Italia 10 selfie ing 090215 new

DOSSIER EXPO 2015

2015 ITALY IN 10 SELFIES CHANGING FOCUS TO CHALLENGE THE CRISIS

2015 ITALY IN 10 SELFIES CHANGING FOCUS TO CHALLENGE THE CRISIS

1

ITALY IS ONE OF JUST FIVE COUNTRIES WORLDWIDE TO BOAST A MANUFACTURING SURPLUS THAT EXCEEDS 100 BLN DOLLARS.

2

ITALIAN ENTERPRISES ARE AMONGST THE WORLD’S MOST COMPETITIVE.

3 CONSIDERING THE AGGREGATED DEBT (STATE, FAMILIES, ENTERPRISES),

ITALY IS ONE OF THE WORLD’S LEAST INDEBTED COUNTRIES.

4 FOR 77 PRODUCTS, ITALY LEADS THE AGRICULTURAL-FOOD MARKET

WORLDWIDE.

5 ITALY IS THE SECOND MOST COMPETITIVE COUNTRY IN THE GLOBAL

MACHINERY INDUSTRY.

6

GREEN ECONOMY GIVES ITALIAN ENTERPRISES A TURBO BOOST.

7 ITALY LEADS EUROPE IN TERMS OF THE ECO-EFFICIENCY OF THE PRODUCTION

SYSTEM. AND WE ARE CHAMPIONS IN THE RECYCLING INDUSTRY.

8

CULTURE BRINGS WEALTH.

9 ITALY IS THE PREFERRED EUROZONE DESTINATION OF NON-EUROPEAN

TOURISTS, THANKS TO ITS CULTURE, BEAUTY AND QUALITY.

10 COHESION: A RECIPE TO COMPETE.

This important work of Symbola encompasses ten interpretations of the success of our country across the globe. It is an operative route that is useful above all to gain awareness of our strengths. Because Italy must know and acknowledge its power, just as it also needs to learn to overcome its limits.

In the agricultural food industry, for example, we are leaders in more than 77 different product categories.

Our agriculture is amongst Europe’s most sustainable; amongst other aspects, we produce 35% less in the way of greenhouse gases than the European average.

Our exports, which came to 34.4 billion in 2014, have withstood the crisis and the over-valuation of the euro, as well as geographical-political tension like the Russian embargo.

We have not only held strong, but even grown. Because when Italy really is Italy, results are achieved. And this is the spirit with which we now look to the challenge of the 2015 Milan Expo, an essential opportunity at which to re-launch our country.

Over the next few months, we can guide the debate towards a crucial issue like that of food, protection of resources and the environment and development models.

And we will do so well aware of our own role in these, with the desire to make a proper contribution to answer the major question of how to guarantee healthy, safe, sufficient food for a growing world population. This is why we suggest that citizens, institutions, enterprises and associations shoulder their commitments and responsibilities and be a part of the “Milan Charter”, Expo’s inheritance that will combine the event of Milan with the important appointment to define the forthcoming objectives for the millennium set to be approved by the United Nations late 2015.

Maurizio Martina

Ministro delle politiche agricole alimentari e forestali

When there is everything to fear, be unafraid. When surrounded by dangers, fear none of them.

When without resources, depend on resourcefulness. When surprised, take the enemy itself by surprise.

Sun Tzu

Looking Italy in the eyes to change it.

To overcome the severe crisis we are experiencing, we need to face up to ancient evils: not just public debt, but inequality in the distribution of wealth, the lack of employment, the burden of the Mafia and corruption that has never been adequately fought, together with bureaucracy that is often suffocating and the south that loses contact.

We cannot do it without some idea of the future, if we do not start with our strengths, mobilising talents and the very best energies.

And to do so, we need to take a long, hard look at the country, the territories, the communities and enterprises, carefully and with empathy: with different eyes to those of the ratings agencies, without being held prisoner by laziness and preconceived ideas that have often been imported.

This is exactly what the Symbola Foundation strives to do, crossing Italy to read and network its qualities. The data and ideas we make in “Italy in ten selfies� are the result of this hard work we have pursued with a great many companions along the way. Starting with Unioncamere and the Edison Foundation, Aaster, Coldiretti, Ucimu and a great many other figures and minds. The reports and processing behind the end result can be found on www.symbola.net. The fundamental believe is that to face up to the perfect storm that is this crisis, Italy needs to accept the challenges posed by a world that changes without losing its soul. And just as it is already doing in a great many fields, even without policies or recognitions, to combine innovation and knowledge with quality, beauty and a green economy.

In short, Italy needs to be Italy. This is the country we want to see starring at the 2015 Expo too.

Ermete Realacci

Presidente Fondazione Symbola

1 +942 +416 +226 +218 +131 - 36 - 106 - 527

2013 TRADE MANUFACTURING BALANCE (BLN $)

ITALY IS ONE OF JUST FIVE COUNTRIES WORLDWIDE TO BOAST A MANUFACTURING SURPLUS THAT EXCEEDS 100 BLN DOLLARS. With a manufacturing commercial surplus in export worth 131 bln $ in 2013, the key role played by our country in global industry is confirmed.

The same cannot be said of other countries like France (-36 bln), the United Kingdom (-106 bln) and the USA (-527 bln).

SOURCE 10 TRUTHS ON ITALIAN COMPETITIVENESS SYMBOLA FOUNDATION – UNIONCAMERE – EDISON FOUNDATION

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PRODUCTS

235

323 PRODUCTS

PRODUCTS

NUMBER OF PRODUCTS (OUT OF A TOTAL OF 5117) IN WHICH ITALY HOLDS THE TOP POSITIONS WORLDWIDE IN TERMS OF COMMERCIAL SURPLUS (2012) (FORTIS-CORRADINI INDEX - EDISON FOUNDATION©)

ITALIAN ENTERPRISES ARE AMONGST THE WORLD’S MOST COMPETITIVE. Out of a total of 5,117 products – the top level of statistical unbundling of world trade – in 2012, Italy came first, second or third worldwide for commercial assets with export in a total of 935 (Fortis-Corradini index, Edison Foundation©).

SOURCE 10 TRUTHS ON ITALIAN COMPETITIVENESS SYMBOLA FOUNDATION – UNIONCAMERE – EDISON FOUNDATION

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% %

%

%

%

% %

AGGREGATED DEBT, % OF GDP. 2012 DATA FOR PRIVATE DEBT, 2013 FOR PUBLIC

CONSIDERING THE AGGREGATED DEBT (STATE, FAMILIES, ENTERPRISES), ITALY IS ONE OF THE WORLD’S LEAST INDEBTED COUNTRIES. If we instead consider the major public debt, we look at the overall debt position of the country (and therefore both the state debt and the private debt), despite the fact that the crisis is gradually eroding the great private wealth of the Italians, Italy is more virtuous (with 261% of the GDP) than the United States (264%), the United Kingdom (284%), Spain (305%) and Japan (412%).

SOURCE 10 TRUTHS ON ITALIAN COMPETITIVENESS SYMBOLA FOUNDATION – UNIONCAMERE – EDISON FOUNDATION

VINEGAR

NUMBER OF PRODUCTS IN WHICH ITALY HOLDS THE TOP POSITIONS WORLDWIDE IN TERMS OF MARKET SHARE

FOR 77 PRODUCTS, ITALY LEADS THE AGRICULTURAL-FOOD MARKET WORLDWIDE. Of all Italian agricultural food products, a good 23 have no rivals on the international markets. From pasta to tomatoes and other vegetables, vinegar, oil, beans and cherries: all products for which our country can boast the largest shares of the world market.

And there are another 54 in which we are second or third. Despite counterfeiting and unfair competition of Italian sounding, we are firmly on the podium of world trade, in short, for a total of 77 products.

We are also the planet’s strongest country for “distinctive” products, with 269 DOP, IGP and STG products (in addition to 4,816 traditional regional specialities), followed, a fair way off, by France (with 207) and Spain (with 162).

In the wine sector, Italy numbers 332 DOCs, 73 DOCGs and 118 IGTs. And then we have organic farming: we are top in Europe in terms of the number of enterprises and amongst the world’s most important in terms of surface and average annual growth rate.

SOURCE 10 TRUTHS ON ITALIAN COMPETITIVENESS – AGRICULTURAL-FOOD FOCUS SYMBOLA FOUNDATION – UNIONCAMERE – EDISON FOUNDATION WITH COLDIRETTI

4

5

7th 10th

4th

2nd

6th 8th

3rd 9th

1st

5th TRADE PERFORMANCE INDEX: NON-ELECTRONIC MACHINERY - 2012

ITALY IS THE SECOND MOST COMPETITIVE COUNTRY IN THE GLOBAL MACHINERY INDUSTRY. The Italian machinery industry is at the top of the world’s industry honours board. In the competitiveness classification calculated on the basis of the Trade Performance Index* prepared by the International Trade Centre of the UNCTAD/ WTO, the Italian mechanics industry is second - right behind the Germans. *Composite index based on 5 sub-indicators: commercial balance; per capita exports; share held in world exports; the diversification level in terms of product; and the diversification level of markets.

SOURCE 10 TRUTHS ON ITALIAN COMPETITIVENESS – MACHINERY FOCUS SYMBOLA FOUNDATION – UNIONCAMERE – EDISON FOUNDATION WITH UCIMU FOUNDATION

44.30%

6 28.80%

24%

14.90%

EXPORT

INNOVATION

MANUFACTURING ENTERPRISES THE EXPORT PERMANENTLY OR HAVE DEVELOPED NEW PRODUCTS/SERVICES

GREEN ECONOMY GIVES ITALIAN ENTERPRISES A TURBO BOOST. During the crisis, 341,500 Italian companies (22% of the total, even 33% in manufacture), instead of pulling in and holding tight, chose to wager on the green economy (a sector worth 101 billion euros in added value, 10.2% of the domestic economy).

It proved to be a winning choice: in terms of exports (if we consider manufacturing enterprises, 44% of those investing in green export permanently, as compared with 24% of those that do not) and innovation (30% of manufacturing enterprises focusing on a green approach have developed new products and services, as compared with 15% of the others). With green jobs, which, as GreenItaly explains, have become the new stars of national innovation and even account for 70% of all new employment in research and development in our enterprises. According to the Euro barometer, by end 2014, 51% of Italian SMEs will have at least one green job, far better than Germany (29%), France (32) and the United Kingdom (37%).

SOURCE GREENITALY 2014 – SYMBOLA FOUNDATION – UNIONCAMERE

7 104

130 143 110

71

WASTE, 10 TONS

TONNES OF CO2 AND WASTE PER MILLION EUROS PRODUCED

ITALY LEADS EUROPE IN TERMS OF THE ECO-EFFICIENCY OF THE PRODUCTION SYSTEM. AND WE ARE CHAMPIONS IN THE RECYCLING INDUSTRY. The Italian production model is amongst the most innovative in environmental terms, with 104 tonnes of carbon dioxide per million euros produced (Germany releases 143 into the atmosphere, the United Kingdom 130) and 41 of waste (65 for Germany and the United Kingdom, 93 for France).

We are European recycling industry champions: with 163 million tonnes of waste sent off Europe-wide for industrial recovery, in our country 24.1 million have been recovered, the highest value of all European countries (in Germany, 22.4). Milan, the city of the EXPO is, together with Vienna, top of the separate waste collection list of European metropolises numbering more than a million inhabitants and, of all the major cities worldwide, is the one with the most people supplied with an organic waste collection service.

SOURCE 10 TRUTHS ON ITALIAN COMPETITIVENESS SYMBOLA FOUNDATION – UNIONCAMERE – EDISON FOUNDATION

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TOTAL CULTURE CHAIN

214 billion euros (15.3%) Activation 134 billion euros (9.6%)

Cultural production system 80 billion euros (5.7 %) 74.9 billion of the private world (-1% on 2012); 2.8 % public (-6%); 2.3 % non-profit (+3%)

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Each euro in added value produced by one of the activities in this segment activates another 1.67 in the rest of the economy.

1.7

The multiplier effect of culture on the other sectors, for each euro of product, the following are activated:

creative industries 2.1

historic-artistic heritage 2.0

cultural industries 1.2

performing arts 1.2

ADDED VALUE OF THE CULTURAL AND CREATIVE CHAIN (ENTERPRISES, INSTITUTIONS, NON-PROFIT ENTITIES) MULTIPLIER EFFECT ON THE REST OF THE ECONOMY

CULTURE BRINGS WEALTH. Italy owes 80 billion euros, 5.7% of the wealth produced, to the culture chain - 443,458 enterprises, 7.3% of the national total.

But this figure rises to 214 billion, 15.3% of the national added value, if we consider the part of the domestic economy that, like tourism, grows by 1.67 euros for each euro produced by culture.

SOURCE I AM CULTURE - ITALY OF QUALITY AND BEAUTY CHALLENGES THE CRISIS. 2014 REPORT SYMBOLA FOUNDATION – UNIONCAMERE

9

43

39

28

millions of nights

millions of nights

56

millions of nights

millions of nights

OVERNIGHT STAYS BY NON-EUROPEAN TOURISTS IN THE EUROZONE (2013)

ITALY IS THE PREFERRED EUROZONE DESTINATION OF NON-EUROPEAN TOURISTS, THANKS TO ITS CULTURE, BEAUTY AND QUALITY. We are the first choice country in the Eurozone for non-EU tourists to stay in (with 56 million nights). We are the preferred destination of countries to which the future of world tourism is linked: China, Brazil, Japan, South Korea, Australia, the USA and Canada.

By no coincide, Italy is the country that, worldwide, has the greatest number of Unesco sites on the World Heritage of Humanity List (51 out of 1001).

Of total spending by tourists in Italy, 73 billion euros in 2013, 36.5% (26.7 billion) is connected precisely with culture and its chain. And this too helps sustain the demand for Italy across the globe: searches connected with Made in Italy products on Google in 2013 had grown by 12% on the previous year, with fashion being the most searched category, followed by tourism and agricultural food, which marked the most significant increase.

SOURCE 10 TRUTHS ON ITALIAN COMPETITIVENESS SYMBOLA FOUNDATION – UNIONCAMERE – EDISON FOUNDATION

39%

10 31% 22% 15%

Cohesive enterprises

Non- cohesive enterprises

TURNOVER 2013/2012

Cohesive enterprises

Non- cohesive enterprises

EMPLOYMENT 2013/2012

PERFORMANCE OF “COHESIVE” ENTERPRISES COMPARED WITH “NON-COHESIVE” ONES (PERCENTAGE SHARE OF ENTERPRISES DECLARING AN INCREASE, FOR EACH VARIABLE)

COHESION: A RECIPE TO COMPETE. “Cohesive” enterprises – or rather, those most linked to the communities, workers and territories, which invest in competences, sustainability, quality and beauty – are more competitive. In 2013, 39% of these businesses increased their turnover on 2012, as compared with 31% of non-cohesive enterprises. They saw employment grow by 22% as compared with 15%.

It cannot be a coincidence if, from 2007 to 2012, despite the complete lack of public supporting measures, Italian enterprises are those that guided – following the USA – the world reshoring and today account for 60% of European relocations.

SOURCE COHESION IS COMPETITION - THE NEW GEOGRAPHIES OF THE PRODUCTION OF VALUE IN ITALY AASTER CONSORTIUM – SYMBOLA FOUNDATION – UNIONCAMERE

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