Post-Summer Reflections: Culture and Authenticity in Business Strategy.

This summer, while sitting on a quiet beach in Tuscany, I found myself reflecting on a curious truth about luxury. Many people chase destinations like Portofino, Forte dei Marmi, Capri, or Porto Cervo, spending vast sums not just on holidays but on buying a symbol of a lifestyle. Yet that lifestyle - the culture behind it - cannot be bought no matter the price.

Luxury often hints at a way of life deeply rooted in heritage, craftsmanship, and authenticity - qualities beautifully embodied by iconic Italian creations. Think of Ferrari’s precision engineering and passion on four wheels, the timeless elegance of a hand-stitched Tod’s leather shoe, the vibrant spirit of Diesel’s fashion revolution, or the artisanal excellence in a Brunello Cucinelli knit. Picture Venice’s delicate Murano glass, a Vespa zipping through narrow cobblestone streets, the everyday stylish comfort of a classic pair of Superga sneakers, and the exquisite sparkle of Bulgari jewellery. Imagine the bold innovation of Prada or Gucci redefining fashion, and the sophisticated charm of Fendi’s craftsmanship. Even the sweet delight of Grom gelato speaks to Italy’s devotion to quality and tradition.

These are not simply products or brands; they are stories, traditions, and passions passed down through family, culture, and craft. Growing up Italian, I have always felt this lifestyle not as an aspiration but as a lived reality - where fashion, food, style, and artistry are seamlessly woven into the fabric of everyday life. It is simply who we are. This is not boastfulness; it is a recognition of an enduring cultural rhythm.

More often than not, we blend with luxury effortlessly because many luxury brands, experiences, and values spring directly from this rich cultural tapestry - one defined by authenticity, family, and artisan skill. Throw all of this onto a vast canvas painted with centuries of history, breathtaking landscapes, and a flourishing tradition of art, and you have the perfect foundation for something truly exceptional - an enduring culture where craftsmanship and creativity come alive in every detail. But like all cultures, ours is full of contrasts.

Simplicity and refinement, tradition and innovation live side by side. At the same time, realities such as pockets of poverty and some negative stereotypes touch parts of the country too. These contradictions exist everywhere, and though they affect aspects of our story, they do not define it. Embracing this complexity is essential to truly appreciating how culture and luxury intertwine.

Would a Ferrari roar with the same soul if it were mass-produced by machines following sterile blueprints, like many commercial cars? Could the exquisite detail of a Tod’s bag, the vibrant energy of Diesel’s designs, or the subtle luxury of a Bulgari necklace be the same if stripped of human hands and passion? Would the delicate elegance of Murano glass or the humble, reliable charm of a Vespa mean as much if they lost their heritage? These treasures carry value not only in form but in story - human touch, history, and a sense of belonging embodied in every stitch, glass blown curve, and motor hum.

This is the core of true luxury: culture brought to life by craftsmanship, passion, and lived experience.

Let this be a challenge, especially for those in business and strategy, particularly in sectors like wellness, fitness, and private clubs where lifestyle and luxury often blur. Are you selling mere symbols, polished surfaces without depth? Or are you building authentic spaces and experiences that reflect real culture and invite genuine belonging?

Look at British traditions, for example. Events like a classic afternoon tea, a theatre night, or a Royal Ascot experience are rich with history. I have enjoyed joining in these moments - not pretending to own the lifestyle but participating with respect and curiosity. The joy comes from sharing time with those who live and breathe these traditions, appreciating the richness unfolding naturally rather than forcing oneself to fit in.

Many arrive at luxury destinations hoping to buy the same life we live naturally. But it is like wearing a tailored suit without knowing the language of the room. They buy symbols - yachts, bags, villas - but culture is something lived, not purchased.

Ask yourself: Are you trying to buy a life, or are you living one? Are you chasing symbols or substance?

This applies not just to lifestyle but to business and brands, especially in wellness (side note: the word “wellness” itself was trademarked by Nerio Alessandri, the Italian genius behind Technogym - because Italians don’t just live luxury, they brand it too).

In these industries, many sell the shiny trappings of luxury but fail to create spaces where culture and belonging thrive. True success lies in offering more than status; it comes from building authentic experiences that connect people genuinely, reflecting values they identify with and aspire to live.

So for brands and businesses, the challenge is clear: Are you selling an illusion or an invitation to belong? Are you offering true culture and connection, or just symbols and surface?

This distinction matters now more than ever. The market is crowded with luxury brands promising lifestyles but delivering little more than fleeting impressions. Those who understand and embrace authentic culture will stand out and build lasting loyalty.

Reflect on what your brand truly offers. Does it help people live a life rich with meaning, or just buy into a shimmering fantasy?

This summer’s beachside reflection could fill a book. But for now, it stands as a simple reminder: lifestyle cannot be bought. It must be lived.

Similarly, a successful business strategy requires authenticity, meaningful depth, and a true connection to culture - without these, lasting success and real loyalty remain out of reach.