Luigi Pignatelli

🔋 At Bracco, we're taking real steps toward a more energy-efficient and low-carbon future.   In 2024, we strengthened our commitment by expanding the Energy Management Department, doubling its size and integrating it more deeply into our operations.   👷‍♂️ Emiliano Di Penta, Energy Management Director, presented our strategic direction focused on:   ✅Optimizing industrial processes and increasing #electrification ✅Expanding self-generation capacity from renewable sources, including on-site and off-site solar PV plants ✅Investing in high-efficiency tri-generation plant for power, heating, and cooling ✅Leading the way in adopting #biomethane as a fossil-free alternative where electrification isn’t viable   With these actions, we’ve already reached 25% of purchased electricity covered with solar energy across all our Italian sites and renewed our UNI ISO 50001 certification.   🌍 Bracco remains committed to energy innovation, sustainability, and contributing to the climate transition — through action, not words.   🔗 Read the full story on page 31 of our latest sustainability report: https://lnkd.in/dNfbc--j    #SustainabilityAtTheCore #Growth #Decarbonization #BraccoCares #Sustainability #SustainableRadiology #SustainableHealthcare #SustainableImaging #BraccoSustainabilityReport

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Has #marketing lost its way? In a society increasingly shaped by speed, personalization and algorithmic feeds, the erosion of critical thinking and responsible decision-making is becoming more visible. And marketing — once a discipline designed to understand and create value for customers — may be part of the problem. In a recent analysis, Paolo Guenzi (SDA Bocconi School of Management) reflects on how the misapplication of marketing principles can contribute to a broader cultural decline. Tools intended to simplify and enhance the customer experience can, when distorted, foster impatience, passivity and superficiality. A recent reflection highlights how tools originally designed to improve relationships between companies and their customers — simplicity, automation, emotional storytelling — can, when distorted, contribute to the spread of impatience, passivity and even ignorance. Five key trends are accelerating this shift: 🔹 The reduction of marketing to mere communication, favoring form over substance 🔹 The fragmentation of responsibilities among hyper-specialized external actors 🔹 A dangerous focus on short-term results at the expense of strategic thinking 🔹 Algorithm-driven standardization that undermines innovation 🔹 The growing dehumanization of decision-making, particularly with the rise of AI In this landscape, marketing professionals must reclaim a deeper purpose: to orchestrate the entire organization around the long-term needs of customers and society. This means being at the table — not on the sidelines — when it comes to shaping how digitalization and sustainability are translated into action. It’s time for marketers to reflect critically on their role, not just in business, but in the cultural and ethical trajectory of our societies.

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