Future brands according to generations: perspectives and strategic elements

In the digital age, the relationship between individuals and brands is constantly evolving, driven by relentless technological advancement. This transformation is set to redefine the true future value of branding. The ‘Future Brands’ study by the GENS observatory aims to analyse generational differences in brand perceptions, involving a broad spectrum of the population, from 16 to 60 years of age. Through this survey, the aim is to identify the branding elements that are most relevant in the current and future media landscape.

It will provide a detailed overview of the evolution of brand perceptions in the technological age, offering valuable insights into the branding factors that are key to effectively engaging different generations of consumers. What characteristics will brands need to thrive in an increasingly digital future? The study aims to answer this question, providing communication professionals and managers with a set of insights and communication drivers.