Communicating ethically and sustainably in the age of algorithms
In 2026, the digital ecosystem will no longer be measured solely in terms of views, but in terms of quality of relationships. Increasingly sophisticated algorithms, integration between content and commerce, vertical communities and conversations shifting to dark social are redefining the way companies and professionals communicate.
The new training event of the Job Digital Lab project, promoted by the Fondazione Mondo Digitale in collaboration with ING, is dedicated to this scenario: Social Media Marketing 2026: strategies and trends. Communicating ethically and sustainably in the age of algorithms. A course designed for those who want to understand the transformations taking place and acquire concrete tools to navigate opportunities and risks with awareness. The event is scheduled for 5 March, from 2.30 p.m. to 3.30 p.m.
From engagement to the value of relationships
The webinar begins with an analysis of emerging social dynamics: from the large numbers of TikTok and Reels, to the growth of micro-communities and broadcast channels, to the invisible conversational flows of dark social.
The integration of social commerce, augmented reality and gamification transforms the user into the protagonist of phygital experiences, where content, interaction and purchase merge. No longer a passive spectator, but an active part of a hybrid and personalised ecosystem.
Algorithms and responsibility: beyond the hype
In a space increasingly driven by AI, the issue of communication responsibility becomes central. During the meeting, crucial issues will be addressed:
- how to build a solid reputation while avoiding manipulative practices and “toxic hype”;
- how to integrate transparency and data protection into digital strategies;
- how to promote inclusion and well-being online, overcoming a superficial narrative of diversity.
Through real case studies, a new communication standard will be outlined, based on ethics, sustainability and the centrality of the individual.
The trainer
Leading the meeting is Irene Manzella, designer and founder of Irene Creative Studio. With a background in industrial design and UI design and extensive experience in graphic design, social media management and UX/UI, Irene has chosen to specialise in healthcare and aesthetic medicine, sectors in which communication requires ethical and responsible dialogue with patients and clients.
Colour, clear messages and concreteness are her watchwords. At the heart of her approach: the person, before the algorithm.
With Job Digital Lab, digital training is not limited to transferring technical skills, but accompanies professionals and citizens in building a more aware, inclusive and future-oriented digital culture.
