“One should not hold living as such in the highest regard, but living well.” – Plato The socio-economic environment in which Italian companies operate has undergone profound transformations, leading them to become increasingly hybrid and networked, not least because of the pandemic. According to the Edelman 2025 report, businesses enjoy greater trust on the part of Italians, in spite of resentment towards institutions, but are increasingly assuming a social role in which people’s well-being is at the centre. Therefore, people are the most important asset of organisations, which are not limited to offering competitive salaries and/or attractive career paths. It becomes essential to also guarantee integrated forms of support such as mental and physical well-being, quality of life, prevention and work-life balance, which are central elements of the new corporate paradigm. For a long time, the culture of prevention at work was associated with safety and accident reduction. Today, however, companies are adopting a proactive approach, promoting services and benefits geared towards health, preventive healthcare and the adoption of sustainable lifestyles, also focusing on ageing-related needs. According to the Welfare Index PMI 2024, among the first areas of intervention in corporate welfare are supplementary pensions and protection, followed by health and healthcare. Italian SMEs are therefore reinforcing their commitment to concretely supporting the wellbeing of workers, although there is still little awareness on the part of employees regarding the insurance funds included in their contracts, which are often unused or unknown. So what are people’s new needs today? What communication strategies should be adopted to build a culture of prevention centred on wellbeing? Starting from a reality such as Logotel - Independent Design Company active in Milan since 1993, innovative SME and Benefit Company - which places people and communities at the centre of its design vision, the research proposes to develop a communication and services project to foster a shared culture of prevention and health, adopting the methodology of Impact Design. All this in order to promote wellbeing through the activation of new behaviours, going beyond mere information and building a welfare system, also through the creation of partnerships with external realities such as ETS (Ente del Terzo Settore) or health facilities.
“Non bisogna tenere in massimo conto il vivere come tale, bensì il vivere bene.” – Platone Il contesto socioeconomico in cui operano le imprese italiane ha subito profonde trasformazioni, portandole ad essere sempre più ibride e reticolari, anche a causa della pandemia. Secondo il report Edelman 2025, le imprese godono di una maggiore fiducia da parte degli italiani, a dispetto del risentimento verso le istituzioni, per cui assumono sempre di più un ruolo sociale in cui il benessere delle persone è al centro. Pertanto, le persone rappresentano l’asset più importante delle organizzazioni, che non si limitano ad offrire retribuzioni competitive e/o percorsi di carriera attrattivi. Diventa essenziale garantire anche forme di supporto integrato come benessere mentale e fisico, qualità della vita, prevenzione e work-life balance, elementi centrali del nuovo paradigma aziendale. Per molto tempo, la cultura della prevenzione sul lavoro è stata associata alla sicurezza e alla riduzione di infortuni. Oggi, tuttavia, le imprese stanno adottando un approccio proattivo, promuovendo servizi e benefit orientati alla salute, alla prevenzione sanitaria e all’adozione di stili di vita sostenibili, focalizzando anche i bisogni legati all’aging. Secondo il Welfare Index PMI 2024, tra le prime aree di intervento nel welfare aziendale ci sono previdenza integrativa e protezione, a seguire salute e assistenza sanitaria. Le PMI italiane stanno quindi rafforzando il loro impegno nel sostenere concretamente il benessere dei lavoratori, sebbene permanga scarsa consapevolezza da parte dei dipendenti riguardo ai fondi assicurativi inclusi nei contratti, spesso inutilizzati o sconosciuti. Pertanto quali sono oggi i nuovi bisogni delle persone? Quali strategie comunicative adottare per costruire una cultura della prevenzione centrata sul benessere? Partendo da una realtà come Logotel – Independent Design Company attiva a Milano dal 1993, PMI innovativa e Società Benefit – che pone le persone e le comunità al centro della propria visione progettuale, la ricerca si propone di sviluppare un progetto di comunicazione e servizi per favorire una cultura condivisa della prevenzione della salute, adottando la metodologia dell’Impact Design. Tutto ciò per promuovere il benessere attraverso l’attivazione di nuovi comportamenti, superando la mera informazione e costruendo un sistema di welfare, anche mediante la creazione di partnership con realtà esterne come ETS (Ente del Terzo Settore) o strutture sanitarie.
Line: prevenzione insieme
Buttitta, Elena
2024/2025
Abstract
“One should not hold living as such in the highest regard, but living well.” – Plato The socio-economic environment in which Italian companies operate has undergone profound transformations, leading them to become increasingly hybrid and networked, not least because of the pandemic. According to the Edelman 2025 report, businesses enjoy greater trust on the part of Italians, in spite of resentment towards institutions, but are increasingly assuming a social role in which people’s well-being is at the centre. Therefore, people are the most important asset of organisations, which are not limited to offering competitive salaries and/or attractive career paths. It becomes essential to also guarantee integrated forms of support such as mental and physical well-being, quality of life, prevention and work-life balance, which are central elements of the new corporate paradigm. For a long time, the culture of prevention at work was associated with safety and accident reduction. Today, however, companies are adopting a proactive approach, promoting services and benefits geared towards health, preventive healthcare and the adoption of sustainable lifestyles, also focusing on ageing-related needs. According to the Welfare Index PMI 2024, among the first areas of intervention in corporate welfare are supplementary pensions and protection, followed by health and healthcare. Italian SMEs are therefore reinforcing their commitment to concretely supporting the wellbeing of workers, although there is still little awareness on the part of employees regarding the insurance funds included in their contracts, which are often unused or unknown. So what are people’s new needs today? What communication strategies should be adopted to build a culture of prevention centred on wellbeing? Starting from a reality such as Logotel - Independent Design Company active in Milan since 1993, innovative SME and Benefit Company - which places people and communities at the centre of its design vision, the research proposes to develop a communication and services project to foster a shared culture of prevention and health, adopting the methodology of Impact Design. All this in order to promote wellbeing through the activation of new behaviours, going beyond mere information and building a welfare system, also through the creation of partnerships with external realities such as ETS (Ente del Terzo Settore) or health facilities.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/242919