Friday this week, Weber Shandwick’s EMEA CEO Colin Byrne will take to the stage at eurobest, the festival of European creativity, to talk to acclaimed economist, author and strategist Professor Noreena Hertz about her groundbreaking research into Generation K.
Noreena Hertz is ITN’s Economics Editor and has spoken everywhere from TED to the World Economic Forum. Her research has identified the 14-21-year-old social media natives who she calls Generation K as more than “younger Millennials”: they have a completely different mindset, forged from growing up with international terrorism and global recession.
These young people are already in the workforce, with significant spending power, and with different values, beliefs, and behaviours to any previous generation.
The session, “Why brands must get under the skin of Generation K” will look at how understanding Gen K and how to engage them – and how to avoid alienating them – is critical to future-proofing brands.
You can find details of Weber Shandwick’s session, scheduled 1pm CET on 2 December, here.
eurobest runs from 2-4 December in Rome.