Values and consumption: East versus West


What are today’s young Europeans’ favourite consumer goods? Surveys by market research agency Millward Brown shows that Eastern European youngsters prefer more traditional means of communication, consume less, play a lot of sport and mainly travel to learn about new places. In the West, on the other hand, clothing brands must offer more than just apparel and young couples have a dualist approach to life.

What are today’s young Europeans’ favourite consumer goods? Surveys by market research agency Millward Brown shows that Eastern European youngsters prefer more traditional means of communication, consume less, play a lot of sport and mainly travel to learn about new places. In the West, on the other hand, clothing brands must offer more than just apparel and young couples have a dualist approach to life.

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