Global brands and youth activism: the situation and political evolution in Europe

Béatrice Maccario and Marie-Agathe Nicoli

Anti-globalisation thinking is strong across Europe, especially in France and Germany. This paper explores how anti-globalisation thinking affects younger consumers, an important market for brand owners across a wide spectrum of products and services.

Global brands and youth activism: the situation and political evolution in Europe

Béatrice Maccario and Marie-Agathe NicoliResearch International, France

INTRODUCTION

Anti-globalisation thinking is strong across Europe, especially in France and Germany. Against this background we wanted to see how this plays out amongst younger consumers who present an important market for brand owners across a wide spectrum of products and services. Thinking that global brands are facing new challenges to win and maintain the support and loyalty from this group of consumers, we set out to examine how young consumers regard global brands and the extent...

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