This Week: Well, Hello “Generation World”!

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The global market is now dominated by a new vanguard of consumers (whom ad agency Young & Roubicom are calling “Generation World”). Global research conducted by Y&R suggests that they are rapidly growing in size, and at this point in time represent 29% of the total global market. They are a force to be reckoned with. Hyper-connected, socially aware and they love to shop, but they’re high maintenance and hold brands to a high standard, demanding that companies they buy from care about global stewardship and sustainability. They are also aspirational. According to Raphael Bemporad, Co-Founder and Chief Strategy Officer at BBMGthe very “definition of sustainable consumption has shifted from the ‘right thing to do’ to the ‘cool thing to do’, meaning that sustainability is increasingly expressed via design, social status and personal values”.

“In order to reach Generation World, the new social good narrative has to go something like this: The consumer is the hero, while the brand takes on a humble, believable role. Brands are there to help customers live better and make a meaningful difference in life. They are optimistic, fun, and equal to the consumer. Co-creation and omni-media are now givens”. —Trish Wheaton, Managing Partner, Global New Business Community for Y&R Advertising

Image: http://www.origin68.com/

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