HD Group – a bridge that connects generations

Who would have thought that in the 21st century, when technological development mainly serves the purpose of connecting us, one of the biggest challenges in the world of labour will be the growing gap between generations? Erzsébet Ertl, business unit director of HD Group told our magazine that the company’s trade marketing division has been organising hostess promotions and implementing in-store and event activities since 1996.

The new trend and challenges in the labour market urged the company to start offering new solutions. One of the pillars of this new strategy is bridging the gap between generations, as partners are typically from Generation X, promoters tend to represent Generation Y/Z, while basically all generations are represented in the HD Group team. Ms Ertl revealed that their experiences from solving the problems in their own team helped the company cope with the challenges of partners and promoters.

HD Group is very proud to have won the special prize in Trade magazin’s and Trade Marketing Club’s ‘Trade Marketing Team of the Year’ competition for motivating Generation Y/Z with excellent results: in 2016 the group’s sales revenue grew by 57 percent and their top 10 partners spent 70 percent more on services provided by the group. (x)