Abstract:

This paper pictures the first generation of young global consumers in Brazil and the common traits they present with their counterparts in other countries, sharing the same basic set of values and being attracted by the same international brands. This study follows the tradition of a host of others done about this same market segment in the last ten years. Its specificity lies in the fact that already in 1993 thus much before most of the other studies, it was able to detect this set of values or beliefs that shapes the behavior of these youngsters. From that point on, what we have done was to follow the way these trends developed.