The House of Marketing was invited by AIESEC Alumni Belgium to give a lecture to their alumni about the marketing environment today’s brands are facing while approaching a new generation of shoppers: “the millennials”.

One out of 4 shoppers today is part of the the millennial generation – people born between 1980 and 2000 and also referred to as the “always connected” generation due to their close relationship with technology. Not only do they represent a massive consumer group in terms of size, they also have an increasing purchasing power.

The advent of this generation of shoppers led to the appearance of new purchasing behaviors that strongly influenced the marketing landscape.

Does your brand target this prosperous consumer group?

Here is an overview of the latest marketing trends you could capitalize on to successfully engage with the millennial generation: