Reimagined as Futurescape to honour its newly forward-facing focus, Youth Marketing Strategy (YMS) festival 2024 (June 5-6, London) assembled brands, broadcasters, agencies and young innovators to decode Gen Zalphas’ attitudes and opportunities. Exposing surprising shifts, our six key themes include post-woke attitudes, new-wave wellbeing and recreation’s new “control culture”, artificial intelligence (AI) horizons, sonic branding and life on “shuffle mode”.