Astrid Sauer invites us to imagine a world stripped of music, theatre, literature, and visual beauty — a grey landscape of pure functionality. Drawing on her own journey from Salzburg to the world of business and back to the arts, she explores why art is not a luxury, but a vital force that shapes our identity, health, education, economy, and sense of belonging. From Renaissance Florence to Lisbon’s azulejos, from Mozart for mice to the economic power of culture, this talk is a passionate call to recognise art as a foundation of human connection. Astrid Sauer was born in Salzburg, Austria, and holds a degree in International Business from the Vienna University of Economics and Business and the London School of Economics. After several years working as a financial and strategic consultant at PwC and Roland Berger, she founded SOTA - State of the Art in 2009, aiming to combine her consulting expertise with her passion for art and culture. The agency, focused on cultural-based marketing activation, production, and creative initiatives, has been awarded and recognized both nationally and internationally for the quality, effectiveness, and creativity of its concepts. As CEO of SOTA - State of the Art, Astrid Sauer has been a strong advocate for democratizing access to culture and has campaigned for culture’s role as an essential tool in business marketing and communication. She has also worked closely with young talent to strengthen and elevate the visibility of Portugal’s creative landscape. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx