Corporate Sustainability Through The Presentation Of The...

1. INTRODUCTION This paper aims to analyze corporate sustainability through the presentation of the â€Å"Luxottica† case and the project â€Å"Zero Waste†, which the company started in order to reduce the environmental impact caused by its activities.†¨I chose this example in order to make clearer the opportunities that sustainability can offer to companies under the competitive and strategic profile, in particular also focusing on how a good system of communication is fundamental in this process. The importance of this issue comes from the growing concern of society and firms about the excessive exploitation of natural resources and the consequent depletion of the same. The insanely fast economic development during the last decades led to a growth in welfare and wealth, but it has been merely based on the logic of obtaining the maximum profit, forgetting at the same time about the correct use of natural resources. The need to link the economical development with a greater concern about our planet gave birth to a new concept of sustainable development, which identifies a progress compatible with the preservation of the environment and resources for the future generations. Initiatives have so been launched not only by national and international institutions, but also from the firms in first place, which significantly contributed in the fight against the current state of degradation. All of this conducted to the birth of the concept of Corporate Social Responsibility (CSR), a new