ACADEMIC READS
As a Marketing Professor at the Vlerick Business School, Joeri is a frequent contributor to academic journals and conferences, consistently sharing new insights and foresights on NextGen consumer behavior in a fast changing world.
Inside the Gen Z
parental mind
ESOMAR
While less than 10% of Gen Z in the US are parents today, they will increasingly define the parenting landscape. Together with Philips we embarked on a journey to get closer to this crucial audience of (future) parents and future-proof their strategy. To uncover the Gen Z parental mindset, we adopted a versatile approach, blending perspectives from (future) young parents, experts and creatives to get a full 360 view. Discovering that Gen Z parents are nothing like their own parents was just the first step.
Are consumers equally willing to pay more for brands that aim for sustainability
MDPI Sustainability
This article examines global consumer preferences for sustainable/inclusive versus exclusive/trendy brands using data from 24,798 participants, revealing significant demographic differences in willingness to pay across generations, genders, and countries/regions.
How brands can effectively engage young consumers
WARC Best Practice
Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.
Beyond labels: Segmenting the Gen Z market for more effective marketing
Emerald Young Consumers Journal
Identifies segments in the Gen Z population (born between 1996 and 2010) in Europe, the USA and Australia, based on brand- and lifestyle-related variables and perceptions about their online activities. This study explores how these segments differ and provide insights into cross-country similarities and differences.
Are you OK Zoomers?
ESOMAR
To understand Gen Z's core challenges, values and desires, and prepare for potential shifts in consumer behaviour, Coca-Cola LatAm has engaged in a quantitative study among Gen Z (or Zoomers) in Argentina, Mexico, Colombia and Brazil, benchmarking the young consumers with the three older generations, i.e., Gen Y (commonly called Millennials), Gen X and (Baby) Boomers.
