Strategien & Best Practices
Brands, hobbies and the search for belonging: An interview with family marketing expert Ingo Keßler
Family marketing expert Ingo Kessler explains that brands serve as a social compass for children, helping them find their identity and sense of belonging. However, hobbies, fandoms, and shared interests can also fulfill this important function, which is why it is crucial to understand the desire to belong and find a healthy balance.