Winning in Youth Culture When You’re Not a Young Brand

Date: 22 May 2024

Young audiences seem to speak a different language, play by different rules, engage in different ways. Building relevance with them, whilst not alienating the core customer, is one of the key challenges of mainstream brands to future proof their business. For twenty years, 72andSunny has been helping established brands become relevant with young consumers—and set them up for sustained business growth. This talk from Bryan Smith, global Chief Strategy Officer for 72andSunny, reveals the secrets of connecting with a youth audience, including case studies from the likes of the NFL, Google (and yes, at 26, Google is now older than its new growth audience), and adidas, with tangible takeaways for your brand.