Thomas Ebenfeld visited Nuremberg (a “GfK city”) on Monday to present current cultural psychological insights to a group of interested market researchers at Josephs, the service manufactory of the Fraunhofer Institute.

The key point of the paper was the higher level effects of globalisation and digitisation on everyday consumer life and the associated new and often tense and contradictory requirements for brand, product and communication strategies. A special focus was the current reality of the so-called “Gen Y” with its challenges, wishes and yearnings, and also the associated sufferings and conflicts. The paper also explored the role that brands and media can play in this context, and what new scope and fields of action result from this for brand makers.

Vortrag, BVM, Digitalisierung, Kulturwandel, Marktforschung

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