Getting close to youth: Understanding millennials' themes of life to create Gen-Y-proof brands

Joeri Van den Bergh, Patrick Alders, Anneleen Boullart and Martijn Van Bijnen

This paper sets out research undertaken by Viacom International Media Networks (VIMN) in Northern Europe to better understand the lives and needs of millennials, how these build into trends and how VIMN can best serve this group.

Getting close to youth: Understanding millenials' themes of life to create Gen-Y-proof brands

Joeri Van den Bergh, Patrick Alders, Anneleen Boullart and Martijn Van Bijnen InSites Consulting, Belgium and VIMN Northern Europe, Germany

Introduction

In the summer...

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