Today’s episode is dedicated to a generation of people born in the late 90s to early 2000, post-millenials, called Generation Z.  This cohort of millions of kids, teens, and young adults, exposed to social media and new techs in their upbringing, shall redefine the relationships with brands in the future.  That’s why INTA researched this group, and released a multi-country study, Gen Z Insights: brands and counterfeit products, which explores Gen Z’s relationships with brands and attitudes toward counterfeit products. Brand&New's guests are well-versed in this demographic and others. ​Andrea Gerosa is a true entrepreneur, who started working with and for young people 17 years ago.  He is the Chief Thinker and Founder of a think tank called Think Young, focused on the young generation and new trends, based in Brussels, Belgium and present in other countries. Andrea also leads a consulting company focused on student housing and other ventures. Cynthia Smuzynska is IP Counsel at Gilead Sciences, a biotech company of 11.000 people specialized in the development and distribution of innovative therapeutics treating notably HIV and hepatitis, based in San Francisco, California.  She helps manage Gilead's trademark portfolio worldwide and is involved in anti-counterfeiting efforts.  She was before in private practice, at Cooley LLP. Every two weeks, on Tuesday, Brand & New gives the floor to inspiring individuals, with a 360-degree vision, to help brand owners, intellectual property lawyers, and marketing and finance professionals (and beyond!) stay curious and agile in an ever-evolving business environment. Brand & New is a production of the International Trademark Association Hosted by Audrey Dauvet Contribution of M. Halle & S. Lagedamond - Music by JD Beats FOR MORE INFORMATION, VISIT INTA.ORG To go further: About Andrea Gerosa (link to https://www.linkedin.com/in/andreagerosa/ and https://www.thinkyoung.eu) About Cynthia Smuzynska (link to https://www.linkedin.com/in/cynthia-smuzynska-06610130/) Also of interest: - INTA new attitudinal study "Gen Z Insights: Brands and Counterfeit Products" (link to www.inta.org/impactstudies, http://www.inta.org/Communications/Documents/INTA%20Gen%20Z%20Insights_Global.pdf and https://www.inta.org/INTABulletin/Pages/Gen_Z_Insights_Impact_Study_7408.aspx) - New York Times Article about Gen Z (link to https://www.nytimes.com/2018/01/23/style/generation-names.html) - Harvard Business Review Publication about generations X, Y & Z (link to https://hbr.org/2017/08/a-survey-of-19-countries-shows-how-generations-x-y-and-z-are-and-arent-different) - Pew Research Center Publication about millennials and Gen Z (link to https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/)