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 of every ten young adults (aged 18 to 34) are helped financially by their parents these days. These numbers are unchanged since a similar survey organized 2 years ago. This support can come in different forms. The most frequent is the donation of a lump sum of money. 68% of the youngsters indicates having received money from their parents. In most cases (57%) th ..read more

We live in a time where there is no shortage of choice or access. Can’t find product X at your local retailer? Not to worry, Amazon can have it on your doorstep tomorrow morning (if you don’t mind paying the express shipping surcharge). And there is no group more intimately aware of this fact than our Millennials; a lifetime of over-connectedness has shaped them into down-to-earth realists who aren’t focused on price, but on purpose. If your brand values don’t align with theirs, you’re going to have to start looking for customers elsewhere. NextGen is in search for products that satisfy their ..read more

We recently launched frAGILE, a bookzine on NextGen marketing based on 26 interviews with senior Marketing Executives. As part of our interview series, we connected with Morten Boye, Vice President Marketing Carlsberg Group Denmark, to hear his take on how NextGen marketing has changed and what is important when connecting with these young consumers today and tomorrow. Hot tweetaway: An interview on #NextGen #marketing with Morten Boye, VP Marketing @Carlsberg by @Joeri_InSites insit.es/2LUZNhM via @CoolBrands #mrx #fragile #geny #genz #interview #beermarketing What are the major change ..read more

Most of us have a lot of bands and artists they like and even some they really love. I immediately think of my mother’s love for (the music of) Bruce Springsteen and remember my father getting emotional when dusting off his old vinyls. It could also be your niece that is crazy about One Direction or even guilty pleasures of friends that are secretly in love with local pub performers. Artists have the potential for you to connect with and feel passionate about. In other words, they lend themselves perfectly for the Relationship religion. An artist’s success is partly sized by their share of fan ..read more

Gen Z, the demographic cohort after Millennials or Gen Y, can be defined as a tech-savvy generation living in an (fr)agile reality where everything is within reach. This triggers Gen Z to explore and experience a wide variety of interests to fuel their personal preferences. Mixing these micro-interest ultimately allows them to craft their unique selves and define their self-identity. This consumer identity is also visible when choosing brands; mass products no longer suffice as NextGen is in search for brands and tailored products that match their changing mix of micro-interest and needs. As a ..read more

That’s it for our 2018 FIFA World Cup already. One month of excitement, celebrating & togetherness, resulting in France taking home the pride and the victory. I don’t know whether you’re happy with this year’s winner or not, but this is what I do know: the 21st World Cup was crazier than ever. Not only on the game side, but especially on the fan side. More than ever, the world went crazy with nearly half the entire world’s populations (about 3,4 billion, which is 14% more than in 2014) that has watched, enjoyed & experienced it. Yes, another World Cup madness. And I don’t know if ..read more

Celebrating its 14th anniversary this year, Facebook is dominating the social media landscape with its global user base growing year after year. In the first quarter of 2018, Facebook reached 2.19 billion monthly active users, with an 80% or higher usage penetration among internet users in leading markets. Although the platform started as a social space for (Harvard) students, today’s growth comes mainly from older generations jumping on the social bandwagon, while more and more teens are ditching the social platform. Today, Facebook is no longer the most popular network amongst NextGen. Accor ..read more

As published on WARC on July 4, 2018. Younger generations around the world are marketing savvy and have similar expectations towards companies, brands and media, according to an industry figure who says marketers need to truly understand their motivations and culture if they are to cut through. In a WARC Best Practice paper, How brands can effectively engage young consumers, Joeri Van den Bergh, co-founder and NextGen expert at InSites Consulting, outlines the key characteristics of Gen Z and Millennials (or Gen Y) and details the strategies some brands are using to successfully engage with yo ..read more

What makes NextGen tick, what do they look for in brands and how has the (fr)agile reality defined these young consumers and the way they shop and interact with (fashion) brands? As part of our interview series for our frAGILE bookzine, we connected with Avery Baker, Chief Brand Officer at Tommy Hilfiger, to hear her take on how to deal with the increasing ‘I-want-what-I-want-when-I-want-it’ demand that defines this generation. Hot tweetaway: An interview on #NextGen #marketing with Avery Baker of @TommyHilfiger by @Joeri_InSites https://insit.es/2KKMPCw via @CoolBrands #mrx #fragile #ge ..read more

We have all heard of the detoxes and cleanses that claim to clean the body by eliminating the harmful toxins. Many celebrities, like Gwyneth Paltrow and her goop detox, are swearing by those diets. Some are also proud to flaunt it on social media, like American actress Kristin Cavallari who is ‘feeling like a new woman’ after completing a detox cure. In recent years, the traditional low-fat diets have had to make room for new diet trends such as Keto (a low-carb, high-fat diet, where the body produces ketones in the liver to be used as energy), Paleo (with its ‘if cavemen didn’t eat it, neithe ..read more