{"id":21300,"date":"2025-02-05T15:17:54","date_gmt":"2025-02-05T14:17:54","guid":{"rendered":"https:\/\/insummit.pl\/2022-2025\/?page_id=21300"},"modified":"2025-04-09T13:13:16","modified_gmt":"2025-04-09T11:13:16","slug":"podaj-dalej","status":"publish","type":"page","link":"https:\/\/insummit.pl\/2022-2025\/youth-beyond\/program-insummit-youth-and-beyond\/podaj-dalej\/","title":{"rendered":"Podaj dalej"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"21300\" class=\"elementor elementor-21300\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6aee662 elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"6aee662\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1afe9a0\" data-id=\"1afe9a0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-e30a696 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e30a696\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c1c8baa\" data-id=\"c1c8baa\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2274559 giz_program_tytul elementor-widget elementor-widget-text-editor\" data-id=\"2274559\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\u201cPodaj dalej\u201d czyli gospodarka mi\u0119dzypokoleniowej cyrkulacji &#8211; o dynamice decyzji zakupowych pomi\u0119dzy rodzicami a dzie\u0107mi.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-894339f elementor-widget elementor-widget-text-editor\" data-id=\"894339f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t#marki #decyzjezakupowe #influencing #sukcesja #cyrkularno\u015b\u0107 #lovebrands #pasionpoints #nauczmame #purchasepower #mi\u0119dzypokoleniowe przep\u0142ywy #gateawaygeneration #GenAlpha #GenZ #Millennial parents #X-parents #brandstrategy #touchpoints\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-998b7d7\" data-id=\"998b7d7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e961b7 elementor-widget elementor-widget-text-editor\" data-id=\"5e961b7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"giz_thin\">SESJA:<\/span> RODZINA\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2bc11b elementor-widget elementor-widget-text-editor\" data-id=\"e2bc11b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"giz_program_godzina\">12.05<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-fc15265 giz_zalogowany elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fc15265\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d567bac\" data-id=\"d567bac\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-aafcc50 elementor-widget elementor-widget-shortcode\" data-id=\"aafcc50\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-shortcode\"><div id='vdo'><strong>VdoCipher Error: Video ID not found<\/strong><\/div><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5e3b1f5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5e3b1f5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2a21321\" data-id=\"2a21321\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-0f84d0e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0f84d0e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-06f7ccb\" data-id=\"06f7ccb\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5922f3b elementor-widget elementor-widget-text-editor\" data-id=\"5922f3b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tW post-linearnym \u015bwiecie starsze pokolenia utraci\u0142y monopol na przekazywanie i kszta\u0142towanie nie tylko wiedzy, warto\u015bci i przekona\u0144, ale te\u017c zachowa\u0144 i wybor\u00f3w konsumenckich.\nWp\u0142yw dzieci i m\u0142odzie\u017cy na decyzje zakupowe gospodarstw domowych szacowane s\u0105 od kilku lat w bilionach USD lub bardziej rodzimy miliardach z\u0142otych. Rodzice (i dziadkowie) coraz cz\u0119\u015bciej si\u0119gaj\u0105 po produkty i us\u0142ugi pod wp\u0142ywem m\u0142odszych cz\u0142onk\u00f3w rodziny. \nZainspirowani przez dzieci trwale zmieniaj\u0105 nie tylko swoje nawyki i decyzje zakupowe, ale te\u017c postawy i preferencje wobec konkretnych marek. \nW naszym wyst\u0105pieniu nie tylko poka\u017cemy si\u0142\u0119 wp\u0142ywu dzieci i m\u0142odzie\u017cy w poszczeg\u00f3lnych bran\u017cach, ale te\u017c wyja\u015bnimy dynamik\u0119 mi\u0119dzypokoleniowych przep\u0142yw\u00f3w. Na przyk\u0142adach konkretnych brand\u00f3w oraz stoj\u0105cych za nimi warto\u015bci, pragnie\u0144 i benefit\u00f3w przeanalizujemy, co sprzyja oddolnemu, a co odg\u00f3rnemu przekazowi w ramach rodziny. \nNa podstawie bada\u0144 ilo\u015bciowych i pog\u0142\u0119bionych etnografii jako\u015bciowych z rodzicami dzie\u0107mi do 18-go roku \u017cycia, nastolatkami oraz m\u0142odymi doros\u0142ymi (Z-ki), wyja\u015bnimy, co powoduje, \u017ce marka stoi si\u0142\u0105 tradycyjnej sukcesji i jest \u201cwynoszona\u201d przez Z-ki z rodzinnych dom\u00f3w, a co daje brandowi potencja\u0142 wej\u015bcia do repertuaru Millennials\u00f3w i X-\u00f3w dzieci\u0119co-m\u0142odzie\u017cow\u0105 furtk\u0105. Tym samym otwieraj\u0105c \u015bcie\u017ck\u0119 planowania skutecznej mi\u0119dzygeneracyjnej strategii marki.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-3510a4c\" data-id=\"3510a4c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-40c4f8a elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"40c4f8a\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img fetchpriority=\"high\" decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Kaminska_Klaudyna.jpg\" class=\"attachment-full size-full wp-image-18062\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Kaminska_Klaudyna.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Kaminska_Klaudyna-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Klaudyna Kami\u0144ska<\/span><p class=\"elementor-image-box-description\">Dyrektorka Bada\u0144<br><strong>Y&amp;LOVERS\n<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b546138 elementor-widget elementor-widget-text-editor\" data-id=\"b546138\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tAntropolo\u017cka i lingwistka. Dyrektor bada\u0144 Y&#038;LOVERS, poprzednio dyrektor dzia\u0142u bada\u0144 Izma\u0142kowa Consulting. Specjalizuje si\u0119 w pog\u0142\u0119bionych badaniach jako\u015bciowych i doradztwie strategicznym. Od 15 lat wsp\u00f3\u0142pracuje z najwi\u0119kszymi markami realizuj\u0105c w sumie oko\u0142o 500 projekt\u00f3w badawczych m.in. Nestle, Danone, IKEA, Credit Agricole, Grupa \u017bywiec, ING Bank \u015al\u0105ski czy Play \u0142\u0105cz\u0105c dane rynkowe z g\u0142\u0119bokim rozumieniem kulturowego kontekstu. Wychodz\u0105c od pytania Y \u2013 o cel biznesowy projektu, sens istnienia marki, produktu czy us\u0142ugi, wraz z Zespo\u0142em Y&#038;LOVERS podejmuje wyzwania strategiczne, by pom\u00f3c tworzy\u0107 rozwi\u0105zania cenne dla konsument\u00f3w i unikatowe na rynku.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-e11e0b2\" data-id=\"e11e0b2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-66b1e47 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"66b1e47\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Wilmowska_Iwona.jpg\" class=\"attachment-full size-full wp-image-17070\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Wilmowska_Iwona.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Wilmowska_Iwona-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Iwona Wilmowska <\/span><p class=\"elementor-image-box-description\">Client Director<br><strong>MetrixLab (Toluna)\n<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9c5d583 elementor-widget elementor-widget-text-editor\" data-id=\"9c5d583\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tPsycholog ekonomiczny, absolwentka Uniwersytetu Warszawskiego, posiada doktorat z psychologii spo\u0142ecznej. Od 2007 lat zwi\u0105zana z ilo\u015bciowymi badaniami marketingowymi: najpierw przez wiele lat w zespole ilo\u015bciowym w Ipsos Poland, nast\u0119pnie w USP Zdrowie, obecnie Client Director w MetrixLab (Toluna).\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\u201cPodaj dalej\u201d czyli gospodarka mi\u0119dzypokoleniowej cyrkulacji &#8211; o dynamice decyzji zakupowych pomi\u0119dzy rodzicami a dzie\u0107mi.#marki #decyzjezakupowe #influencing #sukcesja #cyrkularno\u015b\u0107 #lovebrands #pasionpoints #nauczmame #purchasepower #mi\u0119dzypokoleniowe przep\u0142ywy #gateawaygeneration #GenAlpha #GenZ #Millennial parents #X-parents #brandstrategy #touchpointsSESJA: RODZINA12.05W post-linearnym \u015bwiecie starsze pokolenia utraci\u0142y monopol na przekazywanie i kszta\u0142towanie nie tylko wiedzy, warto\u015bci i przekona\u0144, ale te\u017c zachowa\u0144 i wybor\u00f3w [&hellip;]<\/p>\n","protected":false},"author":702,"featured_media":21055,"parent":21101,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"pmpro_default_level":"","site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"full-width-container","site-content-style":"unboxed","site-sidebar-style":"unboxed","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-21300","page","type-page","status-publish","has-post-thumbnail","hentry","pmpro-has-access"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.10 - 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