Weber Shandwick partners with Professor Noreena Hertz

Weber Shandwick has partnered with economist, author and honorary professor at UCL Noreena Hertz to explore how brands engage with ‘Generation K’.

Weber’s partnership will build on Hertz’ extensive ongoing work on what she calls ‘Generation K’ – or 14 to 21 year-olds – named after The Hunger Games’ heroine Katniss Everdeen.

Hertz’s research reveals that this generation of future consumers and employees has a mindset different to that of older millennials, and a distinct way of engaging, consuming and behaving. Weber Shandwick believes this work presents a  significant challenge to brands who have been treating Generation K and older millennials in the same way.

‘Generation K’ is said to present a huge opportunity thanks to its annual €150bn EMEA purchasing power.

Hertz said: “I am delighted to be partnering with Weber Shandwick to help brands and organisations better engage and understand this critical demographic.”

Colin Byrne, EMEA CEO at Weber, said: “Noreena is an inspirational thought leader. Her work on Generation K has gathered high end media, corporate and brand attention. Understanding this emergent generation and how it differs from Gen Y is key to future-proofing brands and businesses.”