Civita’s latest report deals with a strategic matter for Italian cultural policies: cultural consumption and project planning abilities of young generations.
For companies, young people are key market targets, but cultural organisations suffer a serious lack of awareness regarding their needs and behaviours and are often unable to engage them in active participation.
Civita decided to contribute to the “discovery” of the so-called Millennials and Gen Zers (aged under 23), identifying their interests, ambitions, desires and issues. Encouraging cultural participation of young generations means improving their life quality and laying the foundation of a more unified and future-oriented society.
The event is organised with the support of Fondazione Sicilia. A copy of the report – edited by Marsilio Editori – will be provided.