My Story: Lucia de Luca

By Lucia de Luca

It took me decades to understand the true meaning of policy and advocacy—a journey marked not just by the pursuit of winning arguments, but by striving for real social impact.

In the early stages of my career, I was drawn to policy and communications work because I saw it as a proving ground for ideas.

I love this space where rigorous research and nuanced analysis could create powerful, persuasive arguments, and communications could best amplify those.

Working with public institutions like the European Commission, international NGOs or public projects, I felt the privilege of contributing to society and working for the greater good— and, I had to admit, I was proud about working “on the right side of the barricade”.

However, life is much more complex than that. As the world evolved and societal complexities deepened, I realised that the context of our work no longer hinged solely on public interest. Today, the boundaries between private and public interests are more fluid than ever. While private interests can drive innovation and opportunity, it remains vital that they do not overshadow the well-being of society or the protection of vulnerable groups.

The shifting realities of our time have renewed my appreciation for policy work and advocacy, especially when their purpose is to support those in need and they look at the long-term impact.

For this reason, I firmly believe that today’s vision of sustainable development has transformed; Environmental, Social, and Governance (ESG) is no longer just a checklist—it is a moral imperative, a call to action to leave a positive legacy for generations to come, while safeguarding the financial interests of the companies.

I have witnessed that true impact arises when collaboration between private and public sectors is driven by shared values. I was lucky enough to work alongside brilliant minds—those who combine analytical rigour with genuine empathy which revealed to me that profit and purpose are not mutually exclusive. It is possible to generate value while protecting the environment and advancing social welfare, especially when we prioritise people, listening and learning from one another.

A particularly powerful lesson is coming from younger generations. Research shows that Gen Z’s vision of work centres on flexibility, personal growth, and above all, purpose. This is reshaping what it means to build a sustainable, equitable future. Employers across all sectors, public and private, must adapt: embrace digital innovation, practice transparency, and embody authentic social values to attract and retain these promising leaders.

This, for me, is the heart of policy and advocacy. It is the commitment to champion progress, and to drive lasting change, and first and foremost to include those new voices in our work and our decisions.

It is this spirit that has inspired my career, and it is the future I am honoured to help build.