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

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....