frAGILE: Is NextGen marketing more chemistry than science?

fr*AGILE: Is NextGen marketing more chemistry than science?

In today’s post-truth society change comes rapidly and unexpectedly. We’re living in a world where facts can be alternative facts, where truth and stability are hard to find and where gender and age are blurring . To cope with this fragile environment, NextGen (Gen Y & Z) consumers developed an agile mind and they expect the same agility, speed and good sense of brands. Based on dozens of international expert interviews with senior marketing executives of renowned brands (such as PepsiCo, LEGO, Freitag, LEVI’s, Beiersdorf, Audible, MasterCard, AB InBev, eBay, IKEA, Tommy Hilfiger…), Joeri Van den Bergh (Co-founder & NextGen expert) and Katia Pallini (Content Impact Manager) share insights on brands that bond beyond disruption.

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