Do you love the movie "Back to the future" as much as we do? Not only do we have a fantastic journey unfold before our eyes, but also the allure of the '80's: eccentric cars and freaky inventions, crazy student parties, electronic music and stylish ensembles (just remember the ubiquitous Nike trainers!). That's the time when Pepsi-generation emerges, which desires to have everything and right now: have a high status not due to achievement, but thanks to hip brands; be a free consumer of goods and services; long for recognition by highlighting material success. A generation that demands more, but gives less and more reluctantly.