2020 – The Final Countdown – What’s next?

Emerging trends between social emergencies and personal recognition

The COVID-19 pandemic has produced a permanent emergency scenario: Collective
Responsibility, Ethical Courage, Generation Z & Y, Artificial Intelligence, Global Proximity. The 2020 research, training and consultancy package will present the tool box to define the values and strategies of the coming years based on the principles of 4 paradigms: Serve & Share, Trust & Truth, Smart & Sustainable, Deep & Deal.

Agenda 2020

Aesthetics - Thursday, June 25th 2020
The Aesthetic Trends, regenerated through Ethics
Paradigm Smart & Sustainable

Workshop Program

  • MORNING

  • 9.30 – 10.15
    Introduction to the workshop series: Augmented Ethics 2020
    By Francesco Morace and Linda Gobbi

  • 10.15 – 10.45
    The landscape and the paradigms 2020
    By Francesco Morace

  • 10.45 – 11.15
    Trend – Crafting Sense
    The ethics of craftsmanship as an aesthetic of products and processes
    By Sabrina Donzelli, FCL

  • 11.15 – 11.45 – Break

  • 11.45 – 12.15
    Trend – Plan(t) ReGeneration
    Plant grammar as the fulcrum of permanent aesthetic regeneration
    By Sabrina Donzelli, FCL

  • 12.15 – 12.45
    Living Now, by BTicino
    Milka Eskola, Director art & design, Legrand group

  • 12.45 – 13.00
    Questions and discussion

  • 13.00 – 14.00 – Lunch break

  • AFTERNOON

  • 14.00 – 14.45
    Trend – Dissonant Portraits
    Aesthetic wealth, human and creative, of plural singularities
    By Sabrina Donzelli, FCL

  • 14.45 – 15.30
    Paradigm – Smart & Sustainable
    The values and dimensions of Smart & Sustainable
    By Linda Gobbi, Francesco Morace, FCL

  • 15.30 – 16.00
    The Assisi Manifesto
    Ermete Realacci, President of Symbola Fondazione per le Qualità Italiane

  • 16.00 – 16.30
    La Rinascita dell’Italia
    Presentation of the book by Francesco Morace in a dialogue with Luigi De Vecchi, Chairman of EMEA Banking
Consumption - Thursday, September 10th 2020
The Consumption Trends, for important rewards
Paradigm Serve & Share

Workshop Program

  • MORNING

  • 9.30 – 9.45
    Introduction to the workshop day
    By Linda Gobbi, FCL

  • 9.45 – 10.15
    The breath of consumption A.C. (After Covid)
    By Francesco Morace, FCL

  • 10.15 – 10.45
    The future of large scale consumption
    By Luigi Rubinelli, Director of RetailWatch.it

  • 10.45 – 11.15
    Trend – Deep Living
    Living the consumer experience for a new quality of life
    By Sabrina Donzelli, FCL

  • 11.15 – 11.45 – Break

  • 11.45 – 12.15
    Trend – Body Breath
    The body’s breath as a measure of the right rhythm in consumption
    By Luisa Aschiero, FCL

  • 12.15 – 12.45
    Questions and discussion

  • 12.45 – 14.30 – Lunch break

  • AFTERNOON

  • 14.30 – 15.00
    Trend – UpRight Good
    The recognition of mutual and shared values in consumption
    By Isabella Guaitoli, FCL

  • 15.00 – 15.30
    GenZ and Millennials between Ethics and Consumption
    By Linda Gobbi and Isabella Guaitoli, FCL

  • 15.30 – 16.00
    Paradigm – Serve & Share
    By Francesco Morace

  • 16.00 – 16.30
    Responsabili. Come civilizzare il mercato.
    Dialogue with Stefano Zamagni, Professor of Political Economy at the Università di Bologna
Communication - Thursday, October 8th 2020
The Communication Trends, to be measured through influencing
Paradigm Trust & Truth

Workshop Program

  • MORNING

  • 9.30 – 9.45
    Introduction to the workshop day
    By Linda Gobbi, FCL

  • 9.45 – 10.15
    Trend – Civil Servant Brand
    The brand at the service of rights.
    By Lucia Chrometzka, FCL

  • 10.15 – 11.15
    Black Lives Matter
    Militant marketing between business and civil rights
    Dialogue between Andrea Cabrini (Class and CNBC) and Francesco Morace who introduce the deferred Convivio by Class Editori and CNBC with Stefania Spatti (ClassCNBC), Americus Reed II (Wharton School University of Pennsylvania) and Oliviero Toscani (Photographer).

  • 11.15 – 11.45 – Break

  • 11.45 – 12.30
    Trend – EXP4
    Experience to the fourth power. Expansion, Expression, Exploration, Experimentation: the new paths of experience beyond the event.
    By Lucia Chrometzka, FCL

  • 12.30 – 13.00
    Questions and comments from the audience

  • 13.00 – 14.30 – Lunch break

  • AFTERNOON

  • 14.30 – 15.00
    Trend – Weaving Voices
    From Resonance to Consonance.
    By Sabrina Donzelli, FCL

  • 15.00 – 15.40
    Lavazza e ¡Tierra!: Rejuvenation of the brand, between resonance and consonance
    Dialogue with Eleonora Coffaro, (Brand Promotion Manager Marketing Department Lavazza) and Patrizia Gilberti (Head of External Relations and Coordination of the Master in Integrated Communication Strategies in the digital age, UPA)

  • 15.40 – 16.00
    Paradigm – Trust & Truth
    The defeat of opinions and the recovery of facts.
    By Francesco Morace and Linda Gobbi, FCL

  • 16.00 – 16.30
    Return to Utopia
    Speech by Roberto Mordacci, Dean of the Faculty of Philosophy of the Università Vita-Salute San Raffaele in Milan

  • 16.30 – 17.00
    Questions and conclusions
Retail - Thursday, November 26th 2020
The Retail Trends, to be re-imagined in a Pro Mix dimension
Paradigm Deep & Deal

Workshop Program

  • MORNING

  • 9.30 – 9.45
    Introduction to the workshop day
    By Linda Gobbi, FCL

  • 9.45 – 10.15
    Introduction and chronogram
    Retail on the frontline.
    By Francesco Morace and Luisa Aschiero, FCL

  • 10.15 – 10.45
    The pandemic and large-scale distribution
    By Luigi Rubinelli, RetailWatch

  • 10.45 – 11.15
    Trend – P4
    The tension between Proximity, Price, Promotion and Payment.
    By Luisa Aschiero and Francesco Morace, FCL

  • 11.15 – 11.45 – Break

  • 11.45 – 12.30
    The scenario of large-scale distribution and the choices of VeGè
    Testimony of Giorgio Santambrogio, CEO VeGè

  • 12.30 – 13.00
    Questions and comments from the audience

  • 13.00 – 14.30 – Lunch break

  • AFTERNOON

  • 14.30 – 15.00
    Trend – Precision Purchase
    Accuracy of services and surgical choices.
    By Luisa Aschiero and Francesco Morace, FCL

  • 15.00 – 15.30
    Trend – Common Genius
    Retail shaped by passions and communities.
    By Luisa Aschiero and Francesco Morace, FCL

  • 15.40 – 16.00
    Paradigm – Deep & Deal
    Reconfigure the future through new alliances.
    By Linda Gobbi and Francesco Morace, FCL

  • 16.00 – 16.30
    Ensure trust
    The intersected visions of two large insurance groups: The projects Generali Italia Live and Change by Unipol.
    Dialogue between Francesco Morace with Marco Oddone, Chief Marketing & Distribution Officer Generali Italia and Ferdinando Vacarini, Responsabile for the Media Relations of Gruppo Unipol.

  • 16.30 – 17.00
    Questions and conclusions
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