Chiara Piancatelli: marketing that puts people at the centre

𝗖𝗵𝗶𝗮𝗿𝗮 𝗣𝗶𝗮𝗻𝗰𝗮𝘁𝗲𝗹𝗹𝗶, professor at Bocconi, brings to the stage of IDG DAY 2025 an in-depth analysis of the new dynamics of marketing and the evolution of communication models destined to influence the next generations. Today marketing moves in a 𝗽𝗵𝘆𝗴𝗶𝘁𝗮𝗹 context, between physical and digital, where success is no longer measured only on the product, but on the ability to build authentic relationships. The future of businesses passes from the traditional B2C (Business to Consumer) model to the 𝗕𝟮𝗛 (Business to Human) model, which puts people, empathy and the concept of community at the centre. As Piancatelli underlines, “the key to success is knowing how to tell stories through marketing”. Interview conducted during the Italia Del Gusto (IDG DAY 2025) event hosted by Amica Chips and dedicated to the marketing of the future.