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European youth in the world of brands
28-04-2004 market research/Millward Brown source: PeppeR
Millward Brown carried out a qualitative research in 10 European countries examining the lifesyle of young people aged between 18 and 25. The study found that this age group is very much influenced by consumption and brands. The youth is characterized by individualism, isolation and materialism. Their dreams revolve around financial independence and buying power while they fear not being able to fit into society.

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