Adolescentes hoy, jóvenes adultos en 2020

By Nueno Iniesta, José Luis

Marketing

Aunque no tienen un gran poder adquisitivo, los adolescentes juegan un papel crucial en muchas decisiones de compra. Además, de su comportamiento y actitudes en relación al consumo dependerá el futuro (y la sostenibilidad) de muchas empresas. Por ello, invertir en el conocimiento de este target es una decisión rentable a largo plazo. Si tenemos en cuenta el reequilibrio de la renta que se está produciendo en las economías emergentes, y que estas concentran una población de adolescentes de 9 a 1 en relación a las emergidas, podemos aventurar bastante cómo será el consumo global en 2020. A partir de este análisis demográfico y de un estudio internacional entre adolescentes de ocho países, el autor anticipa los principales cambios en el consumo y propone algunas recomendaciones para que educadores, gobiernos y empresas puedan gestionarlos con éxito.

Collection: IESE (España)

Ref: ART-1894

Format: PDF

Number of pages: 9

Publication Date: Mar 15, 2011

Language: Spanish, English

Description

Geographic Setting: España; Brasil; China; Estados Unidos; Francia; Reino Unido; Japón; México

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