How Nespresso reset its strategy to target the growth youth market

Nespresso, the global leading brand in portioned coffee faced an existential threat: the decline of its traditionally loyal, but aging customer base. Discover actionable insights on how the company took on the challenge of targeting future young Millennial and Gen Z coffee drinkers, whose values and consumption patterns differ from older generations. What lessons can be learned from listening to today’s non-consumers and adapting brand strategies to appeal to alternative, sometimes sceptical, market segments?