We know Gen Z craves experiences, but how do you create an authentic, unique and inclusive one? From pop ups and festivals to college activations and immersive experiences, we hear the creative strategies that are winning and what you need to know from idea to execution.

Amidst the turmoil of recent years, Gen Z has come of age, bringing radically different expectations to a wide range of consumer categories. This keynote draws upon brand-new research – powered by AI chatbots, category unboxing and deep sensory exploration – and shows what strategies companies can adopt to cut through the clutter and connect with this audience, increasing Gen Z’s perception of value.

Adobe makes world-class tools to help creative professionals bring their ideas to life. Which is great, except when you’re trying to grow with students who have access to cheaper (free!) and easier options. Director of Strategy at Pereira O’Dell and former Head of Gen Z Marketing at Adobe share the strategy behind award-winning campaigns that unlocked a new way for Adobe to connect with their audience of Gen Z students.

Join our retail focused breakout track to find out the retail trends fuelling the industry for Gen Z consumers and discover 
the creative strategies driving the experiential boom.