2023 Best of ESOMAR Italy Workshop: “Esomar Connect Italy 2023 – Gaining Insights in Turbulent Times”

The 2023 edition of the Best of ESOMAR Italy Workshop, titled “Esomar Connect Italy 2023 – Gaining Insights in Turbulent Times,” was a landmark event in the field of data, research, and insights. Held annually by ESOMAR in collaboration with LABCOM, the workshop brought together members of the ESOMAR community, industry leaders, academics, and professionals from across Italy to discuss the latest trends, challenges, and innovations in market research and consumer insights. This year’s theme—focusing on gaining insights during uncertain times—resonated deeply with the current global landscape, where economic, social, and political turbulence continue to impact businesses and consumer behaviors.

Navigating Turbulent Times: The Role of Data and Insights

The workshop’s main focus was on how organizations can effectively navigate uncertainty by leveraging data and insights to make informed decisions. In today’s world, where businesses face constant disruption, whether from economic shifts, cultural changes, or technological advancements, the ability to understand consumer behavior and market dynamics has never been more critical. Experts from various fields gathered to explore how market research methodologies, such as consumer analytics, behavioral insights, and sentiment analysis, can help businesses adapt and thrive during these turbulent times.

Throughout the event, attendees had the opportunity to participate in insightful sessions, exchange ideas, and engage with thought leaders who shared their knowledge on the evolving landscape of data and research. As a key partner of ESOMAR, LABCOM’s involvement added significant value to the workshop, further enhancing the depth and relevance of the discussions.

LABCOM’s Contribution: “From Brand Activism to Branded Activism”

During Esomar Connect Italy 2023, LABCOM scholars presented a compelling research study titled “From Brand Activism to Branded Activism: What Happens When Culture and Market Collide?” by Rossella Gambetti and Silvia Biraghi. The research examined a critical shift in how brands are engaging with activism, particularly as they respond to the growing demand for social responsibility and cultural relevance in today’s market.

In recent years, brand activism has evolved from merely making statements about social or political issues to a more integrated and strategic approach known as “branded activism.” This shift reflects a broader cultural transformation where brands, once seen purely as commercial entities, are increasingly expected to engage meaningfully with societal issues. Consumers now demand that brands take a stand on matters like climate change, gender equality, racial justice, and corporate responsibility. However, this phenomenon raises an important question: what happens when culture and the market collide, and how do brands balance authenticity with commercial objectives?

Key Insights from LABCOM’s Research

1. The Rise of Branded Activism: The research presented by LABCOM delved into the growing phenomenon of branded activism, where brands are not only aligning themselves with social causes but are actively shaping the narrative around these issues. Unlike traditional brand activism, which involved issuing statements or supporting campaigns, branded activism incorporates cultural and societal values directly into the brand’s core identity, messaging, and actions.
2. The Intersection of Culture and Market: One of the central themes of the research was understanding how the collision of culture and market influences brand strategy. As consumers become more socially and politically aware, brands are increasingly challenged to reconcile their market goals with cultural expectations. LABCOM’s study explored how brands navigate this intersection—balancing the need for profit with the demand for authenticity and social impact.
3. Consumer Expectations and Brand Authenticity: Consumers today are more discerning and expect brands to take a genuine stand on the issues they support. This research highlighted that when brands fail to authentically embody the causes they promote, they risk backlash and alienating their audience. The study provided valuable insights into how brands can avoid the pitfalls of performative activism by aligning their actions with their stated values and ensuring that their activism is not just a marketing ploy but a sincere reflection of their corporate identity.
4. Strategic Implications for Brands: The study also offered practical guidance for companies looking to adopt branded activism in a meaningful way. LABCOM’s findings suggested that brands need to engage in deep cultural understanding and invest in long-term commitments to the causes they champion. This requires a shift from short-term, reactive campaigns to more sustainable and authentic partnerships with social movements.

The Workshop’s Impact on the Research and Insight Community

The ESOMAR Connect Italy 2023 workshop was an invaluable event for the research and insights community, offering a platform for professionals to come together and share knowledge on how to leverage data and insights in today’s fast-changing environment. The discussions on navigating uncertainty, driven by evolving consumer behavior and societal trends, were particularly timely as businesses face increasing pressure to adapt to a rapidly transforming market.

LABCOM’s contribution to the workshop provided important insights into the role of activism in contemporary branding, a topic that is rapidly gaining attention as brands increasingly find themselves at the crossroads of cultural relevance and market forces. The study presented by Gambetti and Biraghi sparked important discussions about the ethical implications of branded activism and how businesses can harness their influence for social good while maintaining brand integrity.

Conclusion: Shaping the Future of Consumer Insights

The 2023 ESOMAR Connect Italy Workshop was a significant event that highlighted the importance of using data and insights to drive business success in turbulent times. LABCOM’s presentation on branded activism was a standout contribution that not only enhanced the discourse but also underscored the importance of authenticity and cultural awareness in modern brand strategies. As businesses continue to navigate a complex and uncertain landscape, understanding the evolving dynamics between culture, activism, and the market will be key to building trust and maintaining relevance with consumers.

This workshop exemplified how the research community, in collaboration with industry leaders, can shape the future of data-driven insights and help organizations better respond to the challenges and opportunities of a rapidly changing world. Through such collaborative events, the intersection of research, consumer behavior, and cultural trends will continue to evolve, offering new perspectives for businesses and consumers alike.