Happiness! A study by SWG, commissioned by Coca-Cola Italy, highlights the enthusiasm of the Italian public for the Milan-Cortina Olympic Games, which will open in eleven months. 62% of Italians say they are proud to host these Winter Games and 59% believe that the event can strengthen the country's sense of unity. 84% of those surveyed also believe that Olympic values can contribute to making sport a driving force for change, and 66% of Italians under 30 express a keen interest in the achievements of Paralympic athletes. "This study confirms once again that the Olympic values of respect, friendship and excellence have the power to unite and inspire people, all generations and communities combined, and that they find a particular resonance with young audiences”, rejoices Thomas Bach. The study was conducted with a sample of 1.500 people aged 18 to 74.
