Young people are full of contradictions: They find out about products on Instagram, but worry about their private data. And they’re pro-environmental, but only when it’s convenient. That shows a new study.
Kaufland tries it with K-Pop, i.e. with a South Korean hit. With a music video like that the German food discounter wants to ensnare Generation Z. That age group born between 1995 and 2010 that is mysteriously fascinating for business people. “Watch out for the K” is what young Asian women sing in the clip, meaning the Kaufland K.