Who’s up NXT

A cross-generational view on NextGen marketing. With more and more brands looking out for the post-Millennials or Generation Z, we felt the time was right for a cross-generational reality check. So we set up a global research project in which we interviewed close to 10,000 people from 4 different generations in 8 different countries across Europe, but also in the US and Australia. We questioned Baby Boomers (aged 53 to 70, the parents of Millennials), Gen X (aged 37 to 52, the parents of Gen Z), Gen Y (or Millennials, currently the young adult generation of 21-36 year-olds) & Gen Z (aged 6-20 today) consumers, taking a closer look at what differentiates the new consumer generations in the market today from the post ones.

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The Gen Y definition of Brand Authenticity

Last week I introduced our international Gen Y community and the 5 components of the InSites CRUSH Branding model (focussing on…

The human side of brands

In an effort to reduce choice complexity, Generation Y’ers (like any consumer) group products together in a so-called consideration set….

Generation (wh)Y?

As published on MarketingTribune on December 14, 2012. ‘Generation Y’: they are now aged 13 to 29, most of them…