Abstract
In Italy, the supply of financial education initiatives has grown, but public participation is still low. This article examines the barriers that limit access to and involvement in such initiatives, adopting a demand-oriented perspective and an interdisciplinary approach grounded in marketing and political economy. Drawing on a review of the literature and the results of a recent field study conducted on the Italian population, we identify several emerging issues and propose guidelines for public and private interventions aimed at improving the effectiveness of financial education. Our findings underscore the need to shore up communication, expand program accessibility, consider the role of the family in decision-making processes, and promote collaboration and co-creation.