Coelho, TeresaChkoniya, ValentinaMadsen, Ana OliveiraFigueiredo, Carlos2021-02-102021-02-102020Coelho, T., Chkoniya, V., Madsen, A.O., Figueiredo, C. (2020). Leading the way to a sustainable future: the positive impact of a generation marketing campaign. In V. Chkoniya, A.O. Madsen, P. Bukhrashvili (eds.), Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior. (pp. 1-21). IGI Global9781799831150http://hdl.handle.net/10400.14/32002Consumption patterns have always been an important indicator of a generation's identity, but in a world where globalization tends to standardize everything and digital technology tends to accelerate the globalization process, some might predict that identities are dissolving faster than ever. This chapter aims to help understand how new Portuguese generations perceive fish products. Throughout this research, it became very evident that young consumers are very aware of the ultimate emergency of sustainability. This chapter uses the example of Docapesca's pioneer initiative to prove that it is worth investing in consumer education and that, when we adopt a generation focused approach to implement a national marketing campaign, it is possible to obtain valuable advances in consumption for a sustainable future.engbook part10.4018/978-1-7998-3115-0.ch001