Recent studies have highlighted how 80% of Italian population prefers “inclusive brands”, that is all brands attentive to diversity in terms of sexual orientation, religion, ethnicity but also age, gender and disability of any kind.

At the same time, it seems that Italians’ interest towards diversity does not result in a proactive behaviour. In fact,other studies have highlighted how Italians think to know the different forms of diversity “in theory” but they rarely come across them in real life.