Webboh

Is Generation Z truly fragile, lazy, and unable to face difficulties, as they are often described? A more complex and less stereotyped reality is told by young people themselves through a survey conducted by Webboh Lab, the first Permanent Observatory on Gen Z in Italy, born from the collaboration between Webboh, the reference media brand for the new generations of Mondadori Digital, and the Sylla Research Institute, under the scientific guidance of Professor Furio Camillo.

The survey, conducted as part of the “Strawberry Manifesto”, the project promoted by Loacker in collaboration with Webboh and created by the agency Xister Reply for the launch of Loacker Strawberry – crispy wafers with strawberry cream – involved over 2,500 young people between the ages of 18 and 30.

A wealth of testimonials offering an authentic cross-section of a generation asking to be heard and to be able to tell their story without filters, going beyond stereotypes.

«Often, new generations are spoken about without giving them the opportunity to tell their own story. With Webboh and Webboh Lab, we want to do exactly the opposite: listen to young people, gather their opinions, and turn them into insights capable of offering a more authentic image of Gen Z. This research shows how strong the desire of young people is to overcome stereotypes and be recognized for who they truly are. The collaboration with Loacker allowed us to give even more space to these voices, transforming community listening into a collective project of expression and participation», declared Professor Furio Camillo.

GENERATION Z: 8 OUT OF 10 YOUNG PEOPLE FEEL JUDGED THROUGH TOO MANY STEREOTYPES

The survey conducted by Webboh Lab highlights a significant distance between how Gen Z perceives itself and the depiction made from the outside: only 25% of respondents feel well represented by the narrative of adults, media, and the workplace, while 44% feel misunderstood from this perspective. In particular:

• 81% believe their generation is judged through too many stereotypes;

• 80% think adults do not truly understand young people;

• 75% wish their generation could tell who they really are;

• 65% believe the media portray young people superficially.

FRAGILE, LAZY, AND ALWAYS ON THE PHONE? GEN Z OVERTURNS LABELS

But what are the stereotypes that weigh most heavily on young people? From the analysis of spontaneous responses, three main labels emerge:

• addicted to phones (24%);

• lazy and sluggish (23%);

• fragile or overly sensitive (22%).

However, the community’s response reveals a generation that does not recognize itself in these simplifications and claims different values. For 88% of respondents, being kind does not mean being weak, while 86% believe that success should not involve sacrificing one’s well-being, and 85% consider expressing emotions an act of courage. Awareness of difficulties also emerges: 75% acknowledge suffering greatly from pressure, and 71% admit to difficulty in managing stress. A generation, therefore, that does not deny its fragilities, but asks that they are not automatically interpreted as weaknesses.

FROM COMMUNITY RESPONSES TO THE “STRAWBERRY MANIFESTO”

From the community’s reflections, the Strawberry Manifesto was born, the collective project through which Gen Z flips the labels assigned to it and defends its values, turning sensitivity, kindness, and attention to well-being into strengths. The “Manifesto” overturns the stereotype of the Strawberry Generation: an expression born in Taiwan to describe young people considered fragile and unable to withstand pressure. To give voice to Gen Z, Webboh has also created original video content on its channels, involving the community and creators Eleonora Arcidiacono and Jennifer Serpi, who on TikTok invited followers to share their reflections with the hashtag #StrawberryManifesto. The collected contributions gave life to a collective manifesto where young people themselves tell their identity, beyond stereotypes.

Here is the video of the Strawberry Manifesto on: www.tiktok.com/@loacker/video/7693922110871260438

Here is the Strawberry Manifesto: https://www.loacker.it/strawberry-manifesto/

Webboh is the reference media for GenZ. Founded in 2019, it has been part of the Mondadori Group since 2023. It boasts a monthly web and social reach of 6 million (source: Comscore incremental social reach, average of the last 3 months) and a fanbase – across TikTok, Instagram, YouTube, and WhatsApp – of over 6 million followers. It is consistently among the top ten most influential Italian media on social media, as well as first in the Generation Z target for engagement and video views (source: Top Italian Media Ranking by Prima Comunicazione).

Webboh Lab, born from the meeting between Webboh and the Sylla Research Institute under the scientific guidance of Prof. Furio Camillo, is the first Permanent Observatory on Gen Z in Italy. Its objective is to provide an authentic and real snapshot of Generation Z, giving voice to young people through surveys and research that transform their opinions into concrete insights for companies, institutions, and media.

The Sylla Research Institute specializes in the design and implementation of market research. Scientific Director of the Institute is Professor Furio Camillo.

Webboh and Studenti, respectively the benchmark for Gen Z in Italy and the leader in digital educational, brought to the stage of the Paranoia Festival a research focused on the relationship that teenagers have with their parents. The survey was conducted by Webboh Lab, the first Permanent Observatory on Gen Z in Italy, together with the Sylla Research Institute.

The two Mondadori Digital communities, both media partners of the Festival—a cultural movement that puts young people’s mental health at its center—involved their audience of very young people, succeeding in transforming the words and behaviors of the new generations into concrete insights, useful for understanding a change that involves not only teenagers and families, but also schools, institutions, media, brands, and organizations.

All the results of the survey, which involved over 3,000 girls and boys under 19, of which more than 2,300 chose to also leave an anonymous message to their parents, were presented at BASE Milano during the talk “Listening to identity. How Gen Alpha and Gen Z build themselves today”, as part of the second day of the Milanese event of the Paranoia Festival. Speakers at the meeting included: Giulio Pasqui, Founder of Webboh; Furio Camillo, Scientific Director of Webboh Lab and the Sylla Research Institute, along with content creators Samara Tramontana and Klaus; and psychologist Marzia Targhettini, Treasurer of the Order of Psychologists of Lombardy.

«The Paranoia Festival, with the collaboration of Institutions, offers young people physical places where they can meet, express themselves, and be heard. We feel the responsibility to do the same in the digital environment, through Webboh and Studenti. Therefore, with this research, we gave them a space to speak out: over 3,000 girls and boys responded, and as many as 2,300 chose to entrust us with an anonymous message addressed to their parents. A gesture of trust that is anything but taken for granted», commented Daniela Cerrato, Chief Marketing Officer of Mondadori Digital. «This demonstrates that Webboh and Studenti are two editorial platforms with which the new generations can easily interact and where they can easily open up to bring their issues to light. This is where the valuable work of Webboh Lab and the Sylla Research Institute fits in, allowing these testimonies to be elaborated into useful data to understand the perspective of the youngest», concluded Cerrato.

THE RELATIONSHIP BETWEEN TEENAGERS AND PARENTS: FAR FROM A FLEEING FROM THE FAMILY
The data emerging from the research conducted on the Webboh and Studenti communities disproves the clichés about isolated teenagers or those uninterested in their relationship with adults; the vast majority of young people seek an authentic connection with their parents and wish to talk about:

• personal future (77.4%),

• their emotional sphere (71.8%),

• time management and their passions (71.8%)

• friendships (70.4%).

Conversely, topics traditionally associated by adults with adolescent life slip to the bottom of the list, such as:

• affectivity and sexuality (42.2%)

• social media and online life (33.1%).

From the qualitative analysis of over 2,300 anonymous messages, what makes the difference is nevertheless the “how” to dialogue; young people primarily ask for more listening (24.6%) and less judgment (23.6%). If on the one hand 42.6% state “They love me but they don’t understand me”, fully 39.5% of the open responses reiterate the need to “talk more and better”, confirming that even in moments of conflict, the emotional bond with the family remains solid (27.4%).

To download the survey:
https://webboh-lab.it/come-gen-alpha-e-gen-z-costruiscono-oggi-se-stessi/

Webboh is the benchmark media for Gen Z. Founded in 2019, it has been part of the Mondadori Group since 2023. It boasts a monthly web and social reach of 5 million (source: Comscore social incremental reach, last 3 months media) and a fanbase – across TikTok, Instagram, Youtube, and Whatsapp – of over 6 million followers. It is stably in the top ten most influential Italian media on social media, as well as first in the Generation Z target for engagement and video views (source: Classifica Top Media Italiani by Prima Comunicazione).

Webboh Lab, born from the encounter between Webboh and the Sylla Research Institute, under the scientific direction of Prof. Furio Camillo, is the first Permanent Observatory on Gen Z in Italy. Its goal is to provide an authentic and real snapshot of Generation Z, giving voice to young people through surveys and research that transform their opinions into concrete insights for companies, institutions, and media.

The Sylla Research Institute is specialized in the design and execution of market surveys. The Scientific Director of the Institute is Professor Furio Camillo.

Studenti is the Mondadori Digital media brand leader in Italy in digital educational in the education category, with 3.4 million unique web users (source: Comscore – May 2026). It is a benchmark for the New Gen at school, but not only, thanks to a dynamic and constantly evolving editorial offer, characterized by innovative languages and content: a formula that has allowed Studenti to reach over 1.2 million followers on social media – across TikTok, YouTube, Instagram, and WhatsApp – where students can access guides and tutorials to prepare for exams, receive support to find their orientation in their scholastic and professional future, and find resources to better experience their student life in every aspect, including personal well-being.

Not a flight from the family, but a deep desire to be truly listened to. This is the picture taken by Webboh and Studenti, media partners of Paranoia Festival 2026, the cultural movement focusing on the mental well-being of young people.

Webboh, the benchmark media for Gen Z in Italy, and Studenti, leader in digital education, involved their communities of very young people in a study focused on the relationship adolescents have with their parents. Subsequently elaborated by Webboh Lab – the first Permanent Observatory on Gen Z in Italy – together with the Sylla Research Institute, the survey “Listening to Identity. How Gen Alpha and Gen Z Build Themselves Today”, will be presented Saturday 12 September at BASE Milano, as part of the second day of the Milanese appointment of the Paranoia Festival.

All the results of the research, which involved over 3,000 girls and boys under 19 and collected over 2,300 anonymous testimonies addressed by young people to their parents, will be at the center of the talk “Listening to Identity” with Giulio Pasqui, Founder of Webboh, Furio Camillo, scientific manager of Webboh Lab and the Sylla Research Institute, together with content creators Samara Tramontana and Klaus, and psychologist Marzia Targhettini, from the Order of Psychologists of Lombardy.

“When we ask kids what they would like to talk about more with their parents, personal future comes first. It is a request for accompaniment, not distance. These kids are not telling us “leave us alone”. They are telling us something very different: listen to us, trust us, and try to understand who we are becoming. From the survey, we discover that almost eight out of ten would like to talk more about their future with their parents. When we give kids a space to talk, they talk. And they have a lot to tell us. Not to forget that the effectiveness of the parent-child relationship comes from an authentic dialogue”, commented Professor Furio Camillo.

The data emerging from the research disproves the clichés about isolated teenagers or those uninterested in the relationship with adults; the vast majority of young people seek an authentic connection with their parents and wish to talk about:

• personal future (77.4%),

• their emotional sphere (71.8%),

• management of time and their passions (71.8%)

• friendships (70.4%)

However, what makes the difference is “how” to dialogue: kids primarily ask for more listening (24.6%) and less judgment (23.6%). While on the one hand 42.6% declare “They love me but they don’t understand me”, a good 39.5% of open responses reiterate the need to “talk more and better”, confirming that even in moments of conflict, the emotional bond with the family remains solid (27.4%).

Webboh is the benchmark media for GenZ. Founded in 2019, it has been part of the Mondadori Group since 2023. It boasts a monthly web and social reach of 5 million (source: Comscore incremental social reach, average last 3 months) and a fanbase – across TikTok, Instagram, Youtube, and Whatsapp – of over 6 million followers. It is consistently in the top ten most influential Italian media on social networks, as well as first in the Generation Z target for engagement and video views (source: Top Italian Media Ranking by Prima Comunicazione).

Webboh Lab, born from the encounter between Webboh and the Sylla Research Institute under the scientific direction of Prof. Furio Camillo, is the first Permanent Observatory on Gen Z in Italy. Its goal is to return an authentic and real snapshot of Generation Z, giving voice to young people through surveys and research that transform their opinions into concrete insights for companies, institutions, and media.

The Sylla Research Institute specializes in the design and implementation of market research. Scientific director of the Institute is Professor Furio Camillo.

Studenti is the media brand of Mondadori Digital leader in Italy in the digital education category, with 3.4 million unique web users (source Comscore – May 2026). It is a benchmark for New Gen at school, but not only, thanks to a dynamic and continuously evolving editorial offer characterized by innovative languages and content: a formula that allowed Studenti to reach over 1.2 million followers on social networks – across TikTok, YouTube, and WhatsApp – where students can access guides and tutorials to prepare for exams, receive support with AI tools in a safe place, navigate their educational and professional future, and find resources to better live their experience, in every aspect, including personal well-being.

“Secret Teens” is the new branded content project created by Webboh – Italy’s leading media brand for Gen Z – in partnership with Nuvenia, with the aim of helping to break down the taboos that still surround menstruation.

“Secret Teens” unfolds across three episodes published on Webboh’s YouTube channel in collaboration with Nuvenia’s, supported by content across the brand’s Instagram, TikTok and WhatsApp channels. The aim is to talk about menstruation openly and without embarrassment, using the language of younger generations in an authentic, judgement-free space.

Just a few days after its launch, “Secret Teens” has already delivered impressive results, once again demonstrating Webboh’s ability to develop concepts that generate both engagement and social relevance. The project has already achieved more than 16 million views across its long- and short-form content, reaching 8.5 million people.

A PYJAMA PARTY BECOMES A SAFE SPACE

“Secret Teens” takes place at a pyjama party, a familiar, reassuring setting where conversations come naturally. It’s a space where confidences are shared with ease: there is laughter, honest conversation, chats about crushes, first experiences, fears and insecurities, while the subject of menstruation also becomes part of the discussion in a completely natural way, just as it does in everyday life. The format is built around the idea of sisterhood, creating a safe space where no question is out of place and no experience is judged.

Leading the conversations is Arianna Madonna, one of Webboh’s best-known faces, joined by Viola Silvi and Cristina Perillo, two creators much loved by the community and multiple winners at the 2026 Webboh Awards, Italy’s leading awards dedicated to the creator economy. Together they create a spontaneous dynamic, with Arianna taking on the role of the “big sister”, promoting an atmosphere of trust and openness.

Through a natural style of storytelling that resonates with young girls, “Secret Teens” explores relationships, first experiences, insecurities and the small dramas of everyday life, while seamlessly weaving conversations about menstruation into the narrative without turning them into a lesson or a product message. The aim is to normalise the conversation by becoming a trusted voice that is at once approachable and recognisable for a young audience. Within this ecosystem, Nuvenia Teens period pants, developed specifically for teenage consumers, are naturally integrated into a narrative that reflects girls’ everyday lives and remains true to the tone of the project.

A BRAND INTEGRATION THAT CREATES VALUE
With “Secret Teens”, Webboh reinforces its role as an editorial partner capable of developing branded content projects that tap into the conversations that matter most to Gen Z and Gen Alpha, translating brand values into authentic content that genuinely resonates with the community.

For Nuvenia, the project represents an opportunity to become part of a conversation that is already taking place among young girls, helping to normalise discussions around menstruation through contemporary, inclusive and credible language.

The collaboration demonstrates how a brand integration built around content, rather than the product itself, can generate engagement, social relevance and a more authentic relationship with younger generations.

Link to watch “Secret Teens”.

Webboh is Italy’s leading media brand for Gen Z. Founded in 2019 and part of the Mondadori Group since 2023, it reaches 5 million people every month across its web and social channels (Source: Comscore, social incremental reach, average of the last three months) and has a community of more than 6 million followers across TikTok, Instagram, YouTube and WhatsApp. It consistently ranks among the top ten most influential Italian media outlets on social platforms and is the leading brand for Generation Z in terms of engagement and video views (source: Prima Comunicazione Top Italian Media ranking).

The way younger generations view the world of work, build their professional identity and imagine the relationship between life, personal growth and organisations is changing. This is the picture that emerged from “The Dimensions of the New Talent Equation”, the new study developed by Webboh Lab, Italy’s first permanent observatory on Generation Z, created by Webboh together with the Sylla research institute under the scientific direction of Professor Furio Camillo. The research was presented at the Fuori Festival of the Trento Festival of Economics during the panel discussion “The End of the Beginning of Work”, dedicated to the changing nature of work among younger generations.

Based on research conducted by the Webboh Lab Observatory on a sample of more than 3,000 Italians aged between 14 and 30, the study explored the expectations, language and cultural models that are reshaping attitudes towards work in the era of artificial intelligence and identity-driven professions.

According to the research, talent is no longer perceived simply as technical expertise, but rather as a balance between four fundamental dimensions: meaning, or the search for purpose; balance, understood as work-life balance; growth, in terms of personal development; and trust, encompassing reliability and coherence.

“Gen Z is not rejecting work. It is changing the rules of work,” explained Furio Camillo, lecturer at the University of Bologna and Scientific Director of Webboh Lab. “Today, work must have meaning, balance, growth and trust. Talent is no longer just competence: it is expectation.”

THE FOUR DRIVERS OF THE “TALENT EQUATION”

The research shows how young people’s relationship with work is shifting from a purely professional logic to one that is increasingly identity-driven and relational.

Meaning: work must have purpose

An increasing number of young people say they want to identify with what they do. Even when offered good financial conditions, many are willing to leave a company if they do not perceive alignment between themselves and their work.

Balance: work-life balance

Younger generations are not looking for less work, but for work that is sustainable. Sacrifice is no longer seen as a value in itself unless it sits within a broader life balance.

Growth: personal development

Growth is no longer tied solely to career progression. Young people show strong mobility and are ready to move quickly between experiences if they feel their personal development is not advancing.

Trust: reliability and coherence

Retention within organisations increasingly depends on perceived trust. When there is a gap between what a company promises and what it actually delivers, the relationship tends to break down quickly.

THE SIX TALENT EQUATION PROFILES

As Furio Camillo, lecturer at the University of Bologna and Scientific Director of Webboh Lab, puts it: “The difference today is not between those who want to work and those who do not. The difference lies in the different ways of giving meaning to work.”

The research identified six psychographic clusters representing the different ways young Italians experience and interpret the new dimensions of talent and the relationship between individuals and organisations:

• The Conscious Balancers (22%): prioritise balance and reject all-consuming work;
• The Growth Explorers (20.9%): growth-oriented, dynamic and highly mobile;
• The Meaning Seekers (19.3%): place meaning at the centre, viewing work as identity;
• The Security Pragmatists (16.2%): focus on trust in company values and seek stability;
• The Detached (12.4%): low engagement across all dimensions;
• The Fully Engaged (9.2%): highly demanding across all key factors

WORK AS A CULTURAL MATTER

According to the research, the challenges many companies face today in recruitment and retention are not driven solely by a skills gap, but by a deeper transformation in the relationship between people, identity and organisations.

Work is increasingly less understood as a simple role, and more as a space for personal development and self-construction.

In this context, even conflict is changing in nature: it is no longer purely organisational, but cultural and interpretative.

The panel “The End of the Beginning of Work” at the Fuori Festival of the Trento Festival of Economics

The study was presented by Professor Furio Camillo, lecturer at the University of Bologna and Scientific Director of Webboh Lab, during the Fuori Festival panel The End of the Beginning of Work: Access, Artificial Intelligence and Quality of Life in Younger Generations. The discussion featured, alongside Camillo, Giulio Pasqui, co-founder of Webboh; Stefano Visconti, CEO of Incrementoo; Sabrina Dallagiovanna, Sales Manager at Molino Dallagiovanna, one of Italy’s oldest mills; and creator Nikola Greku.

CREATOR VALUE MAP: CREATORS AS MODELS OF CONTEMPORARY WORK

During the event, Webboh Lab also presented the Creator Value Map, a framework designed to analyse digital creators not by fame or follower count, but by the meanings and values they activate among young audiences.

Each survey participant evaluated five creators using around twenty keywords, based on dimensions such as authenticity, usefulness, expressiveness, reflection, engagement and reliability.

To interpret these differences, the research built a model based on two key dimensions:

• on one side, the relationship with work, which can be oriented either towards meaning and personal identity or towards security and stability
• on the other, the way work is experienced, which can be more individual (self-centred) or more collective and relational

By combining these dimensions, the research outlines a genuine “cultural map” of working styles, allowing both young people and creators to be read as symbolic models of contemporary work. These models anticipate new forms of relationship between identity, recognition, public exposure and profession.

In this scenario, there is no longer a single way of working: different cultural maps are emerging, evolving with age and with the ways young people give meaning to work.

The creators featured in the study include: Khaby Lame, Elisa Maino, Luca Campolunghi, Awed, Benedetta Rossi, Nikola Greku, Luis Sal, Camihawke, Giulia De Lellis and Alfa.

For more information, please visit:https://webboh-lab.it/

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 specialising 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.

Webboh is a leading media brand for NewGen audiences. Founded in 2019, it has been part of the Mondadori Group since 2023. It records a monthly web and social reach of over 5 million users (source: Comscore social incremental reach, March 2026) and a community of 6 million followers across TikTok, Instagram, YouTube and WhatsApp. It consistently ranks among the top ten most influential Italian media outlets on social platforms and is the leading brand for Generation Z in terms of engagement and video views (source: Prima Comunicazione Top Italian Media ranking).

Webboh reaches a historic milestone on WhatsApp, where the first Italian community dedicated to the younger generation has passed 1 million subscribers on its official channel. This success is expanding with a second channel, ‘Test & Quiz by Webboh’, dedicated to the brand’s more playful content, with games, tests and quizzes ‘to fight boredom’, with nearly 100,000 subscribers less than a month after its launch.

Since its creation in 2019, Webboh is present on all of Gen Z’s most popular platforms, reaching 1.9 million followers on Instagram and 1.8 million on TikTok, with 100% growth in YouTube video views in one year. In June, it recorded a web and social reach of over 6 million with an increase of 35% compared to the previous month (Comscore data June 2025).

NEW FORMATS
Using a direct, authentic language, Webboh reports daily on current affairs with a close look at the creators, trends and lifestyle events enlivening social media, while also raising its audience’s awareness about value-related issues. The relevance and originality of the content result from a participatory, bottom-up editorial model that actively involves the community at every stage of the creative process, making each topic relevant to the interests, language and experiences of Gen Z.

To continue interacting with its audience, Webboh recently launched a long format on YouTube that is enjoying considerable success: La Macchina della Verità (The Lie Detector)
This is a real interrogation in the studio, with a real lie detector, led by the face of Webboh, Arianna Madonna. The format — whose claim is ‘A polygraph, lots of questions and an expert to find out whether or not the guest is telling the truth’ — has proved to be a real success since its launch. Each video records an average of 150,000 views on YouTube alone. Ten episodes featuring Gen Z’s most popular characters and creators — Viola Silvi, Giulia Bizzarri, Alice Mordenti, Valerio Mazzei, Mura, Nicole Micoli, Domenico Esposito, Alberto Tozzi, Sofia De Rose, Vittoria Lazzari — are already online, with a total of 15 million views across all channels.

A new format is also coming soon: ‘Specchio Riflesso’ (Mirror Reflection) is a beauty format where creators tell their stories in front of a mirror while talking about make-up tips and tricks.

Webboh’s new formats, created as editorial projects, also offer brands the opportunity to interact directly with Gen Z through original and participatory content.

WEBBOH LICENSING
In addition to the digital formats, Webboh is also strengthening its influence in the real world. The 2025/2026 agenda and the other BeYou school products (in the ‘Amazon bestsellers’ section of the related category) are back again this year, with an agenda, rucksack, pencil case and notebook produced under a licensing agreement with Giochi Preziosi, which entrusts Webboh with all BeYou communications.
New items for the 2026 season include the Epiphany stocking and Easter egg licenced with DLG Food (under the Più Buono brand name).

LIVE EVENTS AND STRATEGIC PARTNERSHIPS
Webboh ‘s presence also extends to live events, as shown by the numerous events that punctuated the first half of the year:

• Sanremo Festival 2025: for the third year running, Webboh involved its community in a unique experience with the ‘Webboh Van Studios’ in collaboration with Astra Make-Up.
• Webboh Awards 2025: the sixth edition of the event celebrated the most loved talents by Gen Z, registering 18 million online votes and culminating in an exclusive evening with the most famous stars sponsored by the hottest brands.
• A media partnership with Cornetto Battiti Live 2025: an exclusive backstage ‘Webboh room’ presented content with the likes of Alfa, Alessandra Amoroso and Baby K.

Since April, Webboh is also on RDSNEXT — the social web radio of RDS 100% Grandi Successi — with ‘Webboh Time’, the programme that brings the Webboh universe to the radio, presenting the world of creators, trends and lifestyle events animating social media.

WEBBOH LAB
Finally, the Webboh universe also includes Webboh Lab. Through a partnership with the Sylla Research Institute, it is the first online hub for research on Gen Z, a privileged vantage point for young people’s tastes, interests and expectations.

Webboh is the reference media outlet for Gen Z. Established in April 2019, it has been part of Mondadori Media since February 2023. It has a monthly web and social reach of more than 6 million (source: social incremental reach Comscore, June 2025) and a fanbase — among TikTok, Instagram, YouTube and WhatsApp — of 5 million followers (70% of whom are under 24). It is one of the top ten most influential Italian social media outlets, as well as the first in Generation Z targets for engagement and video views (source: Prima Comunicazione ‘Top Italian Media’ ranking conducted by Sensemakers).

Webboh, the number one community of the younger generation in Italy, celebrated the best-loved creators and idols during the Webboh Awards 2025.

Now in its 6^th edition, the event confirmed the brand’s success, closing with record numbers. Eleven million online votes in less than 20 days determined the winners from among more than 170 candidates in 18 categories. It was also successful on social networks with a reach of 50 million users. The spectacular party at the Fabrique in Milan welcomed more than 400 creators for the first time at a live event in Italy.

The live event

The awards ceremony, which was held last night, was hosted by the famous rapper BigMama, together with presenter and content creator Giulia Salemi. In addition to the ceremony, there were many activities to celebrate Webboh’s birthday, such as experiential corners and extraordinary performances. In addition to top Italian creators, the many participants also included guest stars such as Mara Maionchi, Ernst Knam and Arisa, who unexpectedly received the award for the best soundtrack to the film ‘The Boy with Pink Trousers’. The evening saw BigMama, an Italian commentator at the Eurovision Song Contest 2025, bring her new single ‘San Junipero’ to the stage in an engaging show enriched with a dance performance. Other features included musical performances by Alfa and Arisa.

The DJ set by Antonio Pivati organized by Radio 105, the dance crew led by TikTok dancer Jarno Trulli and the internationally renowned Italian duo Merk & Kremont were also there to enliven the event. Finally, a cake to celebrate Webboh’s sixth birthday couldn’t fail to be present: a big creation by Ernst Knam made with lollipops, pralines and marshmallows, to make the party even more iconic.

The evening on social media

Posts, stories and videos about the Webboh Awards 2025 published online by Webboh, DeA Kids, media and radio partners, and the creators themselves, together with live streaming on Instagram and YouTube, showed great public success with a reach of 50 million users. The live broadcast alone recorded 400,000 views and more than 500,000 interactions.

The prizes

More than 170 creators nominated for the awards were selected by Webboh based on published content, the variety of social proposals and the increase in followers in the last twelve months. There were 18 award categories – Best TikTok Creator, Best YouTuber, Best Streamer, Revelation of The Year, Best Comedy Creator Male, Best Comedy Creator Female, Couple of the Year, Best Fashion Creator, Best Beauty Creator, Drama Legend, Out of Drama, Voice of the Future, Best Teen Idol Male, Best Teen Idol Female, New Wave, Best Food Creator, Best Format, Beyond Screen – plus 2 special awards for Best Artist and Best Actor.

New features this year included the categories ‘New Wave’, to recognize and reward new rising talent, ‘Beyond the Screen’, for people who have crossed beyond social networks and brought their talent to the most traditional media, and ‘Best Format’, for the best serial product on social channels.

The winners

• Best TikToker Creator and Best Teen Idol Female – Lisa Luchetta. Born in 2008, she has been on social media since she was 14 and is a true idol for Italian teenagers. On TikTok alone she has nearly 3 million followers and 133 million likes. Super passionate about beauty and fashion, her dream is to be a presenter.
• Best Youtuber and Best Format – Gianmarco Zagato for Tavolo Parcheggio (together with Nicole Pallado). An established content creator, Gianmarco has 2.3 million subscribers on his YouTube channel, 2.2 million followers on TikTok and 905,000 on Instagram. He uses irony to tell about his life and tackles mysteries, horror stories and the news with great seriousness. He also loves to test new products. He partnered with Nicole Pallado to found ‘Tavolo Parcheggio’, which has become one of the most popular video-podcasts.
• Beyond The Screen – Nicky Passarella. After achieving success as a creator on Instagram and TikTok with more than 2.5 million followers, she made her debut in 2024 as an actress in the film ‘The Tearsmith’, the number one online film with distribution in 89 countries.
• Best Streamer – Lollo Lacustre. Lorenzo Giacomin was born in 2002 and has recently become one of the most popular gamers on the Internet with a community of more than 4.5 million followers on social media.
• Revelation of The Year – Eleonora Arcidiacono. A young Italian creator, Eleonora has won over the public thanks to her engaging storytimes on TikTok. At the end of 2024, she was the focus of debate for talking about ‘influencer events’ and questioning the empathy of many of her fellow influencers.
• Best Comedy Creator Male – Jacopo Aquila. Finding fame by imitating female professors, he has 436,000 followers on Instagram, 3.5 million on TikTok and 1 million on YouTube.
• Best Comedy Creator Female – Cristina Perillo. Known for her ironic videos, she conquered social networks in a few months, reaching 912,300 followers on TikTok and 363,000 on Instagram. Her journey began with a funny video: an episode of her famous TG 104, where she uses humour to report the news.
• Couple of the Year – Alice Muzza and Luca Campolunghi. The pair tell about their passions, personal lives and life as a couple on their TikTok profiles, with 1.3 million and 2.8 million followers, respectively, and Instagram profiles, with 526,000 and 892,000 followers, respectively.
• Best Fashion Creator – Carlotta Fiasella. Gaining popularity on TikTok, she has reached 2.1 million followers. She has 760,000 followers on Instagram.
• Best Beauty Creator – Arienne Makeup. A beauty TikToker with over 6 million followers and part of the Power Talent Agency roster, she is followed by young people with curiosity, interest and affection. As a makeup artist, Arienne loves to share fun, playful and captivating makeup ideas, always accompanied by a sparkling, ironic and fresh TOV.
• Drama Legend – Me contro Te. Luigi Calagna and Sofia Scalia are a couple in both work and life. They released their first video in 2014 and now have 7.2 million followers on YouTube.
• Out of Drama – Allydollina. This young mother talks about her family and work life in a cheerful, carefree way. She has 2.5 million followers on TikTok and more than 700,000 on Instagram.
• Voice for the future – Jenni Serpi. This 18-year-old with a hearing impairment talks about her daily life via social media. With nearly 150 million likes on TikTok and more than 2 million followers, she is a point of reference for young people her age. One feature of her videos is lip-synching with sign language (LIS).
• Best Teen Idol Male – Alberto Tozzi. A 19-year-old with millions of followers on social networks, he talks about his daily life, from his rejection at school to his struggle with acne, showing himself so real that his peers see themselves in him.
• New Wave – Viola Silvi. Born in 2009 and originally from Rome, Viola Silvi is 16 years old and one of the best loved emerging voices of Generations Z and Alpha. In just a few months, she conquered social networks, reaching more than 800,000 followers on TikTok and 450,000 on Instagram. Viola is part of the Breakfast Club, the most followed social group among the younger generations, with which she toured Italy among sold-out meet and greets.
• Best Food Creator – 2foodfitlovers. Raffaele Del Piano and Caterina Piccirilli have been together since 2010, sharing their two passions — food and fitness — on social media with content that combines innovation, creativity, irony and healthy, tasty food. They have 1.2 million followers on TikTok, 900,000 on Instagram and more than 750,000 on YouTube.

These awards were accompanied by two special prizes:

• Best Artist – This young singer-songwriter who conquered the public with his exciting music made his debut at the Sanremo Festival in 2024.
• Best Actor – Andrea Arru. This young actor starred in the TV series ‘Di4ri’ and the film ‘The Boy with Pink Trousers’, the 2024 box office hit with the soundtrack song ‘Canta ancora’ by Arisa.

Partners

Event partners participated in the Webboh Awards 2025, creating real shows within the show, with live experiential activities and all-round storytelling on Webboh’s social media channels.

• For the second consecutive year, Astra MakeUp was at Webboh’s side as beauty partner of the event. The Italian beauty brand that speaks to self-love created a corner entirely dedicated to Private Dream, its new collection of eye shadow, blush and bronzer palettes. A dreamlike journey through the nuances of its new products was possible at the make-up station, where Daniele Batella, Global Senior MUA & Art Director of Astra Make-Up, created the final touches, as well as the photobooth, inspired by the mood of the new collection.
• Bazr. The first live shopping app in Italy arrived at the Webboh Awards with complimentary branded gadgets and exclusive social content developed along with the creators. The app was created to revolutionize online shopping, combining social media and live entertainment with the convenience of digital purchases, and making every purchase a show.
• DeA Kids. The event was live streamed on Webboh’s social accounts, and the story of the evening, with exclusive interviews from the pink carpet and backstage — conducted by Lisa Luchetta (Best Female Teen Idol and Best TikTok Creator) and Arienne Makeup (Best Beauty Creator) — will be visible on social channels and broadcast on DeA Kids, exclusively on Sky channel 601 throughout the week following the event. In the broadcast, Lisa Luchetta and Arienne Makeup will accompany the audience behind the scenes of the event, with interviews and challenges accompanied by the most beloved figures on the Internet.
• Fradiavolo. The famous pizza chain known for its irresistible mix of contemporary spirit and innovation brought all the taste and energy of its brand to the Webboh Awards with a super Instagrammable personalized corner. During the evening, it delighted the audience with four select pizza flavours designed to satisfy all palates, including a vegan option that won over even the most sceptical. The perfect mix of taste, creativity and inclusiveness in full Fradiavolo style.
• Fujifilm instax captured the essence of the evening, capturing unforgettable moments for guests through the magic of instant photography. Each shot is a unique memory, transformed into a personalized portrait and enshrined in exclusive branded postcards. Chris, the face of Webboh, recounted the event live, sharing the excitement of the evening with Instagram Stories and engaging content on Instagram and TikTok, expanding the brand’s visibility.
• Lycia won over the public with a playful corner inspired by amusement parks: a fun game with prizes of Lycia Feel Fresh deodorant in two scents — Cherry Blossom and Peach and Papaya — as well as brightly coloured bracelets. The activity was enhanced by editorial content on social media, including quizzes, countdowns and dedicated Instagram Stories.
• Ringo brought the innovative ‘Spin The Ringo’ format off the screen for the first time, allowing contestants to win a special ticket for the evening. The format is now in its 2^nd edition, created in collaboration with Webboh, a long-term partnership that brought the brand back to the Webboh Awards. Sara Esposito and Cap, well-known faces of the format, filmed the characteristic Spin the Ringo wheel together with the creators and will be there to find out who won.

The Webboh Awards have been confirmed as a decisive moment for visibility and to amplify brands among the younger generations, due not only to the partnerships built by Mediamond through its Brand On Solutions unit. This collaboration has also meant that the event expanded for the first time outside its traditional channels through the DOOH circuit managed by Mediamond, creating interactive content to vote for candidates via a QR code.

The evening included exclusive content created by media partner CHI, whose director, Massimo Borgnis, was on stage to award the ‘Best Beauty Creator’ to Arienne Makeup, while Radio 105 awarded the ‘Couple of the Year’ to Alice Muzza and Luca Campolunghi with host Niccolò Torielli and contributed music and energy to enlivening the evening.

Webboh is the media platform of reference for Generation Z. Founded in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of more than 5 million followers on TikTok, Instagram, YouTube and Whatsapp, 70% of whom are under 24, as well as a website with 3 million unique monthly users (source: Audicom January 2025). It is one of the top ten most influential Italian social networks, as well as the top among Generation Z for engagement and video views (source: Top Italian Media raking by Prima Comunicazione conducted by Sensemakers). The topicality, authenticity and interest aroused by the content is guaranteed by its bottom-up editorial model: the community is involved in every part of the creative process.

From Tuesday 11 to Saturday 15 February, Webboh, the benchmark media for the new generation, will be in Sanremo together with Astra Make-Up, the Italian beauty brand with 35 years of expertise that shares the values of inclusivity and “self love” with Webboh.

Webboh and Astra Make-Up will invade the streets of the Ligurian city aboard the “Webboh Van Studios“: a fully customised van that will provide exclusive moments for the brand’s community on the road.

“We are excited to return to Sanremo with a project that combines music, beauty, and creativity,” says Giulio Pasqui, Brand and Content Manager of Webboh. “The Webboh Van Studios, which is super Instagrammable, will be the meeting point for competing singers, creators, and the most beloved faces from the community who will enliven our social media profiles with content and interviews. This year we’re happy to have a solid partner like Astra Make-Up by our side, with whom we have an evident affinity for target, tone of voice, and values.”

Activities scheduled in the Webboh Van Studios

Not to be missed on Webboh’s social channels is Pick-Up Reaction, during which competing artists, hosted on the van, will share their immediate impressions right after their performance on stage. Another special initiative involves creating a personalised “gadget” for each competing singer, namely a special edition of Webboh in a printed version where the columns Facciamo Chiarezza and Red Flag o Green Flag will feature.
Furthermore, another idea for this year is to give the protagonists of the Festival the manifesting kit that will allow them to best manifest their wishes and dreams during the Sanremo week. The kit also includes a mantra, created in collaboration with Astra Make-Up, to wish all participants in the competition “good luck”.
The story on Webboh’s social media channels – TikTok, Instagram, YouTube – will accompany everything that happens inside and outside the Webboh Van Studios.
Again, What’s up in Sanremo, the story of the Festival evenings created by Arianna Madonna and Claudia Mariani, the beloved creators of Webboh, will be staged every day – live and on social media – while they prepare for the evening by creating beauty looks with the latest Astra Make-Up innovations.
On Valentine’s Day, Astra Secrets will take place, a format that mixes secrets and fun: participants will be able to share an unconfessable secret and, in return, receive an exclusive product from the mysterious Astra box. A unique experience that combines emotion, spontaneity, and a love for beauty.

We are happy to be in Sanremo, the week in which the faces of music take the stage of the most important venue in Italy. Like make-up, music is also an expression of oneself and offers everyone the opportunity to give voice to their identity in a unique and creative way,” says Giulia Gunnella, Marketing Coordinator & Art Director of Astra Make-Up. “The collaboration with Webboh not only gives us the opportunity to intensify contact with Generation Z, but also to strengthen our brand awareness across all generations,” concludes Giulia Gunnella.

Accompanying Astra Make-Up in the activities on Webboh Van Studios is the Camelot agency.

Webboh is a benchmark even during the Festival
This initiative confirms Webboh as the most followed media brand by Gen Z and Gen Alpha in Italy, as well as the most active community in the target audience. The success of his content has established it among the most relevant accounts in Italy during Sanremo with 5 million total interactions (source: Sensemakers, 6-10 February 2024).

Webboh is the benchmark media for GenZ. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase across TikTok, Instagram, YouTube, and WhatsApp of over 4.5 million followers, 70% of which are under 24, a website with 3 million unique monthly users (source: Audiweb last quarter 2024). It is in the top ten most influential Italian media presences on social media, as well as the first in the Generation Z target for engagement and video views (source: Top Media Ranking of Italian First Communication created by Sensemakers. The relevance, 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.

Astra Make-Up was founded in 1988 in Todi, from the dream of pharmacist chemist Giuliano Settimi to create his own cosmetics brand. It is thanks to the entrepreneurial vision of his son Simone Settimi, the current general manager, and the determination of his wife Lucia Menghella, the CEO, that the company continues to grow and develops on a thread of experience and passion, combining creativity with a distinctly Italian love for cosmetic products. The brand is in constant expansion and is present in over 50 countries in Europe, South America, the Middle East, and Asia. The values at the heart of the company’s philosophy celebrate Italian-ness, accompanied by a careful search for cosmetic products in terms of quality and performance, but that are always accessible to everyone.

A few days before the start of the second quarter, Webboh Lab, the first permanent observatory on Gen Z resulting from Webboh’s partnership with the Sylla research institute, has analyzed the responses of more than 38,000 elementary, middle and high school students who were asked to share their opinions, perceptions and expectations about school.

The results, partly collected through the involvement of Studenti.it users, led to the report “La scuola che vorrei”, a detailed look at the school system through the eyes of the younger generation. Their goal is to have a school that is more inclusive and helpful in dealing with the challenges of everyday life.

Vision of the ideal school:

Students were asked to describe how they imagine the perfect school environment:

• inclusive and respectful, where everyone has an equal chance to learn (9/10);
• with beautiful and welcoming spaces, helping those with problems or difficulties (8/10);
• more connected to reality, with useful lessons for daily life (7/10);
• innovation-oriented, with the use of technology to make lessons interactive and engaging (5/10);
• a place where students can voice their opinions, work together in groups, and engage in creative and fun activities (5/10).

Perception of the school

The main problems highlighted by the report concern the perception of a not very innovative school environment that lacks adequate preparation for real life and work, placing great emphasis on mental health. In detail:

• 80% think that school does not teach topics that are useful for life;
• 80% find their backpack too heavy;
• 67% experience anxiety about going to school;
• 67% believe that schools do not care about pupils’ mental health;
• 67% spend entire days studying;
• 68% are fairly or very happy with the level of teaching they receive;
• for 49%, teachers are not sufficiently understanding and do not care enough about whether a subject is understood;
• 49% of children found situations of neglect at school. Indeed, many of them do not trust the solidity of the structures and as many as 50% of the children believe there is a potential risk of the facility collapsing.

It emerged, in general, that students do not feel valued, welcomed and supported at school: “It is a place where I feel valued” received only 4.3 out of 10 and “It is a place where I feel welcomed and supported” 4.5 out of 10. In addition, the concept “Bullying is addressed and effectively managed” received 5.2 out of 10, a result that leads one to think that the educational institution is unable to deal with and manage bullying.

Identified clusters:

The Webboh Lab team identified 5 profiles that identify students based on their responses to the questionnaire:

1. Vision and Motivation (34%): this is the group that identifies students who see school as practical preparation for the future and work, and who prefer a traditional approach.
2. Practicality and Inclusiveness (30%): concerns children focused on professional preparation and collaborative learning in a stimulating environment.
3. Ambition and Pragmatism (14%): they value competition and rewards, with a focus on individual growth.
4. Creativity and Relaxation (13%): this is the cluster where creative freedom and a relaxed environment with less homework and more artistic activities are valued.
5. Tradition and Freedom (8%): where students prefer a classical educational approach, without excessive emphasis on technology or creativity.

You can view the full research here.

Webboh is the flagship media for GenZ. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 4.5 million followers across TikTok, Instagram, YouTube and WhatsApp, 70% of which are under 24. The website receives 3 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 Gen 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 a bottom-up editorial model: the community is involved in every part of the creative process.

Webboh Lab, a partnership between Webboh and the Sylla research institute, with Scientific Director Professor Furio Camillo, is the first Permanent Observatory on Gen Z. Webboh Lab’s commitment is to gather the voice of the younger generation and investigate and explore issues to convey them to those who make decisions for them, the adults of tomorrow.

Webboh Lab, the first permanent observatory on Gen Z born from Webboh‘s meeting with the Sylla research institute, involved 15,000 teenagers, aged between 14 and 17, to collect opinions, behaviours and perceptions regarding the topic of glass recycling and the use of packaging created with this material. The survey, conducted by Webboh Lab for CoReVe – the national consortium for the collection, recycling and recovery of glass packaging waste in Italy – highlighted some key points of interest.

VIRTUOUS BEHAVIOUR AND AWARENESS

The survey showed that three out of four teenagers (more than 76%) always separate glass, while only 5% said they rarely or never do it. Of these: 38% do not separate glass because they don’t think about it, 21% have someone to do it for them and 14% believe there is not enough information about recycling.

Glass recycling is very common among teenagers, as they generally prefer the use of glass packaging as it is more sustainable.

Young people are taught correct behaviours, such as separate waste collection, by their parents and schools, making it a recognised and widespread practice. Most interviewees believe that the good example of others and more information can motivate us to improve the collection of glass.

The data analysed also showed that two out of three teenagers (67%) are aware of the possibility of endlessly recycling glass without losing quality, while 65% of them are aware that incandescent bulbs and crystal glasses cannot be recycled together with ordinary glass. Finally, 85% of young people know that recycling a glass bottle reduces air pollution by 20% compared to that produced to make a new one.

As regards behaviour in Italy, 56.8% of interviewees believe that Italians pay enough attention to separating glass and that it is very important to do so (70.9%). 60% of children think that in 10 years glass recycling will be more widespread and 74.7% are in favour of penalising those who do not separate glass from other waste.

GROUPS:

Expansion of the answers obtained with respect to issues related to glass recycling and environmental sustainability has made it possible to identify four groups of adolescents with similar answers on in-depth topics.

Proactive recyclers (34%)
They are young people with a strong pragmatic and proactive tendency towards glass recycling, and are highly motivated and hands on as regards the actions taken. They attach great importance to protecting the environment and reducing pollution: they are extremely aware of the environmental issue and are convinced that recycling glass is a great help. In general, they are consistent in their behaviour towards sustainability, consumption choices and daily practices of waste separation, reuse and recycling of materials. They actively correct other people’s incorrect behaviour and they also agree to sanction those who do not separate their waste. They ask for more information to encourage separate waste collection and the virtuous example of influencers and famous people.

Recycling utilitarians (28%)
Teenagers in this group focus on the functional and utilitarian aspects of recycling, but they are much less motivated when it comes to issues related to environmental sustainability. They recognise the importance of glass as a material that is not harmful to the ecosystem and are familiar with recycling bins. Despite this, they are not particularly motivated by the concept of recycling or by the environmental impact that it may have. They are a little less virtuous as regards separating glass than the average person. To stimulate recycling, they propose economic incentives and are against the introduction of penalties for those who do not separate their waste.

Recycling theorists (23%)
Those that are disenchanted with recycling and are the least interested in the issues of recycling and the environment.
They reveal a more poetic and symbolic vision of glass, attaching a special value to its purity and its capacity for rebirth, however, they are less virtuous in separate waste collection, finding it complicated and demanding and remaining less sensitive to the issue of environmental sustainability in general. They claim to be motivated to recycle glass for its infinite reuse but are less concerned with practical details, such as using the correct bins or removing caps.

Poets of transformation (15%)
The young people belonging to this group are very involved in the issues of environmental sustainability and are very aware of related issues. They differ from the first group, the proactive recyclers, for their more romantic and idealistic vision: they see glass as a poetic and special material, and they prefer glass packaging for its unique characteristics. They are the most informed about correct glass recycling practices. They recycle much more than the average person, they are in favour of any incentive that promotes the dissemination of good practices and they are also in favour of penalties for those who do not separate glass correctly. Finally, they adopt, in general, a sustainable lifestyle and feel like active protagonists, attaching importance to the correct management of glass, since they are motivated by the environmental value of recycling.

“The survey is very interesting and allows us to understand what young people think and how they behave,” stated Gianni Scotti, President of CoReVe. “In general, there is alignment among children between environmentally sustainable behaviour, environmental awareness and glass recycling. Almost all of them – as many as 90% – think that the climate crisis is a serious matter and that glass recycling is a fundamental part of reducing pollution. But CoReVe’s challenge is speaking to the 5% that rarely recycle to make it clear what a waste of environmental and economic resources it is not to recycle glass properly. The work we are doing with influencers, creators, schools and territories goes precisely in this direction. Italy’s good recycling rate is, in fact, not taken for granted but must be maintained and, if possible, improved. This is why it is essential to know what Gen Z thinks and what behaviours they adopt,” Scotti concluded.

“This research has attracted a lot of interest among children, it is a generation that is well informed on and aware of environmental issues. The analysis of the data allowed us to identify 4 groups of teenagers with similar answers to the in-depth topics, each with a different leaning towards glass recycling. This has made it possible to collect very targeted information for the customer,” says Furio Camillo, Scientific Director for Sylla. “Webboh Lab confirms itself as a very effective tool for the strategy, marketing and communication of brands and companies that find an interesting target in Gen Z.”

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 4.5 million followers across TikTok, Instagram, YouTube and WhatsApp, 70% of which are under 24. The website receives 3 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 Gen 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 a bottom-up editorial model: the community is involved in every part of the creative process.

Webboh Lab, a partnership between Webboh and the Sylla research institute, with Scientific Director, Professor Furio Camillo, is the first Permanent Observatory on Gen Z. Webboh Lab’s commitment is to gather the voice of the younger generation, investigate and explore issues to convey them to those who make decisions for them, the adults of tomorrow.