BLACK FRIDAY: CONSUMPTION, 'ITALIANS MORE OPTIMISTIC, FOCUS ON QUALITY AND MADE IN ITALY'

"There is a realistic optimism among Italians, who have overcome fear and left the remnants of Covid behind them": this is the picture emerging from the RI GENERAZIONE Observatory (2020-2025), a research project conceived and conducted by Business Intelligence Group under the direction of sociologist Gianni Bientinesi, the group's CEO, in collaboration with the Scuola Superiore Sant'Anna in Pisa . On the eve of Black Friday, it turns out that Italians continue to save, but with a view to optimizing, not sacrificing, and in their consumption they are focusing on quality and long-lasting products, favoring Italian and eco-sustainable brands. The post-pandemic era is behind us, and a new one is beginning, characterized by a profound regeneration of values. Security is giving way to balance. Fear is transformed into a search for quality. Digital is no longer a refuge but rather a tool, and trust in everyday life and the centrality of relationships are growing. This trajectory speaks not only to a country's resilience, but also to its vocation for rebirth, innovation, and active hope. The RI GENERAZIONE Observatory study (2020-2025) was conducted from 2020 to today through a total of 9,579 CAWI (Computer Assisted Web Interviewing) interviews with Italians of both sexes aged 25 and over. "Overall, over 80% of the indicators analyzed show a positive balance between 2025 and the 2021-2024 average, a sign that Italian society has entered a phase of recomposition and awareness, not regression. Regeneration is not a return to the past, but the beginning of a new normality, more humane and selective, where value returns to the center of decisions," comments Gianni Bientinesi, CEO of BIG (Business Intelligence Group) . Giuseppe Turchetti, Pro-Rector of the Sant'Anna School of Advanced Studies in Pisa , echoes this sentiment: "Thanks to the Observatory's data, we will be able to develop insights that will provide businesses and public institutions with important insights for developing products and services that better meet the population's needs." Regarding the social dimension, lockdown has led to a rediscovery of living together. In 2021, Italians' priority was to breathe again: regaining freedom, rediscovering nature (44%), and reconnecting with others (36%). In 2025, 38% continue to seek contact with nature and the outdoors (-6 points vs. 2021, but 5 vs. 2024); 32% choose Italian tourist destinations (6 points in one year), confirming a more local, sustainable, and identity-based type of tourism; 18%, however, continue to choose tourism abroad (almost 4 points compared to the 2021/2024 average); 31% prefer to spend more time at home (16 points vs. 2021); 30% want to dedicate more time to relatives and friends, prioritizing authentic and meaningful relationships. From a personal perspective, survival has moved on to conscious well-being. In 2021, the priorities were health (35%) and family (25%). In 2025, these values will not only be confirmed, but will expand. 39% say they want to pay greater attention to their health (4 points vs. 2024); 34% intend to take care of their physical fitness (7 points vs. 2021); 33% will dedicate more time to their hobbies (8 points vs. 2021); 27% maintain the centrality of family, a stable but significant figure indicating a constant priority; 19% are rediscovering manual and practical activities such as gardening, DIY, and self-production (6 points vs. 2021). In terms of consumption, however, there has been a shift from caution to informed choice. In 2021, a cautious attitude prevailed: 30% stated they wanted to save more, 26% sought eco-sustainable products, and 39% favored Italian brands. In 2025, however, 37% continue to favor Italian products and brands, returning to pre-crisis levels and reaffirming the value of national identity; 36% choose high-quality, long-lasting products (9 points vs. 2021); 34% continue to save, but with a view to optimizing, not sacrificing; 25% purchase eco-sustainable products, a sign that sustainability is now integrated into daily life; 21% prefer affordable products, responding to the inflationary environment, with a realistic but selective approach. Finally, technological innovation represents, for Italians, a frontier of opportunity and caution. In 2025, 43% recognize technology's positive impact, especially on health and personal care; 38% consider it a driver for the environment and sustainability; 24% link it to employment and economic development. However, significant concerns persist: 44% fear the misuse of personal data; 38% are concerned about misinformation and algorithmic manipulation; and 37% report a lack of transparency in regulations. Compared to 2021, trust has increased by 5 points, but awareness of the risks has also grown.