Ravenna 2010 is ‘in’

by Silvia Musso

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Citizens, experts and scholars certainly won’t be disappointed by the third edition of Ravenna 2010 (event in Ravenna, a town in the center-east of Italy). One of the main Italian festivals on waste, water and energy, organized by Labelab and Bacino Padova 2 (www.novambiente.it), from September 29 to October 1, will provide the public with opportunities for information and training on various technical-economic issues in the field of environmentalism.
The event’s program is very rich and full of meetings and numbers prove it. In fact, there are 58 events: 4 lectures, 27 workshops, 16 lab-meetings, 8 cultural events, the Chamber of Commerce Environmental Award, Labecamp, and the Ravenna 2010 Preview.
Four of the main objectives that the organizers intend to achieve and they are all “in”: innovation with best practices from the bottom and the technological slide; integration of knowledge and culture for growth in the areas of waste, water and energy; investments as a guarantee of development of a green economy and internationalization as an exchange of knowledge and opportunities. The novelty in this edition of Ravenna 2010 will be the transmission of the event in live streaming on all the portals of partners and universities attended, including Rome, Bari, Ferrara, Trieste and Perugia and the participation of associations linked to communication.

Among all the appointments, in addition to the exhibition organized by AICA “Communicating Public Water” fitted between the “cultural events” in Piazza del Popolo from September 29 to October 1, we report to their commonly cut the following meetings.
The workshop A If I say false it’s not true. MuSeS the first method that reveals the hidden needs of the user (Thursday, September 30, 10-13 ROOM 6) in which the methodology will be illustrated for the MuSeS customer satisfaction, an instrument designed to explore the symbolic universe and the unconscious expectations of the consumer, it has as its prerogative multisensory stimulation, which allows you to bypass the cognitive aspects of consumer choices and analyze their subconscious, beyond the traditional division between qualitative and quantitative methods.
The workshop B Markethink, thought that safeguards environment (Friday, October 1, 10-13 ROOM 6), which aims to focus on state of the art marketing starting from the academic level. "Markethink means – explains Amedeo Levorato, President of Consorzio Bacino Padova 2 – “think of market, the market includes”. Only a comprehensive education of daily behavior (consumption, purchase in the home and in relationships) promotes environmentally sustainable behaviors. Without pretense or unnecessary catastrophism, is possible to lead consumers to think and moderate consumption, preferring quality and convenience and even a different way to buy and live.
The conference Anthropology, communication and marketing in the field of environment (Thursday, September 30, 18-20) will be an interesting comparison between anthropology, communication and marketing in the field of environment due to the intervention of Richard Bagozzi, Professor of Marketing at the Ross School of Business (University of Michigan), Prof. Massimo Bergami (Director Alma Graduate Scholl, Università degli Studi di Bologna) and Prof. Michelangelo Tagliaferri (Fondazione Accademia di Comunicazione Milano).

These appointments are intended to explain how environmental marketing can influence cultural changes related to the environment and the acquisition of new habits, as Amedeo Levorato says: “Educate, suggest, creating environmentally sustainable consumption patterns is the primary marketing tool. The environmental consciousness is a global trend that should be exploited and enhanced. However, we should articulate the environmental awareness with practical solutions at local level, transfer best practices, the emergence of behaviors and rules that constitute “de facto standards”, which are then adopted by industry and commerce”.
Public authorities have a key role in this regard because they have to learn to communicate to citizens the true cost of their behavior. “All models of communication based on evocation, energy conservation, environmental, ecological, physiological and emotional (car accidents, drug abuse, alcohol, medicines, domestic violence) are models aimed at preventing the discomfort and encourage civil society. Education for respect and promotion of the beauty in environment and in the city, mutual respect among people, knowledge of history and culture of the city and its territory, opening up to and the reconciliation of different cultures are all instruments of a public communication intercultural and socially sustainable society that should be a benchmark for all public realities”.

We are confident that this new 2010 edition of Ravenna, the participation of which is free, will be an important educational and informative event for meeting between experts, for the retrieval and exchange of all technical legal, scientific and economic challenges to environment.