GenY has become an omnipresent buzzword for market researchers as well as consumers who are confronted with it everywhere, from shopping streets and social media to TV reports. The young generation is also referred to as millennials – and many put the term in inverted commas because they are not really sure if it is correct.

concept m deals intensively with this topic, this generation, and their needs. In a short video, Managing Partner Rochus Winkler offers insights into lessons from studies and interviews.

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