In February 2023, a group of passionate youth workers gathered in Benalmádena, Spain, to take part in the Erasmus+ project “Target ZERO: Creating Responsible Enterprise.” Among them was a representative from Associazione Culturale Musikart, a cultural NGO based in Italy. The project was designed as a response to the increasing environmental concerns that are affecting communities across Europe and the world. With a strong focus on promoting green entrepreneurship and sustainable business models, the training aimed to give youth workers the knowledge, tools, and inspiration to create positive environmental change within their own local contexts. Through workshops, field visits, and international collaboration, participants were invited to reimagine how business could work together with nature instead of against it.
In Italy, environmental problems have long been part of daily discussions, especially in urban areas where pollution, waste, and overconsumption continue to grow. Although many Italians are aware of these challenges, sustainable behavior is still not widely practiced. Small businesses often find it difficult to implement eco-friendly solutions due to financial limitations or lack of knowledge. Youth, in particular, are concerned about climate change and want to take action, but they often do not know where to start. Before the “Target ZERO” experience, there were few local initiatives in the region where Associazione Culturale Musikart is active that connected sustainability with youth leadership or entrepreneurship. While the younger generation showed great creativity and care for the planet, they lacked practical guidance and community support to turn ideas into real change.
During the training in Spain, participants were introduced to a wide range of methods and tools that could help develop sustainable and responsible enterprises. The sessions combined theoretical learning with hands-on experiences, which made the topic easier to understand and apply. One of the most inspiring parts of the course was seeing how local Spanish businesses were managing to integrate environmental values into their products and services. For example, a small café that used only locally sourced ingredients and eliminated all plastic from its packaging shared its story with the group. This helped participants see that even small steps, when done consistently, could make a big difference.
Another important aspect of the training was the focus on stakeholder collaboration. Participants learned how to engage with different groups, from local governments to schools and private companies, in order to create partnerships that support sustainability. This was new for many youth workers, including those from Associazione Culturale Musikart, who previously worked more in cultural or artistic contexts rather than entrepreneurial or environmental fields. The training also emphasized the importance of non-formal education methods, like group games, simulation exercises, and intercultural discussions, which created a friendly space for new ideas to grow and for different cultural perspectives to be shared.
After returning to Italy, the youth worker from Associazione Culturale Musikart was inspired to create a new initiative called “Verde è Vita,” which means “Green is Life.” This project aimed to connect local young people with the principles of green entrepreneurship through creative workshops, guided visits to eco-friendly businesses, and small start-up simulations. The goal was to make sustainability not just an environmental issue but also a part of daily decisions, artistic expression, and future career planning. The workshops encouraged participants to identify environmental problems in their own neighborhoods and come up with practical and innovative solutions using local materials and community involvement.
“Verde è Vita” started with a pilot program in a small town near Naples and quickly gained attention from local schools and community centers. The youth participants designed their own mini-business models that focused on reducing waste, reusing materials, and spreading awareness about sustainable choices. One team created an upcycling brand using old clothes to produce bags and accessories. Another developed a mobile app that helped users find the closest eco-markets and refill stations. These projects were showcased in a community fair that brought together parents, teachers, and local policymakers. The event became a celebration of youth creativity and responsibility, and many attendees were impressed by the practical quality and social value of the ideas presented.
The impact of “Verde è Vita” went beyond the youth who directly participated. It also helped increase dialogue about environmental responsibility within the wider community. Local businesses expressed interest in supporting the initiative by offering mentorship, discounts for eco-materials, or partnership in future projects. Teachers from nearby schools asked for the workshop materials to be adapted into their lesson plans. Municipal representatives considered offering small grants for youth-led sustainable start-ups. The project proved that, with the right motivation and skills, young people could become leaders of positive environmental change even in areas where sustainability was not yet a strong local priority.
In the months that followed, “Verde è Vita” continued to grow, with more partners joining and new towns expressing interest in replicating the model. The team from Associazione Culturale Musikart began creating a toolkit based on their experience, which would allow other youth organizations to organize similar activities. They also started working with regional networks to promote the integration of green entrepreneurship into youth policy strategies. While the path was not always easy, the training in Benalmádena had given them the clarity and confidence needed to take the first step.
Looking toward the future, the youth worker involved in the project believes that this experience has only been the beginning. Youth have the energy, imagination, and passion to drive sustainable development, but they need spaces where their ideas can be heard, tested, and supported. Projects like “Target ZERO” show how international learning and local action can come together to build a better world. When young people are given tools to create change, they not only improve their own communities—they inspire others to do the same. With each small action, with every new idea, the green movement grows stronger and more hopeful. And in that movement, Italy’s youth are now playing a proud and powerful role.