Giacomo Ponti: what do consumers - especially younger ones - look for when they choose a brand?

Consumers, especially the younger ones, are not just looking for a product: they are looking for an experience, clear values, consistency. Environment, ESG principles, identity, culture. They want to know what's behind what they buy. Giacomo Ponti, President of Ponti S.p.A., of Italia del Gusto – Consorzio and of Federvini, tells us about it. For those who represent the Made in Italy it means being first and foremost ambassadors of authenticity. Building trust, creating relationships, standing out in a market where loyalty is no longer a given. The goal is not just to get tested. It's being chosen again.