ABSTRACT
Cultural patterns dictate resource use, production and consumption. In our societies an instrumental view of nature, deeply rooted in the cultural drive of anthropocentrism, has led to critical levels of unsustainability. The economic crisis, while on the one hand contributing to the worsening ecological crisis, on the other hand represents an opportunity for a profound renewal of the very cultural paradigms at the roots of the production and consumption process. The chapter explores the role played in this process by a small but growing number of cultural and creative enterprises, that challenge the unsustainable cultural production and consumption patterns and build their activity on innovative and sustainable redefinition of the relationship between nature – as context, source of resources, sink of waste, recipient, etc. – and culture – as technology, human capital, aesthetics, organized needs, structures and functions. Up-cycling of waste (as in the case of high-quality textile fibres produced from discarded orange skins), design and production of environment-friendly food and architecture and the re-discovery of sustainable use of natural resources will be discussed with reference to the recent Italian experience.
