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4 trillion reasons for brands to listen to the young.


According to the Credit Suisse’s Annual Wealth Report, 4 Trillion US-Dollars are changing from one generation to the other until 2025. A fundamental change in buying behavior will follow this massive shift of capital towards a younger cohort. Whether they love it or not, brands will need to react accordingly, or they will go out of business. In his talk, Luca will showcase some brands that are trying to fix the problems we are facing by enabling people to upgrade their consumption habits to a more sustainable way of life. Step by step.


Luca is an Executive Strategic Consultant within the serviceplan group, specialized in brand- and customer-experience strategy. He worked as a strategic planner for 17 years across Europe and Asia for several advertising networks such as Saatchi & Saatchi, Leo Burnett, Publicis, Publicis Sapient and DDB, working across all kind of categories from Wealth Management to Toilet Paper. He just moved back to his hometown Vienna together with his wife Joyce and his 1 year old daughter Marie Fortuna. The topic of sustainability is engrained into every single piece of his work, as he owes it to Marie Fortuna and her generation – as we all do.