The new Italians: 6.7 million new consumers who represent 11.5% of the total population; Eastern Europe (2.2 million), Africa (1.1 million), Indian Subcontinent (500 thousand), Latin America (350 thousand) and China (300 thousand) are the main macro areas of origin.

Workers (2.5 million) and entrepreneurs (700 thousand), contracts 9.5% of GDP: buyers, consumers and purchasing managers represent a great business opportunity for companies.

With a double birth rate compared to Italians, the G2 and G3 are changing the demographic and cultural scenario becoming essential strategic consumers.

A New Italy that builds its own life in our country every day, optimistic for the future, with motivations and levels of integration as well as in-depth knowledge and different approaches.


The BVA Doxa – Etnocom Observatory is the most comprehensive research on the market, which is combined with the experience of over 10 years of observation.

The goal is to provide a tool that allows companies to have detailed answers on their business and foreign communities of interest, identifying insights, opportunities and methods of communication and activation.

The 2021 edition will analyze the changes, needs and shopping experiences that have taken place in the last year, with a detailed focus on consumption, digitalization and relationship with the community to which it belongs.


What we do

  • We draw the identikit of the “new Italians” of first and second generation: origin; permanence in Italy; socio-demographic profile
  • We take pictures of their habits and their purchase behavior
  • We analyze their digital activities
  • We identify and follow their use of traditional media
  • We carry out in-depth studies on specific ethnic groups


Why BVA Doxa

BVA Doxa has been tracing the profile of a very diverse segment of the population for years: the “new Italians” do not represent a single target, but many targets with many segmentations. Each with its own motivations, characteristics, levels of integration and so on. Only with an adequate representativeness of the sample and a flexible approach is it possible to describe correctly the “new Italians”.

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