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Presentation: Advertising in Emerging Culture: Forget What You Think You Know
Advertising in Emerging Culture: Forget What You Think You Know
Sunil Yadav
Director of Agency Development
APAC, Twitch
We are at a tipping point in marketing, one driven by Gen Z and the influence they have over culture. This generation is moving away from the individualised social amplification of social media to a more community-centric, connected, decentralised experience found originally in gaming environments.
Communication evolves with every generation, and as the largest generation to date steps into their role as trendsetters leading social and cultural change, with more economic power than ever before, brands need to understand their influence or risk being left behind.
In this session we introduce a new Generation – Generation Twitch, an audience spanning Millennials, Gen Z and Gen Alpha, who are all under the influence of the emerging social codes. We reveal what matters to these meme masters, their values and social behaviours, how they communicate and their expectations of brands.
Key Takeaways:
Lead, don’t follow – recognise that communication with the new generation of audience requires personalised approached and an understanding of changing cultural values
Thrive in 5 – Brands that put themselves at the head of these 5 emerging values will be able to lead not follow
Generation Twitch – A new generation of audience awards your brand engagement
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