Young generation celebrates energy drinks: insight into their popularity. Young people post videos in which they document their daily consumption of energy drinks or look for the latest flavor.
A professional will provide insight into why they are unfazed by the potential health risks. Through consumption, they signal their values and attitudes. The marketing of brands like Red Bull in the area of extreme sports emphasizes “addressing and exceeding boundaries, which corresponds to young people’s attitude to life,” says market researcher Jörg Matthes.