisis and the over-valuation of the euro, as well as geographical-political tension like the Russian embargo.

We have not only held strong, but even grown. Because when Italy really is Italy, results are achieved. And this is the spirit with which we now look to the challenge of the 2015 Milan Expo, an essential opportunity at which to re-launch our country.

Over the next few months, we can guide the debate towards a crucial issue like that of food, protection of resources and the environment and development models.

And we will do so well aware of our own role in these, with the desire to make a proper contribution to answer the major question of how to guarantee healthy, safe, sufficient food for a growing world population. This is why we suggest that citizens, institutions, enterprises and associations shoulder their commitments and responsibilities and be a part of the “Milan Charter”, Expo’s inheritance that will combine the event of Milan with the important appointment to define the forthcoming objectives for the millennium set to be approved by the United Nations late 2015.

MAURIZIO MARTINA

Ministro delle politiche agricole alimentari e forestali

When there is everything to fear, be unafraid. When surrounded by dangers, fear none of them.

When without resources, depend on resourcefulness. When surprised, take the enemy itself by surprise.

Sun Tzu Looking Italy in the eyes to change it.

To overcome the severe crisis we are experiencing, we need to face up to ancient evils: not just public debt, but inequality in the distribution of wealth, the lack of employment, the burden of the Mafia and corruption that has never been adequately fought, together with bureaucracy that is often suffocating and the south that loses contact.

We cannot do it without some idea of the future, if we do not start with our strengths, mobilising talents and the very best energies.

And to do so, we need to take a long, hard look at the country, the territories, the communities and enterprises, carefully and with empathy: with different eyes to those of the ratings agencies, without being held prisoner by laziness and preconceived ideas that have often been imported.

This is exactly what the Symbola Foundation strives to do, crossing Italy to read and network its qualities. The data and ideas we make in “Italy in ten selfies� are the result of this hard work we have pursued with a great many companions along the way. Starting with Unioncamere and the Edison Foundation, Aaster, Coldiretti, Ucimu and a great many other figures and minds. The reports and processing behind the end result can be found on www.symbola.net. The fundamental believe is that to face up to the perfect storm that is this crisis, Italy needs to accept the challenges posed by a world that changes without losing its soul. And just as it is already doing in a great many fields, even without policies or recognitions, to combine innovation and knowledge with quality, beauty and a green economy.

In short, Italy needs to be Italy. This is the country we want to see starring at the 2015 Expo too.

ERMETE REALACCI Presidente Fondazione Symbola

+942 +416 +226 +218 +131 - 36 - 106 - 527

ITALY IS ONE OF JUST FIVE COUNTRIES WORLDWIDE TO BOAST A MANUFACTURING SURPLUS THAT EXCEEDS 100 BLN DOLLARS

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Trade Manufacturing Balance, 2013, $ bln

With a manufacturing commercial surplus in export worth 131 billion Dollars in 2013, the key role played by our country in global industry is confirmed. The same cannot be said of other countries like France (-36 bln), the United Kingdom (-106 bln) and the USA (-527 bln).

SOURCE | Fondazione Symbola, Unioncamere, Fondazione Edison, 10 TRUTHS ON ITALIAN COMPETITIVENESS

PRODUCTS

235

323 PRODUCTS

PRODUCTS

ITALIAN ENTERPRISES ARE AMONGST THE WORLD’S MOST COMPETITIVE

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Number of products (out of a total of 5117) in which Italy holds the top positions worldwide in terms of commercial surplus, 2012, Fortis-Corradini index - Edison Foundation©

Out of a total of 5,117 products – the top level of statistical unbundling of world trade – in 2012, Italy came first, second or third worldwide for commercial assets with export in a total of 935 (Fortis-Corradini index, Edison Foundation©).

SOURCE | Fondazione Symbola, Unioncamere, Fondazione Edison, 10 TRUTHS ON ITALIAN COMPETITIVENESS

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CONSIDERING THE AGGREGATED DEBT (STATE, FAMILIES, ENTERPRISES), ITALY IS ONE OF THE WORLD’S LEAST INDEBTED COUNTRIES

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Aggregated debt, % of GDP. 2012 data for private debt, 2013 for public

If we instead consider the major public debt, we look at the overall debt position of the country (and therefore both the state debt and the private debt), despite the fact that the crisis is gradually eroding the great private wealth of the Italians, Italy is more virtuous (with 261% of the GDP) than the United States (264%), the United Kingdom (284%), Spain (305%) and Japan (412%).

SOURCE | Fondazione Symbola, Unioncamere, Fondazione Edison, 10 TRUTHS ON ITALIAN COMPETITIVENESS

VINEGAR

FOR 77 PRODUCTS, ITALY LEADS THE AGRICULTURAL-FOOD MARKET WORLDWIDE Of all Italian agricultural food products, a good 23 have no rivals on the international markets. From pasta to tomatoes and other vegetables, vinegar, oil, beans and cherries: all products for which our country can boast the largest shares of the world market. And there are another 54 in which we are second or third.

Despite counterfeiting and unfair competition of Italian sounding, we are firmly on the podium of world trade, in short, for a total of 77 products.

We are also the planet’s strongest country for “distinctive” products, with 269 DOP, IGP and STG products (in addition to 4,816 traditional regional specialities), followed, a fair way off, by France (with 207) and Spain (with 162). In the wine sector, Italy numbers 332 DOCs, 73 DOCGs and 118 IGTs. And then we have organic farming: we are top in Europe in terms of the number of enterprises and amongst the world’s most important in terms of surface and average annual growth rate.

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Number of products in which Italy holds the top positions worldwide in terms of market share

SOURCE | Fondazione Symbola, Unioncamere, Fondazione Edison, 10 TRUTHS ON ITALIAN COMPETITIVENESS AGRICULTURAL-FOOD FOCUS

7th 10th

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2nd

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1st

3rd 9th

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ITALY IS THE SECOND MOST COMPETITIVE COUNTRY IN THE GLOBAL MACHINERY INDUSTRY

The Italian machinery industry is at the top of the world’s industry honours board. In the competitiveness classification calculated on the basis of the Trade Performance Index* prepared by the International Trade Centre of the UNCTAD/WTO, the Italian mechanics industry is second - right behind the Germans.

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Trade performance index: non-electronic machinery, 2012

*Composite index based on 5 sub-indicators: commercial balance; per capita exports; share held in world exports; the diversification level in terms of product; and the diversification level of markets.

SOURCE | Fondazione Symbola, Unioncamere, Fondazione Edison, 10 TRUTHS ON ITALIAN COMPETITIVENESS MACHINERY FOCUS

44.30% 28.80%

24%

14.90%

EXPORT

INNOVATION

GREEN ECONOMY GIVES ITALIAN ENTERPRISES A TURBO BOOST During the crisis, 341,500 Italian companies (22% of the total, even 33% in manufacture), instead of pulling in and holding tight, chose to wager on the green economy (a sector worth 101 billion Euros in added value, 10.2% of the domestic economy). It proved to be a winning choice: in terms of exports (if we consider manufacturing enterprises, 44% of those investing in green export permanently, as compared with 24% of those that do not) and innovation (30% of manufacturing enterprises focusing on a green approach have developed new products and services, as compared with 15% of the others).

With green jobs, which, as GreenItaly explains, have become the new stars of national innovation and even account for 70% of all new employment in research and development in our enterprises.

According to the Euro barometer, by end 2014, 51% of Italian SMEs will have at least one green job, far better than Germany (29%), France (32) and the United Kingdom (37%).

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Manufacturing enterprises the export permanently or have developed new products/ services

SOURCE | Fondazione Symbola and Unioncamere, GREENITALY 2014

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130 143 110

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WASTE, 10 TONS

ITALY LEADS EUROPE IN TERMS OF THE ECO-EFFICIENCY OF THE PRODUCTION SYSTEM. AND WE ARE CHAMPIONS IN THE RECYCLING INDUSTRY The Italian production model is amongst the most innovative in environmental terms, with 104 tonnes of carbon dioxide per million Euros produced (Germany releases 143 into the atmosphere, the United Kingdom 130) and 41 of waste (65 for Germany and the United Kingdom, 93 for France).

We are European recycling industry champions: with 163 million tonnes of waste sent off Europe-wide for industrial recovery, in our country 24.1 million have been recovered, the highest value of all European countries (in Germany, 22.4). Milan, the city of the EXPO is, together with Vienna, top of the separate waste collection list of European metropolises numbering more than a million inhabitants and, of all the major cities worldwide, is the one with the most people supplied with an organic waste collection service.

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Tonnes of CO2 and waste per million Euros produced

SOURCE | Fondazione Symbola, Unioncamere, Fondazione Edison, 10 TRUTHS ON ITALIAN COMPETITIVENESS

ACTIVATION

EACH EURO PRODUCED BY CULTURE ACTIVATES ANOTHER 1.7 EURO ON AVERAGE IN THE REST OF ECONOMY. THE MULTIPLIER VARIES DEPENDING ON THE SECTOR.

134 € BLN (9.6%)

CULTURAL PRODUCTION SYSTEM CREATIVE INDUSTRIES

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CULTURAL INDUSTRIES

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HISTORIC-ARTISTIC HERITAGE

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TOTAL CULTURE CHAIN

80 € BLN

PERFORMING ARTS

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214 € BLN

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(15.3%)

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CULTURE BRINGS WEALTH

Italy owes 80 billion Euros, 5.7% of the wealth produced, to the culture chain - 443,458 enterprises, 7.3% of the national total.

But this figure rises to 214 billion, 15.3% of the national added value, if we consider the part of the domestic economy that, like tourism, grows by 1.67 Euros for each Euro produced by culture.

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Added value of the cultural and creative chain (enterprises, institutions, non-profit entities) multiplier effect on the rest of the economy

Data: I am culture - Italy of quality and beauty challenges the crisis. 2014 Report SOURCE | Fondazione Symbola and Unioncamere

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millions of nights

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millions of nights

millions of nights

millions of nights

ITALY IS THE PREFERRED EUROZONE DESTINATION OF NON-EUROPEAN TOURISTS, THANKS TO ITS CULTURE, BEAUTY AND QUALITY

We are the first choice country in the Eurozone for non-EU tourists to stay in (with 56 million nights).

We are the preferred destination of countries to which the future of world tourism is linked: China, Brazil, Japan, South Korea, Australia, the USA and Canada. By no coincide, Italy is the country that, worldwide, has the greatest number of Unesco sites on the World Heritage of Humanity List (51 out of 1001).

Of total spending by tourists in Italy, 73 billion euros in 2013, 36.5% (26.7 billion) is connected precisely with culture and its chain. And this too helps sustain the demand for Italy across the globe: searches connected with Made in Italy products on Google in 2013 had grown by 12% on the previous year, with fashion being the most searched category, followed by tourism and agricultural food, which marked the most significant increase.

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Overnight stays by non-european tourists in the eurozone, 2013

SOURCE | Fondazione Symbola, Unioncamere, Fondazione Edison, 10 TRUTHS ON ITALIAN COMPETITIVENESS

39% 31% 22% 15%

Cohesive enterprises

Non- cohesive enterprises

TURNOVER 2013/2012

Cohesive enterprises

Non- cohesive enterprises

EMPLOYMENT 2013/2012

COHESION: A RECIPE TO COMPETE “Cohesive” enterprises – or rather, those most linked to the communities, workers and territories, which invest in competences, sustainability, quality and beauty – are more competitive. In 2013, 39% of these businesses increased their turnover on 2012, as compared with 31% of non-cohesive enterprises.

They saw employment grow by 22% as compared with 15%.

It cannot be a coincidence if, from 2007 to 2012, despite the complete lack of public supporting measures, Italian enterprises are those that guided – following the USA – the world reshoring and today account for 60% of European relocations.

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Performance of “cohesive” enterprises compared with “non-cohesive” ones (percentage share of enterprises declaring an increase, for each variable)

Data: Cohesion is competition - the new geographies of the production of value in Italy SOURCE | Consorzio AASTER, Fondazione Symbola, Unioncamere

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