As discussed in our report Pop Culture Round-Up: Winter 2018, the values, desires and attitudes of Gen Z have recently been amplified by two very different experiences. One was the reaction to the tragedy of the Parkland high-school shooting in the US; the other was the success of a new generation of young, multicultural and LGBTQ athletes at the Winter Olympics.
The power of this Gen Z cultural moment comes as no surprise to anyone aware of this demographic's savviness, individuality and diverse outlook. But it underscores how important they're becoming as a consumer force. However, that's not to say they can be easily defined.
This year's Youth Marketing Strategies (YMS) conference (London, March 21-22) will gather social media experts, marketers, start-ups and young consumers to explore Gen Z trends and attitudes, and help brands better understand this complex generation.
YMS's parent company, youth insights business Voxburner, will be launching its latest Youth Trends Report at the event, "busting any misconceptions you may have on the attitudes, values and behaviours of this generation". Attendees will also hear from the likes of social media marketing firm Social Chain, Chinese digital agency Qumin, and marketing experts from liqueur brand Jägermeister and ice-cream giant Häagen-Dazs.
Stylus will also be participating. Christian Ward, head of Media & Marketing, will be chairing a panel with Sony, Three, BBC Radio, US entertainment company Refinery29 and UK production company Mad Cow Films on how to create truthful and innovative digital content.
If you'd like to attend YMS, we're offering a 20% discount. Use the code STYLUS20 when buying tickets here.