Media

AdKaora, the digital company of Mondadori Digital, has been selected by Guess, one of the world’s most recognisable fashion brands, to manage its 2025 digital activities in Europe, with coordinated planning across Italy, Spain, Germany and Poland. The partnership was created to support two of the brand’s most important initiatives through a creative and technological ecosystem capable of maintaining a consistent narrative across multiple markets.

The campaigns, aimed primarily at a female audience attentive to style, personal care and fashion trends, with a strong interest in beauty, fashion and accessories, benefited from a multichannel approach combining high-impact formats, premium editorial distribution and advanced proximity marketing tools.

A central role was played by the proprietary creative formats developed by the AdKaora Creative Studio, designed to showcase products through an immediate, immersive language capable of capturing attention from the very first seconds. Thanks to their interactive nature, these solutions offered Guess a distinctive way to present both the spring lingerie collections and the iconic accessories launched in the second half of the year.

The strength of the collaboration lay in the ability to build a full-funnel journey, adapting messages and objectives to the different stages of the decision-making process. The upper funnel was supported by high-impact rich media and premium placements, while the consideration phase relied on more interactive experiences. Conversion, in turn, was driven by proximity marketing and drive-to-store solutions, integrated with a certified footfall analysis, enabling the real impact of digital activities on Guess boutiques across the various markets to be measured.

The overall analysis highlights how the synergy between strategy and creativity delivered strong performance, significantly exceeding market benchmarks in all countries involved, thanks to targeted planning on the AdKaora Value Network, an international editorial ecosystem that includes premium sites across the fashion and lifestyle sectors. This network enabled Guess to reach relevant audiences in each market while maintaining high quality standards. “Working with a partner like AdKaora allowed us to achieve very solid results, both in qualitative terms, thanks to consistently high-quality content, and in performance across the entire funnel. At the same time, being present within a premium editorial environment gave us the reassurance of planning aligned with the brand’s values, even across multiple markets,” said Ester Diamante, Media Planning Manager at Guess.

“The collaboration with Guess is a concrete example of how proprietary creativity, multichannel planning and measurable drive-to-store activation can coexist within a single international strategy,” commented Davide Tran, MarTech Hub Director Mondadori Digital and CEO of AdKaora. “Our Value Network, made up of premium vertical publishers across the main European markets, is a strategic asset that enables us to guarantee quality, consistency, brand safety and real results wherever the brand chooses to communicate. With proximity and drive-to-store strategies, we also ensured that Guess could bring genuinely interested customers into its stores, maximising visit rate performance throughout the campaign,” Tran concluded.

Mondadori Digital is strengthening the offering of its MarTech hub with the merger of Hej! into the digital company AdKaora. The transaction represents a strategic step forward for both businesses, which come together as a single operating entity and a market leader, driven by a highly specialised technology hub offering full-funnel digital solutions: from brand awareness and lead generation through to final conversion.

“With this operation we are completing a strategic integration journey that has, over the years, proven its effectiveness in terms of results and innovation,” said Andrea Santagata, CEO of Mondadori Digital. “The merger of Hej! into AdKaora further consolidates the positioning of our MarTech hub, which today generates more than €40 million in combined revenues across Italy and LATAM, thanks to a full-funnel offering that brings together creativity, technology, data and performance. From this virtuous integration emerges a digital ecosystem that enhances the value of each individual asset, setting new benchmarks for effectiveness and performance in the MarTech landscape,”,’ Santagata concluded.

The new AdKaora, with operations in Italy and Spain, brings together a team of more than 80 industry professionals, led by Davide Tran as CEO and Paolo De Santis, COO and Co-founder of Hej!, who has been appointed Co-CEO of AdKaora.

“The integration of AdKaora and Hej! under a single brand is the natural outcome of years of shared successes, and having Paolo De Santis alongside me in leading this new organisation reflects our strong commitment to continuity,” said Davide Tran, MarTech Hub Director at Mondadori Digital and CEO of AdKaora. “Today we no longer offer simply complementary products, but a single digital ecosystem in which creativity, data and technology work together to guide users throughout the entire funnel. AI plays a central role in this evolution, with Hej! remaining the cornerstone of our performance offering. Our goal is to further strengthen our position as the partner of choice for innovation in marketing and communications, delivering effective and distinctive solutions for our clients. In the first quarter alone, we already have several new products in the pipeline, spanning both awareness and performance, as we continue to evolve and differentiate ourselves in the market,” Tran concluded.

“By bringing teams and expertise together, we are building something truly new, grounded in very solid foundations. For us, bringing people together has always come before merging companies, as from the very beginning we have shared the same principles and the same vision of the world and of business. This deep alignment results in a genuine cross-pollination of ideas and know-how, creating the fertile ground from which our next wave of products, services and innovation will grow”, said Paolo De Santis, Co-Managing Director of AdKaora.

THE STRENGTHS OF THE NEW ADKAORA

The new AdKaora is built on three key pillars:

1. technological evolution: the sharing of technological infrastructures accelerates the development of proprietary solutions and the integration of increasingly advanced artificial intelligence systems;
2. data enhancement: the integration of databases and analytical capabilities enables even more granular user profiling, transforming data into predictive value for campaigns and into measurable, tangible results;
3. optimisation of operational workflows: the unification of internal processes allows for a faster, more comprehensive and more consultative response to market needs.

In this context, Hej! retains its strong identity as a best-in-class product line and as a specialised technology arm focused on AI and Conversational Marketing.

ADKAORA’S NEW ORGANISATIONAL STRUCTURE

AdKaora ‘s new organisational structure brings together, under a single strategic vision, specialised expertise designed to enhance the company’s ability to bring integrated, data-driven technological solutions to market. Reporting directly to CEO Davide Tran, the team includes key roles with cross-functional responsibilities, including:

• Stefano Argiolas (Chief Strategy & Innovation Officer at AdKaora and Mondadori Digital), responsible for steering strategic development and product innovation, with a specific focus on leveraging AI as a competitive driver across the entire Mondadori Digital ecosystem;
• Paolo Ingrosso (Chief Revenue Officer), responsible for revenue growth, commercial activities and relationships with clients and agencies;
• Francesco Binetti (Chief Operating Officer – Supply), leading operational management and supply-side development, with a focus on the monetisation of advertising inventory for national and international publishers;
• Walter Ferrari (Chief Marketing Officer), responsible for coordinating marketing strategies, communication and events;
• Luca Nigro (CEO AdKaora Iberia) and Gonzalo Guzman (Co-CEO AdKaora Iberia), leading business development and commercial strategy in the Iberian markets, as well as the expansion of the international publishing network.

INTERNI kicks off 2026 by celebrating the excellence of Italian design worldwide and the major upcoming event of the Milan Cortina 2026 Winter Olympic and Paralympic Games (6–22 February and 6–15 March), with a double editorial launch: the international issue Sport&Design and the new volume in the Gold Series Milano Design Hub&Spoke.

Two special publications exploring the dialogue between sport, culture and design will be previewed on January 14 at the Italian Cultural Institute in Paris, in collaboration with ITA (Italian Trade Agency), during a talk involving French designers and Italian companies. This will be followed,on January 28, by a presentation at Triennale Milano together with its president Stefano Boeri and all those who, in different roles, have taken on the challenge of addressing a complex and crucial theme: rethinking the future of the planet with a clear-eyed and responsible approach, using design as a compass to imagine new ways of living, practising and protecting the mountains.

What will become of winter sports when there is no longer any snow? Will we ski on sand, or chase the last surviving glaciers at unreachable altitudes? As the climate crisis reshapes Alpine landscapes, the way we experience them is also changing: equipment, facilities, architecture and entire ski resorts must be rethought, suspended between utopian and dystopian scenarios.

“Our January–February issue, traditionally published in English, provides answers to these questions,” explains Gilda Bojardi, Editor-in-Chief of INTERNI. “Starting from the topical relevance of Milan Cortina 2026 and from the exhibition White Out. The Future of Winter Sports (28 January – 29 March), curated by Konstantin Grcic and Marco Sammicheli at Triennale Milano. The exhibition, of which INTERNI is media partner, explores the role of design in the extreme conditions of the mountains and shows how, amid the climate transition, design intelligence is being called upon to redefine practices, equipment and imaginaries.”

The magazine also analyses winter tourism; sport as an advanced research laboratory for materials and functions; and architecture as a new ‘climatic skin’ capable of enveloping the body and generating comfort, quality and energy efficiency. This perspective also extends to urban regeneration projects, where innovation becomes a cultural and social value as well as a technical one.

The INTERNI Sport&Design issue (January–February) is enriched by two major supplements: the volume Milano Design Hub&Spoke and the Design Index Guide 2026. Available in both print and digital formats, the Guide features over 8,000 addresses from the world of design: who produces and what they produce, where to buy and what to buy, who designs, photographs, advertises, publishes, teaches, organises and exhibits. A complete list of showrooms and retail spaces of the companies featured in the Guide, with their respective brands, will also be available for digital download.

The magazine will be on newsstands and available via the app from 22 January. It is entirely in English, with an Italian translation included at the end of the issue.

Distribution of this special edition and its supplements is planned in Paris at hotels, art galleries, design and fashion boutiques, major showrooms and architecture studios, in the hospitality areas and at the Maison&Objet kiosk, as well as at the main newsstands in the city centre.

The volume “Milano Design Hub&Spoke”

Milano Design Hub&Spoke is the sixth chapter in INTERNI’s Gold Series, which celebrates the leading figures of Italian design and the companies that have played a decisive role in establishing Italian Design as a global benchmark for quality, vision and manufacturing excellence. In this new edition, the focus shifts to the territory, specifically to Milan, a city that has become a system in itself, an international hub for design, communication and, more broadly, project culture.

Over recent decades, the Lombard capital has taken on the role of a platform where skills, languages and disciplines converge, and where design finds its most fertile ground. This centrality is manifested through an increasingly articulated network of dedicated places: not simple commercial spaces, but environments that become points of encounter, discussion and exchange. Flagship stores, showrooms and retail spaces are transformed into cultural venues, recognised by international audiences as key nodes within the design supply chain. Here, products are not merely displayed but also interpreted, narrated and placed within immersive experiences that enhance visitors’ awareness and understanding.

The volume was conceived with the aim of interpreting Milan precisely as the beating heart of this complex ecosystem. The city is portrayed through a map of physical locations that embody contemporary design in all its expressions: ever-larger exhibition spaces, rich in content and distinguished by constantly evolving aesthetic and museographic quality. From this perspective, Milano Design Hub&Spoke becomes a valuable tool for navigating the excellences of Made in Italy and discovering where to encounter them, understand them and purchase them.

“If Milan represents the Hub – the nucleus that concentrates and amplifies the narrative of Italian design – the Spokes are the many productive realities that sustain this system,” explains Gilda Bojardi, Editor-in-Chief of INTERNI. “It is in the dialogue between city and territory that the strength of Italian design develops: a widespread heritage made up of companies, districts and supply chains that preserve centuries-old manufacturing traditions while at the same time embracing technological innovation and sustainability. It is a mosaic of complementary skills that reflects the value of Made in Italy and fuels a continuous flow between creativity, technique, research and production.”

The narrative of the volume is accompanied by a rich photographic gallery that juxtaposes the architectural icons of historic Milan with the buildings that, in recent years, have transformed its skyline. The images portray a city in evolution, where symbolic places of tradition coexist with new districts shaped by urban regeneration projects that have positioned Milan among the world’s most dynamic international metropolises.

The introduction includes the interventions of the main institutions of the Project System — Salone del Mobile.Milano, Triennale Milano, ADI and Politecnico di Milano-School of Design — which offer an authoritative point of view on the evolution of the sector. Particular attention is given to the theme of distribution, analysing how the physical space in which products meet consumers is changing in response to new needs, new contexts of use and transformations in global markets. The challenges faced by the sector clearly emerge: the need to rethink relationships with audiences, to enhance experience, to incorporate digital tools, while at the same time maintaining a strong connection with the material identity of the product.

Each company featured in the volume tells its own story, vision and the spaces that best represent it within the Milan ecosystem: flagship stores, urban showrooms, headquarters, museums and exhibition spaces. These are environments where relationships are built, ideas are developed and future projects are imagined. What emerges is a panorama of companies that safeguard Italy’s great artisanal heritage, capable of integrating it with advanced industrial processes and the most innovative digital tools, without sacrificing a strong commitment to sustainability.

The publication aspires to be a Who’s Who of Made in Italy: an authoritative and comprehensive guide for Italian and international professionals interested in discovering leading manufacturing companies, their expertise and the places where they can be encountered. The book also includes data and in-depth insights illustrating production capacity and evolution, offering an up-to-date and accessible tool for understanding the complexity of the sector.

The volume is distributed not only in Milan – through bookshops, newsstands and major design hubs – but also in the capitals most actively engaged in the international design debate: Paris, New York, Copenhagen, London, Dubai, Riyadh, Shanghai and Miami. These are cities where creativity, production, distribution and communication interact to bring design to a global audience, making it increasingly accessible, recognisable and shared.

The Paris event

In collaboration with ITA (Italian Trade Agency Paris) and the Italian Cultural Institute of Paris, INTERNI will present the January–February issue Sport&Design and the book Milano Design Hub&Spoke on Wednesday 14 January at 5.30 pm in the French capital, at 50 rue de Varenne.

Following the welcome addresses by Antonio Calbi, Director of the Italian Cultural Institute of Paris, and Luigi Ferrelli, Director of the Paris Office of the Italian Trade Agency, an exclusive talk will bring together leading voices to discuss the affinities between Sport&Design, practices, behaviours and disciplines. Speakers will include Giovanni Del Vecchio, CEO of the Giorgetti Group; Giulia Molteni, Marketing Director of the Molteni Group; Mathieu Lehanneur, designer and founder of Mathieu Lehanneur; Dominique Perrault, founder of DPA Architecture; and Carlo Ratti, Director of the MIT Senseable City Lab and co-founder of CRA–Carlo Ratti Associati. The discussion will be introduced and moderated by Gilda Bojardi, Editor-in-Chief of INTERNI.

Recent Olympic Games have further strengthened the connection between sport and design, involving leading designers in the creation of stadiums, athlete facilities and even Olympic torches – from the Paris 2024 torch designed by Mathieu Lehanneur to the Milano Cortina 2026 torch by Carlo Ratti. Dominique Perrault will outline the key principles of sports architecture, while Giovanni Del Vecchio and Giulia Molteni will explore competitiveness and discipline as shared values between sport and business in the design world.

The evening will conclude with a reception, offering participants the opportunity to continue discussions and delve deeper into the themes addressed.
Special thanks go to Agence 14 Septembre, Villa Marquis – Meliá Collection, Masciarelli Tenute Agricole and Eataly.

Some people sing to entertain, others sing to break down doors locked tight. And then there’s BigMama.

Marianna Mammone, known as BigMama, will speak candidly today on camera for Scomode, the interview format from the digital women’s magazine The Wom, which gives a voice to those determined to challenge prejudices and addresses the hottest topics in contemporary women’s life with authoritative women who resonate with the community.

The 25-year-old Italian rapper and singer-songwriter, champion of authenticity, will share never-before-heard stories from her life with spontaneity, sensitivity, and intimacy.
During the interview, BigMama will discuss bullying, insecurity, vulnerability, and how she has transformed the most profound experiences of her life into strength, awareness, and music – a personal story that encourages opening up to others and not being afraid to show who you truly are.

This episode highlights the importance of listening, starting with the youngest, and the necessity of asking for help when needed. It portrays anger as a legitimate emotion to acknowledge and release, and music as a tool to channel it, celebrating vulnerability, sensitivity, and empathy as valuable resources that can make us feel better and less alone.

“My advice to parents is to approach their children with an open ear, to listen to what they have to say, and help them when necessary. […] I think this kind of attention is essential because it can literally save a person’s outlook on life.” When asked, “What would you say to the little girl you were?” BigMama responds with advice that applies to all young people: “Keeping everything inside doesn’t help at all; it just overwhelms you with emotions.”

BigMama’s artistic power stems precisely from this: emotions and anger become living material in her lyrics and songs, erupting fully when she performs. “On stage, I have the courage to say things I don’t in everyday life,” she explains, “and music has been the way to channel the anger from my mind to the microphone.”
“My work – my artistic project, my music – also helps me stop hiding that inner vulnerability. I’ve learned that exposing myself honestly makes me feel better. Talking about what I feel, connecting with others, and then finding people who say, “You know, I feel that way too,’ makes me feel less alone.” BigMama shared.

The Scomode interview with BigMama can be followed starting today, 3 December, at 6:00 p.m. on The Wom’s social media profiles.

• Instagram
• Facebook:
• YouTube
• Spotify

In a world that wants us to be “comfortable,” silent, and conformist, BigMama and host Valentina Lonati, Culture Editor of The Wom, will engage in a constructive conversation about what it truly means to be uncomfortable today: the suffocating constraints of provincial life, the art of being a nuisance, illness, and rebirth.

You can watch the trailer for the BigMama interview by clicking this link.

SCOMODE, THE CULT FORMAT OF THE WOM

Hosted by Valentina Lonati, Culture Editor of The Wom, Scomode was created to offer unfiltered, open spaces where authentic words and deep conversations can emerge on underrepresented topics in women’s lives. The discussions feature well-known figures who can provide comfort, motivation, and inspiration. It’s not just a vodcast: it’s a safe space where taboos are dismantled piece by piece, allowing new awareness to surface, and its guests serve as role models to look up to.

The format premiered on 4 November with Giorgia Soleri, the activist and writer who has long fought against stereotypes surrounding mental health, invisible illnesses, body image, and relationships. The debut was remarkable: the first episode garnered 4 million organic views on Instagram, demonstrating a strong demand for depth, authenticity, and identification among young millennials and Gen Z.

The Wom is Italy’s leading social magazine for women, dedicated to younger generations and real-life stories that promote self-acceptance. It is a reference point for young women on Instagram, with a total fanbase of over 10 million followers, and reaches more than 9 million unique users per month across web and social channels (Comscore Social Incremental Reach, average of the last 3 months). In 2023, The Wom was awarded “Best Web Article” at the Diversity Media Awards, and in 2025, together with Gruppo Mondadori, it received the Special Advisory Board Award “Assolombarda for Social Impact.”

Focus Live, Focus magazine’s festival of knowledge, set a new record this year, attracting over 20,000 visitors across the three days of the event. This was the eighth consecutive edition, held in collaboration with the Leonardo da Vinci National Museum of Science and Technology in Milan.

Demonstrating the success of the formula and the brand’s strength in the digital and social space, over 10 million users were reached – a significant increase compared to the 2024 edition – through posts, stories, and videos shared across the web, Facebook, Instagram, YouTube, and TikTok. All content will remain available and will continue to be enriched with new material for both young and adult enthusiasts.

From Friday 7 to Sunday 9 November, Focus Live – Passione  featured 120 guest, including astronauts, scientists, Olympic champions, researchers, and science communicators, as well as comedians, singers, and chefs, who animated the Main Stage, Speakers’ Corner, Creators’ Corner, and the Kids Area curated by Focus Junior.

“Focus Live is proof that a passion for knowledge brings people together and breaks down all boundaries,” said Gian Mattia Bazzoli, Director of Focus. “It’s not just a festival; it’s a celebration of curiosity and a demonstration that science, when shared with passion, becomes a powerful driver of community. The real magic of this event is its ability to transform science communication, often experienced through a page or screen, into a tangible, shared, and often highly entertaining experience.”

All 100+ events sold out, making the eighth edition of the festival truly special. Talks, workshops, and shows across various scientific disciplines – linked by this year’s theme of passion – prompted participants to reflect on the fundamental role of science in shaping our future.

Contributing to the outstanding success of Focus Live were the leading figures from the worlds of science and beyond, who allowed attendees to experience the future firsthand, engage with the present of research, and rediscover the passion that drives science. Highlights included: ESA astronaut Samantha Cristoforetti, who opened the festival sharing her space passions and daily challenges; CERN physicist Guido Tonelli, discussing the concept of the void; journalist Beatrice Mautino; science communicator Massimo Temporelli; Luciano Pinotti and Enzo Spisni; Pierdomenico Perata from the Sant’Anna School of Pisa; scientist-criminologist Gian Maria Campedelli; Olympic gold medallist Mara Navarria in the team épée at Paris 2024; astrophysicist Amedeo Balbi; communicator Federico Taddia; neurosurgeon Christian Brogna; journalist and writer Matteo Bordone, who engaged in a playful challenge with ethologist Monica Battini; Elio e le Storie Tese; biotechnologist Marco Martinelli; and master chocolatier Ernst Knam. The lineup also included representatives from the Milano-Cortina 2026 Foundation and the Minister of Environment and Energy Security, Gilberto Pichetto Fratin.

At Focus Live, science is not just watched or listened to: it’s experienced and done firsthand. The true heart of the Festival lies in the installations and workshops of the Experience Area, a multiverse of discovery where every corner promises a new adventure. This year too, Focus Live gave countless visitors the chance to travel into the past or dive into the future through virtual reality, escape rooms, and much more, experiencing firsthand how science and technology are shaping the world around us. The experiences in the Experience Area were made possible thanks to installations curated by exceptional partners such as ENI, Humanitas University, Scuola Sant’Anna, Istituto Italiano di Tecnologia, Fondazione AIRC, Università Cattolica di Milano, and Politecnico di Torino.

For children and teenagers, the Kids Area curated by Focus Junior offered an even richer program: from workshops organized by Mondadori Education and Jordan Oral Care to drawing workshops, STEM activities, VR experiences from the Frasassi Caves, and a new “offline” play area to test skills with Kapla building blocks, chess, and origami, rediscovering the joy of analog play.

“We shared three wonderful days with the children at Focus Live, witnessing their natural curiosity and eagerness to experiment,” said Sarah Pozzoli, Director of Focus Junior. “The Focus Junior Kids Area team carefully selected the STEAM activities to offer. We are delighted to see that when the program is of high quality, the audience responds with great enthusiasm.”

On Friday and Saturday evenings, two thrilling shows entertained the audience: La scienza vista dal Basso, a quiz hosted by the irresistible Federico Basso that turned curious questions and scientific knowledge into a hilarious game blending education and laughter; and Murder at the Museum, where Massimo Polidoro guided the audience through the scene of a crime that took place among the halls of the Leonardo da Vinci Museum.” A captivating crime night showing how science, psychology, and the scientific method help investigators solve even the most complex cases. Two evenings, two different ways to experience science communication. Engaging, entertaining, and full of wonder.

The festival will close on Sunday at 6:30 pm with Luca Perri and Giacomo Moro Mauretto in La passione è un motore o un freno a mano?

Partners and sponsors

Focus Live is a Mondadori Media event, organised in collaboration with the National Museum of Science and Technology Leonardo da Vinci and numerous partners.

MAIN PARTNERS: Eni, Ministry of the Environment and Energy Security
PARTNERS: Bayer, Grotte di Frasassi, Humanitas University, Jordan Oral Care, Subito, Toyota Motor Italia
CONTENT PARTNER: AIRC Foundation for Cancer Research, Mondadori Education
OFFICIAL RADIO: R101
In collaboration with the Cultural Olympiad of Milan Cortina 2026
KIDS’ AREA powered by Focus Junior
With the patronage of the City of Milan

The advertising for Focus Live is managed by Piemme S.p.A., the exclusive sales agency for Focus and other Mondadori Media brands.

This edition of Focus Live is made possible through the collaboration and support of numerous institutions, research centres, and universities, including: ADMaiora, ASI, Business&Roads, European Gravitational Observatory (EGO), ESA, FBK, Human Technopole, IIT, INAF, Istituto Superiore Sant’Anna, JRC – Joint Research Centre, Kosmos, PLANit – Associazione dei Planetari Italiani, Politecnico di Torino, Smonting, Think About Science, Università Cattolica del Sacro Cuore, Università degli Studi di Milano, Università degli Studi di Milano-Bicocca, and Università degli Studi di Trieste.

The communication campaign and creative design of the event have been developed by Zampe Diverse, with production and organisational management by Left & Right.

AdKaora, the international digital Martech agency of the Mondadori Group and a leader in mobile advertising, proximity marketing, and full-funnel solutions for brands and publishers, has launched the white paper “Dal banco alla brand experience: il Retail Media in farmacia” in collaboration with Haiku Technologies. The study provides an in-depth analysis of pharmacies as new strategic media hubs and examines consumer trends shaping the sector’s evolution.

In recent years, Italian pharmacies have undergone a profound transformation: from simple points of sale to multifunctional hubs integrating prevention services, consultation, and advanced technologies capable of measuring advertising effectiveness. Thanks to digitalization and the installation of indoor screens and multichannel proximity solutions, pharmacies have become high-value communication channels, reaching consumers already predisposed to purchase.

The white paper offers market analysis, case studies, and guidelines for leveraging this growing channel, which is projected to reach over €640 million in Italy in 2025.

Key insights from the white paper include:

• Purchase trends show significant seasonality: supplements +20% in August, dermocosmetics +43% in December, and infant products +79% in December.
• Product category weight varies: OTC (over-the-counter drugs) 41%, Personal Care 24%, and Supplements 11% representing the most significant share of the pharma sector.

The document also highlights the importance of a full-funnel approach for effective retail media strategies AdKaora and Haiku’s solutions are designed to reach consumers both inside and around the pharmacy and across their digital journey through multiple touchpoints.

With over 250 digitalized points of sale, 2.5 million monthly scans, and an omnichannel ecosystem, AdKaora and Haiku provide healthcare and pharma companies with granular insights into purchasing behaviour and real-time KPIs. This allows for direct connection between media investment and actual sales results, optimizing campaigns and maximizing ROI (return on investment).

For brands and investors, the opportunities are numerous: from planning high-impact, measurable retail media campaigns to segmenting and personalizing strategies based on specific product categories.
In conclusion, retail media confirms its status as a strategic and innovative channel, set to play an increasingly central role in communication and marketing strategies for the future.

The full white paper is available here:link.

INTERNI, the interiors and contemporary design magazine of the Mondadori Group, dedicates its November 2025 special issue to Rome: a monograph titled Rome, eternal change, which presents the capital as a laboratory of architecture, design, art and culture, and explores how the Eternal City is a living canvas continually reshaped over time.

“Rome never stops surprising us,” says INTERNI’s editor Gilda Bojardi. “Every era has rewritten it, layering shapes, overlapping memories and visions. The Urbs reveals a face that is always changing. It is a place where archaeology and contemporaneity intertwine in a dialogue suspended between identity and transformation. This is the story we tell in the pages of our Rome issue, portraying the city as a mosaic of languages and cross pollinations, a place open to international creative ideas and always capable of astonishing us.”

This special edition of INTERNI will be presented on Friday 7th November 2025 at 5.30 pm at  the Galleria Nazionale d’Arte Moderna e Contemporanea in Rome, in the presence of the Undersecretary for Culture  Lucia Borgonzoni, the Gallery’s Director Renata Cristina Mazzantini, INTERNI’s  Editor Gilda Bojardi, architect and  Director of Laboratorio Roma050 Stefano Boeri,, design historian and curator Domitilla Dardi, architects Massimo Alvisi and Junko Kirimoto, co founders of the Alvisi Kirimoto studio, COREPLA President Giovanni Cassuti and journalist Roberto D’Agostino.

The event will offer an opportunity to reflect on a new identity for Rome that weaves together architecture, design, art and society and that can encompass multiple souls within a single powerful and evocative image on the international stage.

The event will also see the inauguration of TAM TAM. Tempio, Azione, Movimento, the installation by the Alvisi Kirimoto studio created last April as part of INTERNI CRE-ACTION during FuoriSalone 2025 at the University of Milan. A temple of white columns made of recycled plastic becomes a transformable and dynamic organism through the actions of visitors, encouraging both personal reflection and shared experiences.

The installation, on display in the Central Courtyard of the Galleria Nazionale until 8^th December, embodies the dialogue between art, design and architecture and confirms Rome’s calling as a city open to international creative experimentation.

Partner of the installation is COREPLA, the National Consortium for the Collection, Recycling and Recovery of Plastic Packaging. Communication partner for the initiative is Comin & Partners.

TAM TAM. Tempio, Azione, Movimento is part of the museum’s exhibition path and therefore requires a standard entry ticket to visit.

In this special issue

INTERNI opens with a reflection on the nature of time and on the identity of Rome, a city capable of holding many souls within a single powerful and evocative vision. This vision emerges from Laboratorio Roma050, the project led by Stefano Boeri and promoted by Roma Capitale and the Department of Urban Planning with Risorse S.p.A, which imagines the Capital projected into 2050.

The issue then explores the theme of archaeology entering the contemporary world, with projects that transform iconic sites of the past into opportunities for architectural and urban experimentation. These include the Parco Archeologico del Colosseo, the renewed Piazza Augusto Imperatore, the Colosseo Metro station, and Forof, the cultural space created by Giovanna Caruso Fendi overlooking Trajan’s Forum, which has already restored identity to the underground spaces of the second-century Basilica Ulpia. Also featured is the new Passeggiata Archeologica, which will connect the entire central archaeological area of the city.

The narrative continues with a logbook on the architectures of politics and diplomacy, highlighting the role of institutions as ambassadors of political, cultural and social values. It explores buildings such as the FAO headquarters, the Great Mosque of Rome, the Church of Tor Tre Teste, the Danish Academy, the Japanese Cultural Institute, Villa Medici and lesser-known projects such as Notre Dame de Sion, rediscovered as an example of Gio Ponti’s architecture.

The heart of the Architecture section is dedicated, through studio visits and first-person accounts, to leading figures on the contemporary Roman scene. These are architects who live and work in the city and are reshaping its identity through design research, sensitivity to context and creative innovation. Among them are: Massimiliano and Doriana Fuksas, Alvisi Kirimoto, Labics, IT’S, Andrea D’Antrassi/MAD, Westway Architects, Lazzarini Pickering, Claudia Campone/Thirtyone e Dario Curatolo.

Generous space is also given to domestic and historic interiors, from contemporary design residences, including a brand-new project by Studio Strato, to the homes of figures who have intertwined art and collecting, and to the reconstruction of iconic environments such as the one designed by Ettore Sottsass for Franco Debenedetti in 1994.

The cover story is dedicated to Bulgari, an emblem of Roman luxury and a global brand deeply rooted in the Eternal City. But that’s not all. In Milan, the recent inauguration of the flagship store in Via Montenapoleone is a tangible tribute to the encounter between the spirit of the maison and the creative energy of the city.

The Interviews section features conversations with leading cultural and creative figures. Roberto D’Agostino reflects on the Rome of La Grande Bellezza and the transformations the city has undergone in recent years, while Renata Cristina Mazzantini, Director of the Galleria Nazionale d’Arte Moderna e Contemporanea, outlines her interdisciplinary vision of twentieth-century art and presents the Museum’s new collection.

With this special issue, INTERNI renews its mission as an observatory and promoter of design culture, offering a full panorama of Rome, a city that is both a heritage of the past and a laboratory for the future. Its narrative weaves together architecture, design, art and society, capturing the complexity of a capital that continues to inspire shared visions and imaginaries on a global scale.

In addition, on 7^th November, INTERNI will also be distributed together with Il Messaggero in all newsstands in Rome.

INTERNI

A monthly magazine with a circulation of 50,000 copies, publishing began in 1954 as the first Italian periodical dedicated to interior decoration. Today INTERNI is one of the main communication tools in contemporary Italian and international design, essential for professionals and design enthusiasts. In 2024 it celebrates its first seventy years, a period during which it has had the privilege of witnessing the extraordinary and adventurous evolution of Italian furniture and interior design. It has closely followed the remarkable growth of design in Italy, driven by the insight and work of visionary cultural figures, architects, designers and bold, talented entrepreneurs. In the early Nineties the magazine became part of the Mondadori Group, Italy’s leading publishing company, and over time, under the direction of Gilda Bojardi, it developed a system of parallel publications that transformed the magazine from an elite medium into a mass medium. INTERNI’s work also includes the creation and coordination of events and exhibitions designed to bring together designers, manufacturers and distributors. The celebrated FuoriSalone, the urban phenomenon that energises the city of Milan during Salone del Mobile week, was launched in 1990 on INTERNI’s initiative. In 2021 it marked its thirtieth edition with the publication of the volume XXX-Y 30 anni di FuoriSalone | 1990-2020 Milano Design Stories (Electa). Following the launch of INTERNI’s Chinese edition in 2015, further international editions are planned. INTERNI is also the communication partner of the Italian Pavilion at Expo 2025 Osaka, titled The Ideal City.

Space passions, revolutionary gene therapies, artificial intelligence, gravitational waves, black holes and 3D-printed organs you can actually touch. But also the chemistry of chocolate, the atlas of emotions, the 90th anniversary of Schrödinger’s cat and prehistoric reptiles brought back to life. Focus Live 2025, taking place from 7 to 9 November at the Museo Nazionale Scienza e Tecnologia Leonardo da Vinci in Milan (via Olona 4), will be an extraordinary journey across the many disciplines of science, where passion – this year’s theme – will be the common thread linking science, history, sport, art and music.
Over the course of three days, the festival organised by Focus magazine, under the patronage of the City of Milan, will offer visitors a chance to touch the future, experience the present of research and rediscover the passion that drives science. More than 120 guests, including astronauts, scientists, Olympic champions, artists and communicators, will meet the public in talks, workshops and live events.

Focus Live was created for those who aren’t satisfied with easy answers, for those who see the world with the eyes of an eternal explorer,” says Gian Mattia Bazzoli, Editor-in-Chief of Focus. “It’s a place where curiosity meets the experts shaping our tomorrow and where every question – even the most challenging – has its place. Here, a neurosurgeon can speak with a student, an astronaut answers children’s questions, and anyone can take part in experiments that usually happen only in labs. It’s our way of showing that science isn’t distant: we make it tangible, open to questions, even open to challenge. For three days, we transform the museum into a living laboratory for hands-on discovery and dialogue. For us at Focus, it’s the most genuine moment of the year – when we step out of pages and screens to connect directly with our readers and share our hunger for knowledge.”

The goal of this Festival of Knowledge by the Mondadori Group magazine is to explore the crucial role of science in shaping our future, presenting the achievements of human knowledge in an accessible and engaging way. It does so through authoritative voices, innovative formats and a mix of styles and disciplines – blending arts, music, nature, theatre and biology, sport and technology – revealing unexpected connections between them.

Focus Live – Passione, open to the public and completely free (with registration), will feature a rich programme of talks, workshops and performances hosted in the Cavallerizze area of the Museo Nazionale Scienza e Tecnologia Leonardo da Vinci, Italy’s largest science and technology museum, which for over 70 years has served as a bridge between the past and future of scientific culture.

To open this extraordinary edition, at 9:30 a.m. on Friday 7 November, Gian Mattia Bazzoli, Editor-in-Chief of Focus, will be joined by Fiorenzo Marco Galli, Director General of the National Museum of Science and Technology Leonardo da Vinci in Milan, and Carlo Mandelli, Chief Executive Officer of Mondadori Media.

The official opening will be led by Samantha Cristoforetti, ESA astronaut, who will share her “space passions”, the challenges of life in orbit, and how space research contributes to progress on Earth, helping us understand our planet and paving the way towards a more conscious and sustainable future. The festival will close on Sunday afternoon with astrophysicist Luca Perri, following a day featuring CERN physicist Guido Tonelli on the science of the void, journalist Beatrice Mautino on fighting misinformation, and science communicator Massimo Temporelli with his notebook of formulas explaining the Universe.

Between these moments, an extraordinary line-up will animate the Main Stage, Speakers’ Corner, Creators’ Corner, and the Kids Area curated by Focus Junior, offering activities and discussions designed to inspire curiosity and reflection.

The topics will be wide-ranging. Medicine will explore the promise of gene therapy with Luigi Naldini, Director of the San Raffaele Telethon Institute for Gene Therapy, who will explain how cutting-edge tools are used to fight rare diseases and cancers. The future of food will be explored by Luciano Pinotti and Enzo Spisni as they discuss novel foods and the challenges on our plates. Pierdomenico Perata, from the Scuola Superiore Sant’Anna in Pisa, will talk about the RNA revolution, while Patrick Gerlich from Bayer Crop Science Italia will present innovations in agriculture. On the tech front, Gian Maria Campedelli, scientist and criminologist, will show how AI can be used to fight organised crime, Tommaso Andreussi will explain how satellites might one day “breathe” Earth’s atmosphere, and researchers from the Italian Institute of Technology will introduce visitors to a real cyborg.

Olympic fencing champion Mara Navarria, gold medallist in Paris 2024, will talk with journalist Giorgio Terruzzi about what it takes to deliver a winning strike. Astrophysicist Amedeo Balbi will explore our cultural obsession with the apocalypse, while communicator Federico Taddia will “enter Einstein’s mind” with the help of a live illustrator. Neurosurgeon Christian Brogna will describe the marvels of awake brain surgery, joined on stage by one of his patients, who played the saxophone during the operation. Journalist Matteo Bordone and ethologist Monica Battini will challenge myths about cats, while Elio e le Storie Tese will deliver a humorous yet serious lesson on musical passion. Biotechnologist Marco Martinelli and the Subito team will engage the audience in a quiz about second-hand treasures.

Special moments will punctuate the festival: on Friday, representatives of Fondazione Milano Cortina 2026 will showcase the most iconic Olympic and Paralympic symbols, including torches, medals and mascots Tina and Milo. On Saturday afternoon, physicist Marcello Fanti will explore the Star Wars universe from a scientific perspective, joined by official Star Wars cosplayers from the Disney Lucasfilm-recognised 501st Italica Garrison (the “villains”), Rebel Legion Italian Base (the “heroes”) and the pink droid R2-KT. That same day, a group of Templar reenactors will demonstrate daily life and rituals from the medieval order. Finally, on Sunday, Gilberto Pichetto Fratin, Italy’s Minister for the Environment and Energy Security, will discuss energy transition. There will also be AI masterclasses, showing how to use artificial intelligence in everyday life, and the sweetest event of all: maître chocolatier Ernst Knam will take to the Main Stage to make chocolate live, revealing its fascinating chemistry and physics.

Experience Area

At Focus Live, science is not just something to watch or listen to — it is something to touch and do. The true heart of the Festival lies in the installations and workshops of the Experience Area, a multiverse of discovery where every corner promises a new adventure. The journey begins at the very dawn of time aboard the Big Bang Machine, a mobile installation (an enormous lorry) that takes visitors on a virtual odyssey back to the origins of the universe. Inside this space-time capsule, stars fuse, matter takes shape, and visitors learn how listening to cosmic signals is deeply connected to understanding our own planet. The exploration continues under the dome of an inflatable planetarium, where immersive films and live lectures unveil the secrets of the night sky. From there, a virtual leap transports visitors among the telescopes of the Cherenkov Telescope Array Observatory to chase the flashes of light emitted by black holes. Moving from the vast to the minute, the adventure shifts to the building blocks of life: visitors can extract DNA in a hands-on lab or imagine the future of medicine at the Humanitas University stand. The journey then heads south to Antarctica, where visitors can step inside a real polar field tent used by researchers from the University of Milano-Bicocca to drill ice cores — a rare chance to see the tools of extreme-environment research up close. Nearby, the micro-robots of the Sant’Anna School of Advanced Studies await, along with Supercalcolo, super passione, an interactive installation designed and produced by Amigdala.ch in collaboration with Eni.It explores the hidden world of supercomputing — the silent power driving science, industry, and everyday life. Here, every visitor can create a unique text and voice narrative in real time, co-authored with artificial intelligence. To discover how everyday habits affect our health, the AIRC Foundation will present its Prevention Labs, where playful games and quizzes reveal the risks of alcohol consumption, debunk myths, and show how smoking harms not only smokers and those around them but also the environment. The robot artist of the Università Cattolica will weave kilometres of thread to create striking portraits and images, while in the Outdoor Area (Open Air Lab) visitors can test themselves on an artificial climbing wall (powered by Grotte di Frasassi), an exciting challenge with both physical and mental benefits.

Immersion in the world of science and technology will also be ensured for Focus Live visitors thanks to the Museum’s rich resources. Each day, festival participants can book guided tours of the Leonardo Galleries and the Space Area, step into the shoes of a real astronaut at Base Marte, or try The Touch, the innovative sensory escape game that blends reality and virtuality in a Mars-themed adventure. The brand-new i.lab Sostenibilità will also be open, inviting visitors — through games, experiments and immersive installations — to explore what makes a product or an action truly sustainable, taking into account every element within its wider, interconnected system.

These are just some of the many experiences awaiting visitors at Focus Live, thanks to installations created by outstanding partners including Humanitas University, the Sant’Anna School of Advanced Studies, the Italian Institute of Technology, the AIRC Foundation, the Catholic University of Milan, and the Polytechnic University of Turin.

Kids’ area

For children and young people aged 2 to 13, the Kids Area — curated as always by Focus Junior — will be even richer this year, filled with STEM workshops, a dedicated stage for talks, and activities designed to help kids discover the wonders of science in a creative and surprising way.

From the science and math labs run by Mondadori Education to drawing workshops with Carioca products and Pokémon, every experience will be an adventure to live firsthand. In collaboration with the Kosmos Museum of Pavia, kids can take a dive into the past with the Oceani Perduti station and, guided by palaeontologists, handle original fossils and casts of ammonites, trilobites, and ancient marine reptiles, uncovering the stories hidden in the rocks. Grotte di Frasassi will amaze visitors with a VR Experience, while Jordan Oral Care will teach young explorers about the dentition of animals and the evolution of human teeth from prehistory to today. In the new “no Wi-Fi” play area, kids can take on challenges with Kapla wooden constructions, rediscovering the joy of analog play.

For the youngest visitors, children up to age 7, Focus Pico will offer workshops to draw, colour, and have fun. There will also be plenty of shows: on Friday, November 7, the day kicks off with a super quiz on sustainability and environmental awareness by Grotte di Frasassi. At 11:00 am, Fondazione AIRC will present its new science show Ricerca(ta) speciale, a journey through experiments, quizzes, and theatrical scenes. Saturday, November 8 at 12:00 pm, the acrobatic family Mr David & the Family will astonish audiences with their performances. On Sunday, November 9 at 4:00 pm, Geronimo and Tea Stilton will meet fans for a show about inventions. Throughout the weekend, artist Raffaele Salvoldi will guide children and adults in building fascinating Kapla structures, transforming imagination into real wooden architecture. Among the special guests, on Saturday at 3:00 pm, science communicator Gianumberto Accinelli will give a talk on the animal world. It’s a perfect chance to experience science as play, learn while having fun, and discover that knowledge can be the most thrilling adventure of all.

The Creators

As in the past three editions, Focus Live 2025 will host the Creators’ Corner, a stage where digital communicators bring science and culture to life on Instagram, TikTok, and YouTube.

This year, audiences will discover that the elements of the periodic table hide stories far more curious, and amusing, than one might think. Is it true, for instance, that drinking gold keeps you young forever? To answer that, there’s Eva Munter (@chimica_in_pillole). For those who’ve always dreaded math class, Professor Rocco Dedda (@unquartodoraconilprof) will share anecdotes that might just spark a passion for numbers. Giulia Ciccarelli (@medicina_in_cucina) and Giulia Biondi (@bilanciamo) will explain how to build a balanced menu, showing that eating is not just a necessity but a mix of culture, health, and well-being. Sara Figura (@laboratologia) will reveal the curiosities behind scientific research, while Silvia Casabianca (@madamstories) tackles a thought-provoking question: who really writes history? And that’s not all. Visitors will also meet the new faces of science communication, the top three finalists of FameLab Italia, the country’s first science communication talent competition, recently held in Perugia.

Special events

To enrich the schedule, as per tradition, on Friday 7 and Saturday 8 November at 8:30 pm, there will be two evening shows, free like all Focus Live events, combining entertainment, mystery, and, of course, science. Kicking off the 2025 special events, La scienza vista dal Basso will feature the hilarious Federico Basso hosting a live quiz that turns scientific curiosity and knowledge into an engaging game full of laughs and learning. On Saturday, the atmosphere turns thrilling with Delitto al museo, where Massimo Polidoro leads the audience through a crime scene set within the Leonardo da Vinci Museum. A captivating crime night showing how science, psychology, and the scientific method help investigators solve even the most complex cases. Two evenings, two different ways to experience science communication. Engaging, entertaining, and full of wonder.

The festival will close on Sunday at 6:30 pm with Luca Perri and Giacomo Moro Mauretto in La passione è un motore o un freno a mano?

Bookings

Event bookings can be made at www.focuslive.it There are two timeslots available: morning (10 am–2 pm) and afternoon (2 pm–8 pm). Those who wish to stay for the whole day can, of course, book tickets for both sessions.

Partners and sponsors

This edition of Focus Live is made possible through the collaboration and support of numerous institutions, research centres, and universities, including: ADMaiora, ASI, Business&Roads, European Gravitational Observatory (EGO), ESA, FBK, Human Technopole, IIT, INAF, Istituto Superiore Sant’Anna, JRC – Joint Research Centre, Kosmos, PLANit – Associazione dei Planetari Italiani, Politecnico di Torino, Smonting, Think About Science, Università Cattolica del Sacro Cuore, Università degli Studi di Milano, Università degli Studi di Milano-Bicocca, and Università degli Studi di Trieste.

Focus Live is a Mondadori Media event, organised in collaboration with the National Museum of Science and Technology Leonardo da Vinci and numerous partners.

MAIN PARTNERS: Eni, Ministry of the Environment and Energy Security
PARTNERS: Bayer, Grotte di Frasassi, Humanitas University, Jordan Oral Care, Subito, Toyota Motor Italia
CONTENT PARTNER: AIRC Foundation for Cancer Research, Mondadori Education
OFFICIAL RADIO: R101
In collaboration with the Cultural Olympiad of Milan Cortina 2026
AREA KIDS powered by Focus Junior
With the patronage of the City of Milan

The advertising for Focus Live is managed by Piemme S.p.A., the exclusive sales agency for Focus and other Mondadori Media brands.

The communication campaign and creative design of the event have been developed by Zampe Diverse, with production and organisational management by Left & Right.

The full Focus Live 2025 programme: Schedule: Focus Live 2025

Mondadori Media, Italy’s leading digital and social publisher, will today present Mondadori Media Social TV during the opening day of Intersections 2025, the event dedicated to digital innovation, marketing, communication, creativity and technology. The project represents a highly innovative initiative that blends narrative frameworks and television-quality standards with the relational power of social media.

This new venture brings together the strength of Mondadori Media’s digital communities with serial storytelling: a cross-brand ecosystem involving GialloZafferano, MypersonalTrainer, The Wom and Webboh, with a schedule of 12 new video formats and over 200 episodes per year, designed to move beyond passive scrolling.

A NEW ERA OF DIGITAL ENTERTAINMENT

Mondadori Media Social TV emerges as the natural evolution of an editorial ecosystem that today counts more than 130 million followers, 500 million monthly video views and 25 million monthly interactions. It is a universe capable of engaging diverse and complementary audiences – from food lovers to fitness enthusiasts, beauty fans, and through to Gen Z and Gen Alpha – using the authentic and distinctive languages of each media brand.

With this initiative, the company inaugurates a new era of digital entertainment, recognising video as the most appealing and high-performing format, able to engage digital communities through compelling experiences and conversations.

Over the past few years, social networks have become an essential entertainment ecosystem in which Mondadori Media, already the market leader, reaches an audience comparable to some prime-time television programmes,” said Andrea Santagata, CEO of Mondadori Media Digital and MarTech Hub. “With Mondadori Media Social TV, we are taking a further step in our innovation journey, offering content that combines the spontaneity of social media with the highest-quality television production values, with the aim of driving even greater loyalty and depth,” Santagata concluded.

NEW MEDIA POWERHOUSE

Creativity, production, community, social distribution and measurability are the pillars that have always defined Mondadori Media. Today the company is entering a new phase of growth with the launch of a New Media Powerhouse, an advanced structure with six production studios across Segrate, Milan and Rome, and a team of more than thirty specialists dedicated to creating original formats. It is a diverse and close-knit team capable of delivering high-quality original content, bringing together writers, video makers, directors and hosts, along with soundcheckers, graphic designers, guest stars, creators, make up artists and chefs.

Mondadori Media is strengthening its leadership in the sector through its ability to innovate digital communication, anticipate media consumption trends and enhance the strength of its communities through collaborative and cross-platform storytelling.

THE FIRST SCHEDULE OF MONDADORI MEDIA SOCIAL TV

Mondadori Media Social TV has a clear and specific goal: to combine the quality and rituality of television with the spontaneity and relational power of social media.

With intimate interviews, curious insights, engaging content and premium entertainment, all enriched by the empathetic tone that defines Mondadori Media’s brands, Mondadori Media Social TV has created an innovative editorial schedule organised into three main categories of new formats. These include Vodcasts, Shorts and On Demand content available on Instagram, Facebook, TikTok, YouTube and Spotify, designed to offer ongoing, multi platform experiences to increasingly active and engaged communities.

VODCAST: Social talk shows made for the widescreen

• Discorsi in Osteria for The first GialloZafferano vodcast in which chef Cesare Battisti meets special guests and offers a unique and convivial take on food storytelling.
  On air from November, every Thursday at 18:00.
• Ti mando un vocale for GialloZafferano. Recipes that move the community come to life with Giovanni Castaldi, the brand’s Ambassador. The starting point is the community’s voice notes featuring memories of family recipes that become the stars of GialloZafferano’s kitchen.
  On air from January 2026, every Wednesday at 18:00.

• La ricetta che ti fa felice for Emotions in the kitchen. Favourite recipes from our creators brought to life with insights and advice from a psychologist who joins them on set. Each dish evokes a universal emotion.
  On air from January 2026, every Monday at 18:00.

• Il piatto bilanciato for GialloZafferano. Chef and brand ambassador Lulù Gargari offers advice with a nutritionist on how to compose dishes that are good for the body and pleasing to the senses.
  On air from January 2026, two Tuesdays per month at 18:00.

• La Palestra di MypersonalTrainer for Interviews with well known personalities from sport, fitness, lifestyle and entertainment, exploring wellbeing, physical activity and healthy living with radio host Francesco Giardina.
  On air from April 2026, every Monday at 18:00.

• MypersonalBeauty Room – MypersonalBeauty. A quick and lively format in which Beauty Expert Vera Grassia talks with industry experts about trending beauty topics, giving guests space to present products and tools.
  On air from November 2025, every Thursday at 18:00.

• Scomode for The Wom. Created and hosted by Valentina Lonati, the show tackles women’s issues and social themes with guests including Giorgia Soleri, Elena Cecchettin and Jolanda Renga.
  On air from November, every Wednesday at 18:00.
• La Macchina della Verità – Webboh. With Arianna Madonna. Polygraph interviews with top creators including Giorgia Mordenti and Cami Bocci.
  On air since last September, every Friday at 14:00.

• Specchio Riflesso for Claudia Mariani meets guests and creators to talk beauty tips and candid confessions.
  On air from December 2025, every Wednesday at 14:00.

SHORTS: Snackable video content

• The Wom Beauty Squad – The Wom. With Arienne Makeup as Makeup Artist and Squad Captain, joined by The Wom creators Alina Shevchuk (Hair Muse), Giulia D’Aloia (Fashion Talent), Anna Volpi (Skin Expert) and Nicole Spiga (Trend Detective), to explore trends, looks and tips in a TikTok style format.
  On air from September, every Wednesday and Friday at 15:00.

• Webboh on the Streets, Ask in the City, Taste and Tell and Vox Populi – Webboh. Micro stories and spontaneous interviews giving a voice to Gen Z on viral themes, trends and everyday passions.

On air during events, special occasions and current topics.

ON DEMAND – Tailor made branded content

A new line of integrated storytelling developed in collaboration with the automotive sector, with programmes launched in connection with specific partnerships. The format is divided into three sub categories. On the Road for GialloZafferano, where a GialloZafferano creator travels through Italian regions and food supply chains; One Day With… for MypersonalTrainer, which takes viewers inside a full day with an athlete or sports personality; Ask and Drive for The Wom, where a professional driver debunks biases and stereotypes about women and engines.

Mondadori Media is Italy’s leading social and digital publisher, with a distinctive position and audience within the publishing market. As the Mondadori Group’s social multimedia company, it speaks to the passions of Italians through its brands, from food to beauty, health and wellbeing, science and tech. It reaches targeted audiences every month with a total of 25 million unique web users (source: Audiweb, monthly average 2025) and a community of more than 132 million followers (source: Social Insight, September 2025).

How do young Italians experience money in the digital age? Do they trust app-based payments? Are they afraid of scams? And do they still feel the value of money that never passes through their hands?

These are the questions explored in the study “Touch, Pay, Trust”, conducted by Webboh LAB and the research institute Sylla, and presented today at the Salone dei Pagamenti, the international event promoted by the Italian Banking Association (ABI) and organized by ABIServizi.

The survey was carried out on a national sample of about 4,000 teens aged 14 to 19 (the so-called ExpoTeens), selected jointly from the Webboh community and the Webboh LAB panel, and representative by age, gender, and geographical area.

THE SURVEY FINDINGS

“Touch, Pay, Trust” isn’t a slogan—it’s the emotional grammar through which young Italians are learning to trust digital money,” said Furio Camillo, Professor at the University of Bologna and Scientific Director of Webboh LAB.

The study reveals that Gen Z sees money as a tool for freedom, independence, and self-fulfilment, while maintaining a strong focus on saving and financial education.

Family, education, and social context play a key role in shaping attitudes, while digital payments are seen as a gateway to autonomy—but also an area that demands awareness and caution, especially regarding cybersecurity.

Looking ahead, the new generations envision a smart, seamless, and integrated financial world, guided by a clear desire for personal control and independence.

The main findings follow below:

• Responsibility and fulfilment: what money means to Gen Z

Young Italians see money first and foremost as responsibility (8.6/10) and as a means to achieve their dreams (8.2/10).

Freedom comes next (7/10), while power and fun matter less (6.6 and 6.5). Only 3.6/10 associate money with a way to show off who you are.

For today’s youth, money isn’t power, it’s responsibility.

The younger Gen Z in particular sees it as a tool to build, not to appear.

• Saving and investing: awareness and a willingness to learn

Saving plays a central role: teens prefer to save rather than spend right away (7.2/10), viewing it as a way to make personal projects happen (8.3/10).

Investing is also seen as useful (7.1/10), and young people express a strong desire for more financial education to understand how it works (7.5/10).

In short, for Gen Z, saving means shaping their own future. And they would like more financial education.

It’s a generation that wants to learn about finance and rejects the idea that investing is only for adults.

• Digital payments and security: balancing convenience and caution

Digital payments are valued most for their speed (7.8/10) and convenience (6.9/10), but awareness around online security (7.1/10) and data protection (9.5/10) is growing.

When it comes to managing money online, 28% of young people say they trust only themselves, while 45% rely mainly on their parents. Interestingly, 16% place their trust in traditional banks.

For younger Gen Z, going digital isn’t about keeping up with the times, it’s about making life easier.

• Generational exchange: the family factor

Family still plays a key role. Around 40% of teens say they regularly use a parent’s or relative’s debit card, while 62% feel responsible when helping a grandparent make an online payment.

In nearly half of cases (49%), it’s parents who teach them how to use payment apps, although 30% learn on their own by experimenting.

Trust in digital money begins at home: parents remain the main touchpoint for financial security.

• Looking ahead: a smart, invisible future

When they picture the future, young people imagine payments that are invisible (38%) or more personalized and smart (39%), with only 4% expecting a return to cash.

Asked how they see digital money, 40% say “Trust is good, but I feel safer entering the PIN,” while 30% respond “Money isn’t everything, but I decide how to use it.”

The younger Gen Z doesn’t trust blindly — they live the digital world with active caution.
It’s the generation of “controlled trust”: to trust, but to verify.

• Influencing factors and socio-demographic differences

This study also provides a detailed overview of the dynamics that influence the financial behaviours of Italian Gen Z.

The analysis shows that parents’ education, level of study, occupation, and other socio-demographic factors significantly shape young people’s financial attitudes.

The survey highlights that:

• Family and parents’ education: children of more educated parents show greater trust in banks and their families, a more digital vision, and greater awareness of online risks.
• Level of education and autonomy: more educated young people display greater independence, a more digital view of money, and a stronger sense of responsible management.
• Age and gender: with age comes more autonomy and greater risk awareness; females tend to place more trust in their parents and show more caution, while males are more oriented toward independence and the use of digital systems.
• Geography and socio-economic context: the North and Centre favour trust in banks and digital awareness, while the South and Islands rely more on family and a traditional approach; the perceived quality of one’s living environment influences levels of trust, autonomy, and use of family bank cards.

• Six ways of living digital money

The cluster analysis identified six psychographic profiles that represent the different ways in which younger members of Gen Z interpret trust, control, and innovation in payments:

• Cashless Believers (20.5%)
• Detached Traditionalists (27.6%) – use physical cards, but without distrust.
• Cash Guardians (19.6%) – fear online theft and seek control.
• Digital Trust Seekers (16.3%) – demand transparency from banks.
• Confident Institutionalists (8.5%) – believe in the security of the banking system.
• Easygoing Digitals (7.5%) – use apps without worrying too much.
  Between trust and caution, 70% navigate the digital world demanding security and transparency.

The logical map of the six clusters reveals a generational landscape in full transformation.

Almost half of the younger Gen Z population moves between prudence and rational trust: the Detached Traditionalists and Digital Trust Seekers embody the moderate core of the system, more focused on transparency than innovation.

At the two extremes stand the Cash Guardians, who see digital systems as a threat to personal security, and the Cashless Believers, who have fully internalized the logic of “touch” as the natural language of money. In between, two interesting minorities emerge: the Easygoing Digitals, spontaneous but superficial, and the Confident Institutionalists, who represent systemic trust and a balance between technology and stability.

Overall, the younger Gen Z is not divided between those who trust and those who don’t, but rather between different ways of giving meaning to trust: from the need for control to the effortless spontaneity of the digital gesture.

“One in five young people is already fully aligned with the concept of cashless living, but more than a quarter remain tied to cash as a form of psychological control.
Between these two extremes lives the prudent majority of younger Gen Z, the ExpoTeens, who move through the digital world seeking security and transparency.”

The survey was presented by Professor Furio Camillo at Il Salone dei Pagamenti during the session “Payments 4.0 – Opportunities and Pitfalls in the Age of AI”, held in collaboration with FEduF – Fondazione per l’Educazione Finanziaria e al Risparmio. The event was attended by around 900 high school students.

Webboh is the leading media outlet for Generation Z in Italy. Founded in April 2019, it has been part of Mondadori Media since February 2023. It reaches over 6 million users each month across web and social channels (source: Social Incremental Reach Comscore, June 2025) and has a fanbase of 5 million followers on TikTok, Instagram, YouTube, and WhatsApp — 70% of whom are under 24. Webboh ranks among the top ten most influential Italian media brands on social platforms, and it is the number-one outlet for Generation Z in terms of engagement and video views (source: Top Italian Media Rankings by Prima Comunicazione, produced by Sensemakers).

Webboh Lab, born from the collaboration between Webboh and the research institute Sylla under the scientific supervision of Professor Furio Camillo, is the first Permanent Observatory on Generation Z in Italy. Its goal is to provide an authentic, data-driven picture of Gen Z, giving young people a voice through surveys and research that turn their opinions into actionable insights for companies, institutions, and the media.

Sylla is a research institute specializing in market surveys, economic analysis, marketing studies, and business development. It collaborates with national and international research centres, public institutions, communication agencies, and leading Italian universities including Bologna, Genoa, Trento, Turin, Politecnico di Milano, Università Cattolica di Milano, and Bicocca di Milano. Sylla is a member of ESOMAR and operates in full compliance with international professional ethics codes.