IDG DAY 2025 – The marketing of the future

The conference "The future of marketing, the challenges of generational changes on consumption and the influence of social networks", organized by Amica Chips in Padenghe sul Garda to celebrate 35 years of activity together with the Italia del Gusto Consortium, has traced a clear course: business is increasingly B2H, Business To Human. The event, which is held every year under the name Italia del Gusto Day, confirms itself as a moment of high-profile discussion on the trends that are redesigning the panorama of purchasing behavior and communication strategies. We had the privilege of listening to the unique stories of first generation entrepreneurs like Alfredo Moratti and Giovanni Rana, examples of how vision, determination and love for an artisanal/industrial product are the real keys to internationalization and growth, with speed as an extra gear. The era of traditional marketing is over. Today, companies must create an emotional and value-based bond with customers, moving from segmented communication to hyper-personalization driven by data and Artificial Intelligence. The message is clear: success comes from an authentic narration of values, not just from a logo.