Gen Zers’ pivoting perspectives were a hot topic. Several speakers cited new research identifying semi-expected anxieties (health, cost of living, global conflicts and AI) alongside rising levels of self-acceptance and “newstalgia”. Surprising shifts included the easing of cancel culture, waning activism and a disconcerting gender divide spurring socially regressive attitudes.

Crafting Gen Alpha-specific comms and experiences was another core debate. Pester-power proficiency, their parents’ focus on emotional maturity over academic success and age-appropriate messaging were of particular note for this cohort (born between 2010 and now).

Other experts emphasised Gen Zalphas’ shifting relationship with pleasure, leisure, fitness and sport – discussing new engagement opportunities, like being a springboard for spin-off micro-communities, propelling women’s football through an entertainment lens (not adversity), “control culture” (balance, not sobriety) and new club-culture-meets-wellness marketing frontiers.

The evolution of the influencer economy was also discussed: from when/how to leverage different tiers of digital creators and sentiment towards virtual brand ambassadors to the impact of creator culture on TV commissioning, including a glossy rawthentic aesthetic. 

Echoing AdWeek Europe, 2024 (see New Youthquakes) several speakers spotlit the music industry’s increasingly mighty and multifarious roles in brandland. Including a beer-brand-backed music video, an ad campaign centring deeper feeling through sound, and the rising preference for genre-blending (aka “shuffle mode”), new convergences are penetrating pop culture in stimulating, credible ways.

Many key discussions regarding generative AI centred brand/agency practices, including the tools predicted to turbocharge creativity/maintain relevance. Supporting strategic planning, scaling up internal communications, catalysing speedy (multi-asset) content production and podcasting underscored the debate.