How children shape the buying behavior of adults — and why brand managers must not ignore this perspective

A recent study shows serious deficiencies in addressing socio-demographic target groups — particularly among families. Why expertise in family marketing is now more important than ever.

Spafax and StoryWonder are revolutionizing in-flight entertainment with personalized children's stories, thus strengthening brand loyalty and travel experiences for families.

Why our new technology opens new doors in market research — and why we developed it specifically for family marketing.

Gaming has long been part of the lives of children and young people — but what exactly makes it so appealing? Who plays how, with whom, when and why? The new study by KB&B | Family Facts gets to the bottom of these questions. And: For the first time, it relies on AI-based inquiries in open questions. The result? Deeper insights that open up new strategic perspectives for brands.

The “Smarter Start from 14" initiative calls for stricter age limits for smartphones and social media. Specifically: smartphones only from the age of 14, social media only from the age of 16. The demand hits a nerve — many parents, teachers and experts are watching with concern how young people are increasingly suffering from the negative effects of digital media. But are these suggestions also useful and effective? And what do international examples say about this?

Artificial intelligence has reached a turning point in the rapidly evolving marketing landscape. What was once considered a futuristic technology is now an indispensable tool for marketing agencies that want to be successful in the highly competitive B2B environment. This article highlights how innovative agencies are using AI to achieve exceptional results and set new standards in the industry.

With Natalie Warth, KB&B - Family Marketing Experts has won an experienced creative as new Director Creation. With her comprehensive expertise, she will further strengthen the agency's creative orientation.

I still remember the moment when I realized how powerful a medium can be that is really heard — a medium that not only entertains but also stays in the memory for a long time. In a world where social media is constantly advertising itself with a flood of visual stimuli, our kids' podcasts offer an intense, auditory experience.

A large survey of 349 children between 7 and 15 years of age shows that the young generation has a clear opinion on many political issues. Here are the most exciting findings.

“Mom, I want that! “— Why children are the true drivers of buying decisions

For families, holidays are more than just a break from everyday life — they are an opportunity to spend valuable time together, create memories and strengthen the bond between parents and children. At the same time, travel planning presents companies with particular challenges: How can an offer be designed that inspires both parents and children alike? And how can providers ensure that they retain the target group in the long term?

Ein neues Jahr bringt frischen Wind: Wir freuen uns, mit Luana eine vielseitig talentierte Junior Projektmanagerin in unserem Team begrüßen zu dürfen!

No sooner have we understood Generation Z and Alpha than Generation Beta rolls in. Get ready to sell them the latest tablet!

Mit der jährlichen „Build to Give“-Aktion ruft LEGO dazu auf, Kreativität und Großzügigkeit zu vereinen.