GOAL 0 – GOAL ZERO

The Sustainable Development Goals of the 2030 Agenda, signed in September of 2015 by the governments of the 193 UN member countries, represents a point of reference and a notable commitment to ensure an increasingly sustainable progress of several fields, such as equity, economic development, inclusion and climate change.

In 2017, over 7 out of 10 Italians did not know the 17 sustainable development goals set by the UN to be achieved by 2030. Yet, according to the 10th Report of the European Observatory on safety, created by Demos & Pi and the Pavia Observatory for the Unipolis Foundation, 84% of them said they were in favor of sustainable development policies.

Therefore, it is crucial that they be promulgated as much as possible, especially to make sure that the new generations will embrace them and carry out actions that help achieve the targets of the 17 objectives. To summarize this concept, Lavazza coined the term GOAL ZERO: representing the commitment to the spreading of knowledge of the SDGs.

As such, in addition to providing a contribution for the concrete implementation of the SDGs, Lavazza wants to spread the culture of sustainability by reaching the largest audience possibile. The successful implementation of the 2030 Agenda relies on the awareness and actions of each and everyone of us.

Heroes Never Sleep is among these initiatives. This project is based on the idea that the 2030 Agenda Goals cannot be achieved only by the joint action of states and companies, but that the awareness and the contribution of all citizens is fundamental, even if in the smallest form. Heroes Never Sleep wants to tell the stories of those who contribute in their local Italian dimension to the implementation of these ambitious global objectives.