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Publications

Explore our latest insights in
generations & consumer trends.

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.

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.

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.

What does sustainability mean in the minds of consumers?

Marketing Letters

Academic research reveals three key factors to sharpen the positioning and marketing communication efforts of brands claiming to be 'sustainable'. 

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.  

EBOOKS & REPORTS

As Co-founder, Non-Executive Partner and Future Consumer Expert at Human8 (formerly known as InSites Consulting), Joeri regularly publishes new research on generational aspects of marketing and branding to kids, teens and young adults. 

Ready for the Zoomers report cover

Ready for the Zoomers?

A Gen Z report

Meet Gen Z, the tech-savvy generation born into a world of constant connectivity and information. They leverage online platforms not only to stay informed and connected but also to amplify their voices, fearlessly addressing issues like #MeToo and Black Lives Matter. Raised amidst social upheaval, climate change, and a pandemic, Gen Z grapples with mental well-being, openly discussing their challenges.

 

The Ready for the Zoomers report explores what defines these Zoomers and outlines their expectations from brands, shedding light on their unique characteristics in comparison to previous generations.

Conscious Consumption

How sustainable is sustainability for brands?

From extreme weather events to global social movements, the impact of human-induced pressures on our planet and people is undeniable. Despite growing awareness of sustainability, many struggle to translate it into action.

 

The Conscious Consumption eBook delves into consumer barriers and expectations, drawing on proprietary research and interviews with sustainability experts. Offering inspiration and guidance, this resource is a valuable tool for marketers, entrepreneurs, and individuals committed to building a better future for our planet and society.

Conscious Consumption eBook cover
Millennials at Work eBook cover

Millennials at Work

Understanding NextGen's needs for future-proof HR strategies

Over the last decade, Millennials, constituting 50% of the global workforce, have brought distinct attitudes and work approaches shaped by unique upbringing and experiences.

 

The Millennials at Work eBook unveils strategies to leverage their talents for maximum business impact. Explore the nuances of Millennial differences and learn how companies can adapt their HR practices to be Millennial-proof.

frAGILE

Is NextGen marketing more chemistry than science?

In our post-truth era of rapid change, facts blur, stability wavers, and societal structures shift. NextGen consumers (Gen Y & Z) navigate this uncertainty with agility, expecting brands to mirror their nimbleness.

 

The frAGILE eBook, based on interviews with global marketing executives from renowned brands, unveils insights on fostering brand resilience beyond disruption. Explore how brands are embracing agile marketing strategies to align with the dynamic pace of the new decade in a world fluctuating between augmented realities and a return to the comfort of real experiences.

frAGILE eBook cover

BOOKS

As a global thought leader, trend watcher and marketing author, Joeri has written award-winning books on on the impact of NextGen (Gen Alpha, Z & Millennials) on marketing, business and consumer trends. 

How Cool Brands Stay Hot

Branding to Generations Y & Z

How Cool Brands Stay Hot analyses Generations Y and Z, the most marketing savvy and advertising-critical generations yet. It reveals how millennials think, feel and behave, offering proven strategies to market to these groups more effectively and remain a relevant, appealing brand. Featuring interviews with global marketing executives of successful brands such as the BBC, Converse, Coca-Cola, eBay and MasterCard along with case studies from companies including H&M, MTV and Diesel, it guides readers in developing the right strategies to leave a lasting business impact.

The fully revised 3rd edition of How Cool Brands Stay Hot goes beyond the discussion of Generation Y, expanding its reach with an entirely new chapter on Generation Z and a detailed analysis of the impact that issues such as recession, social media and mobile marketing have had on these consumers. Based on new figures, case studies and interviews, it provides a fresh take on what remain critical issues for anyone hoping to market to those who come after Generation X.

How Cool Brands Stay Hot won the the 2012 Berry-AMA Book Prize for best book in marketing (awarded by the American Marketing Association Foundation – AMAF) and the Marketing Book of the Year 2012 Award (awarded by Expert Marketer). A professional and international jury nominated it as one of the 10 best books of 2012. Afterwards 2.153 marketers from 85 countries voted it as best marketing book of that year.

How Cool Brands Stay Hot book cover
Awarded by
American Marketing Association logo

Futures (Bonding) 

Venturing into uncertain times

Three top trend watchers guide us through uncertain times. Herman Konings, Joeri Van den Bergh, and Tom Palmaerts combine their insights into one comprehensive collection, full of trends upon which we can build futures.

Herman Konings explores the near future of trade (retail), walk (mobility), and warmth (hospitality) with barely noticed 'turns' like altruvation, the bypass economy, 'dividualization', phygital spaces, and the flat age. Joeri Van den Bergh demonstrates how the need for genuine Face Time with Generation Y and Z is greater than ever. Social media doesn't make us less lonely. Gen Y is searching for real soulmates or 'allies,' both in life and in brands and products. Tom Palmaerts seeks unexpected vibrations, ideas not entirely clear yet with the potential to change existing systems. Concepts that may trigger dazzling resistance for some but are the spark for others to take on new challenges.

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