Management Study Program, Faculty of Economics and Business (FEB), Universitas Sebelas Maret (UNS) Surakarta, hosted another visiting lecture under the Visiting Professor Series, Kompetisi Kampus Merdeka Program (PKKM) 2022. On this occasion, the Study Program hosted the Guest Lecture Marketing Management entitled Emerging Trends in Global Consumer Behavior: Implications for Marketers. The event conducted on Thursday, October 27th, 2022, invited Dr. Chandana Hewege (Swinburne Business School, Australia) to share his knowledge through the Zoom Cloud Meeting.

Invited speaker, Dr. Chandana Hewege

At the opening of the discussion, Dr. Hewege explained the globalization of consumption. Regarding this aspect, he explains that consumer demand is formed through the consumption patterns from other countries, thus, consumers in a specific country may wish to try food products from other countries. Therefore, connected global consumers need a product to be globally available or manufactured globally.

Further, Dr. Hewege also highlights the millennial consumers’ characteristics with their unique attributes. “This consumer group (millennials) is different. They do not want a product but instead demand experiences. They wish to be heard and interact with companies, under a belief that their generation has the right to a better future, they also demand social justice, care for the climate change issue, are highly sensitive, and have a distinct need for authenticity,” explains Dr. Hewege.

Participants’ enthusiasm shows from the number of questions delivered by participants during the interactive question and answer session.