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Brief Published: 30 Aug 2019

Preview: Youth Marketing Strategy NYC 2019


Decoding Gen Z is now imperative to marketers, as they’re projected to command 40% of consumer spend by 2020 (CrowdTwist, 2018). Connecting with this generation (aged 11-24) is the focus of next month’s Youth Marketing Strategy (YMS) conference in Brooklyn (September 17-18).

As detailed in our Dynamic Youth reports, Gen Z are looking for support in many areas of their lives, presenting brands with a spectrum of new opportunities. At YMS, marketers from brands including Starbucks and US footwear brand Crocs will discuss how established companies are now catering to this cohort. Another notable panel will explore how Gen Z are abolishing taboos around controversial socio-political topics, with speakers including Tinder chief marketing officer Jenny Campbell and Kate Cartagena, youth organising programme manager at non-profit US reproductive-health provider Planned Parenthood.

Instagram-native creators including NYC-based wellness activist Haile Thomas and Ithaca University student journalism star Malick Mercier will discuss how teens use the platform with Instagram brand marketing co-ordinator Joy Ofodu. YMS's parent company, youth insights business Voxburner, will also be launching its latest Youth Trends Report, revealing the results of a survey of 16- to 24-year-old Americans.

Stylus will also be participating: our global Advisory strategist Claire Murray will be moderating a panel exploring how young sports fans are consuming content, focusing on The Drone Racing League. 

Stylus readers can use code STYLUS20 for a 20% discount when buying tickets here

Watch out for our full coverage of YMS, publishing on September 26. For more on how Gen Z are changing key categories, see Gen Z: New Beauty Developments, Gen Z Rewrites Food Culture, and Top 10 Gen Z Travel Trends.