00:00How to overcome contradictions?
00:08How to make sustainability sustainable?
00:14From my point of view, there are three essential aspects.
00:18The first is a strong commitment from the corporate top.
00:22And if it is not there, it must be created,
00:26and it can only be created by making the value perceived.
00:29The other two essential aspects are a structured corporate governance
00:35that allows things to happen,
00:37but above all to create an important and deep corporate culture
00:43that integrates sustainability both in the strategy
00:46and in the company's decision-making processes.
00:51This is a necessary path for sustainability to be sustainable.
00:57How to communicate it?
00:59Communicate it with the same coherence with which a culture is created.
01:04A culture can only be created if there is coherence between what is said and what is done.
01:11In the same way, external communication is necessary
01:15to have this essential aspect of coherence.
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