Investing in Cultural Capital: Creating Long-Term Value for One Health | Milan Longevity Summit 2026

*What if some of our most valuable assets are the ones traditional balance sheets struggle to measure?* Culture, knowledge, creativity, shared narratives, and collective identity shape how people behave, how societies evolve, which innovations gain acceptance, and ultimately what we choose to value. Yet this *cultural capital* is often overlooked when we think about investment, economic development, or the systems required to build healthier and more resilient societies. In this panel from the *Milan Longevity Summit 2026*, *Luca Tesauro, Nicola Formichella, and Nic Palmarini* join moderator *Michela D'Onofrio* to explore how cultural capital is being redefined, and how culture and knowledge can translate into social and economic value over the long term. Bringing together perspectives from *culture, media, innovation, entrepreneurship, and ageing*, the conversation examines the role that narratives and knowledge systems play in shaping everything from consumer behaviour and public attitudes to markets, innovation, and investment. How do stories influence what societies consider valuable? How can culture accelerate the adoption of new ideas and behaviours? What role do media and creative industries play in shaping our understanding of ageing, health, and the future? And how can organisations invest in knowledge, creativity, and human potential as genuine sources of long-term value? Through a *One Health* lens, these questions become particularly important. Transforming health, sustainability, and society is not simply a matter of developing better technologies or policies. Change also depends on whether people understand new possibilities, identify with them, and ultimately choose to participate in them. *Participants:* • Luca Tesauro – Founder & Chairman, Giffoni Innovation Hub • Nicola Formichella – Chief Executive Officer, Forbes Italia • Nic Palmarini – Director, UK National Innovation Centre for Ageing • Moderated by Michela D'Onofrio – Co-founder, eArs Ultimately, cultural capital is not an intangible extra sitting alongside economic value. *It helps determine what societies value in the first place.* Investing in culture, knowledge, creativity, and narrative therefore means investing in our collective capacity to imagine different futures, change behaviour, and build the social conditions in which healthier people, communities, and economies can thrive. #MilanLongevitySummit #CulturalCapital #OneHealth #Culture #FutureOfSociety #HumanCapital #Media #Innovation #Humanity #Longevity