Made in Italy e Generazione Z: Identità, percezioni e narrazioni del brand Italia

This paper analyses the evolution of the concept of Made in Italy in light of the cultural and value transformations characterising Generation Z. Traditionally understood as a synthesis of productive excellence, creativity and national identity, Made in Italy functions more as a symbolic and imaginary construct than as an objective and unequivocal definition. However, in the contemporary context, this symbolic heritage appears less engaging for younger generations, who have grown up in a globalised, digital and value-driven environment oriented towards immaterial, experiential and relational dimensions. Drawing on both a theoretical framework and empirical evidence from a survey conducted in 2023 on a sample of young people, the study highlights how representations of Made in Italy remain strongly anchored to products, established brands and images of the past, thereby generating an emotional and identity gap with Generation Z. In response to this misalignment, the concept of Sense of Italy is examined as a semantic and cultural extension of Made in Italy, capable of encompassing experiences, services and lifestyles. The chapter concludes by emphasising the need for a narrative and symbolic renewal of the Italian brand, grounded in inclusive language, participatory storytelling and contemporary values, so that Made in Italy may continue to represent a competitive cultural and identity asset for younger generations.