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Gen -Y has often been described as Gen Why, with its search for meaning so hated by the previous generation. Put all hate aside this is why they are focused and keen about humanity, environment, financial justice and other relevant social topics. Gen Z on the other hand not only questions the status quo but actively shapes and challenges it. And so we see a layer in society consisting of 18 to 35 year-olds who earn well-paid jobs in the digital economy, media, or work as influencers and free spirits earning enough money for an individual lifestyle.

This is accompanied by a growth of Neo-brokers worldwide, that allow you to invest in companies such as Apple, Facebook or Amazon for as little as 10 euros a month. Just a few years ago this would have required a minimum investment of 2500+ euros. Something that none of the aforementioned was willing to pay, not to mention the inability to diversify a portfolio with under 10k. …


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I wrote this piece of brand building advice early in 2020, when the Corona Crisis was not around the corner yet. While the global pandemic brought several new trends and shifts in society, which I will cover in a future article, the following advice still holds true for any brand in the next years. As the title may suggest, this is a basic foundation on the attitude about how to approach communication and decision making with your brand in a digital ecosystem. …

About

Simon Schafstall

Value Enthusiast with 8+ years of professional experience working with brands, communication and advertising as Senior Art-Director and concept creative.

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