As a follow up to our interview with How Cool Brands Stay Hot author Joeri Van den Bergh, the author of The First to Know: How Hipsters and Mavericks Shape the Zeitgeist, Dr Lida Hujić talks about her research into the dynamic between generations X & Y

Joeri Van den Bergh, co-founder of InSites Consulting and co-author of “How Cool Brands Stay Hot” has spent the last 5 years researching Generation Y with some of Europe’s top brands here he talks about the research carried out and what the new consumer means for the future of marketing.