CULTURAL INNOVATION BASED ON EXAPTATION
The development model followed by Neorurale is the result of a cultural innovation of rural areas in its entirety. A change of perspective that does not foresee the development of new technologies, but uses the existing ones creatively, according to the principles of the exaptation.
What is exaptation?
Exaptation is a concept introduced by two palaeontologists Gould and Vrbe, in contrast to adaptation. If adaption is the elaboration of structures that allow the entity to survive through a slow effort, then exaptation is the use of existing structures for purposes other than those that created them.
A classic example is the feathers of birds, evolved from dinosaurs presumably for the purpose of thermal insulation which later proved to be useful for flight. This approach involves a new point of view, more interdisciplinary, which interprets the new economic and social scenarios, and takes advantage existing knowledge to meet new needs.
In the context of cultural innovation, the term exaptation can be then used in a different manner: showing new applications of pre-existing knowledge. The advantages are significant, both from an economic and environmental point of view. Technological innovation requires massive investments in assets and research resources, whereas cultural innovation is mostly immaterial and combines known technologies for new purposes. The cost / benefit ratio is particularly advantageous, and it also gains a quality of life.
Neorurale: new solutions for sustainable rural areas
The name Neorurale was chosen because from the beginning the company’s goal has been to promote the sustainable use of rural areas in Europe, with innovative solutions.
In the rural areas of highly urbanized regions (peri-urban areas), where the quality of environment and landscape is poor, sustainable use takes on plays a significant value and allows the region to restart the provision of environmental services, whose economic importance had been lost in the transition from an agricultural economy to an industrial one.
In this area, cultural innovation has proved to be a fundamental tool for the solution of problems considered unsolvable and for the creation of new wealth.