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.

Consumer sentiment
Marketing to youth
Managing across markets
Europe (general region)
Cultural influences & values

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....

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