The strategic role of cultural initiatives and cultural impact measurement in the evolving sustainability reporting landscape

Art and culture are gaining ground in the corporate world — What role does art play in a company’s identity and value?

More and more companies are investing in cultural initiatives to support well-being, strengthen identity, and promote inclusive growth.

But how do we measure the real impact of these efforts?

We’ve taken a step forward with the European Art Assets Observatory, a project led by the Institute for Transformative Innovation Research (ITIR) at the University of Pavia, in collaboration with ARTE Generali, Banca Generali, and Deloitte Private.

Featured in the newly released Deloitte Private and ArtTactic Art & Finance Report 2025 (Deloitte the 2025 Art & Finance Report), this initiative explores how corporate art assets can be integrated into sustainability reporting — helping companies communicate cultural impact with greater transparency and long-term value.

Read the full article to know more.