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

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

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(June 13th, 2025)

Webinar

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