Formally launched on Adweek Europe’s IPA Stage on Monday 18th April, the partnership will build on Professor Hertz’s extensive ongoing work on what she calls Generation K (“K” for Katniss Everdeen the heroine of the Hunger Games) − 14-21 year olds.
Hertz’s research reveals that this generation of future consumers and employees has a mindset very different to that of older millennials, and distinct ways of engaging, consuming and behaving. This is something that Weber Shandwick believes presents a significant challenge to brands (who tend to treat them the same as millennials) but also a huge opportunity thanks to their annual (and growing) €150bn EMEA purchasing power.
Professor Hertz’s work on Generation K has already made a major impact internationally over the last year with her work highlighted in the media across Europe, the United States, China and beyond and at forums including The World Economic Forum and Google Zeitgeist.
Professor Hertz said: “I am delighted to be partnering with Weber Shandwick to help brands and organisations better engage and understand this critical demographic.”
Colin Byrne, EMEA CEO said: “Noreena is an inspirational thought leader. Her work on Generation K has gathered high end media, corporate and brand attention. Understanding this emergent generation and how they differ from Gen Y is key to future-proofing brands and businesses.”