{"id":2105,"date":"2018-08-03T15:04:43","date_gmt":"2018-08-03T13:04:43","guid":{"rendered":"https:\/\/cba-design.com\/france\/2018\/08\/03\/ce-que-les-marques-peuvent-apprendre-de-la-gen-z\/"},"modified":"2021-09-08T17:11:51","modified_gmt":"2021-09-08T15:11:51","slug":"marques-apprendre-de-la-gen-z","status":"publish","type":"post","link":"https:\/\/cba-design.com\/france\/marques-apprendre-de-la-gen-z\/","title":{"rendered":"Ce que les marques peuvent apprendre de la Gen Z"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2105\" class=\"elementor elementor-2105\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-15777923 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"15777923\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-45f9be9a\" data-id=\"45f9be9a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-608b5f8e elementor-widget elementor-widget-text-editor\" data-id=\"608b5f8e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Les marques, elles aussi, naviguent dans un monde VUCA. Prenons l\u2019exemple du segment alcool. Volatile, car les tendances se renouvellent de plus en plus vite ; un nouveau cocktail vient en chasser un autre \u00e0 la vitesse grand V. Le mojito une ann\u00e9e, le spritz l\u2019ann\u00e9e suivante, le moscow mule aujourd\u2019hui. Incertain, c\u2019est par exemple l\u2019achat des vignobles fran\u00e7ais par les chinois, mettant \u00e0 risque la sp\u00e9cificit\u00e9 et le savoir-faire fran\u00e7ais. Complexe, car entre la loi Evin, les campagnes de pr\u00e9vention alcool, les lobbys europ\u00e9ens, il nous est difficile de se faire entendre. Et enfin, ambigu, puisque nous savons difficilement que croire : chez les jeunes, on parle \u00e0 la fois de binge drinking et d\u2019alcool responsable. On consommerait moins, mais mieux. Ou bien on se serait tous mis \u00e0 la consommation de boissons sans alcool ? Ou encore \u00e0 des boissons alcoolis\u00e9es aux vertus sant\u00e9 ?<\/p> <p>Nous avons doucement gliss\u00e9, depuis le milieu des ann\u00e9es 90, d\u2019une p\u00e9riode unilat\u00e9rale et stable, \u00e0 une \u00e9poque multilat\u00e9rale et complexe. <br \/>Pour les marques, il est alors d\u2019autant plus difficile de se faire remarquer qu\u2019il n\u2019est facile de maintenir un cap coh\u00e9rent et consistent avec son positionnement et son identit\u00e9. <\/p> <p>Et pourtant, une g\u00e9n\u00e9ration a trouv\u00e9 la solution. Cette fameuse g\u00e9n\u00e9ration Z, justement n\u00e9e au milieu des ann\u00e9es 90, alors que naissait en parall\u00e8le le monde VUCA. <br \/>Qui mieux donc que cette g\u00e9n\u00e9ration Z pour nous aider \u00e0 comprendre les strat\u00e9gies \u00e0 mettre en place pour se faire entendre sans perdre en int\u00e9grit\u00e9 ? <\/p> <p><br \/><\/p> <p>Pour se faire, ils partent du postulat que richesse ne veut pas dire conformit\u00e9 : <\/p> <ul><li>Des identit\u00e9s qui s\u2019entrecroisent. En contact avec des personnes aux horizons diff\u00e9rents et des influences multiculturelles diverses et vari\u00e9es, ils vont naturellement op\u00e9rer \u00e0 une curation de r\u00e9f\u00e9rences h\u00e9t\u00e9roclites pour se forger une identit\u00e9, qu\u2019ils r\u00e9inventent perp\u00e9tuellement. Selon une \u00e9tude Ziba de 2016, 81% des Gen Z am\u00e9ricains sont d\u2019accord avec la question suivante : n\u00e9gocier avec ses multiples identit\u00e9s fait parti de votre quotidien. Les filtres snapchat ou l\u2019appli musical.ly illustrent entre autre ce comportement. <\/li><\/ul><p> <\/p> <ul><li>Des comp\u00e9tences qui se d\u00e9multiplient. Ils sont qualifi\u00e9s de slasheur (en r\u00e9f\u00e9rence au symbole \u2018\/\u2019) ; les comp\u00e9tences ne se cumulent pas, elles se superposent. G\u00e9n\u00e9ration de la d\u00e9brouille, elle est friande des tutos en ligne qui prolif\u00e8rent notamment sur Youtube. Simultan\u00e9it\u00e9, multi-tasking, touche-\u00e0-tout, pour cette g\u00e9n\u00e9ration qui ne supportent pas l\u2019ennui, tout devient technologiquement possible : filmer, retoucher, monter, mixer\u2026 Ils sont capables d\u2019apprendre rapidement de nouvelles techniques, d\u2019assimiler de nouveaux code<\/li><\/ul><p><br \/><\/p> <ul><li>Des centres d\u2019int\u00e9r\u00eats exponentiels. Biberonn\u00e9s \u00e0 la croyance YOLO \u2013 You Only Live Once, notre Carpe Diem version badass -, ils cherchent \u00e0 vivre des exp\u00e9riences en tout genre, tout le temps, \u00e0 tout moment. Entre offres de produits et services low cost ou smart discount, rapidit\u00e9 d\u2019acc\u00e8s \u00e0 l\u2019information, et large \u00e9ventail de choix \u00e0 disposition, cette qu\u00eate est largement assouvie.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-38274681 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"38274681\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-41033ddd\" data-id=\"41033ddd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7688210b elementor-widget elementor-widget-text-editor\" data-id=\"7688210b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Richesse des influences, des r\u00e9f\u00e9rences, des comp\u00e9tences, des exp\u00e9riences.  Mais non-conformit\u00e9 : ils gardent une seule et m\u00eame ligne de conduite, le moi.  Leur identit\u00e9 prend des formes vari\u00e9es, pas leur personnalit\u00e9.  Car dans cette complexit\u00e9 qui est leur quotidien, se faire entendre c\u2019est s\u2019adapter tout en restant \u00e9gal \u00e0 soi-m\u00eame. Se faire entendre, c\u2019est \u00eatre prot\u00e9iforme tout en se positionnant. <\/p> <p>Des marques qui ont d\u00e9j\u00e0 saut\u00e9 le pas en design, de trois mani\u00e8res diff\u00e9rentes : <\/p> <ul><li>Responsive &amp; adaptive design \u2013 s\u2019adapter aux diff\u00e9rents supports d\u2019application de son identit\u00e9. Coca-Cola. <\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7a8ed99a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7a8ed99a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1a35864e\" data-id=\"1a35864e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-34ef9b72 elementor-widget elementor-widget-image\" data-id=\"34ef9b72\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1152\" height=\"179\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/01\/CBA-Blog-Gen-Z-1.jpg\" class=\"attachment-large size-large wp-image-2107\" alt=\"gen z\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/01\/CBA-Blog-Gen-Z-1.jpg 1152w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/01\/CBA-Blog-Gen-Z-1-520x81.jpg 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/01\/CBA-Blog-Gen-Z-1-1120x174.jpg 1120w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/01\/CBA-Blog-Gen-Z-1-768x119.jpg 768w\" sizes=\"(max-width: 1152px) 100vw, 1152px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-55da2868 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"55da2868\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-27be94c4\" data-id=\"27be94c4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-36aa4d28 elementor-widget elementor-widget-text-editor\" data-id=\"36aa4d28\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li>Responsive &amp; adaptive design bis \u2013 s\u2019adapter aux diff\u00e9rentes cibles et\/ou diff\u00e9rents contextes. Sonic Shakes. <\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6a1903a5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6a1903a5\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-12997b4a\" data-id=\"12997b4a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3dcc68ca elementor-widget elementor-widget-image\" data-id=\"3dcc68ca\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"887\" height=\"273\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/01\/CBA-Blog-Gen-Z-2.png\" class=\"attachment-large size-large wp-image-2108\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/01\/CBA-Blog-Gen-Z-2.png 887w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/01\/CBA-Blog-Gen-Z-2-520x160.png 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/01\/CBA-Blog-Gen-Z-2-768x236.png 768w\" sizes=\"(max-width: 887px) 100vw, 887px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-40e26cae elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"40e26cae\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7bd91baa\" data-id=\"7bd91baa\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2aa4661d elementor-widget elementor-widget-text-editor\" data-id=\"2aa4661d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u2022 Plural iconicity \u2013 revisiter un code fort de sa marque. Lacoste Live ! <br \/><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-57ee42b1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"57ee42b1\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e10c3cb\" data-id=\"e10c3cb\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-690362de elementor-widget elementor-widget-image\" data-id=\"690362de\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"941\" height=\"249\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/01\/CBA-Blog-Gen-Z-3.png\" class=\"attachment-large size-large wp-image-2109\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/01\/CBA-Blog-Gen-Z-3.png 941w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/01\/CBA-Blog-Gen-Z-3-520x138.png 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/01\/CBA-Blog-Gen-Z-3-768x203.png 768w\" sizes=\"(max-width: 941px) 100vw, 941px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6694af01 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6694af01\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-46d9db1d\" data-id=\"46d9db1d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1d04d6e4 elementor-widget elementor-widget-text-editor\" data-id=\"1d04d6e4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u2022 Flexible design \u2013 cr\u00e9er un langage de forme. E Bologna (city branding).<br \/><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-33f2288f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"33f2288f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7ad3d523\" data-id=\"7ad3d523\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-213ffa88 elementor-widget elementor-widget-image\" data-id=\"213ffa88\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1082\" height=\"164\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/01\/CBA-blog-Gen-Z-4.png\" class=\"attachment-large size-large wp-image-2110\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/01\/CBA-blog-Gen-Z-4.png 1082w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/01\/CBA-blog-Gen-Z-4-520x79.png 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2021\/01\/CBA-blog-Gen-Z-4-768x116.png 768w\" sizes=\"(max-width: 1082px) 100vw, 1082px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6610e6f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6610e6f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-32a7d2b7\" data-id=\"32a7d2b7\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2a39bae3 elementor-widget elementor-widget-text-editor\" data-id=\"2a39bae3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>En somme, des marques qui revisitent leur identit\u00e9 tout en restant int\u00e8gres vis-\u00e0-vis de leur positionnement. Car comme nous le rappelle Tinker Hatfield, designer am\u00e9ricain, \u201c<em>un bon design est fonctionnel. Un excellent design transmet un message<\/em>\u201d. <strong>Le v\u00f4tre<\/strong>. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3d00639a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3d00639a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5b5559f\" data-id=\"5b5559f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6bea820c elementor-widget elementor-widget-text-editor\" data-id=\"6bea820c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Found this article on <a href=\"\/\/www.lesechos.fr\/idees-debats\/cercle\/cercle-185003-ce-que-les-marques-peuvent-apprendre-de-la-gen-z-2192045.phpu0022\" target=\"u0022_blanku0022\" rel=\"u0022noreferrer\">Les Echos<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Les marques, elles aussi, naviguent dans un monde VUCA. Prenons l\u2019exemple du segment alcool. Volatile, car les tendances se renouvellent de plus en plus vite ; un nouveau cocktail vient en chasser un autre \u00e0 la vitesse grand V. Le mojito une ann\u00e9e, le spritz l\u2019ann\u00e9e suivante, le moscow mule aujourd\u2019hui. Incertain, c\u2019est par exemple [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_categorie":[],"class_list":["post-2105","post","type-post","status-publish","format-standard","hentry"],"acf":[],"lang":"fr","translations":{"fr":2105,"en":2519},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/2105","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/comments?post=2105"}],"version-history":[{"count":3,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/2105\/revisions"}],"predecessor-version":[{"id":13678,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/2105\/revisions\/13678"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/media?parent=2105"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/tags?post=2105"},{"taxonomy":"blog_categorie","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/blog_categorie?post=2105"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}