While the first two editions of how cool brands stay hot focused exclusively on generation y millennials this fully revised third edition looks at both generations y and z using new market research to map and quantify the spending power of generation z branding experts joeri van den bergh and mattias behrer provide hard evidence on the impact of this generation and suggest ways to market effectively to them. Generation y 13 29 year olds are the most marketing savvy and advertising critical generation ever three times the size of the previous generation x they have a much bigger impact on society and business but what drives them and how do you develop the right brand strategies to reach this critical generation how cool brands stay hot reveals what drives generation y and how you can reach them. A cool book on youth and brands and very relevant for anyone involved in international marketing and branding practice the book is about connecting with a new generation who will determine how consumer markets evolve in the next three decades the millenials or so called the generation y term refering to those born between 1980 and 1996. By joeri van den bergh more youngsters receive help from parents when buying a home 6 out of 10 youngsters are helped financially by their parents when buying a home as shows an axa survey conducted by insites consulting amongst 600 belgians concerning the purchase of their first home the research shows that six out read more posted in stats posted on october 16 2018 by alex de coning . Get this from a library how cool brands stay hot branding to generation y joeri van den bergh mattias behrer generation y 13 29 year olds are the most marketing savvy and advertising critical generation ever three times the size of the previous generation x they have a much bigger impact on society and
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