Young people and brands: generation and consumer attitude change - Liderando la reputación corporativa de las empresas - Corporate
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Insights October 2011

Young people and brands: generation and consumer attitude change

All new generations have thought at some point that, compared to the previous generation, they were making history, they were different and they were destined to change the world. But, is this now truer than ever? Have the new technologies and post-modernism crystallized in a new attitude towards life and, as a consequence, towards brands?

The young people of “Generation Y” (those that were born from the 80s onwards, also called by some Internet Generation, Millennial Generation, even Generation Einstein) are digital natives almost all of them – and have grown up in a world without international blocks or bipolarity, like the one that emerged after the Second World War and the fall of the Iron Curtain in Eastern Europe.

Document preapred for Corporate Excellence – Centre for Reputation Leadership quoting, among other sources, the intervention of Rosario Marino (representative of One Young World Spain) during the seminar «The New Values of Brands» organized by the Corporate Reputation Forum and the Complutense University of Madrid, in Madrid on 29th March 2011.