As momentum around the Green Agenda diminishes, it is urgent to restore both public and institutional commitment to sustainability. In recent years, several socio-political factors, economic crisis, political polarization, and regional conflicts have significantly contributed to reduce enthusiasm for sustainable initiatives.
To fight this trend, it is crucial to explore the psychological and behavioral levers that shape public perception of sustainability. Through well-designed incentives and strategic public engagement, these perceptions can be realigned. A comprehensive incentive framework must include both financial tools, such as tax breaks, subsidies for building retrofits, and non-financial motivators, like community recognition programs that reward environmentally responsible behaviour.
Taking old building renovation as a case study, we can see how these strategies work in practice. For example, more than 90% of the venues for the Paris Olympics were renovated from existing buildings. In the context of “Olympics,” the world event reflecting the power of a country, people will be more likely to accept the lower-cost renovation of old buildings compared to the construction of new buildings.
On 16 October 2025, at the Vision Think Tank “Fourth Venice Conference on Climate Change and Sustainability”, ACCREU partners CMCC and Ca’ Foscari University of Venice have organised a round table on cities retrofitting. The session will involve students from Ca’ Foscari University and IUAV University, to discuss how cities can retrofit their built environment while actively engaging communities in the transition.