Flair Italy 2024: A Divergent Country
Italy’s current society is marked by social fractures, restless passions, and frustration. Oscillating between dynamism and setbacks, radicalism and defensiveness, solidarity-driven impulses and egoistic cravings.
This edition provides a broad overview of a range of sociological and marketing perspectives in Italy today. The paper is comprised of five parts:
Section I: A Holistic Look at Gen Z
Here we analyse the personality traits, attitudes, values, and behaviours of Generation Z, identifying eight distinct 'swarm' communities: the exuberant carefree, the daring to emerge, the desirous of admiration, the genuine concrete, the calm reflective, the poetic-passionate, the introverted taciturn, and the dark isolated. These groupings are fluid, placing a lot of importance on identity formation and self-representation through social media.
Section II: Brands and New Generations
We explore the relationship between brands and younger generations, especially Generation Z. Gen Z are attracted to products that reflect their personal values and brands that engage them effectively by understanding their media use, leveraging co-creation, and expressing authenticity.
Section III: Obstacles to Having Children
There are several drivers to Italy’s population decline. Economic instability and the fear of job loss, especially among women, are significant barriers to starting a family in Italy. This paper argues for social and economic reforms to address these issues and subsequently boost birth rates.
Section IV: The Nuances of Authenticity in the World of Italian Food
We outline five different interpretations of authenticity within Italian food culture, including the celebration of tradition, handmade foods, embracing imperfection, transparency, and the artistry of food. Brands can leverage these trends to resonate with consumers.
Section V: The Behavioural and Neuromarketing Perspective in the Esselunga Case
Esselunga is an Italian retail store chain that successfully increased sales by using a customer-oriented approach to redesign its product shelves. The changes made were based on neuromarketing techniques and customer feedback, demonstrating the effectiveness of combining traditional marketing strategies with advanced consumer neuroscience techniques.
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