Programme

Did you know that the generation most like Gen Z is the ‘boomer’ generation? Gen Z’s behaviour as consumers, expectations of brands, and discerning nature is mirrored almost exactly by those 55+. Where Gen Z is our greatest societal influence, the Longevity generation is our greatest economic influence. Together, they form two bookends, that when leveraged and engaged appropriately have the power to drive lasting impact for both brands and society.

In partnership with the National Innovation Centre for Ageing (NICA), this session will unpack the key findings and parallels from the agency’s successful Gen Z Lab and their new Longevity Lab focussed on engaging the 55+. Enlisting unique data and insights, and bringing key voices, experts, and leaders to the fore, we’ll provide tangible ways brands can reach and win over marketing’s most influential audiences.

With 49% of the global population headed to the polls, 2024 emerges as an extraordinary election year, with both the European Union and the UK slated to hold elections, in addition to the US. New global scenarios will unfold, setting the stage for a new dynamic in EU/UK/US relations and cooperation across various spheres, from trade and security to the Green Deal and wider energy issues. The panel will address the challenges and opportunities inherent in this context, offering insight on navigating the unknown unknowns and survive this election year.

There is little doubt that AI is having a huge impact on communications. In this session Chad Latz, Chief Innovation Officer for BCW and Allison Spray, Global Head of Intel & Tech Innovation at Hill & Knowlton, will be joined by Rianne Poot, Global Vaccines Director at Pfizer as they discuss the impact that they are seeing. In a discussion framed by 3 lenses; transformation, technology and responsibility, they will share their insights. Reviewing how AI is transforming the current comms landscape and the new technological products finding their way into communications, they will also discuss the responsibility this brings and how ensuring the integrity of the information environment is paramount.