On the occasion of World Sight Day, ZEISS Vision Care presents the results of the survey “How Italians See the World and Life”
In addition to the campaign, ZEISS commissioned a survey from EMG Different to investigate the connection between vision, memories, feelings, and emotions of Italian
On the occasion of World Sight Day, which this year will fall on Thursday, October 10, Zeiss Vision Care presents the results of a survey conducted by EMG Different, aimed at exploring Italians' perception of the sense of sight and its connection to certain aspects of life—key themes of the current campaign "Nobody Sees Like You".
The new ZEISS campaign, "Nobody Sees Like You," highlights the uniqueness of the visual experience: the world around us is the same, but each person perceives it in their own unique way. This makes seeing not just a physical act but also a subjective and unique experience. With this in mind, the company sought to explore the individuality of each person and their perceptions by commissioning a survey of a representative sample of the Italian population.
The survey was conducted by EMG Different, the research institute of Different, a communication company part of UNA – Aziende della Comunicazione Unite.
The results of the survey, titled "How Italians See the World and Life: ZEISS's Survey on Emotions and Experiences," were presented on October 3 at a press event held at the SKY GARDEN in Milan.
Further insights on the various topics explored will be announced step by step over the coming months.
The research, carried out in several phases with specific focuses, was conducted in September 2024 using the CAWI method (Computer Assisted Web Interview) on a representative sample of 600 adult Italians from all geographical areas of the country. The first phase of the research explored the impact of vision on the memory of Italians. The data revealed that 57% of people say they have lived through moments they still remember vividly, 40% of which are linked to happy times, particularly family gatherings. Among these moments, the most significant are pregnancy, marriage, and the birth of children and grandchildren. Delving deeper into the research to identify which sense plays the most important role in fixing these memories, it emerged that for 79% of people, sight is the primary sense. The research also shows that when asked to spontaneously associate one of the five senses with aspects of life such as nature, art, adventure, love, and growth, vision is the sense most frequently linked to these experiences, with one exception: love.
"From the research, we understood that all five senses stimulate and develop our emotions, but it is sight that accompanies us most in growth and adventure. If we think of a painting, a landscape, or the passing of time, it is always the eyes that first recognize the beauty of art and nature. We were only surprised when it came to the feeling of love," commented Alessandro Barboro, COO of EMG Different.
Seeing, therefore, means experiencing life, feeling emotions, and remembering significant images and moments, which implies that preserving one's sight becomes crucial. “Every stage of life entails specific visual needs, and taking care of them from childhood is essential not only to prevent potential conditions but also to promptly identify and correct visual impairments in a personalized manner,” explains Marco Mazza, Director of the Pediatric Ophthalmology Department at the Grande Ospedale Metropolitano Niguarda in Milan.
“We must remember what is already well-known with medications: the needs of children, adolescents, and adults differ significantly, even though their visual impairments may be similar. Therefore, it’s unrealistic to think that an adult’s solution will work for a child. If a child needs glasses, a 6-year-old will require lenses very different from those of a 10-, 15-, or 20-year-old. Every age needs its own tailored solution because glasses must fit the face perfectly and respect the anatomy of children as they grow," Mazza concludes.
"With this awareness, ZEISS Vision Care has decided to dedicate World Sight Day to the individual, focusing on the importance of meeting personal needs: because every moment of our life deserves to be seen and appreciated in the best possible way," comments Roberta Celin, Communication Manager of ZEISS Vision Care.