MILAN – For over half of young people (54%), Made in Italy is important to the development of the whole country, so it’s no coincidence that as many as one young person in three (41.5%) dreams of working with Made in Italy products, in the agri- food industry in particular (29%). This data is from research published as part of the second edition of the Sanpellegrino Campus Prize.
THE ROLE OF SANPELLEGRINO – “We carried out this research to gain insight into what young people think about Made in Italy and what they expect from Expo 2015”, states Stefano Agostini, President and CEO of the Sanpellegrino Group. “We have always been committed to spreading the Made in Italy values around the world, and we were very keen to be a partner of Expo 2015 as an opportunity to talk about Made in Italy in a setting in our own country”.
YOUNG PEOPLE AND MADE IN ITALY – How important do you think Made in Italy is to the development of our country? A quarter of the young people interviewed (25%) say is has a value beyond price, whereas 29% think it is very important but not championed as it should be. Finally, 15.5% of young people think it is quite important, even though they’re not entirely sure of its potential.
SUGGESTIONS FOR OPTIMISING THE VALUE OF MADE IN ITALY – What suggestions would you make to increase the value of it? A quarter of young people (25%) would like to turn it into a live experience by creating infrastructures that grant people easy access to companies so they can learn first-hand what is behind Made in Italy products. Whilst 18.5% would reform the education system to create vocational courses that include study and practical experience to teach the true values of Made in Italy products to the leaders of tomorrow.