The cross generation: migrant second generations comparing with the market - This paper analyses an emerging target in the Italian market: the so-called "second generations". The authors first illustrate the socio-cultural traits of this segment, and then show the role and peculiarities of consumption read as an identity signifier. The discussion is based on both secondary and primary data, collected across Milan, Turin and Biella. Results document various consumer profiles of second generation migrants and multiple marketing approaches to target this market.
Keywords Second generations; ethnic marketing; intercultural marketing; cross generation marketing.