In my latest article for The Drum, I dive into an intriguing subset of Gen Z - the 'Beta Pioneers.' Merging diverse cultural aspects, I explore how we're pioneering new cultural territories and reshaping our approach to creativity, innovation, and problem-solving. 🎭🔀

As a brand, I believe it's crucial to foster exploration and creativity, embrace surprise, and adapt to this new mindset to connect with this influential group. Aligning with our exploratory ethos could be key to nurturing meaningful relationships and fostering a more innovative future. 🌟🚀

Dive into the full article for a deeper understanding ➡️ https://lnkd.in/eK34GJY7

I'm thrilled to announce that we're currently hosting another riveting episode of Back2Skool. Our guest today is none other than Will Higham, and I'm excited to have this renowned futurist, strategist, speaker, and the CEO of Next Big Thing here with me.

I've made a name for myself by accurately forecasting future industry trends and empowering businesses to remain competitive in their respective sectors.

In this live episode, our conversation will revolve around:

💡The necessity for brands to adapt in order to maintain relevance in the face of today's rapidly changing landscape

🔮 Key trends that are set to bring about significant transformations in our world in the next five years

🏗️ My views on the ongoing transition away from traditional power verticals and the resulting implications for businesses and society

If you're interested in understanding Gen Z's behaviors, trends, and insights, this is an episode you don't want to miss. Gain an edge in this increasingly dynamic marketplace by tuning in now to hear from one of the most insightful minds in future prediction! 🚀

I had a dope experience participating in an insightful 'Agency Leaders Debate' hosted by The Drum, where I was joined by Anthony Riley, Wendy Dixon, and Tina Judic. Together, we delved into the pros and cons of agency collaboration versus independence, exploring the complexities of our contemporary marketing ecosystem.

Does the future of marketing lie in harmonious collaboration, fierce independence, or a unique blend of both? This is an evolving conversation that doesn't offer a one-size-fits-all solution. However, one thing remains crystal clear - when specialists unite, innovation is birthed.

Check out the debate here 👉 https://lnkd.in/ez-aKBwr

Excitement levels are through the roof as we go live with an engaging episode of ʙᴀᴄᴋ2ꜱᴋᴏᴏʟ, featuring the cultural savant Oyin Akiniyi!
As an unwavering champion of 'the culture', Oyin brings unparalleled insights to help brands navigate through this ever-evolving landscape.

On the agenda for today's live broadcast, we explore:

3️⃣ The three fundamental elements for shaping a potent cultural strategy
👥 Harmonizing team culture and brand culture, underlining the benefits of including diverse cultural and demographic voices in marketing teams
👟 Oyin's intriguing career path, filled with collaborations with renowned brands like Nike and Boiler Room

Get ready for inspiration overload! Tune in now 🤓

As anticipated, the renowned and legendary Vice Media group has officially filed for bankruptcy, signaling a significant shift. Yet, amidst this development, a glimmer of hope emerges as the company is poised to be acquired by its lenders for $225 million. This strategic move aims to revitalize Vice Media, fostering its emergence as a financially robust and resilient entity within a mere few months.

https://www.bbc.com/news/business-65462957

Don't miss my latest piece in The Drum where I personally delve into the ways GenZ is shaking up the Eurocentric landscape of pop culture. They're turning to their cultural roots and niche interests to carve out their identities. This shift is helping shape a more inclusive society, dismantle barriers, and amplify underrepresented voices.

GenZ is beautifully crafting a blend of cultural influences, straddling the line between local and global, tradition and modernity, in a way that fosters understanding and empathy.

Brands, it's time to not just recognize but uplift these diverse cultural expressions. This is no fleeting trend; it's Gen-Z at the forefront, redefining cultural norms and values.

https://www.thedrum.com/opinion/2023/05/10/the-rise-cultural-currency-new-era-gen-z-and-beyond?

Telfar Live represents an innovative blend of economic, social, and cultural elements, encapsulating the brand's ethos of inclusivity - "not for you, but for everyone." With each product drop on Telfar LIVE, items are initially presented at their wholesale price. This price escalates every second until an item is sold out, at which point, it retains its retail price. This unique approach fosters increased accessibility.

Telfar's dynamic business model merges just-in-time production with episodic live entertainment, offering a level of public accessibility parallel to its celebrated Bag Security Program. TELFAR's mission is to craft iconic designs at prices that vastly undercut those of its competitors, a pioneering shift in the dynamic between availability and aspirational value.

TELFAR's approach to entertainment serves as the most extensive product distribution channel conceivable, negating the necessity for physical stores. TELFAR is implementing the reverse pyramid growth model, creating economic value by fostering access to desirable products, taste, knowledge, and community.

As TELFAR articulates, "We aspire for our work to echo a world - because we're in need of a world that echoes us."

ʙᴀᴄᴋ2ꜱᴋᴏᴏʟ: The podcast decoding youth + culture EP.2 is now live, featuring the esteemed King ADZ – the streetwear veteran, published author, documentary maker, and cultural connoisseur.

In this episode, King ADZ and I delve into the origins of street culture and …

🎨 His strategies for unlocking and harnessing creativity more effectively.
✍ How writing serves as the wellspring of creativity: the purest source!
🤝🏻 The essential focus on value exchange for brands when engaging with culture.
🧢 Why streetwear stands as the foremost global expression of youth culture.

We're partnering with our clients to devise innovative Web2.5 connection strategies, with a focus on community building. We understand that today's youth gravitate towards more sophisticated and tailored cultural niches and identities.

Gen-Z is keen to connect with individuals who share their interests within exclusive communities. Web3 provides a platform for these communities to unite in unique, unprecedented ways.

As these communities reinforce their boundaries, it could pose challenges for brands striving to establish significant connections in this evolving space. That's precisely why we're proposing on-chain community solutions to ensure your brand is ready for the future.

Access our report here: https://we.tl/t-CWiyFbBLIm

We're here to help. Reach out to us!

My new podcast show, ʙᴀᴄᴋ2ꜱᴋᴏᴏʟ, is now live & direct.

Tune into EP01 where I have a riveting conversation with Brixton-born marketing legend Nadia Kokni ????.

In this episode, Nadia divulges how she, a south London gal, ascended to the position of CMO!

We delve into topics like:

???? How JD Sports has metamorphosed into a £9bn European business

???? The significance of an accurate customer understanding

???? The pivotal role of the JD sportswear core consumer in the youth ecosystem

Enjoy! ????