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frAGILE: Is NextGen marketing more chemistry than science?

In today’s post-truth society change comes rapidly and unexpected. How do brands speed up their NextGen (Gen Y & Z) marketing strategies to get ready for the new decade? 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…) the fr*AGILE paper shares insights on brands that bond beyond disruption.

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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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Millennials at Work: Understanding Gen Y’s needs to build a future-proof HR strategy

Millennials (born 1980-1996) are entering the workplace in increasing numbers. Estimations say that four years from now, Millennials will make up 50% of the global workforce. Raised differently and in different times, Millennials are not like the previous generations, both in their attitude and in their approach towards work. The Millennials at Work paper will show you how to optimally capitalize on the Millennials’ talents and maximize their impact on business performance. Discover how & why Millennials are different and how companies can adapt their HR approach to become Millennial-proof.

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