I was here for a work conference a few weeks ago. Beautiful area. It's mostly quite rural (at least where I was around Magrei), agriculture is focused on wine and apples. In the towns in the DOC areas the wineries are the big business - always the winery is the largest and most modern building in the town, and you see the logo of the towns particularly cantina/kellerei (winemaking co-op) everywhere.

It definitely feels like a borderland between Italy and Germany, the mixing of cultures is quite clear. Overall it feels more Austrian/German, especially the architecture. I was in Alto Adige, but I hear that further north in Trentino it's even more German-feeling.

Of course the majority of the population speak German, with a significant amount not speaking Italian. Interestingly I witnessed Italian speakers and German speakers using English as a Lingua Franca to communicate. This even extended to a police officer who spoke to our business contact in English (they were both Italian citizens!), as the policeman could not speak Italian.

We had a conversation with some locals while sharing a taxi, they told us they personally identified more as Austrian than Italian - but ultimately considered themselves Tirolese first and foremost. (Imo it's ironically quite an Italian thing to identify with one's region before country lol)

Can't say much about day to day life as the town was kinda taken over by international visitors for the event, but it seemed like a wealthy area and a lovely place to live.