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

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

Written and Edited by the YPulse Editorial Team

Sep 30 2022
Western Europe

KEY TAKEAWAYS

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 living in a digitally connected world where the majority feel like global citizens, it’s inevitable that local cultures make their impact. Understanding the nuances of these differences and where brands can fit into unique rituals and norms is important. And that includes local celebrations and...