About the


The Sustainable Development Goals of the 2030 Agenda represent a reference and an important commitment to ensure increasingly sustainable progress from various points of view such as equity, economic development, inclusion and climate change. It is therefore necessary that they are disseminated as much as possible and that above all the new generations marry them and carry out actions that help to achieve the targets of the 17 objectives. Hence the idea of an innovative communication project, with a language and a format suitable for reaching young people through concrete stories. Heroes Never Sleep are the stories of tireless, initiative-driven ordinary people with a strong positive impact on their communities. The project was officially launched in February 2020, and aims to create awareness about the 17 Sustainable Development Goals by telling the stories of everyday heroes, located throughout Italy, which we call Local Heroes, because through their local initiatives they try to improve society with small virtuous examples. We want to inspire, with these concrete examples, the younger generations to embrace sustainable lifestyles and become promoters of virtuous behavior.

a project by

Global Shapers

Who are they?

The Global Shapers is an organization of over 10,000 young volunteers under the age of 30, founded in 2011 on the initiative of the World Economic Forum, with hubs in over 400 cities around the world. In Italy they are present in eleven cities (Rome, Milan, Venice, Genoa, Turin, Palermo, Florence, Trento, Bari, Naples and Reggio Emilia): they are volunteers with different professional and academic skills, coming from various geographical areas, but united by a common desire to shape the present and improve the future to build a more peaceful and inclusive world. The activities of the Shapers include projects to promote sustainable practices at the local level, projects for education in sustainability and entrepreneurship, and projects for social inclusion, for example of migrants and young prisoners.

Effort to SDGs: Goal Zero

Each Lavazza cup speaks of passion, of excellence of taste, maintaining the principles of social, environmental, economic and cultural sustainability that are the basis of his way of doing business. A concrete approach that saw the Vazza Group sign the United Nations 2030 Agenda and develop its business strategies based on the 17 Sustainable Development Goals (SDGs), also using innovative languages such as street art to spread them - as happened with the Toward2030 project - and with the creation of goal Zero, designed precisely as a call to action by all the people who they care about the future of the Planet. The Lavazza Group can therefore only be at the side of the Global Shapers community and the Heroes Never Sleep project. Inspiring young people to act with a positive attitude towards the planet, society and themselves: this is the goal of Heroes Never Sleep and global Shapers. This is the goal of the Lavazza Group.

powered by

Lavazza group

faces behind

the project