Sustainability and Equity in a competitive economy: the "green society" strategy.

The sustainability of well-being requires that all dimensions of development, from social and economical to environmental, territorial and generational ones, contribute all together to its achievement. In order to have sustainability, it is also necessary that the development model meets the features of Ethics and Equity. Starting from these considerations, this paper focuses on the important role that the environmental issue plays in pursuing the sustainability of well-being as a whole and not just as a simple and exclusive tool for obtaining environmental sustainability. To this end, the paper analyses a particular feature of well-being sustainability, namely, equity as a fundamental purpose to be achieved by activating the green society strategy. Advancing to a green society, though, requires a set of actions that need to be implemented so that in time the noticeable and specific features of natural, human, economical and social capital stocks are kept and maintained. Finally, giving attention to the role of excellence sustainability is meant to offer insight to policy makers, as well as to all of the other actors of civil and economical, not only environmental, society, on the necessary strategies to be initiated in order to form and sustain responsible behaviours of individuals, institutions and companies, as real levers for the sustainability of human well-being