Italy must come to terms with an uncomfortable truth, but which unfortunately cannot be ignored: the golden age of Made in Italy: it's over, and the culinary excellence, luxury and design they are no longer enough to bridge the enormous difference with other European and non-European markets.
This is what emerges from the punctual analysis of Aldo Pigoli, professor at the Catholic University, Expert in Geopolitics and Competitive Intelligence, e Valerio Mancini, Director of the Rome Business School Divulgative Research Center, published below Econopoly on the newspaper IlSole24Ore and from the title Tourism, luxury and fashion are no longer enough. How to enhance the Italy brand?
Peeps and Mancini outline a brutally honest portrait of our country, and thus depict a nation that has allowed itself to rest on its laurels for too long, and which today finds itself having to compete in a much more advanced and up-to-date European market.
According to the Best Countries Report 2022, the historical3 F"(Food, Fashion and Supplies) can no longer make a difference economically, since they are not associated with professional and entrepreneurial realities capable of managing them at best: in other words, Italy has a lot to offer, but it doesn't have the means to do it correctly.
The limits of the Belpaese are easily discovered if, following the analysis of Pigoli and Mancini, we turn our gaze to the Global Soft Power Index by Brand Finance: the study compares 120 nations in multiple fields (from education to governance), and Italy did not stand up to comparison with the G7; in last place, it shows significant shortcomings in the categories Education and Science (25º) e Governance (25th), despite the excellent results in Culture & Heritage (3rd) e People & Values (5th).
Italy is prestigious and enjoys an invaluable cultural baggage, but, again, it cannot express itself without an adequate training, bureaucratic and professional apparatus: the outcome is always the same, and emphasizes a fundamental need for innovation, change and modernization.
Until this happens, Italian identity can only remain stagnant and pale, consumed by the same past that previously managed to keep it alive.