Against a backdrop of profound demographic change, Italy is facing a structural challenge in which, for the first time in recent history, four different generations are coexisting within the same workplace. According to recent Istat data and studies on the subject, the rise in the average age and the delay in retirement, combined with the arrival of Generation Z digital natives, have made the management of generational diversity a priority that can no longer be postponed for the country’s competitiveness. Despite this evidence, over half of Italian companies have not yet adopted concrete strategies to facilitate the transfer of skills and intergenerational collaboration, risking the perpetuation of prejudices and communication barriers.
Against this backdrop, Carlsberg Italia has chosen to stay ahead of the curve with the “GenerAzioni in Armonia” project, a structured and inclusive initiative promoted by the People&Culture Division aimed at transforming intergenerational coexistence into added value for the entire company – a result of the diversity that each generation can bring through its history, work experience, and each individual’s unique approach to work and the future. The initiative, carried out in collaboration with Fondazione Libellula – an independent foundation working towards profound cultural change through training, awareness-raising and education – arose from the need to value the distinctive characteristics of each generation in order to create a truly inclusive environment that takes into account the different ways of communicating, working and collaborating, as well as the differing value systems that characterise Baby Boomers, Generation X, Millennials and Generation Z, to foster harmonious collaboration where the characteristics of each individual can be pooled.
The process began with a phase of consultation and training involving the entire workforce, which comprises 276 people across all four generations. Through interactive webinars for office staff and the sales force, and face-to-face meetings at the Induno Olona brewery for blue-collar staff, Carlsberg Italia ensured that every voice was heard, whilst respecting the specific needs of each professional group. This process led to the identification of around twenty ‘Generational Change Agents’: a diverse group of colleagues from various company departments who, having volunteered, worked actively to define areas for improvement and best daily practices.
The tangible result of this commitment is “GenerAzioni in Armonia”, a set of ten concrete guidelines for behaviour based on the principles of Carlsberg’s Growth Culture. The document promotes a culture in which time and space are recognised as values that vary across generations, encouraging respect for others’ rhythms and care for shared spaces. The Code emphasises active listening to avoid superficial communication and transforms feedback into a two-way tool, where the experience of senior staff meets the fresh perspective of those at the start of their careers. Key points include the encouragement to use questions to identify common ground, to stimulate solutions rather than arguments, the importance of celebrating achievements regardless of seniority, and the promotion of autonomy underpinned by the principle of ‘You try, I’m here’, which is fundamental to the transfer of skills.
Elena Tedesco, People and Culture Director at Carlsberg Italia, commented: “With the GenerAzioni in Armonia project, we wanted to place a strong emphasis on mutual understanding and the development of empowerment at all levels, in line with the principles of our Growth Culture. In a rapidly changing environmental and cultural context, it is important that everyone is able to express themselves: we are all called upon to get involved and make our contribution. Our aim is for every person in the organisation to be able to develop their full potential in their role, within an inclusive and equitable culture where generational diversity is also seen as a real asset rather than an obstacle. This journey towards internal collaboration allows us to transform differences into a driving force for the entire company”.
The “GenerAzioni in Armonia” project does not end with the publication of the Decalogue, but serves as the foundation for the development of further initiatives in 2026, including a reverse mentoring programme, in which younger talents will take on the role of mentors for their senior colleagues (mentees), fostering a continuous, positive exchange of technological vision and historical memory. This approach fully reflects the Group’s Growth Culture, which sees collaboration and the empowerment of people as the key to building a solid, agile organisation capable of anticipating the future.
Valentina Sorbi, Learning & Development DE&I Senior Designer at Fondazione Libellula, added: “The work done with GenerAzioni in Armonia has clearly shown us that generational differences are not an obstacle to be managed, but a resource to be harnessed. Generational reverse mentoring stems precisely from this: creating spaces for genuine dialogue where people can listen to one another, stepping outside their roles with an evolutionary perspective. It is not a simple exchange of skills, but a process that allows us to build a shared culture—one that is more aware and inclusive—where generations, genders and life experiences come together and transform together”.
