YPulse has been covering the behaviors and trends of young consumers in Western Europe for over a year now, bringing brands all the insights they need to understand Gen Z and Millennials in the U.K., Italy, France, Germany, and Spain today. In the course of this research, we’ve discovered many things that young Europeans have in common with those in North America—but some things they don’t, too. These differences are key for brands to understand when they are marketing in these regions and want to hone in on specific preferences, passions, and interests. As a wrap to 2022, here are five of the key differences between young consumers in Western Europe and North America we learned about this year: Online celebs are influencing young Europeans’ purchasing habits the most YPulse’s Celebrities and Influencers Report data shows that young Europeans are +8pts more likely than their North American peers to have opened their wallets at an influencer’s behest. More than three in five young consumers in Western Europe said they...
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