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Brief Published: 29 Jan 2021

Youth Marketing Strategy Online Europe, 2021: Summit Preview


Youth Marketing Strategy Europe (YMS) remains virtual for 2021, with a three-day event (February 23-25). With talks from over 40 speakers and brands across retail and media including TikTok, Uber and US outdoor brand Patagonia, the event examines the trends and insights for connecting with Gen Z. We preview key themes including marketing to fluid identities and eco-ethical strategies.

Representation as Paramount: British businesswoman and inclusivity advocate Rimla Akhtar MBE will talk to Rob Scotland, head of strategy at advertising agency McCann London, to discuss the ways in which sport can help support and advance underprivileged communities, particularly young women.

Marketing to Fluid Identities: Tag Warner, chief executive of UK media brand Gay Times, will discuss the publication’s recent research revealing that only 36% of today’s UK youth identify as ‘exclusively straight’ (Gay Times, 2021) and what this means in terms of producing meaningful content.

The Eco Message: ‘Can Marketers Save the Planet?’ – this is the question to be discussed by a group of leading eco-focused brand thinkers, including Georgie Preston, head of marketing at UK food waste-reduction app TooGoodToGo, Will Skeaping, strategist for global activism group Extinction Rebellion, and Alex Weller, European marketing director at Patagonia.

Gen Z in the Room: Going straight to the heart of the demographic in question, there will also be an ‘Ask Us Anything’ panel of young people on hand – including Oyin Adebayo, founder of socio-creative organisation Níyó Enterprise, Esther Akpovi, UK delegate for international forum G(irls)20, and writer Rosaleen Tite Ahern – to discuss topics including individuality, where Gen Z source their news, and the brands they feel have approached diversity effectively.

Our full coverage of the event publishes on March 8.

For more on Gen Z behaviours in the brand space, see also Youth Marketing Strategy, USA: 2020, Supporting Gen Z, Youth Marketing Strategy Online, 2020: Decoding Gen Z and our Spotlight series Dynamic Youth: Gen Z.