Cities like small villages: 3 out of 4 Italians have changed their lifestyles, and for 65%, the desire to feel like a community is growing

The way Italians understand city life has changed. No more stress, traffic and dizzying routines. 74% have definitely changed their lives, we are talking about 3 out of 4 people, rethinking small habits (35%) or, even, making more substantial changes (39%) such as moving to another Region or Country or taking an unexpected career path. At the center of the revolution are social and family relationships: in the city, feeling part of a community, for 65 percent of Italians, has taken on a different meaning. This is revealed in research conducted by BVA Doxa together with Kozel, a beer brand of Birra Peroni, which traces a consistent change in sentiment in the Belpaese, opening up new scenarios on rediscovered sociality.

Cities that are almost increasingly human-scale, like a small village, animated by an unprecedented spirit of cohesion. But what is it that makes these places a community? Collaboration among people (47 percent), hospitality (34 percent), participation (31 percent),belonging to a group in which each person is important to the other (29 percent), shared traditions (26 percent) as well as physical places where they can return to meet in person permanently (25 percent), after the forced distance imposed by the pandemic.

"The city has been transformed into a village, pandering to the needs of its inhabitants and enriching itself with those little forgotten connections that return to embellish everyday life: the bar as a meeting point, the neighborhood store in which to linger between a chat and a purchase, the area park ," explains Francesca Bandelli, Marketing & Innovation Director of Birra Peroni. So many new habits that, although small and seemingly insignificant, have become part of our lifestyle and are reflected in consumption. It is precisely by observing these transformations that we have chosen to reach out to our consumers by launching a brand that gives the values of collaboration, hospitality and tradition and a sense of village great centrality."

While the social, economic and structural changes of recent years have led to rethinking the way of living and understanding routines, the Italian population has shown a willingness to rework seemingly anachronistic beliefs and nurture the need to cooperate and support each other. As the survey shows, in fact, on the one hand there are those who have strengthened ties with family and friends (37 percent), made friends with neighbors (20 percent) and rethought many opportunities to meet (15 percent); on the other hand there are those who have increased participation in community life (12 percent) perhaps by lending help to less young or elderly neighbors (15 percent) or by making offerings, even economic ones, to support solidarity initiatives (12 percent).

Analysis of the responses also shows that living as a community positively affects people's existence, who show themselves to be enticed to seek better and higher quality alternatives (42 percent), broaden their horizons and experiment (40 percent). Not to mention that for 54 percent of the sample, teamwork helps to stimulate ambition and self-esteem, allowing them to tackle the most difficult goals with greater enthusiasm. Prevailing, in any case, is an overall tendency to value these values: only 17 percent of respondents do not recognize benefits in collaboration and group dynamics.

Speaking of community spirit and sharing, finally, it should be mentioned that the Kozel Village - an event held last May 20 in Milan's Gae Aulenti Square - represented an opportunity for solidarity: part of the proceeds will be donated to theiBVA association to support "Solidando," Milan's first social market with checkouts, shelves and trolleys, where you can shop for free by paying with a points card, to ensure food support for those most in need. The project is now part of the City's Food Aid Device, and has 2 locations in the Lombard capital (one in iBVA's historic building at 15 Via Santa Croce, the other at 50 Via Appennini).