Webboh

For World Earth Day, Webboh Lab, the first permanent digital observatory of Gen Z, interviewed Webboh’s young audience on issues related to the mobility of the future.

The research was conducted using the psychometric approach, analysing motivations, perceptions and value aspects related to emotions, in order to understand young people’s involvement with mobility and sustainability issues.

The survey, which involved almost 9,300 respondents from young Italians aged between 12 and 20, revealed 5 identikits:

• Independent Navigator (27%): these are young urbanites who prefer autonomy and personal convenience in mobility. They generally prefer cheap parking spaces, are in favour of incentives for electric cars and scooters and support the use of sharing systems. They support affordable public transport and advocate teaching money management in schools. Finally, they promote inclusive and language services.
• Green Pathfinders (20%): these are progressive, sustainable and social integration-oriented young people. They prefer collective mobility and are more interested in policies related to sustainability and education, like free public transport for students, which they see as part of the social and educational fabric of the city. They reject incentives for cars and scooters and the expansion of sharing systems, instead favouring sustainable mobility solutions and investments in public transport. Finally, they promote financial education in schools.
• Urban Optimiser (19%): this group favours a wider range of measures to improve urban mobility. They support the use of public transport for cultural and sporting activities, promote its free use and would like it to be more active after sunset. They favour incentives for electric cars and scooters, but also support the use of shared transport for more environmentally friendly transport solutions. Finally, they value accessible mobility services, including those with language support.
• Local Boosters (18%): this group supports the local economy, small businesses and accessible public services. They support offering free tickets for public transport and language support for an inclusive community. They oppose financial education in schools and transport sharing. Policies such as public transport after sunset or access to parks and cycle paths are not priorities for Local Boosters.
• Community Curator (16%): this group falls into the category of urban youth, but are focused on more sustainable, community-centred and inclusive mobility. They support shared mobility, promote access to parks and cycle paths, and encourage using public transport for cultural and sporting activities. They are involved in supporting local shops and small businesses and support school policies on money management.

The survey showed that 2 out of 3 respondents don’t really cycle and admitted that they never (43%) use it to get around or only do so less than once a week. The situation would be different if cyclists were made safer in the city by improving cycle paths (39%), fixing potholes in the streets (38.5%) and reducing delinquency (30%).

Furio Camillo, Professor of Business Statistics at the University of Bologna and Scientific Director of the Webboh Lab, said: “Although in many cases young people’s vision will have to be liberalist and individualist, it starts from an approach that puts the common good and the growth of a society that respects diversity and favours public spending at the centre of everything, perhaps finally returning to discuss public investment for the future of our young generations”.

The 5 clusters, identified using Webboh Lab’s psychographic approach, show a generation of young people demanding a change in mobility and liveability in the city, made up of people rather than means in relation to each other.

Although public transport is the preferred solution, more flexible transport solutions are needed, perhaps favouring and incentivising sharing solutions. Young people who favour these choices embody an individualistic approach to city life, choosing solutions that allow personal independence and economic convenience, but always with a view to maximising social and environmental efficiency. On the other hand, there are groups where public transport is crucial, but always with a view to efficient mobility as well as collective sustainability.

The nod to a given territory is also very interesting: one typology in particular boosts local business and production activities, encouraging a way of life that allows inclusion and multiculturalism. Semantic affinity analyses with local policies throughout Italy could detect which ideas, initiatives, programmes and campaigns best match the 5 types of young people.

Webboh Lab, which came about after a meeting between Webboh (4 million followers on social media) and the Sylla research institute with Furio Camillo as its scientific director, is the first permanent observatory on Gen Z. Webboh Labs is committed to hearing the voice of the younger generation, investigating and exploring their issues and bringing them to the table of people making decisions for them, the adults of tomorrow.

Webboh is the flagship media for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 4 million followers across TikTok, Instagram, YouTube and WhatsApp, 70% of which are under 24. The website receives 3.2 million unique monthly users (source: Audiweb Last Quarter 2024). It is in the top ten most influential Italian media companies on social media, as well as the first targeting Generation Z for engagement and video views (source: Italian Top Media Rankings for First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

Webboh, the first community dedicated to Gen Z, celebrated its audience’s favourite talents during the much-anticipated Webboh Awards 2024. Now in its fifth edition, the event dedicated to the best Italian creators exceeded all expectations: 8 million online votes in less than 3 weeks to determine the winners, chosen from more than 150 candidates, divided into 16 categories. An exclusive evening with all of Gen Z’s top stars and idols that took place at Fabrique in Milan, and was streamed live.

THE LIVE EVENT

During the evening of 6 March, the awards ceremony took place, hosted byactress, TV and radio presenter Mariasole Pollio, together with host and comic creator Gabriele Vagnato. It was an event full of surprises on and off stage, including performances, photocalls, experiential corners and unmissable sketches. Among the participants, there were top unmissable Italian creators and many VIP guests, including Gerry Scotti, via video link, who announced the winner of the Top Creator category.

Also among the special guests were the star singers of the Sanremo Festival who performed the songs they performed for the 74th edition: Ricchi e Poveri ,with the new song, Ma non per tutta la vita, as well as the immortal Sarà perché ti amo; La Sad, with Autodistruttivo; and BNKR44 with Ma che idea and Governo Punk.

THE AWARDS ON SOCIAL MEDIA

The event was also a hit on social media, which added to the remarkable online response during the voting stage.
The posts, stories and videos published online by Webboh, and by the creators involved, together with the live streaming on Instagram and YouTube, achieved extraordinary results in terms of reach. In total, content related to the Webboh Awards 2024 reached more than 40 million people across all social platforms. These numbers testify to both the strong connection between Webboh and its audience and the enormous growth potential of its community.

WEBBOH AWARDS 2024

The more than 150 creators nominated for the awards were selected by Webboh on the basis of the content they published, the variety of their social offerings and the growth of their followers over the past twelve months. 16 award categories: Best TikTok creator, Best YouTuber, Best Streamer, Best Comedy Creator Male/Female, Couple of the Year, Drama Legend, Best Food Creator, Revelation of the Year, Best Value, Best Teen Idol Male/Female, Out of Drama, Best Fashion Creator, Best Beauty Creator and Best Meme.

Among this year’s developments: splitting the Best Creator Comedy category and awarding the Creator of the Year, chosen from over 150 nominees within 16 categories.

AWARDS

Best Tiktok Creator – Alice Perego: a Milanese creator born in 2003, she has 1.5 million followers on TikTok, 510,000 on Instagram, and almost 280,000 on YouTube. On social media, she narrates her life and shares viral trends.
Best YouTuber – Gianmarco Zagato: an established content creator for eight years, Gianmarco has 2.1 million subscribers on his YouTube channel, 1.9 million followers on TikTok and 772,000 on Instagram. On social media, he humorously recounts his life and tackles mysteries, horror stories, and news stories seriously and loves to test new products.
Best Streamer – Il Rosso: class of 2001. His Twitch channel, which has 348,000 followers, is the third most followed in Italy in the Just Chatting category (i.e. the category that puts any streamer at the centre of the show and allows them to communicate directly with their viewers).
Revelation of the Year – acapodelglobo: Giulia Berettini, a young content creator, brings her world of creations and inspirations to social media. An artistic streak combined with a great passion for impressions. She is constantly looking for the latest trend with which to entertain her fanbase of over 2 million users.
Best Creator Comedy Male – Dany Cabras: co-host of this year’s PrimaFestival di Sanremo, the Sardinian creator-comedian entertains over 5 million followers with sketches centred around family.
Best Female Comedy Creator – Rita QueenJ: eclectic artist, singer-songwriter, dancer, Neapolitan producer, on social media she turns into a comedian to tell her life story and create comic sketches. She has 1.8 million followers on TikTok, 307,000 on Instagram and 227,000 on YouTube.
Best Fashion Creator – Federica Scagnetti: a Roman creator born in 2003, she has 2.7 million followers on TikTok and 879,000 on Instagram. She talks about her life during her “Get Ready With Me” videos, where she puts on her make-up and shows off her outfits, which are always different.
Best Food Creator – 2foodfitlovers: Raffaele Del Piano and Caterina Piccirilli have been together since 2009 and discuss their two passions, food and fitness, on social media with content that fuses innovation, creativity, wit, and food that is both healthy and tasty. They have 1 million followers on TikTok and 675,000 on Instagram.
Best Meme – Cara with Zeettaa: she created a real catchphrase by bringing an expression she also used outside of social media to TikTok, where she has more than 1.7 million followers.
Drama Legend – Gaia Bianchi: she is one of the best at staying centre stage: whatever she does is discussed and talked about, and she is followed by 3.3 million followers on TikTok and 2.2 million on Instagram.
Out of Drama – Allydollina: a young mother who recounts her family and working life in a cheerful and light-hearted manner. She has 2.5 million followers on TikTok and over 700,000 on Instagram.
Best Value – Valeria Vedovatti: born in 2003, she boasts 1.4 million followers on Instagram, 2.9 million on TikTok and 792,000 on YouTube. She shares her days trying to bring a smile to those who follow her and raise awareness about Eating Disorders.
Best Beauty Creator – Arienne Makeup: beauty tik toker with over 6 million followers, followed by curious, interested, affectionate young people. As a make-up artist, Arienne loves to share fun, playful and eye-catching looks, always accompanied by a sparkling, ironic and fresh tone of voice.
Couple of the Year – Luca Campolunghi and Alice Muzza: they have 2.7 million and 1.2 million followers on their TikTok profiles respectively, and 760,000 and 445,000 followers on their Instagram profiles, respectively, and chronicle their lives and their life as a couple. They are part of the Stardust House.
Best Teen Idol Male – Matthew Robert: his lipsyncing and dance moves are viewed hundreds of thousands of times by 2.5 million followers on TikTok and 687,000 on Instagram. He is the host of RDS Next. He is part of the Stardust House.
Best Teen Idol Female – Lisa Luchetta: host of RDS Next, talks about her life, which is divided between the studio, the social media world and radio. She has 2.5 million followers on TikTok and 810,000 on Instagram.
Top Creator – AleDellaGiusta: YouTuber and content creator who travels around Italy and abroad to visit special, but dangerous and inaccessible places. His content stands out for its excellent production quality. His channel has 973,000 subscribers.

PARTNERS

The event partners created real shows in the show, with live experiential activities and cross-media storytelling on Webboh‘s social media channels, supported by the use of several creators, as well as the presence of the Awards on all platforms. Specifically:

• a unique, sharing experience with Ringo‘s Caramel Twist: a photobooth where creators left a special dedication to be shared via a GIF on their community;
• two engaging performances by Giochi Preziosi, with Canta Tu, the iconic Karaoke machine that can be easily used anywhere, “even on the moon!”, hence the lunar setting of the corner;
• the YOUROSCOPE corner by Astra make up, the beauty brand made in Italy, where an astrologer and a make-up artist gave colour and shape to the guests’ astral profile;
• for the second year, one of the main partners was Phobia Archive, which conveyed its message of a mix of fashion, music and street culture by branding the DJ console and the jersey, made exclusively for the event and worn by some of the talent present;
• also starring the highly anticipated new Italia Shore series , available exclusively from 4 March on Paramount+, the first Italian version of the popular MTV show. Also on stage with Matteo Diamante – homeowner, fun manager and party planner of the new program – were other cast members.

Instagram, the media partner for the Webboh Awards, has launched the Fanta Webboh Awards by Instagram for the first time, a competition dedicated to over 150 creators nominated with the aim of rewarding those who were able to involve their community the most: the award went to Rita QueenJ.

The Webboh Awards have cemented themselves as an important place in terms of visibility and brand amplification on Generation Z, thanks also to the partnerships built by the Mediamond agency.

To emphasise the social soul of the event, in addition to the 200 guest creators, the BeaBar, the bar created by Beabaru, the creator now famous for her glitter cocktails, and the legendary Donato, with his brand of ‘Mollica o Senza’ paninis, who has two sales outlets, one in Naples and one in the centre of Milan, were also there.

WEBBOH AWARDS 2024 FULL RANKING (TOP THREE):

1. Best TikTok Creator: Alice Perego 16.36%, Mattia Stanga 13.32%, Carlotta Fiasella 12.15%
2. Best YouTuber: Gianmarco Zagato 22.36%, Riccardo Dose and Dadda 21.21%, Space Family 17.46%
3. Best Streamer: Il Rosso 33.27%, Grenbaud 20.1%, Lollo Lacustre 14.47%
4. Best Comedy Creator Male: Dany Cabras 30.31%, Mattia Stanga 12.94%, Leo Bonni 12.87%
5. Best Comedy Creator Female: Rita QueenJ 24.75%, Chaimaa Cherbal 20.86%, Cecilia Cantarano 13.79%
6. Couple of the Year (the one who made your heart beat faster): Alice Muzza and Luca Campolunghi 22.04%, iMazzegaro 16.88%, Greta Santarelli and Daniele Riti 14.68%
7. Drama Legend (who sparked or was* most at the centre of drama): Gaia Bianchi 19.02%, Maria Sofia Federico 15.54%, Vittoria Lazzari 15.16%
8. Best Food Creator: 2FoodFitLovers 41.16%, Nonna Silvi 11.99%, Benedetta Rossi 11.19%
9. Revelation of the Year: acapodelglobo 27.64%, Anastasiia Pazzeska 15.35%, Sara Esposito 12.39%
10. Best Value (those who use social media to send important messages): Valeria Vedovatti 20.7%, Jenni Serpi 19.54%, Momo and Raissa 16.26%
11. Best Teen Idol – Male: Matteo Robert 28.86%, Alberto Tozzi 20.03%, Davide Vavalà 11.29%
12. Best Teen Idol – Female: Lisa Luchetta 23.35%, Alice Perego 16.76%, Iris Di Domenico 13.94%
13. Out of Drama (those who stood out without hype, drama or dissing): Allydollina 52.83%, Donato Con Mollica or without 14.25%, Fraffrog 11.89%
14. Best Fashion Creator: Federica Scagnetti 31.48%, Rachele Santoro 17.83%, Noemi Piunti 14.09%
15. Best Beauty Creator: Arienne Makeup 41.25%, Nicole Pallado 16.61%, Hanna Braids 8.07%
16. Best Meme: Zeetta (Cara) 26.7%, Bela fisica (Angela) 14.45%, Gerry Scotti 11.02%
17. TOP Creator (chosen by the nominated creators): 1 – AleDellaGiusta, 2 – Cooker Girl, 3 – Cecilia Cantarano

Webboh is the flagship media for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 4 million followers across TikTok, Instagram and YouTube, 70% of which are under 24. The website receives 3.7 million unique monthly users (source: Audicom November 2023). It is in the top ten most influential Italian media companies on social media, as well as the first targeting Generation Z for engagement and video views (source: Italian Top Media Rankings for First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

For the first time this year, Webboh – a Mondadori Media brand and Italy’s first community dedicated to Gen Z – played a leading role during the week in Sanremo with the Marlù Webboh Vibes: the 20-hour fun-filled happening show created together with Marlù – a well-known jewellery brand born from the creative initiative and partnership of sisters Morena, Monica and Marta Fabbri. It had an incredible response from the on and offline audience and the participation at the event by all the top singers and creators that Gen Z loves the most.

RECORD NUMBERS ON SOCIAL MEDIA

Astonishing data from the social media profiles that have achieved to date almost 20 million reaches, 13 million video views and 5 million total interactions: on the final night alone Webboh entered the top five most viewed social media accounts with over 1 million interactions (source: First Communication, Sensemakers’ ranking).

The website Webboh.it also saw more than 1.6 million page visits, thanks to its continuous news coverage, stories and backstage insight, which is a +12% increase compared to 2023. The digital coverage, aimed specifically at Generation Z, benefited from 100 pieces of content published on Instagram and TikTok, including posts, news on the website and exclusive video interviews with the singers in the competition, and over 81 thousand teams registered in Webboh’s FantaSanremo League.

THE HAPPENING SHOW

An exclusive schedule, full of events and original content, including five days dedicated to raising awareness on value issues dear to Gen Z (green issues, bullying and cyberbullying, eating disorders, LGTBQ+, animal abandonment), which took place on the stage of the truck transformer inside the Festival Village in the Villa Ormond Park. The happening show brought in thousands of attendees and 70 guests, including such singers as Annalisa, Alfa, and Ghali along with Rich Ciolino, Clara, Albe, Irama, Il Volo, Il Tre, Mr. Rain, Fred De Palma and creators from the Power Talent Agency like Arienne Makeup, acapodelglobo, Gianmarco Zagato, Diletta Begali, Giulia Bellu, Ramon Agnelli and Ella’s Books as well as other talents like Valerio Mazzei, Bella Gianda and Space Family.

Also on stage were special guests like José Sebastiani, son of Amadeus, who was a guest on the show for several days, Leo Gassman as an ambassador for Bulli Stop for the day dedicated to the fight against bullying, and creators Joey and Rina, Valeria Angione, NewMartina, Papà per Scelta, Lisa Luchetta, Giulia Penna, Elena Hazinah, as well as Enzo Miccio, the reigning Miss Italia  Francesca Bergesio, and Lorenz Simonetti as a regular guest, who created La canzone di tutti, Marley, the civil protection superhero, already a guest at the Festival, and many other celebrities.

The “Unplugged – Spazio al talento” show, presented by Andrea Prada along with Gen Z’s favourite faces, was a great success, with over 60 established and up-and-coming singers, including Valerio Mazzei, Cricca, Federico Baroni, Niveo and Crytical from Amici, as well as the winner of Io Canto Generation, Marta Viola, Pucho and million stream artists like Diego Lazzari, Random, Nashley, Luk3 and many other young singers. Each of them received a plaque of recognition from Marlù with a QR code with the video of their performance.

VALUE-RELATED INITIATIVES

On 7 February, special guests took the stage: director Giovanni Nasta and producer Simona Gobbi, who presented the short film Paracadute produced by Versus, Lupin Film and Simona Gobbi, with the collaboration of Marlù. The film deals with the topic of bullying in an original way from an unconventional point of view.

Webboh and Marlù also reiterated their commitment to value issues. As part of the Words Can Make a Difference initiative, both the audience in attendance and those at home on social media, were asked to leave a word on a virtual blackboard. The young creator and singer-songwriter Lorenz Simonetti then transposed the most significant phrases musically, creating a song entitled La Canzone di tutti, presented on Saturday, 10 February on the last day of the event.

The collaboration between Webboh and Marlù, made possible thanks to the Brand On Solutions team, the unit dedicated to special initiatives by Mediamond, the Mondadori and Mediaset advertising company, is a true integrated partnership that – from the naming of the event to the creative concept, to the coordinated image across all communication channels, to the boosting on all the social media of Webboh and the creators involved – aims to reach and raise awareness among the wider Gen Z audience with exclusive value-based content created ad hoc.

In order to maximise communication to promote the Marlù Webboh Vibes event, Mondadori Media involved social media, the Webboh brand website and the Mondadori Media network, the creators and talent of Power Talent Agency, as well as overseeing attendees in collaboration with the Villaggio del Festival, sponsored by the City of Sanremo, both inside the Village and on giant screens positioned in strategic parts of the city.

Webboh is the social media platform for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fan base of 4 million followers across TikTok, Instagram and YouTube, 70% of whom are under 24. The website receives 3.7 million unique users per month (source: Audicom, November 2023). It is one of the top ten most influential Italian social media companies, as well as the first targeting Generation Z for engagement and video views (source: Top Italian Prime Communication Media Rankings by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by its bottom-up editorial model: the community is involved in every part of the creative process.

Marlù was founded in 2001, growing out of an innovative entrepreneurial and creative idea by sisters Morena, Monica and Marta Fabbri. In just a few years, it conquered the leadership of an unexplored product category — in terms of price range and material — outside the traditional fashion and fine jewellery sectors. It presents a new way of thinking and creating fashion accessories and offering exclusive creations and products to anyone wishing to wear something unique and personal. Marlù’s strong presence in Italy has developed into a network of proprietary retail shops through single-brand stores in Riccione, Naples, Catania, Bari, Molfetta, Caserta, Trapani, Matera, Rome, Florence, Rimini, Bologna, Verona, Parma Piacenza, Reggio Emilia, Palermo and Milan. Today, the Marlù group has more than 400 employees, a distribution network of nearly 50 single-brand shops and more than 1400 multi-brand shops including corners and spaces

During the week for the 74th edition of the Sanremo Festival, Webboh, the first Italian community dedicated to Gen Z, asked its audience to vote for the competing singers and choose their favourite song, using an instant survey on its Instagram channel and produced by Webboh Lab, which more than 15,000 under 25s responded to in just 24 hours.

According to Gen Z, the undisputed winning song of the 74th edition of the Italian Music Festival is “I p’ me, tu p’ te” by Geolier, a Neapolitan singer, a leading artist on the Italian rap scene, much loved by Gen Z with lyrics written and sung in his city’s dialect, Neapolitan. The song is about the sweet feelings experienced after the end of a romance.

According to under 25s, this is the top five of the Sanremo Festival 2024:

1. Geolier – I p’ me, tu p’ te
2. Mahmood – Tuta Gold
3. Annalisa – Sinceramente
4. Alfa – Vai!
5. Irama – Tu no

AMADEUS BELOVED BY GEN Z: THEY WANT HIM BACK IN THE NEXT EDITION

Interesting data emerged from the instant survey, and not only on the musical tastes of young people: Amadeus’ hosting is once again proving to be a winner for 96% of those interviewed, and 93% would like him to host the next edition of the Festival as well.

SANREMO ISN’T JUST THE ITALIAN FESTIVAL; IT’S ALSO AN OPPORTUNITY FOR YOUNG PEOPLE TO DISCOVER NEW ARTISTS

Unexpectedly, 83% of young people followed the music event on television on RAI, and 60% considered it something special that they wanted to experience with friends and family, confirming that the music festival continues to be a great group event for Italians, who increasingly use the Festival to discover new artists (85%).

Webboh is the flagship media for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 4 million followers across TikTok, Instagram and YouTube, 70% of which are under 24. The website receives 3.7 million unique monthly users (source: Audicom November 2023). It is in the top ten most influential Italian media companies on social media, as well as the first targeting Generation Z for engagement and video views (source: Italian Top Media Rankings for First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

Webboh Lab, which came about after a meeting between Webboh (4 million followers on social media) and the Sylla research institute with Furio Camillo as its scientific director, is the first permanent observatory on Gen Z. Webboh Labs is committed to hearing the voice of the younger generation, investigating and exploring their issues and bringing them to the table of people making decisions for them, the adults of tomorrow.

Today, for the National Day Against Bullying and Cyberbullying, the stage at Marlù Webboh Vibes in Sanremo was tinted BLUE to reflect the topic of the day. To raise awareness among young people, experts in the field were invited to the stage, and the results of the instant survey conducted by Webboh Lab were presented. Over 9,000 young people from the Webboh community between the ages of 13 and 20 responded to the survey in 48 hours.

Seventy per cent of respondents say they have felt bullied, confirming a dramatic trend already highlighted by events in the news.

When asked directly whether they have ever been a bully, 66% answered negatively. However, one in three admitted to being a bully, which expresses possible overlap between those who are bullied and those who, after being bullied, become bullies themselves.

According to 60% of respondents, bullying is not gender-specific, but a behaviour adopted equally by boys and girls, and for more than 75% of respondents, school is where bullying and abuse are most prevalent. For 68% of respondents, bullying is something that has always existed and it can affect victims of all ages.

The research outlined 4 profiles of ‘bullies’:

The Shadow (50.2%) is driven by personal insecurities and family problems and seeks acceptance through harmful behaviour. This person is a victim of bullying and shows a lack of empathy, with difficulties communicating and managing inner conflict, and requires external support to break the destructive cycle.

The Heartless Tyrant (20.9%) acts with deliberate malice and lack of empathy, motivated not by insecurities, but by a desire to dominate. This person is emotionally isolated, with a tendency not to seek support, and requires intervention to develop empathy and constructive strategies to resolve conflicts.

The Angry Fury (15.4%) is motivated by economic hardship and anger, expressing aggression not to gain fame, but as a direct result of frustration. This person shows a tendency to avoid confrontation and seek isolation, and requires strategies to manage anger and improve social relationships.

The Fake Fragile (13.5%) acts to compensate for vulnerability and lack of family support, often without intending to hurt the other person. Trapped in a cycle of anger and frustration, with difficulty managing conflicts and a tendency not to communicate problems, this person requires support to develop resilience and face challenges.

Webboh Lab, stemming from an encounter between Webboh (4 million followers on social media) and the Sylla research institute with Furio Camillo as scientific director, is the first permanent observatory on Gen Z. Webboh Lab is committed to hearing the voice of the younger generation, investigating and exploring their issues and bringing them to the table of people making decisions for them, the adults of tomorrow.

From Tuesday to Saturday, 6–10 February, Marlù Webboh Vibes will take place during the Sanremo Festival. This true novelty involves a happening show with 20 hours of pure entertainment set on a truck transformer in the Festival Village, located in the Villa Ormond Park in Sanremo.

Webboh — a Mondadori Media brand and the first Italian community dedicated to Gen Z — and Marlù — the jewellery brand developed through the creative initiative and partnership of sisters Morena, Monica and Marta Fabbri — will animate the stage from 2:30 to 6:30 p.m. during the five days of the Festival, with talks and live shows featuring singers from the Sanremo competition, young musical talents, creators and the most popular TikTokers of the moment.

In addition to real-time social media commentary, a special website and organic amplification by the creators, the event will also be streamed live to capture the highlights and engage home audiences.

The show will unfold in three specific moments. The first is a salon hosted by Jody Cecchetto and the two faces of Webboh — Arianna Madonna and Claudia Mariani — who will host the singers competing at the Sanremo Festival. The second is a Talky Time dedicated to fun Sanremo-themed games and challenges, but also to serious current social issues, in the company of ACapoDelGlobo, Ramon Agnelli, Arienne Makeup, Giulia Bellu, Diletta Begali and Ella’s Books and the Opposite, all creators and talent from the Power Talent Agency roster. Finally, the third is ‘Unplugged – Spazio al talento’, a real showcase for established and emerging singers, presented by Andrea Prada.

Expressing the words of artists and singers who can make a difference, the stage at Marlù Webboh Vibes will be tinted every day with a colour symbolising the topic being addressed: environmental protection (GREEN), eating disorders (PURPLE), discrimination of LGBTQ+ people (PINK), animal protection (RED) and bullying (BLUE).

On Wednesday 7 February, to commemorate the International Day Against Violence and Bullying, the results of a survey conducted by Webboh Lab will be presented directly from the stage of Marlù Webboh Vibes, delving into the causes and effects of a social phenomenon that seriously affects young people today. The National Centre Against Bullying Bulli Stop, which already works with Webboh, will take part in ‘Talky Time’.

The commitment of Webboh and Marlù to such topics does not end there. As part of the initiative ‘Le parole possono fare la differenza’ (‘Words can make a difference’), the singers and guests being interviewed will be asked to leave a meaningful sentence or word. For their contribution, Jody Cecchetto will present the ‘Marlù per il sociale’ (‘Marlù for Social’) award. On Saturday 10 February, the last day of the event, Lorenz Simonetti (a creator and young singer-songwriter famous on social networks) will present the song ‘La Canzone di tutti’, which sets to music the most meaningful words expressed not only by the artists, but also by the public.

The collaboration between Webboh and Marlù — realised thanks to Brand On Solutions, a unit dedicated to special initiatives by Mediamond, the Mondadori and Mediaset advertising company — is a true integrated partnership. From naming of the event to the creative concept, to the coordinated image across communication platforms, to the amplification of Webboh on social media and the creators involved, the aim is to reach and raise awareness among the broadest Gen–Z audience possible with exclusive, specifically developed value-based content.

To maximise communication in promoting Marlù Webboh Vibes, Mondadori Media has involved social media, the Webboh brand website and the Mondadori Media network, as well as the creators and talent of Power Talent Agency. It has also overseen coverage in the country in collaboration with the Festival Village, sponsored by the City of Sanremo, both within the Village and on maxi-screens positioned in strategic squares of the city.

Entrance to the Festival Village is free of charge. Registration at https://www.ilvillaggiodelfestival.it/registrati/ is recommended.

Webboh is the social media platform for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fan base of 4 million followers across TikTok, Instagram and YouTube, 70% of whom are under 24. The website receives 3.7 million unique users per month (source: Audicom, November 2023). It is one of the top ten most influential Italian social media companies, as well as the first targeting Generation Z for engagement and video views (source: Top Italian Prime Communication Media Rankings by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by its bottom-up editorial model: the community is involved in every part of the creative process.

Marlù was founded in 2001, growing out of an innovative entrepreneurial and creative idea by sisters Morena, Monica and Marta Fabbri. In just a few years, it conquered the leadership of an unexplored product category — in terms of price range and material — outside the traditional fashion and fine jewellery sectors. It presents a new way of thinking and creating fashion accessories and offering exclusive creations and products to anyone wishing to wear something unique and personal. Marlù’s strong presence in Italy has developed into a network of proprietary retail shops through single-brand stores in Riccione, Naples, Catania, Bari, Molfetta, Caserta, Trapani, Matera, Rome, Florence, Rimini, Bologna, Verona, Parma Piacenza, Reggio Emilia, Palermo and Milan. Today, the Marlù group has more than 400 employees, a distribution network of nearly 50 single-brand shops and more than 1400 multi-brand shops including corners and spaces

When asked about the causes of violent behaviour against women, 83% of young Italian women believe that the main reason is the cultural environment in which they live every day.

Webboh Lab put forward an instant survey for the International Day for the Elimination of Violence against Women, to which 8,000 girls and women between the ages of 12 and 20 responded. 71% of today’s teenage girls, who will be tomorrow’s adults, blame the culture of male dominance and sexist mentality for violence against women.

According to the young girls and women questioned, the cause due to “behaviour” is entirely marginal: violence, for them, does not stem from stressful states or psychological problems, but from a society that has normalised the position and social power of men, role expectations, and attitudes exalting strength for too long, without any self-criticism, looking for the cause in the ‘monster’, in order to take away responsibility.

The research shows that, in the perception of girls, there are at least five profiles of violent men: the self-absolvers (43%), i.e. those who continually justify their violent behaviour, reflecting a culture that perpetuates it; the medievalists (19%), who are linked to entrenched gender roles and family dynamics; the amplifiers of violence (17%), who experience aggression as an echo of bad media reports about the violence in the world around them and the impact on society; the underpressured (12%), represented by those who struggle with personal stress and family pressure; the de-empowered (9%), who blame power and gender role imbalances for their violence.

The identification of complex and different profiles of violent men makes it clear that multiple measures acting on different levels are needed. Solutions proposed by different experts that emerged from the interviews – from affective education to psychological counselling, from awareness-raising activities to the adoption of more restrictive measures when the first signs of aggression appear – must be applied in a targeted manner for each behavioural profile and for the individual subject.

Webboh Lab, created from the meeting between Webboh (3 million followers on social media) with the research institute Sylla, with Chief Science Officer, Professor Furio Camillo, is the first Permanent Observatory on Gen Z. Webboh Lab’s commitment is to gather the voice of the younger generation, to investigate and explore the issues in order to bring them to the table of those who make decisions for them, the adults of tomorrow.

Through its brands aimed at Gen Z, Webboh and The Wom, Mondadori Media delivered a range of activities and content aimed at raising awareness and understanding the views of young people on the issue of gender-based violence on the International Day for the Elimination of Violence against Women (25 November).

Webboh Lab, the first permanent observatory dedicated to Gen Z, conducted an instant survey on the topic of violence against women: the 8,000 answers from girls and women aged between 12 and 20 showed that 83% of young Italian girls, when questioned on the causes of gender-based violent behaviour, believe that the main reason is the cultural environment in which they live every day.

The research shows that girls and young women think there are at least five profiles of violent men: the self-absolvers (43%), i.e. those who continually justify their violent behaviour, reflecting a culture that perpetuates it; the medievalists (19%), who are linked to entrenched gender roles and family dynamics; the amplifiers of violence (17%), who experience aggression as an echo of bad media reports about the violence in the world around them and the impact on society; the underpressured (12%), represented by those who struggle with personal stress and family pressure; the de-empowered (9%), who blame power and gender role imbalances for their violence.

For the event, the two publishing brands aimed at Gen Z have published a schedule full of social media and web content to raise awareness about gender-based violence, offering useful tools both from a practical point of view, such as emergency numbers, and a cultural point of view to help prevent and fight the phenomenon, involving the younger generations.

Specifically, The Wom, the 100% inclusive brand created with the aim of raising awareness and supporting change and which offers articles, videos and in-depth reports on a daily basis both on its website and social profiles, has delivered a dedicated publication, informative content, poems, events and calls to action, and an illustrated Instagram carousel inspired by the true stories of women and their fears that has encouraged more than 2.000 people to tell their stories publicly, garnering over 130,000 likes.

Together with Sorgenia, awareness-raising content was produced, consisting of small tips on what to do if you find yourself with a person you suspect may be a victim of violence. The project, connected to Sorgenia’s #sempre25novembre campaign, aims to keep attention focused on this social emergency every day of the year and not just on the 25th of November.

The Wom also published content in partnership with DONNEXSTRADA with the “La violenza non è solo fisica ma… (Violence is not only physical, but…)” campaign, with the aim of illustrating different types of violence, both psychological and physical. The initiative was a great success among its followers, also thanks to video interviews with 3 activists from the Association who presented topics such as gender-based violence, how to protect oneself against aggression and psychological violence, and how victims of violence can be helped.

Webboh specifically chose to highlight the anti-violence and anti-stalking number 1522, by posting on its Instagram Stories – every day for a week at 3.22 pm – the message: “Quando ne hai bisogno, chiama: è importante (When you need it, call: it’s important)”. It also spread the Italian State Police Guide that can help people recognise a toxic relationship. The motto chosen by Webboh to raise awareness, “This is not love”, has been echoed by its followers, with more than 150,000 likes and the post being saved more than 5,000 times.

The Wom and Webboh support DONNEXSTRADA, the non-profit association that offers help to victims of violence, promotes change in society, provides legal and psychological support to victims, works for prevention and has created a network of 150 Punti Viola – safe places for women to ask for help – throughout Italy.

We thank the DONNEXSTRADA group.

Webboh is the flagship media for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 3 million followers across TikTok, Instagram and YouTube, 70% of which are under 24. The website receives 2.5 million unique monthly users (source: Audiweb Monthly Average 2023). It is in the top ten most influential Italian media companies on social media, as well as the first targeting Generation Z for engagement and video views (source: Italian Top Media Rankings for First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

The Wom is the new all-digital, social media first brand dedicated to Millennials and Generation Z, who consider uniqueness a strength and a value that enriches themselves and others. The Wom is the flagship for the younger generation on TikTok and Instagram, with a total fanbase of 9 million followers and 9 million unique users on the Internet (Audiweb Total Digital Audience monthly average 2023)

Webboh Lab, created from a meeting between Webboh (3 million followers on social media) with the research institute Sylla, with Chief Science Officer Professor Furio Camillo, is the first Permanent Observatory on Gen Z. Webboh Lab is committed to gathering the voice of the younger generation, to investigate and explore the issues in order to bring them to the table of those who make decisions for them, the adults of tomorrow.

There’s no such thing as a single Generation Z. From a survey conducted by Webboh Lab, the first permanent digital observatory completely dedicated to Gen Z and created by Webboh and the Istituto di Ricerca Sylla, on 24,000 12- to 20-year-olds studied for 48 hours, it turns out that Gen Z is not a monolith, but is composed of 5 clusters of young people who experience and perceive interaction with social media in different ways: Meme Maestro (40%), Creative Explorer (18%), Like Lover (17%), Social Soul (14%), and Digital Dreamer (11%).

More specifically, each profile exhibits a different way of using social media:

• Meme Maestro is the most interesting profile. About 40% of young users who responded to the instant social media survey sees the platforms as a form of entertainment, like memes and viral videos. This profile shares aspects of their lives and interests and connects with their peers to get inspiration for trendy products.
• Creative Explorer is the profile that uses social media as a platform to express their creativity through photos, writing, and art. They account for 18% of respondents and are young people who like to explore and deepen their interests, but also discover new topics and share information, promoting social causes and seeking help and support.
• Like Lover is the social media enthusiast profile, who seeks gratification through positive feedback, such as likes and comments. 17% of the total respondents use them as an escape from their daily routine, following and contacting their favourite idols and creators to feel part of another world.
• Social Soul is the profile for the young social media enthusiast who primarily uses the platforms to start relationships and meet new people, as well as to get advice and discover new passions. 14% percent of respondents fall into this category.
• Digital Dreamer is the profile that encompasses the aspects of all the previous profiles and represents those young people (11%) who use social media as a platform to explore and live out an online identity that’s different from their own in reality.

The results of the instant survey also debunked the belief that teenagers feel lonely without social media: on a scale from 1 (“not at all”) to 10 (“maximum”), the average score given to “fear of loneliness” was only 4.3 and is one of the lowest markers in importance among those considered. In fact, the highest scores went to “I would be bored” and “I would do more sports”.

Another interesting finding from the survey is that without social media, Gen Z would mainly miss WhatsApp, Instagram, TikTok, and YouTube, but they wouldn’t suffer without Facebook, which came last behind Twitch, Discord, and X, reflecting the strong need to stay in touch with their friends.

Through their collaboration with the Istituto di Ricerca Sylla, the Observatory gave a genuine picture of Gen Z by direct contact with the youngest generation and getting to know and examine their thoughts, opinions, expectations and interests in real time, through surveys conducted on and with the help of social media.

For all survey results, see Gen Zs: The Many Faces of Generation Z – https://webbohlab.it/

Webboh is the media hub for GEN Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 3 million followers across TikTok, Instagram and YouTube, 70% of which are under 24. The website receives 2.5 million unique monthly users (source: Audiweb Media Month 2023). It is in the top ten most influential Italian media companies on social media, as well as the first of the Generation Z generation targeting engagement and video views (source: Italian Top Media Rankings of First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

Sylla is the research institute in charge of managing the lab, research activities, membership and awards. Established in 2016 after 25 years of experience in the field by the current management team, it specialises in strategic market research, web surveys, qualitative surveys and monitoring surveys. It collaborates with the Universities of Bologna, Turin, Cattolica and Bicocca in Milan and counts foundations, institutions and some of the largest communication agencies among its clients. Its scientific director is Professor Furio Camillo, Professor of Business Statistics at the Department of Statistical Sciences at the University of Bologna, who is in an ongoing collaboration with the National Conservatory of Arts and Crafts (CNAM) in Paris and the University of Tennessee. He has authored more than 60 scientific publications, participated in more than 300 projects with Data Analyis activities applied to economic or social problems

Mondadori Media, the leading Italian multimedia publisher on social media and in the digital world involving Gen Z, was the protagonist with the stage “ReGENERATION from Z to Alpha” in the Vision Arena of the IAB Forum 2023, the main event in Italy dedicated to digital innovation, which was held in Milan on November 8 and 9. Building on its experience of social and new generation issues, Mondadori Media took advantage of the valuable setting provided by IAB Forum to announce two great new products dedicated to Gen Z: Webboh Lab and Z Power.

Webboh Labis the first permanent digital observatory of Gen Z, which gives back to the world the authentic photograph of this new generation: a privileged vantage point to know up close and in real time the thoughts, opinions, expectations and interests of young people, thanks to the centrality of Webboh, the first Italian community dedicated to Gen Z, and the authority of the Istituto di Ricerca Sylla.

In less than 48 hours, 24,000 teens between the ages of 12 and 20 responded to the first instant survey launched in community stories on Instagram. The results showed – as professor Furio Camillo, Professor of Business Statistics at the University of Bologna and Sylla’s Scientific Director, had the opportunity to illustrate – that Generation Z is not a monolith, but is made up of five profiles of social media users: Meme Maestro, comprising 40% of young people surveyed, Creative Explorer (18%), Like Lover (17%), Social Soul (14%), and Digital Dreamer (11%).

The “Meme Master” uses social media through entertainment and virality, while the other four clusters use the platforms for more value-based purposes, such as exploring interests, promoting social causes, obtaining support and sharing their creativity. Another piece of evidence that emerged debunks  the belief that young people without social media are  lonely: when asked to imagine a world without social media, the fear of loneliness scored 4.3 – on a scale where 1 equals “not at all” and 10 equals “maximum” – and is one of the last most important markers (the highest marks were obtained by “I would be bored” and “I would do more sport”). A further interesting result shows that, in a world without social media, the younger generation would miss WhatsApp and Instagram, followed by TikTok and YouTube, while they would not miss Facebook, in the last position behind Twitch, Discord, and X. To learn more about all the results of the survey and the survey possibilities offered by Webboh Lab, visit webbohlab.it.

There are also important news about Power Talent Agency. Z Power is the new agency’s spin-off dedicated to young talents who relate to Gen Z and with whom they share values and themes. A roster of ordinary young creators who speak about what they believe in, including ACapoDelGlobo (aka Giulia Berettini), Ella’s Book, Webboh talents as Claudia Mariani, Arianna Madonna and Christian Candela, and so many others. Z Power aims to create a bond between creators and brands that want to connect with their audiences, creating an ecosystem of mutual collaboration and growth. Its launch enriches Mondadori Media’s proposal for communicating the world of the younger generation, thanks in part to synergies with the Webboh publishing brand.

The IAB Forum 2023 hosted, among others, the plenary panel titled “Generazioni e Rigenerazioni,” an inspirational moment held by IAB Italia President Carlo Noseda and Andrea Santagata, Managing Director of Mondadori Media Area Digital and Polo MarTec. The panel was focused not only on digital evolution in the last 20 years but also on future and its applications, starting with AI.

On the same stage Benedetta De Luca, Disability Advocacy, Gender & Inclusion Editor for The Wom and creator of Power Talent Agency, attended too. She addressed the theme of inclusion within the world of communication together with Martina Fuga, Communications Manager of CoorDown, and Nicola Acampora founder of PizzAut.

Mondadori Media enlivened the Vision Arena with a rich schedule and many guests with the moderation of Giampaolo Colletti, journalist contributor to Il Sole24Ore and StartupItalia Director: 25 professionals in this sector, 65% of them women, delved into topics related to the new generations, such as communication strategies (thanks to the intervention of media and advertising agencies Open Influence, Ogilvy, Omnicom Media Group and Dentsu Creative) and the evolution of trends, thanks to the intervention of the main social platforms such as Meta, TikTok and YouTube. The values and creativity that characterize Gen Z with panels by The Wom and Webboh were outlined too.

During the two intense days of IAB Forum 2023, there were many workshops signed by Mondadori Media: in the first one, “The Social Big Opportunity,” Andrea Santagata presented Mondadori Media’s development strategy and, in the second one, Edoardo Rettori, Sales Account Manager of AdKaora, and Betty Lasjuilliarias, Digital & Omni-Channel Manager of Alcon, illustrated the successful case study for the Alcon brand thanks to the new Impact Video format of AdKaora.

You can view the full program at this link.

Mondadori Media is Italy’s leading multimedia publisher, with a distinctive positioning and audience on the editorial market. Through its brands, the Mondadori Group’s social multimedia company caters for the passions of the Italians – food, beauty, fashion, health and wellness, science and tech – and reaches more than 26 million unique users every month (source: Audiweb Jan-Aug 2023) and a total fanbase of 100 million (source: Comscore Shareablee + Pinterest insight October 2023).

Webboh is the flagship media of Gen-Z. Founded in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase between TikTok, Instagram and YouTube of 3 million users of which 70% are under the age of 24, a website of 2.5 million monthly unique users (source: Audiweb Average Month 2023) . It is in the top ten most influential Italian media on social, as well as the first in target generation Z for engagement and video views (source: Top Italian Media Rankings of Prima Comunicazione made by Sensemakers). The topicality, authenticity and interest aroused by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

Power Talent Agency is Mondadori Media’s agency that manages a roster of talents with different artistic paths. The variety of profiles makes Power a unique reality in the Italian digital world, in which the talent of influencers and creators is transformed into value for brands, reaching over 30 million video views per month.The projects developed can also benefit from integration opportunities with Mondadori Media brands, from The Wom to Mypersonaltrainer to Webboh, for the creation of content with a strong impact in message, language and style. The goal is to create authentic stories for all target segments, especially for the genZ and young millennialZ public.