There are now just a handful of weeks to go until the opening of the EXPO 2015 international exhibition in Milan. We’re getting there – as is often the case in our country when we have to carry out major projects – having uncovered fraud and corruption, accumulated delays and passed the buck, with the Government taking a firm stance to speed up the work and with protests against the project. In short, following the the classic Italian scenario: scattered about. That said, and despite all the difficulties, this international event represents an important and vital opportunity, particularly now that the first signs of a shift in Italy’s economic trends are beginning to emerge. In this regard, The EXPO is an opportunity which must be turned into an opportunity.
Particularly when considering the repercussions and consequences that such an event may have once the World Expo has come to an end. We must, of course, be concerned with ensuring it is fully realised and a success, but True success will lie in what it goes on to produce once it has come to an end: research centres, expertise in various economic sectors, new jobs, infrastructure and logistics, business activities and so on. The EXPO acts both as a magnet and a driving force, not only for the various productive sectors, but also for the image, the Italian brands around the world. More than 130 countries will be represented in the various pavilions in Milan, so Italy will become a veritable showcase, attracting tourists as well as economic and cultural stakeholders. But we must not forget the many initiatives that are being organised across the rest of the country: a hive of activity linked to the event, mobilising energy, creativity and resources in both the economic and cultural spheres.
Whilst the EXPO is well known in institutional and economic circles, to what extent is it known amongst the general public? And what are the values and strategic objectives that this event should pursue? The LaST Survey explored these aspects, based on the idea that an event of such significance cannot fail to be part of the nation’s heritage. It is no coincidence, in fact, that in recent weeks there has been a surge in official announcements and advertising for the initiative: the aim is to make it not just an event for industry professionals, but an opportunity for widespread growth. And indeed, it seems there is a need to get the message across. With just a few weeks to go before the opening, fewer than a quarter of those surveyed (23.2 per cent) say they have been following EXPO 2015 closely and have a thorough understanding of it. This is certainly not a marginal figure, but in any case the event does not yet appear to be widely recognised. For the majority of Italians (56.4%), however, the event is known, albeit only superficially, having picked up just a few news items from the media. Finally, overall, around one-fifth (20.4%) have not had the opportunity to follow it at all or do not know what it is about.
In order to assess the extent of their actual knowledge, the respondents were shown a number of slogans associated with the event. 64.9 per cent correctly believe that the EXPO motto is ‘Feeding the Planet, Energy for Life’, whilst the remaining 35.1% select incorrect options. If we add together those who state, whether in detail or only superficially, that they are aware of the event (79.6%), we can see that the event’s slogan is known to an even lesser extent (64.9%). By combining the two responses, it is possible to create a profile of awareness of the EXPO, from which three categories emerge. The first represents the “EXPOnenti” (16.9 per cent) and brings together those who have followed the project closely and can identify the correct slogan. This group tends to include more men, older people (aged 55–64), entrepreneurs and university graduates. The largest group is the second (45.8 per cent): the ‘EXPOsti’, who have a superficial knowledge of the event and correctly recognise the slogan. In this case, the group mainly comprises people of working age (25–54 years), the unemployed and housewives, university graduates and residents of the North-West. The third group, which is also sizeable, is that of the “SottoEXPOsti” (37.3 per cent) and includes those who lack adequate knowledge (or have none at all) and cannot even recognise the slogan. The group is predominantly made up of women, younger people (under 24), older people (over 65), pensioners and housewives, as well as those with a low level of education. Undoubtedly, Italians’ concerns are focused on other, far more pressing issues. Nevertheless, greater communication efforts should be made to reach those currently furthest removed from the EXPO (women, young people and older adults, workers, and those who do not live in the North-West), whilst also highlighting the benefits that a global event will bring to our lives.
In its programme manifesto, the EXPO event set out a number of strategic objectives to be pursued. The views of Italians were also sought on these issues, and this has revealed a number of factors that highlight the key priorities regarding development. Two objectives, above all others, stand out as priorities. On the one hand, The EXPO should help ensure that everyone has enough food and water to live on (58.2%), thereby appealing to an ideal of global equity. Added to this is the other priority, namely the use of new technologies to strike the right balance between food availability and the consumption of the planet’s resources (56.2 per cent). In other words, the importance of sustainability and of ensuring that consumption is in balance with the use of the land is becoming apparent. Further down the list, we find a focus on safeguarding biodiversity (33.5 per cent) and ensuring the healthiness and quality of food (30.0 per cent). Meanwhile, less consideration is given to cultural aspects (promoting food traditions: 15.2 per cent) and medical aspects (education on prevention: 6.8 per cent).
So, greater global equity and sustainability are the two main objectives that Italians expect from the upcoming EXPO. It goes without saying that the event alone will not be able to achieve such goals. But the hope is that the EXPO will evolve from a mere occasion into an opportunity, so that these initiatives can form a building block for a new culture of development.
Daniele Marini
