"There is a story behind every person. There is a reason why they are who they are". So said Freud to explain the differences between individuals, their deep and sometimes immutable being. Today PEOPLE are even more 'full' of stories, because in their daily lives they are literally bombarded with information, images, sounds. And then they have so many, different roles in and out of the house, which overlap, intersect and each require a way, a form, a language.

How do we speak to this group, which coexists in each of us? What does this multiform individual seek?

The essential needs are substantially the same, but what is changing is the demand and above all the multiplication of apparently conflicting reactions that a same subject can follow a message.

From these observations starts what wants to be a round table rather than a talk.

The goal is to compare the different strategies put in place by industry and distribution to know the PERSON consumer, which is no longer a defined Target, but a multifaceted Individual.

- Sustainability and Transparency;

- Transversality or Hyper-Customization;

- Do you listen or do you try to be disruptive or is there a third way that mixes the first two?