Humanism and Creativity As Social Game Changers
“We need a new Humanism, a Humanism made of sensitivity, awareness, serene dignity” Brunello Cucinelli
Throughout the history of Capitalism, there are interesting professional figures that fascinate me due to their wider, more open-to-social change and innovation vision. This is the case of Robert Owen during the First Industrial Revolution in England, who attempted to promote a different, cooperative-based business model based on a positive social impact.
Or the role played by Adriano Olivetti with his reform of the Italian factory, hindered by several people because he was promoting something revolutionary: a more humanistic, more open mentality.
Just like the case of Brunello Cucinelli with his phrase “We need a new Humanism, a Humanism made of sensitivity, awareness, serene dignity” and his way of making high fashion couture without exploiting or destroying.
Recently, I was drawn to a case related to an excellent product that is surrounded by bad habits and crime: Italian mozzarella di bufala production.
Well, this short documentary from Italian RAI about the Vannullo Dairy has reminded me of the previous examples. Having the vision and determination to create a space for the animals where they self-manage and are not locked in micro cells, is a sign of a more sensitive company. The buffalo are massaged, they choose when to eat and when to go to be milked by a robot.
All done in a way that visitors can look in and see the animals in their comfort zone living in a safe space in which they are independent.
The greatest challenge for an entrepreneur is not to make a lot of money, but to find that balance that allows creating a community around a business for the well-being of many. It is not about driving an extractive system, but about building a space where workers feel comfortable. What now some people call Humanistic Capitalism.
Being able to re-think the concept of a company without being greedy. In an interview, Cucinelli states that he is already very rich, why should he earn more money as happens in many fashion brands instead of generating a healthier system? He received many critics from the high fashion sector but he is a truly example of how Humanistic Capitalism is not a simple utopia.
Yet it’s not perfect, it pushes the boundaries of our actual system combining economic knowledge, social impact, creativity and sensitive savoir faire.
