Understanding the emotional drivers behind younger consumers’ path to purchase

The launch of TikTok Shop in Germany is just one sign of a broader shift: younger German are increasingly turning to social media to search and buy. This webinar explores the emotional drivers behind social commerce – and how brands can leverage consumer sentiment and motivations to turn viewers into buyers.

About the presenters
Jan Urbanek
Jan Urbanek
Principal Analyst – Tech & Media
Jan Urbanek has been a driving force behind Mintel’s coverage of the German consumer technology sector since joining the company in 2020. Leveraging his experience in quantitative market research, he has produced a range of forward-looking insights and analyses that help clients understand the evolving landscape of consumer electronics, digital media, and telecommunications.
Lena Rittmann
Lena Rittmann
Research Analyst – E-Commerce
Lena Rittmann contributes a broad range of consumer insights and industry reports at Mintel, covering topics across diverse sectors. With hands-on experience in social media monitoring and journalism, Lena brings a dynamic perspective to analysing consumer trends. Prior to joining Mintel, she honed her skills in media consulting and media planning, where she developed a keen understanding of audience engagement strategies. Her passion for translating data into meaningful insights helps clients make informed decisions in today’s fast-paced market environment.
  • EMEA
  • Media and Content Producers
  • Retail
On-demand
Webinar

Related Mintel events

EMEA Food and Drink
2026 Global Food and Drink Predictions Webinar | EMEA
On-demand Online
2026 Global Food and Drink Predictions Webinar | EMEA

Connect today’s behaviors to tomorrow’s opportunities live. Mintel’s 2026 Global Food & Drink Predictions were developed with a view to…

Americas
2026 Global Consumer Predictions Webinar | Americas
On-demand Online
2026 Global Consumer Predictions Webinar | Americas

Connect today’s behaviors to tomorrow’s opportunities live. Mintel’s 2026 Consumer Predictions Webinar goes beyond traditional trends analysis to deliver forward-looking intelligence on…

EMEA
2026 Global Consumer Predictions Webinar | EMEA
On-demand Online
2026 Global Consumer Predictions Webinar | EMEA

The webinar, presented by Dan Takacs, Associate Director of Macro Trends, and Richard Cope, Senior Trends Consultant, explored three defining…

Americas Beauty and Personal Care EMEA
The Future of Colour Cosmetics Global
On-demand London, United Kingdom
The Future of Colour Cosmetics Global

Get ready to uncover fresh insights, expert perspectives, and practical takeaways on the future of Color Cosmetics in this exclusive…

Asia Beauty and Personal Care
Colourful pills
On-demand Online
[On-demand Webinar] Unlocking Beauty from Within: Trends and Opportunities in APAC’s Beauty Supplement Market

Join us for an exclusive webinar uncovering the fast-evolving beauty supplement market across Asia-Pacific, with a focus on Southeast Asia specific insights. Discover how consumer interest in holistic health, innovative product formats, emerging ingredients, and the connection between inner and outer beauty is shaping this booming industry.

Asia Food and Drink
Herbal pills
On-demand Online
[On-demand Webinar] Future of Healthy Aging: The Role of Vitamins, Minerals, and Supplements

Discover the aging consumer market and uncover key trends in the supplement industry. The era of longevity is here. The…

Government Travel and Tourism
Trump tariff disruption
On-demand Online
[Webinar] Navigating Tariffs in a Time of Uncertainty

As trade policies evolve and new tariff proposals emerge, both businesses and consumers must navigate a rapidly changing economic environment. Join Mintel's global experts for a dynamic conversation unpacking the future of tariffs. 

EMEA
People walking in London
On-demand Online
[Webinar] British Lifestyles 2025: Understanding Today’s Consumer

Brits continue to face significant macroeconomic challenges. In response, many have chosen to focus closer to home, prioritising the things…