We got a crush on you(th)!
Involving influential Gen Y’ers from 15 global cities to learn why something is cool

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Author(s): Tom De Ruyck, Joeri Van den Bergh, Simona Sbarbaro, Elias Veris
Collection: Qualitative 2011 - Embrace, inspire and celebrate!
Keywords: Semiotic and Cultural Analysis, Trend Spotting /Watching, Ethnographic Research, Observational Research, Co-Creation /Open Source Innovation , Storytelling
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EUR 15.00
Members: EUR 12.00

Generation Y (aged 15-30) is the most marketing savvy generation ever. On a global scale, this new consumer cohort is much larger than the previous generation X and their impact on society will soon surpass the Babyboomer’s largely documented influence. But what drives this fickle generation and how can global brands really connect with youth worldwide? This paper highlights the key dimensions behind cool brands derived from a research community connecting urban youth in 15 different cities around the globe.



Date of publication: 13.11.2011
ISBN: 92-831-0255-X
Order Code: 59640_03
Number of pages: 15

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