The secret of successful growth
The world recession has brought about a transformation that has modified relationships with the entire industrial and commercial system. At the same time, consumer values and attitudes have also changed. In this interview, Francesco Morace of Future Concept Lab talks about the paradigms of growth.What effect has the negative economic situation had on values and how has the relationship with the economy and the entire industrial and manufacturing system changed?There has been a slow ‘back to basics’ trend that reorientates attitudes. New suggestions emerge from increased attention to ethics and the search for new qualities in life: from the enhancement of time as a luxury to attention to the body, health and wellbeing.The paradigms that have molded society have been driven more by image than substance. How will they change in the future?In this framework, sustainability is the value that determines and orientates a new model of social and economic development, and also individual projects. Environmental sustainability, the quantification of business projects, practicality combined with the search for beauty will prevail.What are the keys to the success of a business?For the whole society, durability and sustainability will become key values, while relationships and ethics will be significant quantifiers. Today, profit re-invested, to make companies more innovative and dynamic. Without demonizing it, money will be used to facilitate important experiences.What are the values of successful products?Genuine quality, honest prices and an ability to share. In this sense, sharing and exchanging also means exchanging ideas and values. The circulation of ideas is a socially important mechanism because it unites at zero cost. Successful products must be, or become, the conveyers of ideas and new experiences. At one time status symbols were exchanged: expensive cars, designer pens, electronic gadgets. Now we gift ideas, personally made objects, shared moments of aggregation. In just a few years the reason for attention and admiration has gone from ‘because we spend a lot’ to ‘because we save intelligently’. How will the approach to young consumers change?In the first place, by adopting the web’s open and self-managing system of communication. The web provides the possibility to discuss and interact with young consumers in accordance with their quick & deep vision: speed and uniqueness. The personal connection networks that young people belong to also create significant economic value and new forms of commerce and exchange; I would call it the generation and redistribution of wealth.What are the basic paradigms for successful growth?I believe that there are two elements that should be combined: courage and confidence. Localism, which was the basis of Italy’s great development in the past, has to take a new form that is free from the provincialism we have always suffered from. We have to do things better, starting with what we are and what we know we can create. It’s like the Renaissance: we came out of a great and profound crisis by aiming for the finest. Consequently, the basic paradigm is uniqueness, reciprocity, sustainability.
