WEBVTT

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Since the time of Gutenberg,

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it hadn't occurred such a radical
change in communications.

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The real problem is that...

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...those who were born
in the digital culture,

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or that work with the digital,

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in our country are often jobless.

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Therefore, they do not consume.

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The big problem of communication
and of our investors

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is that of trying to hold
a dialogue with single individuals.

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Profiling and targeting
have thus become essential,

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but if I have to communicate
with people who are under 30,

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and I can do that
by using digital tools,

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but that person
has no purchasing power,

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that is not relevant,
in business terms.

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We have a particular
and privileged observatory,

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we are a big multinational company,

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the WPP is a big communication
company, the world's leader,

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and the leader in Italy.

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We have over 1,000 clients,

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it's a very favourable
observation point,

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which allows us to analyse
the tendency of the business

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and of consumers.

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In the years to come,

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the digitalization process
must accelerate considerably,

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because the delay in European
countries is still significant.

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We still have about 51% of
investments that create contrasts,

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whereas the European average
is of 26-27%, if I remember well.

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We are not a young country,
and this explains the digital delay.

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We first have to understand...

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...how citizens,
or consumers, have changed.

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Not only do we have
a North-South problem,

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and a young-elderly problem,
and men-women,

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but we are also seeing the drastic
reduction of the middle class,

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who were the mainstream,

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or the reference target
as consumers.

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This can change everything.

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I think that the actual problem

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is neither a business problem,
nor a political problem,

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of taxes and laws,
but rather a cultural problem,

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we need to help young people grow.

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If young people are not
able to become citizens

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and therefore consumers,
with the ability to grow,

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we will be a country
with major problems.

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In this moment we are not
in the position

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of making that necessary change,

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because the communication market
highly depends on consumers

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and on companies, on clients.

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Our country is still driven by
traditional consumer systems,

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as I said before,

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our citizens, consumers,
are normally older...

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than in northern European countries,

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therefore it is much more
difficult to change,

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if you want to change
you need new systems.

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What surprises me,
or what I'm interested in,

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is understanding how to communicate
with 30 year olds

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that today do not use traditional
media, like their parents did,

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and with social networks,
cable TV,

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or via the Web,

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they get informed, they read,
they have an entertainment product,

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and they are not systematically
intercepted by big brands,

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which keep on talking
to their audience in 30 seconds,

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with over-50, over-60 people.

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I believe that maybe
it is right to try to understand

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how young people can intervene

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and participate in the daily life
of the country,

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they should not just sit around
and complain.

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The country does not
offer great opportunities,

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maybe we need more flexibility.

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It is very hard for a young
person nowadays,

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who through the Web,
with music, cinema,

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can learn about
international situations,

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having broader geographical
and psychological borders

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than their parents,

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and at the same time they have
to deal with local situations,

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which are very constricted
and narrow.

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Perhaps flexibility could help
them do things

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that suit the territory
where they live,

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otherwise they must have
the ability to move, to travel.

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It is useless to keep on
training engineers

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in an area like southern Italy,

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which cannot hire engineers,
there are no jobs for engineers.

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If I were young,
I would ask myself:

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if I want to stay here, what types
of jobs are available in the area?

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To study something
that suits the area.

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But if I want to do a certain job
at all costs, I must realise

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that my professional life
will be far away from this country.