Noblesse Oblige Alive and Well in Italy - In a Good Way
July 25, Newsweek (yes, I subscribe - but only for the pictures) Two of Italy's uber-wealthy business barons put on some serious big boy underpants and determined crumbling Italian landmarks were bad for business, bad for Italy's image, bad for their brands' image, bad for tourism, in a word...bad.
Diego Della Valle of Tod's and Luca Cordero di Montezemolo of Ferrari have begun rehabbing two iconic locations - the Colosseum and La Scala. Apparently "go big or go home" applies to Italy's corporate ego too; but this time it's not a bad thing. Stupefacente!
No, they will not herald this generosity by branding it "Tod's Colosseum" as Corporate America tends to do. There are no huge tax incentives or other quid pro quo. These projects reflect the pride in and commitment to Italy's greater good. Sometimes the right thing, for somewhat self-servings and dare say it - capitalist reasons - is still the right thing.
Italy's modern renaissance princes are not writing checks in absentia, they are personally involved. The projects reflect a deep commitment to Italy's heritage, culture and progress.
Hey! Corporate America, put on your big boy and big girl underpants and follow suit. Your PR people drone on about "American Pride" - put your money where your Opus One swilling mouth is.
Crumbling bridges that you haul your cargo are bad for America's image and bad for business. Closed roads and bridges that add thirty minutes of employee drive time are bad for business (unless you're an oil company).
Architecturally significant buildings in US cities, which should be a matter of National Pride, can be acquired on the cheap and given new life. Instead, you take them off the short list and opt to build monstrous "campuses" on the edges of metro areas. US landmarks like Ellis Island crumble, but you turn away.
Thus far, the late 20th and early 21st century feel like the Robber Baron II era. These merchant princes and princesses have again taken it upon themselves to amass a grossly disproportionate percentage of the Nation's wealth. We as a Nation should receive something as we did the last time. It's not just philanthropy - these current captains of industry should realize it is good for business. Perhaps they can launch a new campaign - Buy American, Build American, Be American.
Little side note - some of those Robber Baron names should ring familiar - We the People helped bail their collective asses out during the recent Wall Street Crisis (JP Morgan, Charles Schwab...) And funny, in their day, those good ole boy captains of industry caused just a few panics, crisis, runs and chaos too. We never learn.
If these current corporate titans are going to run about behaving like nobility, they also need to follow the example of Diego and Luca and act on the concept of noblesse oblige - privilege entails to responsibility.
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