Harmonising sustainability in theatres as catalysts for resilience

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Pubblicato

2025-12-22

Fascicolo

Sezione

Cultural institutions facing the challenge of sustainability: from theory to practice

DOI:

https://doi.org/10.13138/2039-2362/3697

Autori

  • Annamaria Esposito IULM University Milan
  • Angela Besana IULM University Milan
  • Chiara Fisichella IULM University Milan

Abstract

This paper seeks to highlight the critical role that theatres play in fostering resilience and sustainability and underscores the significance of a holistic approach to sustainability thanks to a qualitative analysis of five Milanese theatres. The findings highlight the potential of theatres to act as catalysts for society’s reflection, dialogue, and action towards sustainability, emphasising the indispensable role of community involvement and stakeholder collaboration. The investigation reveals that the sustainability of theatres depends on global strategies that include management efficiency, marketing innovation, and diversification of funding. Digitisation of archives and sustainable production practices emerge as pivotal in minimising environmental impacts and preserving cultural heritage. Simultaneously, innovative staging, audience engagement in sustainability, and the development of new works addressing current sustainability challenges serve to amplify the societal impact of theatres.

Questo lavoro cerca di evidenziare il ruolo critico dei teatri nel promuovere la sostenibilità e, grazie a un’indagine qualitativa su cinque teatri milanesi, sottolinea l’importanza di un approccio olistico alla sostenibilità. I risultati evidenziano il potenziale dei teatri nel fungere da catalizzatori per la riflessione, il dialogo e l’azione della società verso la sostenibilità, sottolineando il ruolo indispensabile del coinvolgimento della comunità e della collaborazione degli stakeholder. L’analisi rivela che la sostenibilità dei teatri dipende da strategie globali che comprendono l’efficienza della gestione, l’innovazione del marketing e la diversificazione dei finanziamenti. La digitalizzazione degli archivi e le pratiche di produzione sostenibili si rivelano fondamentali per ridurre al minimo l’impatto ambientale e preservare il patrimonio culturale. Allo stesso tempo, gli allestimenti innovativi, il coinvolgimento del pubblico nella sostenibilità e lo sviluppo di nuove opere teatrali, che affrontano le attuali sfide della sostenibilità, amplificano l’impatto sociale dei teatri.

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Biografie autore

Annamaria Esposito, IULM University Milan

Annamaria Esposito is an Associate Professor in Management and Marketing at the Department of Business, Law, Economics and Consumption, Faculty of Arts,  Her main research interests are fashion marketing and communication, heritage marketing, cultural marketing. marketing of luxury goods and services, museum management and marketing (sustainabiity)

Angela Besana, IULM University Milan

Associate Professor osìf Economic

Chiara Fisichella, IULM University Milan

Chiara Fisichella, PhD in Tourism Marketing. She is a Research Fellow and a Researcher of the Centre for Employee Relations and Communication at. She is Adjunct Professor of Marketing, Tourism Marketing and Corporate Communication at Università Telematica Internazionale Uninettuno, Italy.  Previously, she was Adjunct Professor of Event Management and Sponsorship at Università IULM, Italy. She is also a freelance consultant in the field of social and economic research, focusing on primary data research, both with qualitative and quantitative methods. 

Her main research interests are: museum management, museum sustainability, cultural institution management, tourism management, event management, corporate communication, diversity&inclusion and employee communication.

Come citare

Esposito, A., Besana, A., & Fisichella, C. (2025). Harmonising sustainability in theatres as catalysts for resilience. Il Capitale Culturale. Studies on the Value of Cultural Heritage, (32), 83–115. https://doi.org/10.13138/2039-2362/3697