After years in which productivity and performance have set the pace of our lives, today Italians, with Sardinians in the lead, are finally beginning to regain control of their time.
According to the research "Italians and Time Rediscovered," commissioned by Ichnusa and AstraRicerche on a representative sample of the Italian population aged 18-70, the picture that emerges is that of a country in positive transition: 46% have already rediscovered their rhythm—38% describe themselves as "in control of their time" and 9% even "at a slow pace, to truly enjoy what I do." And 45% declare themselves (very or fairly) satisfied with their relationship with the pace of life.
In the ranking of experiences that best represent "regained time," "a beer with friends" gets 54% of the vote, even surpassing the symbolic gesture of our digital and hyper-connected age: turning off your smartphone for a few hours (53%). For more than one in three Italians (37%), drinking a beer (alone or with friends) is already one of the ideal moments for carving out "just the right time," along with a walk in the fresh air (62%) and relaxing on the sofa (61%).
The path to balance isn't without obstacles. 67% of Italians still feel their lives follow a "roadmap dictated by others," that implicit sequence of steps society expects: study, work, get married, pursue a career. Among Gen Z, the pressure is as high as 81%. Yet, Italians know exactly what they want: to dedicate more time to deep relationships (59%), self-care (57%), and personal passions (53%). Work comes in last, at 21%. A clear signal: for Italians, "quality time" is synonymous with a fulfilling life rather than productivity.
In terms of personal transformation, 27% cite their mental approach as the first thing they need to change to rediscover their time. Learning to live in the present, without regrets and without rushing. The culture of "the right time" transcends the personal dimension and also affects consumer choices. 96% of Italians appreciate those who, even in the food sector, take the time necessary to create a carefully crafted product: 50% see it as a "sign of attention," and 46% as "an interesting choice if it leads to a good result."
If there's one region already anticipating what the rest of Italy is learning, it's Sardinia. Only 24% of islanders describe themselves as frenetic (vs. 38% nationally), the lowest figure in Italy. The pressure of the "social roadmap" drops to 61% (vs. 70% in the Northeast). Adherence to the principle "when we dedicate the right amount of time, everything turns out better" is 87%, among the highest in Italy. Research confirms it: Italians associate Sardinia with the idea of rediscovered time. A sunset aperitif overlooking the sea in Alghero, the silence of the Supramonte, a slow dinner in Barbagia. An imagery that speaks the same language as those who choose to use the right amount of time to do things well.
The study was commissioned by Ichnusa, which recently launched Ichnusa Metodo Lento, the latest beer from the historic Assemini brewery. The brewery has chosen to dedicate more time to the heart of the brewing process—fermentation—to more clearly express the organoleptic profile and ingredients.
(Unioneonline)
