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Western Europe

How Young Europeans Feel About American Brands Participating in Non-American Holidays

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Young Europeans like it when American brands get involved in their regional holidays, with these caveats…

TL;DR

  • Young Europeans are not opposed to American brands participating in non-American holidays (most actually like it!)
  • But they’re also wary of cultural appropriation and misrepresentation
  • Discounts, holiday-themed content, and recipes are the top three types of holiday marketing content they’d like to see from brands
After a year of studying young consumers in Western Europe, YPulse has found that the generations across the pond do have many things in common with their North American peers–but we’ve also uncovered some major differences. (For a full rundown of some of the biggest, check out our Gen Z 101: Western Europe webinar.) Despite...

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