The GenZ is also pigeonholed and pressed into buzzwords. The desire to describe young consumers in simple stereotypes and key figures has unfortunately survived every generational change so far - including the one from the so-called Generation Chillstand to Generation Greta. Ina Komischke, Client Partner Bonsai Lab, pleads for differentiated, qualitative target group research in planning&analysis.

The current issue of the trade magazine planning&analysis devotes its focus to the topic of target group research - especially the research of young consumers. In her expert article, Ina Komischke shows on the one hand how versatile the young target group is, which also - but not only - consists of committed climate protectors. On the other hand, she sets out a 5-point programme for modern, differentiated target group research.

The exciting issue with the article by Ina Komischke (pp. 50-52) is available from Deutscher Fachverlag as an e-journal under the following link: