Study 'Made in Germany' | STURMundDRANG

JANUARY 2025 STUDY

The future of 'Made in Germany'

The changing image and meaning of “Made in Germany” in international B2C consumer markets

German companies, as export champions, have marketed their products worldwide with the seal and promise of 'Made in Germany,' thereby gaining a significant competitive advantage in the past. In the current era of transformation, not only are economic conditions changing, but also perceptions of what 'Made in Germany' stands for and should represent in the future.

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In a collaborative study with renowned German companies, we examined the current meanings of 'Made in Germany' and identified opportunities for revitalizing the 'Made in Germany' brand in the 21st century.

A study by STURMundDRANG in co-operation with Serviceplan and Meisterkreis.

KEY LEARNINGS

Where do we currently stand with ‘Made in Germany’?

TRANSFER WORKSHOP

Interactive Presentation Workshop (2.5 Hours)

FUTURE-PROOF
German brands are future-proof and designed to be circular for generations

CULTURE ENRICHED
German brands create products that seamlessly interact with people, enabling a more beautiful and effective life

CO-DEVELOPED
German brands connect diverse worlds to create one vibrant ecosystem

DRIVEN BY SCIENCE
German brands innovate healthy systemic solutions based on scientific research

Lucky You Consulting

VERA KOLTERMANN

EUROPA BENDIG

Managing Partner STURMundDRANG GmbH

Europa Bendig, founded STURMundDRANG with the idea of creating more meaningful, consumer-relevant offers. With her 20+ years experience – especially in the beauty and pharmaceutical industry – she infuses companies with deep insights and foresights that create brand engagement and fuel resonating innovation. Her specialty is to support brands in creating culturally meaningful stories, codes and interactions for more sustainable relationships between people and brands.

STEFAN BAUMANN

Managing Partner STURMundDRANG GmbH

Europa Bendig, founded STURMundDRANG with the idea of creating more meaningful, consumer-relevant offers. With her 20+ years experience – especially in the beauty and pharmaceutical industry – she infuses companies with deep insights and foresights that create brand engagement and fuel resonating innovation. Her specialty is to support brands in creating culturally meaningful stories, codes and interactions for more sustainable relationships between people and brands.

INGA NANDZIK

Managing Partner STURMundDRANG GmbH

Europa Bendig, founded STURMundDRANG with the idea of creating more meaningful, consumer-relevant offers. With her 20+ years experience – especially in the beauty and pharmaceutical industry – she infuses companies with deep insights and foresights that create brand engagement and fuel resonating innovation. Her specialty is to support brands in creating culturally meaningful stories, codes and interactions for more sustainable relationships between people and brands.