A new mantra is on the rise amongst managers and businesses aiming to achieve global leadership, and ensure sustainable mid-to-long term success. And that mantra is having greater purpose.
As a result, CSR (Corporate Social Responsibility) is increasingly seen as a key asset by businesses today. Indeed it has become so strategic that the stakeholders’ own assessment of the company is now largely based upon its CSR.
Here at BMW Italia, being responsible means tackling the big issues facing society with care and a global vision. It means being aware of what stakeholders expect of us. For this reason, we have created the BMW SpecialMente programme (www.specialmente.bmw.it), which embraces our very real commitment to give part of our market success back to the society we live in.
One of the fields with which we engage first-hand is, without doubt, culture. We have been a partner and “Official Supplier” of La Scala Theatre since 2002, and an “Official Partner of the Opening Night” since 2005. In 2016, to mark the centenary celebrations of BMW Group and 50 years in business in Italy, we became one of the Theatre’s “Ordinary Founders”.
Right from its first edition in 2014, we have supported “Great Operas for Children”. This project aims to form new generations of opera and concert audiences, and has already brought 200 thousand young spectators into Piermarini’s theatre. It has allowed them to enjoy shortened performances of some of the greatest operas of all time, with structures adapted to feature child-friendly dramaturgy.
We want to tackle challenges such as sustainability, electric mobility, culture, social inclusion, interculture and corporate social responsibility head on with practical contributions; La Scala Theatre is a jewel in our crown, and one which is of global standing.
Massimiliano Di Silvestre, President and CEO, BMW Italia S.p.A.