Marketing and sales are visions and strategies used in the communication and promotion of final products. The commercial strategies are defined according to the business model and are therefore essential for brand recognition by its customers and for increasing market share. Marketing and communication plans are therefore vital in an industrial society characterised by seduction and hyper-consumption (Gilles Lipovetsky, 2014). Nowadays, the global brands consider the archetypical customer as its central target even though the marketing strategies are conceived as global. Products, slogans, images, logos are managed on a global scale with few local nuances, so as to enter the global market through global digital platforms, brands and outlets. These mega – or hyper-brands often bet on female empowerment or on the gastronomic tastes of a region, making profit from this sensitivity – as examples we can refer to female pink taxes, or the acceptance of body diversity. Thus, the marketing and sales of the commercial product is associated with corporate identity and with social experimentation.

In a wider perspective, industry itself promotes its centrality for economic growth through specialised events, industry it has its own marketing. The official podcast of the EU Industry Days gives us a glimpse into the EU’s industrial strategy, revealing the latest economic and technological trends, the challenges and opportunities for European companies.