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For GenZ and Gen Alpha, Instagram, WhatsApp and especially TikTok are their home. Our new study shows how the seemingly limitless flood of content is curated individually. How, despite the inner conviction "I am my social media", strange and new things can also find their way in. And how brands must act in this field of tension in order to remain relevant and create incentives to buy.
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The new social reality: GenZ and Gen Alpha on TikTok & Co.
How a generation is revolutionizing the way we interact with the world and media and what brands really need to know now.
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Speakers:
🎤 Judith Behmer, Psychologist, Managing Partner
🎤 Paul Bremer, Psychologist, Member of the Executive Board
🎤 Nele Krumhauer, Psychologist, Research Consultant
🎤 Moderation: Ismene Poulakos, Head of Corporate Communications
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Feel free to bring your own questions.
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Labubu is not a random phenomenon. The Chinese company Pop Mart, which is behind the distribution, uses a highly developed system of emotional activation: an economically cleverly orchestrated cycle of consumption, status and community. But the Labubu trend would not be so successful if it only functioned as a clever business model. Our Asia experts Stephan Urlings and Wutao Wen reveal what is really behind the success of the cute and ugly plush figures in an article on our website.
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By the way: If you would like to delve even deeper into the world of rheingold and are interested in part-time psychological training, then take a look at our rheingold Academy. The new course starts in October 2025 and there is still one place available. Information and admission requirements can be found on our website.
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We look forward to seeing you!
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