An unprecedented Ipsos research was presented in Milan draws the identity card of the new generation: the interests and passions that animate her, but also her attitude towards topics such as saving and planning one's future. In this way, Intesa Sanpaolo takes stock of the world of young people and the new collaboration with the Panini group in the Piazza Cordusio branch.
Andrea Lecce, Marketing manager and Fabrizio Paschina, Advertising and Web manager spoke on behalf of the bank; for Panini Antonio Allegra, director of the Italy Stickers and Card Market. Andrea Pirlo was present from the world of great football, who relived his boyhood dream with the public.
According to Ipsos, young Italians value experiences more than consumption and perceive – like their parents – the precariousness of the economic context: only 4 out of 10 think they will live better than their parents, while 20 years ago they were 6 out of 10. Their consumption style is aimed at maximizing the benefits deriving from their expenses, which they manage rationally, careful not to "lead more than they can".
The carefree consumption of past generations is an outdated attitude, just as strong "belongings" are no longer sought. Fluidity dominates their lifestyle, sometimes it turns into a real sense of precariousness in work, relationships, expectations. They feel conditioned by the attitude of the family, often determined by concern for the future: on average, at the age of seven, parents activate their first savings product for them and, at 18, the first current account independently (almost 40% of those who have an account, activated it at the age of 18). On the other hand, young people have hopes and a desire to get involved: they are looking for someone who believes in them, who they can trust and a project in which to invest their energies.
The starting point for approaching the world of under 18s is the new collaboration between Intesa Sanpaolo and Panini: the bank dedicates an account to the youngest, and to those who sign it gives a free Calciatori 2017-2018 album and 500 stickers, plus the opportunity to win a soccer ball. A choice that, with 18.000 openings since its launch at the beginning of January, has already revealed its potential: kids like it, but also parents, bringing together different generations.
From 24 February Panini and Intesa Sanpaolo will also give life to the “Panini Tour Up! 2018” which will stop in 30 Italian cities: games, quizzes and prizes for thousands of small and large collectors, who can register online at www.paninitourup.it. The initiative will follow three paths. First of all, a colorful "village" will tour all of Italy, from south to north, touching the squares of 6 major cities, departing from Naples on the weekend of 24 and 25 February and arriving in Bergamo on 7 and 8 April.
The second route of the “Panini Tour Up! 2018” will be developed within 18 branches of the Intesa Sanpaolo group in as many cities throughout the peninsula: from 24 February, every Saturday the promotional event will touch 3 locations, starting from Venice, Lucca and Frosinone. The third route of the 2018 tour will have important shopping centers in 6 cities as locations, starting from Udine on 24 and 25 February.
For Andrea Lecce, Marketing Manager of Intesa Sanpaolo: “For us, investing in young people means investing in the future of the bank. It is important to immediately establish a trusting and lasting relationship with them, accompanying them in the key moments of their growth and training path. We want to contribute to a new culture of savings, capable of fueling the hopes and prospects of young people: we all need to free up productive energies and feel their enthusiasm".
