Decarbonising the Cultural Sector: The Role of Startups in Supporting Sustainable Innovation in Museums and Heritage Sites

This ongoing study explores the role of startups in supporting the decarbonisation of the cultural sector, focusing on museums and heritage sites in Italy. As cultural institutions face increasing pressure to align with sustainability goals, they also recognise the potential benefits of adopting green strategies, including attracting new audiences and securing funding. Startups are emerging as key actors in this transformation, offering innovative solutions in areas such as energy efficiency, waste management, and low-carbon digital technologies. However, regulatory and financial barriers hinder the adoption of these technologies, particularly in heritage conservation. By mapping the collaboration between startups and cultural institutions, this paper aims to analyse successful business models and identify challenges to the widespread adoption of sustainable solutions.