What a ride it’s been. Since the release of the first edition of our book, we have been traveling from Las Vegas to Manila to present our story. With over 400 presentations and workshops on the counter and honored with great awards (Expert Marketer’s Marketing Book of the Year 2012 in Europe and the Berry-AMA award for Best Marketing Book 2012 in the US), we keep on being positively surprised by all the appreciation and interest we experience from all around the world. And with a new generation about to enter the global workforce, the time was right for a new update of our book…
When preparing this third edition, we felt we had to do more than just update the facts and figures. We have added a more global perspective with new case studies from emerging markets as well as new data from an InSites Consulting Generation Next study in which we interviewed more than 10,000 people from four different generations: Babyboomers, Generation X, Y and Z. It gave us new insights on the generational differences.
Next to that we have inserted new up-and-coming marketing topics and consumer trends such as the maker movement, serendipity, integrity, the sharing economy, employer branding and the importance of crafts, nostalgia and local.
And last but not least we wrote a complete new chapter on the next generation: Generation Z. Born after 1996, Gen Zers are the next kids arriving on the block. It’s a given that this generation is going to become highly influential, as there are already over 2 billion of them globally, while they already possess an estimated $44 billion of annual purchasing power in the United States. In this brand new chapter we introduce the key DNA characteristics of the Post-Millennials and NextGen consumer trends such as gender equality, diversity and female empowerment.
We hope this third edition will be appreciated as much as the previous ones. And of course hope also readers of the previous editions can benefit from refreshing their knowledge with all this new material. Enjoy the read and we look forward to your feedback and experiences.
Stay tuned on www.howcoolbrandsstayhot.com as in the coming weeks we’ll freshen up the overall look & feel and of course keep feeding you with NextGen content.