Within a global context where competitiveness, innovation, and sustainability can no longer proceed on separate tracks, Trentino has opted to promote a development model capable of integrating them into a single shared vision. It is precisely in this region that the Special Strategic and Integrated Marketing Project finds its ideal setting. Trentino has always sought a virtuous balance between economic growth and ecology, betting on sectors that are compatible with environmental protection and a high quality of life.

Over time, this sensitivity has strengthened the link between community, environment and economy, nurturing a general sense of responsibility towards the common good. In this scenario, the project is not just a technical intervention, but the evolution of a cultural and institutional path that sees sustainability as a defining feature and a lever for competitiveness.

Shared, impact-oriented metrics

Trentino Sviluppo, the system company that represents the engine of local economic growth, supporting businesses, start-ups and professionals, is coordinating the programme devised by the autonomous province of Trento. The ambitious and strategic initiative aims to redefine Trentino's standing at national and international level through a clear lens: the ESG (Environmental, Social & Governance) approach. This paradigm transforms sustainability from a cultural value into a practical tool for competitiveness, through shared, impact-oriented metrics.

The project stems from the understanding that sustainability cannot be a sum of isolated initiatives, but must become an integrated system capable of involving businesses, institutions and communities. Trentino Sviluppo's ESG & Sustainability area plays a central role in coordinating this process, with the aim of building a local ESG framework capable of guiding public policies, strategic supply chains and business models towards responsible and innovative development.

The Charter of Sustainability Values

To achieve this goal, the project implemented a series of targeted measures designed, on one side, to provide businesses with practical tools and, on the other, to build a solid, credible and recognisable regional identity.

The first significant step in this process was the approval of the Charter of Sustainability Values of Trentino, a manifesto signed by the sponsoring institutional bodies and all trade associations, which defines shared principles and common commitments. A result that confirms the ripeness of the local socio-economic fabric and the desire of the region to move forward in a cohesive and coordinated manner.

A local ESG rating for Trentino

On an operational level, a major repositioning of the Trentino brand is underway in accordance with ESG criteria, fundamental for communicating a consistent and distinctive vision to the outside world, able to promote local businesses that stand out for their commitments and measurable results in the field of sustainability. At the same time, an ESG assessment model is currently under development for companies that operate, or intend to operate, in Trentino, with indicators calibrated to local characteristics. This tool will enable ESG criteria to be integrated into public tenders, procurement and financing procedures in the future, assisting companies in the design of sustainable initiatives.

This all contributes to reaching the project's ultimate goal – unique in Italy – namely to provide Trentino with a territorial ESG rating, a transparent and certifiable system that will enable the overall performance of the territory to be measured and improved over time.

Moreover, the coordination of the project also involves the implementation of a wide range of initiatives aimed at engaging and connecting local stakeholders. One of the most significant results is the creation of the Trentino Sustainability Managers Community, a network that brings together businesses, experts and institutions, encouraging the sharing of skills and accelerating the transition to sustainable models. Great attention has also been devoted to training and engagement: workshops, meetings and targeted activities help businesses understand and seize the concrete opportunities offered by sustainability.

Benefits for businesses, citizens and local communities

The impacts of the project will be felt on several levels. First, Trentino is expected to become more appealing, supported by clear and measurable policies that will make the region increasingly attractive to investors and skilled talent, partly thanks to the creation of a collaborative ecosystem capable of bringing together institutions, businesses and communities, strengthening the sense of belonging and shared responsibility.

The project will offer businesses new competitive opportunities, through greater efficiency that will reduce costs, the adoption of organisational practices geared towards people's well-being, and a more favourable environment for innovation and resilience in the face of risks. But the benefits will not be limited to the economic and productive system: citizens and local communities will also experience tangible effects in terms of quality of life, more effective services, protection of the territory and new employment opportunities.

National Sustainability Workshop

The Strategic and Integrated Marketing Special Project represents the necessary step to move from a model in which sustainability is only recounted to one in which it is measured, demonstrated and continuously improved. This is a real paradigm shift, which aspires to transform Trentino into a national workshop for sustainability applied to territorial development.

Thanks to the guidance of Trentino Sviluppo and the collaboration of the entire socio-economic system, the region is gearing up to become a benchmark for innovation, responsibility and competitiveness: a Trentino that grows, attracts and innovates, while not forgetting the future of the younger generations.

Cover: photo by Trentino Sviluppo