Ricerc@Sapienza

Today companies operate in a context in which addressing sustainability issues is gaining an
increasing strategic relevance. There is an important shift in business focus that is empowering companies to not only
declare their intent to be ethical firms which do good while making a profit, but also to submit proof of that commitment
by outside evaluators (Wilburn and Wilburn 2014) and through the assessment of their social impact.
Furthermore, companies that have a strong Corporate Social Responsibility focus are moving toward new forms

This paper aims to explore the emerging trends and strategic approaches promoted by Italian banks in the field of corporate cultural responsibility and communication. Based on a multi-case study approach, the research focuses on both the policies and operational activities carried on in the last decade by some of the most innovative players in the field of corporate arts management and communication, promoting an innovative logic of social sharing and stakeholder engagement around banks’ art collections, events and digital platforms.