Poland
Whitepaper

Poland’s generation gap

28th Nov 2019

Poland: Discover the path of Europe’s migrating nation

Further to being Eastern Europe’s largest economy, Poland has also seen some of the largest waves of migration both in and out of the country over recent years. Its traditional heritage is being challenged by the surge of migrants returning home from decades in Western Europe. Discover how generations co-exist in an interesting and constantly evolving marketplace and how global brands can learn from their local counterparts.

If you have preconceived ideas about Poland that are rooted in the past, it may be time for a fresh perspective. Rapid, uninterrupted growth in the post-Soviet era has seen Poland rise to become the sixth-largest economy in the EU and a true regional powerhouse. By 2018, 175 of the top 500 companies in Central & Eastern Europe were Polish. Last year, Poland became the first country in almost ten years to officially switch from “emerging market” to “developed market” status in the FTSE Russell indices.

This and an increase in GDP per capita from USD 1,731 in 1990 to USD 15,424 today means that individuals’ spending power has risen significantly in real terms. The reasons for Poland’s success are numerous and complex, but geography is undoubtedly one piece of the picture. The country shares borders with six other nations, plus the Russian enclave of Kaliningrad, and boasts historic ties to the Eastern Bloc as well as membership of NATO and the European Union.

The many waves of migration that have occurred throughout the history of the modern State have resulted in a thriving diaspora community around the world and the unusual demographic structure. In short, Poland is a dynamic, outward-looking country with a lot to offer as a potential target market. Before entering any new market, though, it is important for businesses to assess the existing economic landscape and understand the specific factors and trends that shape consumer behaviour in the country in question.

As we will see in this White Paper, traditional advertising channels including TV and print continue to hold greater sway in Poland than in comparable nations. Internet penetration and usage are increasing, however, and the digital sphere will inevitably come to dominate in the future as it does elsewhere. European and global ad agencies have a presence in the country but face fierce competition from homegrown firms staffed by a new generation of digital natives. One factor that brands considering expanding into Poland need to be aware of is Polish demography and its influence on consumer behaviour.

The most recent spike in Polish emigration was triggered by the country’s accession to the European Union in 2004. At present, around 7.5% of Polish nationals are “mobile citizens of working age” employed abroad either seasonally or permanently. As a result of this trend, Poland has a smaller proportion of people aged under 30 than other nations, but larger cohorts of citizens in their thirties and sixties. The final section of this White Paper explores how these groups differ and what their divergent preferences and experiences mean for the companies seeking to connect with them.

As a flourishing European economy, Poland makes an excellent target market for a variety of companies. The country benefits from strong links to both the east and the west, a rapid pace of growth and digitisation, and a seat at the table at NATO and the EU.

Poland’s thriving diaspora community means that there are plenty of opportunities to connect with Poles and speakers of Polish at home and abroad. Brands looking to enter the Polish market will need to be fully aware of its complexities. While there is a wide array of advertising channels and media available, political developments and societal polarisation affect which products should be promoted on which channel, in what way and to whom.

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