The Filiera CO2 project believes that this is the real challenge: when taking socio-economic, strategic and political decisions, managers, entrepreneurs and the public in general now find themselves having to consider them from the point of view of sustainable development as well. However, sustainable behaviour is not automatic, it is innovative and as such has to be developed and strengthened by research, transferred and adopted by means of targeted seminars. It is increasingly clear that while the achievement of sustainable development may require an increase in specialised and scientific knowledge it depends to a larger extent on increasing the awareness of individuals and communities. Winning this battle requires an approach to education and communication that promotes the right values, particularly the values of honesty and fairness, and an awareness that we all have a part to play in the fate of the planet (UNESCO 2000).

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