InnovationLab –
Training for Sustainable Projects
Cultural Entrepreneurship – scaling sustainable change
Workshop 2 - 13th of December, 2025
Contents | ||
Training (1 h) | | Practical tasks (1 h) |
1: Definition of cultural entrepreneurship and examples 2: Definition of sustainability 3: How do cultural entrepreneurship & sustainability go hand in hand? 4: How can cultural entrepreneurship support climate change mitigation and adaptation? 5: Starting from zero with disruptive ideas and scaling | | Task 1: Delivery of disruptive ideas Task 2: Creation of revenue streams from disruptive ideas |
Presentation of the participants
Culture is an important aspect of our lives. Culture is not just something for our minds, hearts and souls but also something that can impact our societies from an economical point of view.
CULTURE > ENTREPRENEURSHIP
Training 📋
Definition of cultural entrepreneurship and examples
MSc Isabella Mavellia defines cultural entrepreneurship as “creating business opportunities whilst resolving a pressing issue, whilst creating positive externalities and new job opportunities in an innovative way”.
Training 📋
Definition of cultural entrepreneurship and examples
Creativity
Marketing
Change
Cultural Entrepreneurship
Conceptual model of cultural entrepreneurship
Training 📋
Definition of cultural entrepreneurship and examples
A curve that shows all possible combinations of two types of goods that a country can produce under the following conditions is called its production possibility curve (PPC) - source: https://www.economicsonline.co.uk/definitions/production-possibility-curve-ppc.html/.
CLASSIC ECONOMIC GROWTH
📢 Innovation: eg. increase in speed of production due to machines (Fordism)
📢 Efficiency: e.g. increase in productivity due to innovative production cycles
📢 Invention: e.g. increase in GDP due to genius idea that changes the system and the way of functioning of societies (Leonardo Da Vinci, Gutenberg, Thomas Edison - Electric Power, etc.)
Training 📋
Definition of cultural entrepreneurship and examples
ECONOMIC GROWTH THROUGH INNOVATION
The following directives, conventions and laws give liberties for liberal work and thus freedom to pursue entrepreneurship and cultural entrepreneurship:
📍“Our Common Future:” Framework for our European Liberties: Setting the tone for a European Union
📍“The Faro Convention”: Cultural Heritage is a basic human right
📍“The Green Deal”: Shaping a future which is based on green and circular economies
📍“UNSDG’s”: The United Nations and the fundamental Sustainable Development Goals
Training 📋
Definition of cultural entrepreneurship and examples
4 Defining characteristics of cultural entrepreneurship
🔬 Innovation
📉 Unbalanced or lack of access to resources and capital
☔ Risk-taking
🔛 Promotion of culture as a bridge in today's world
Training 📋
Definition of cultural entrepreneurship and examples
Professor Günter Faltin is a German economist and entrepreneur. In his vision, being an entrepreneur is more like being an artist that designs ideas and that often combines them to make a new and disruptive idea. https://www.youtube.com/watch?v=TFfWwOCP1TA
🔀 ⚡
Training 📋
Definition of cultural entrepreneurship and examples
A disruptive idea …….
Sustainability is a concept that has become a highlight in our societies, businesses and communities. We often associate this concept with the well-being of the planet, of the communities and of people.
Etymology - Sustainability (Nachhaltigkeit = Nach / halten) to “hold for future generations”; Forstwirtschaft / Forestry “HOMO OEKONOMIKUS”
❓ Did you know that this concept originates from a German scientist, called Hans Carl von Carlowitz (1645–1714)?
Training 📋
Definition of sustainability
Short timeline of sustainability
🔊 Industrial Revolution (18th-19th centuries)
🔊 Mid 20th century (impact of the emissions on environment and atmosphere)
🔊 First UN Conference on Human Environment (1972)
🔊 Rise of the concept of "Sustainable Development" (1987)
🔊 Observations about climate change by NASA (1988)
🔊 First COP Meeting (1995)
🔊 Coining of the ESG concept by UN (2004)
🔊 Paris Agreement (2015)
🔊 Sustainability pledges of companies (2010-present days)
The future is sustainable but ……. how do we get there?
Training 📋
Definition of sustainability
Cultural entrepreneurship and sustainability go hand in hand as there are multiple connections between these two concepts:
Training 📋
How do cultural entrepreneurship & sustainability go hand in hand?
Cultural entrepreneurship can be a catalyst that supports climate change mitigation and adaptation.
💡 Foster social cohesion with culture and arts to drive community activation and engagement;
💡 Integrate cultural perspectives and entrepreneurs into ecological protection and restoration;
💡 Emphasize cultural businesses as innovation incubators for climate change adaptation;
Training 📋
How can cultural entrepreneurship support climate change mitigation and adaptation?
💡 Increase the funding for heritage-led economic activities, especially in areas that are severely affected by climate changes and shifts;
💡 Use local artists and artists networks as drivers for education and training of young generations;
💡 Establish dialogues with CCIs leaders and entrepreneurs in designing long term strategies for the economic growth of cities;
💡 Produce and sell new cultural and artistic assets using traditional and locally-sourced materials;
💡 Promote intercultural exchanges and cultural tourism opportunities to raise awareness on climate change precarity and resilience, etc.
Training 📋
How can cultural entrepreneurship support climate change mitigation and adaptation?
Disruptive ideas can come out of the efforts of the deployment of cultural entrepreneurship initiatives and scaling of these initiatives.
Training 📋
Starting from zero with disruptive ideas and scaling
Needs
Pain points
Opportunities
Products
& Services
Training 📋
Starting from zero with disruptive ideas and scaling
Seek partnerships and collaborate with local stakeholders
Keep cultural goods, products and services accessible
Address real problems, needs and pain points of customers and clients
Design well-thought out execution and budgeting
Make use of digital tools
Acknowledge progress and success
Think long-term about the communities you want to serve
Research and plan in advance
Think of and invent disruptive solutions that can help mitigate or solve problems in various parts of the world.
Practical tasks 📋
Task 1: Delivery of disruptive ideas
How can you solve this by using cultural entrepreneurship?
Invent a disruptive solution to tackle this pressing issue using cultural entrepreneurship.
Think of and invent disruptive solutions that can help mitigate or solve problems in various parts of the world.
Practical tasks 📋
Task 1: Delivery of disruptive ideas
C. Because of global warming, polar glaciers are melting, causing a global sea level rise for multiple coastal areas.
How can you use cultural entrepreneurship and technology to mitigate this problem?
D. Many rivers in Italy are dirty due to pollution.
How can you use cultural entrepreneurship and technology to clean rivers and river banks while creating new jobs in tourism?
Think of ideas to generate revenue from one of the solutions provided in the previous task.
Practical tasks 📋
Task 2: Creation of revenue streams from disruptive ideas
Once you have thought of potential ideas to solve or mitigate the problems described above, consider ways to generate revenues and scale by doing:
Thank you all! To receive well-deserved feedback, please send your outputs to 💻 office@greenereu.com. |
Isabella Hannelore
Arcangela Mavellia
Membro del Comitato Scientifico dell'Itinerario Culturale Via Romea Germanica del Consiglio d'Europa
Master in Relazioni Internazionali (Università Ca' Foscari di Venezia) 2016-2018
Sciences Po Paris 2014-2016
Laurea in Economia Aziendale e Management Touro College Berlin 2014
Berlin Brandenburg International School, Berlino 2010
Vorhilfe 2014, SAIA 2017, GreenerEU 2020, Venywhere 2021, VUL 2022
Membro del Patto per le Alleanze per le Competenze per l'attuazione di strategie di finanziamento UE
Facilitatore di finanziamenti UE
GreenerEU 2050
CEO Isabella Mavellia
Leading Changemaker in Sustainable Tourism �+39 328 741 18 79 �+49 170 936 9338 �
📧 office@greenereu.com �🌐 www.greenereu.com
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Your choices of Today mirror the world of Tomorrow
InnovationLab – Civic Training for Sustainable Projects
2025-2026
il nuovo percorso partecipativo promosso da The Human Safety Net e curato da Baba Jaga, Centro di Studio e di Ricerca Internazionale sui Cambiamenti Climatici, Rete scolastica “Dialogues for Futures” e GreenerEU per attivare creatività, resilienza e pensiero critico, come leve di cambiamento.