Germany may have been reunified over 30 years ago, but several invisible divides remain between people on the opposing sides of the Berlin Wall. How are political and economic differences impacting consumption habits? And how can brands appeal to a wider market in light of the past?

By and large, German shoppers like to use cash and they like to go in-store – two habits that have been difficult to maintain during the COVID-19 pandemic. Will the lockdown-led shift to online shopping endure in the ‘new normal’ or are people eager to head back to the high street?

Youth culture is often linked with innovation and radical departures from past norms. But when it comes to the news, German Gen Zers are finding themselves drawn to ‘old’ media. So, how can broadcasters and newspapers build on their trusted status? And what do Zers expect from online news?

Since the passing of the Digital Healthcare Act in Germany in late 2019, telemedicine has seen a boost in reputation and popularity. Taking advantage of the tide change, the Caspar Health app offers patients digital connections to care, allowing them to access medical help remotely.