Belgium is changing. Not only in what people buy, read or watch, but in what they feel.
In a time of permacrisis, brands are operating in a country shaped by uncertainty, pressure and a growing need for control. The BPX research, presented by Fons Van Dyck, PhD and Professor Brand Strategy at Vrije Universiteit Brussel, explores the deeper emotional drivers behind Belgian consumers today: what makes people feel safe, what makes them engage, what makes them trust, and what makes them move.
