Flair Italy 2026: Step Out
For 16 years, Ipsos Flair Italy has been exploring the attitudes and values of Italian consumers with one clear goal: capturing the country's mood and offering real insights into what it means for society, markets, and people.
In our latest edition, we explore a world in which businesses and individuals are confronted with an ever-increasing number of crossroads. The dominant social mood seems to be tired, uncertain, but not fully resigned; 47% of Italians are hopeful and 33% melancholic.
The central challenge now is to dare to 'step out’ – to break free from hesitation and move forward in order to navigate the labyrinth and seek new directions and opportunities for growth. Stepping out does not mean making hasty decisions, instead it is recognising that the true failure is never trying. Organisations and consumers can choose to embrace change with intensity and commitment.
Key takeaways include:
- Economic Stress: Italian consumers are under immense strain due to geopolitical and economic challenges, leading to low confidence and emotional distress. We find 85% of Italians are concerned about the rising cost of living, and 77% feel a high rate of pessimism.
- Complex Life Challenges: Life is becoming increasingly difficult to navigate, affecting personal wellbeing. Examples include work alienation, demographic challenges, and romantic dissatisfaction. These labyrinths demonstrate an overarching sense of uncertainty. In the 'labyrinth of work,' 40% of people report feeling emotionally exhausted because of their job, and 39% feel a distance between their work and their personal essence.
- Empathy and Economy: Consumers are becoming more empathically selective, seeking brands that offer value while aligning with their personal stories and ethics. Our report shows 70% of Italian consumers tend to purchase from brands that are in line with their own values. Additionally, people spend up to 7 times more on brands they 'love’.
- Narrative Over Transactions: Brands are facing the challenge of shifting from transactional marketing and storytelling to creating meaningful narratives that resonate personally with consumers.
- Demand for Justice: The consumer's search for values is evolving into a clear demand for justice. There's a strong belief that companies and the ultra-wealthy should bear the financial burden of the climate transition, highlighting that sustainability is a test of a brand's fairness and commitment to a more equitable world.
