Illy is the most loved Italian brand in the world, according to Talkwalker's annual survey. The brand comes second in the Love Brands 2022 global ranking and third in the Italian one. It is the best result ever for a brand made in Italy. The other Italians in the global Top 50 are Dolce & Gabbana, in 23rd position, Missoni (32nd) and Alfa Romeo (36th).

"We are proud," comments Cristina Scocchia, CEO of illycaffè, who attributes the ranking not only to the quality of the products, but also to the "value" generated by the company along the entire chain, "with the goal of creating a positive impact on people and the environment."

Love Brands measures the ability and dedication of brands in establishing an "emotional" relationship with their consumers. The research, developed with Hootsuite, assessed 1,500 brands worldwide, analyzing a total of 2.6 billion conversations on social media, news, blogs, forums and other online interaction channels between July 2021 and March 2022.

In addition to the world rankings, the survey also generated Top 10 rankings for several countries, including Italy. And here are the results. Conquering the podium are Aprilia, Abarth and illy. The fashion bigwigs follow: Prada (4th), Dolce & Gabbana (7th), Valentino (8th), and Gucci (9th). Enter Zoom (5th), the video conferencing platform that boomed in the pandemic months. Also much loved are the Swedish brand IKEA (6th ) and finally Denmark's Lego, which closes the Top 10.

"Measuring the concept of love through social listening is almost impossible, as these are intangible metrics," explains Francesco Turco, Marketing Manager Talkwalker for Italy. "But it is possible to observe symptoms that demonstrate passion for the brand, such as positive sentiment, words focused on the theme of love, emotion, joy; engagement, that is, the ability to keep the relationship alive and always renewed; and, in this year's ranking, also a relevant and concrete social, environmental and economic awareness."