Sustainability Stories from the Small Screen

Ever since TV series became an integral part of our lives, the small screen has turned into a sort of travel diary, capturing stories and attempts deeply embedded in both our culture and society. The relationship between companies and pop culture is almost like a hall of mirrors, where both serve as carriers of fundamental human values and ideals to embrace—ones that can make a real impact on everyday life.

This is why shows like The Good Place, Ted Lasso, and Our Planet are not just a perfect reflection of our world, but also offer companies a useful perspective to spark dialogue on crucial topics like sustainability in all its forms: economic, social, and environmental. These three pillars are like the legs of a table — if you remove one, the whole structure collapses, and true sustainability can no longer be achieved.

In short, embracing a sustainable vision requires constant attention to every aspect of collective life, something that is fundamental for a company. The challenge we have set for ourselves on our journey toward sustainability is never to overlook the details in favor of the bigger picture. The small, the individual — ultimately, the person — is the fundamental building block, as well as the driving force behind any effort focused on care, protection, growth, and development.

Speaking of growth, we cannot ignore the immense ethical dilemmas explored in The Good Place, a series that blends comedy and philosophy while following Eleanor Shellstrop, a woman who ends up in paradise by mistake. Through clever twists and misunderstandings worthy of the best literary works, Eleanor forces us to ask what it really means to be a good person or to perform good actions. Watching the show, we realize that our modern era presents even greater challenges, emphasizing the importance of community and the benefits of facing challenges together. It also pushes us to question the morality of our actions. Issues like selfishness and ambition are placed within a broader context, encouraging us to see "the other" not as a rival or obstacle, but as an opportunity and a valuable resource.

Luckily, Ted Lasso comes to our aid with its strong team spirit. The beloved coach, a widely admired figure in the U.S., teaches us that winning and losing are shared experiences — but more importantly, that change happens together. Success is built collectively in an environment where even structure and role distribution — essential for valuing each individual — truly embrace diversity. This paves the way for a journey in which personal identity and intrinsic value reconnect with ideals of goodness and collective beauty.

Returning to Eleanor, our The Good Place protagonist, she starts out as someone constantly on the defensive — selfish and indifferent. However, she changes not only through her relationship with a place she begins to appreciate and want to belong to, but also through her interactions with people. The world stops being an obstacle and starts becoming an opportunity — just as it does for Ted Lasso’s teams, where everything is done together.

Together is also the only way to see the planet as a shared space rather than a distant world detached from our responsibilities. The environment in which a community operates transforms into a home, a place where people are united by shared values and ideals. Our Planet, the documentary series that invites viewers to discover and reflect on the beauty of Earth, its unique landscapes, and biodiversity, is just another way of expressing our own "Belong." Just as the series helps its audience see our planet as a shared home for humanity — something to be protected and cherished—we have chosen to share Belong as a place of stories, the home of our work, the meeting ground where dreams and aspirations transform into projects and commitments.

The evolution of storytelling in TV series — from pure entertainment to a space for reflection — mirrors the shift in perspective that businesses, including our Group, have undergone. A company is no longer just a place for professional expression, but rather a space where individuals discover themselves and their role in the world. Care and attention are the key principles of our commitment, from the smallest details to the grandest visions, on a circular path where it is always possible to start again — together.