AVEDISCO, the Italian Direct Selling Association, launched the 8th edition of "Due Giorni in Cantiere," from 11th to 13th March at the charming Park Hotel ai Cappuccini in Gubbio — a historic former convent nestled in the green heart of Umbria.

The annual event brings together the Association’s Member Companies in a creative workshop of ideas, strategies, and visions for the future. Managers and delegates from numerous direct selling companies were engaged in a broad and in-depth discussion on various topics related to direct selling industry. This year, the intergenerational theme was a key pillar of the event.

This initiative represented the beating heart of the Association: a moment of authentic sharing, where healthy competition and collaboration merge to generate concrete and tangible value. In a constantly evolving business landscape, this opportunity offered the ideal space to analyse the current socioeconomic situation, discuss entrepreneurial experiences, and chart increasingly innovative paths forward, as the program includes keynote speeches, training sessions, and thematic workshops.

Leading the discussion on the generational "clash-meeting" was Francesco Morace, founder of Future Concept Lab, famous Italian sociologist. He is one of the most authoritative observers of Italian social dynamics, with nearly 40 years of experience in social and market research. His presentation was focussed specifically on the world of work and the opportunities and challenges facing the new young generations, especially in reference to Generation Z (13-29 years).

Morace explained the concept of "Generation Transfer": a virtuous process of mutual contamination that fosters the exchange of skills, values, and experiences between different generations in the workplace. Through this dynamic, seniors convey their strategic vision and resilience, while digital natives bring technological innovation and fluid creativity, generating a synergy capable of regenerating traditional sales models.

Read more here.