Gen Z continues to be the early adopters of niche services and platforms. As the biggest consumers of products, it’s critical for brands to engage with the accelerating pace of trends and what’s new with Gen Z. Traditional branding tactics won’t cut it anymore, and brands must reinvigorate how they apply both human understanding and machine learning to effectively engage Gen Z.

In this session, Sparks & Honey will explore how brands can leverage better data and cultural intelligence to more deeply understand Gen Z’s digital language, from the underlying cultural and psychological forces shaping their digital beliefs and behaviors to the AI and data brands need to capture the platforms, communities, and content that matter most to Gen Z. These topics and more will be discussed with an eye toward the future landscape of social media—and how Gen Alpha might change the game again.