00:00Why did you choose to participate in this festival?
00:09I chose very easily to participate in this festival
00:14because for a long time I have promised myself to try to contribute in my little one
00:18to modernize this country and I believe that this happens through a piece of politics,
00:22a lot of companies and the media.
00:25The role that companies and the media together have is fundamental
00:29to create awareness, to create awareness also of the will to change
00:34and they must be aware of their impact on the future.
00:37I believe that this is what I am most passionate about
00:39and I believe that this space is perfect to discuss it with many people.
00:43Why did you choose to participate in this festival?
00:53I believe that brands and journalism in the last few years
00:57have struggled to stay together for fear that there was little transparency
01:02when there was an intervention of the brand, when there wasn't,
01:05when instead there was an intervention of the publisher.
01:07I believe that, as always happens, what creates distrust is little transparency.
01:11There are words that I learned about very recently
01:15that go from the editorial public, the advertorial, things of this kind
01:22that create little awareness.
01:24The consumer does not understand, if he does not understand he cannot trust
01:27and this then goes to undermine an ethicity, a will to be part of those who do that job
01:34and so I think of the journalist.
01:36Instead, we must be aware of the fact that it has always been
01:40the advertising, the insertionists in their various forms and models
01:45that make possible the job of journalism, of the news
01:48and this will be more and more true in the future
01:50so with transparency, with the clarity of the interventions
01:53we can rebuild this relationship.
02:05I believe that the responsibility for change has spread equally
02:10between politics, the media, companies and us all
02:15in our view of voters, of citizens, readers or consumers of information
02:20and then of consumers, because if we do not keep accountable
02:25the companies for their change, we cannot force them.
02:29If the media does not help us to understand this change
02:32by carrying out this agenda, companies will not do it and much less politics.
02:37But if we do not have a construction of this awareness
02:40and if we digest any nonsense that politics sells us
02:43or any example of greenwashing, companies will do it.
02:46So at the base there is, as usual, a healthy relationship of awareness
02:51that must be created, of control between the parties
02:55and obviously of incentive.
02:57Companies have an incentive to sell, to prosper
03:00and therefore to do so they must quickly adapt to change
03:03but the same incentive is also that of politics and the same is that of the media.
03:07Ours is to live in a better society,
03:09to have the products we really need
03:12and to have information that helps us understand change.
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