Once a source of embarrassment and a feeling of inferiority, ignorance has not only been normalized but has also been transformed into a genuine social and commercial asset. Skillfully exploited through increasingly pervasive and persuasive communication strategies, what was once a taboo has become a successful phenomenon—often displayed with pride and used to influence behaviors, decisions, and even entire market trends.

In this session, Professor Paolo Guenzi will lead an in-depth analysis of the marketing of ignorance, a process that redefines the very concept of ignorance, turning it into a powerful yet often underestimated lever. Through concrete examples and a critical perspective, we will explore how ignorance has become a tool for shaping public opinion, guiding consumer choices, and influencing the socio-economic landscape.

During the session, participants will:

• analyze the impact of the marketing of ignorance in key sectors such as politics, media, economy, and technology, and how it affects consumer choices and market trends
• reflect on the consequences of triviality prevailing over utility: how the massification of eccentricity and the "Amazonization" of expectations are shaping a less critical and more easily influenced society, with repercussions on business models and corporate reputation
• identify economic and social implications: what are the risks and opportunities for organizations in a context where ignorance is often presented as a positive value?