Main Character Energy: Building Brands’ Gen Z Follows
With over half of the Gen Z population now shopping inside social apps — and Gen Alpha, raised on ad-free streaming and algorithmic curation, rarely encountering traditional ads at all — the rules of brand engagement are due for a reset. Today’s young consumers demand authenticity, inclusion, and emotional resonance from the brands they choose to align with. A new wave of creator- and celebrity-led brands are turning culture into commerce, reshaping how marketers build identity.
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Any global event, whether sport or entertainment, creates the same temptation for brands to prioritise presence over purpose. But the biggest lesson from this World Cup is not that brands need to shout louder, it is that promotional activity performs best when it reflects how people actually experience the tournament.
First Came the Beards, Then Came the Coffee Shops
The brands that succeed over the next decade will be the ones that rediscover the simple truth of why they exist, and stretch towards the dream of how they can add more to the world, then express that clearly and consistently in everything they do.
Predictive ROI Is Becoming Marketing’s Most Valuable Currency
When agencies are able to demonstrate likely outcomes before campaigns launch, conversations become less speculative and more evidence-based.
