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Two thousand new people a day in major cities for the next 30 years is a staggering prediction that will see the world population increase by 30 per cent in 2050 as compared to today, exceeding 9.1 billion people. Approximately 70 per cent of that population will live in metropolitan areas. This demographic revolution will have inevitable impacts on the climate in addition to giving rise to social issues.The population growth and the high concentration in cities will determine an increase of traffic and pollution, creating new and different mobility problems needing to be faced. Mobility will need to be faster and, above all, sustainable in both economic and environmental terms. To understand the actual social and economic impacts, Pirelli has been studying these phenomena for some time and is on the front line of seeking new solutions for the needs and requirements of city dwellers. The impact on climate deriving from urban and extra-urban mobility has now reached 25 per cent of total global emissions. Unless a concrete CO2 emissions reduction plan is implemented, this number is destined to rise. The situation on the environmental level is already very difficult, to the extent that 300 cities in Europe are planning to close their town centres to private traffic to promote the use of public transport and car sharing solutions and to improve the quality of life of their citizens. Pirelli, within the World Business Council for Sustainable Development’s “Sustainable Mobility Project 2.0”, has teamed up with a number of international institutions and leading corporations to identify solutions for a more sustainable mobility stretching beyond private cars, to include public transport and eco-sustainable vehicles, such as electric cars and bicycles. In the Brazilian city of Campinas, where a Pirelli production plant is located, Pirelli has provided support and expertise to local organisations to conduct a survey among residents aimed at identifying the perceived main mobility issues of the city. The local authorities of Campinas used the survey results to plan bus lanes and promote active mobility solutions, such as cycling lanes, across the city. The Campinas experiment was a pilot project which will be repeated in several cities in Europe and worldwide to promote the collaboration between the private enterprise and public institutions. Pirelli’s commitment to sustainable mobility in the broadest possible sense is embedded in all FILIPPO BETTINI, CHIEF SUSTAINABILITY AND RISK GOVERNANCE OFFICER, PIRELLI & C. S.P.A.MISSION POSSIBLE: SUSTAINABLE MOBILITY FOR ALL“PIRELLI’S COMMITMENT TO SUSTAINABLE MOBILITY IN THE BROADEST POSSIBLE SENSE IS EMBEDDED IN ALL THE STEPS OF THE TYRE MANUFACTURING AND DISTRIBUTION PROCESS ”020 ITALIAN BUSINESS SHOWCASE