The renaissance of physical brand spaces and activations in the service of Gen Z’s craving for belonging – a desire driven by a re-evaluation of their relationship with social media (particularly being chronically online) was a hot topic. The joys of “dumb tech”, “retail tourism” and hands-on happiness, including influencer-brand festival spin-offs, led discussion.

Dovetailing with Hands-On Happiness: Digital Fatigue & The IRL Revival, other speakers spoke to how an always-on digital culture is sparking Gen Z’s hunger for analogue, tactile media and influencer content in non-social media formats. Limited edition zines, catalogues, direct mail and email newsletters were discussed as value-adds.

Representatives of two American legacy brands, convenience giant 7-Eleven (founded 1927) and backpack and collegiate apparel label JanSport (launched 1967), discussed nostalgia as a salve for unsettled times and the high subsequent value of reviving heritage components in marketing and merchandise – when deployed with distinctly contemporary flavours.

Off-kilter and absurdist humour capable of sating the appetite for mindless escapism and/or signalling an understanding of the Gen Z experience (including its banalities) was another hot topic at AdAge 2025. Food brands have been the biggest beneficiaries/catalysers to date, but fashion brands are going rogue, too.

Several speakers discussed how the breakneck speed of social media discourse is upending traditional marketing calendars – and reverence to annual retail moments (Holiday/Christmas etc) – to spur ‘moment marketing’. Here, social-first/social-savvy brands are reflexively leaping onto song lyrics, “energy drops” that coincide with life moments, and “fan truths” (other social media posts).

What does consumer, and brand, activism look like in unsettling, politically divided times when trust of corporations is low and diversity (Gen Z is the most diverse in America’s history) is under threat? From beauty to the ‘bronaissance’, several speakers referenced an impending reckoning, as well as discussing how brands can show up.

According to a 2024 Dentsu report exploring how financial brands can drive trust among Gen Z, a huge 70% of Gen Z actively seek out brands that demonstrate emotional intelligence. Three key fintech players discussed ways to redefine banking to make it fit for Gen Z purpose – including personalisation, recalibrating language and ‘money matters’ storytelling mainlining the pop-cultural zeitgeist.