Chapter 5: Consumption, brands, co-creation, and empowerment in youth cultures: how can businesses capture the creative potential of digital natives?
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This chapter explores consumption practices among young consumers across different youth cultures and examine their relationships with brands. The objective is then to shed light on the creative potential of digital natives and the interest of companies to collaborate with them and consider these empowered consumers as active partners who can co-create offerings with them. To fully understand the collaborative process that brands can put in place to build offers with young people across different youth consumption cultures, we must take an interest in consumption traits of young people, their relationships with brands, and the co-creation process stages as well as the activities that can make collaboration possible.

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