X, Y, Z: Brands all around the world are changing their marketing strategies to capture a new generation of Gen Z consumers. How can F&B businesses shift gears to cater to this rising segment, and is there a way to create an inclusive strategy that speaks across generations?

X, Y, Z : Brands all around the world are changing their marketing strategies to capture a new generation of Gen Z consumers. Media consumption patterns and preferences are shifting, and social media and other online marketing channels continue to flood the digital space, sending hospitality and F&B operators into perpetual marketing dilemma.

This keynote session features Kristian Olsen, the founder of Atypical, an award-winning social media content marketing agency with clients such as LG, World Wrestling Entertainment and Jeep. With social media and content marketing at the forefront of brand strategies for global marketers, Kristian's expert insights will bring a spotlight to the following:

1. What defines gen X, Y and Z, what do we know about their media consumption behaviour and patterns?

2. What should be the top considerations in terms of social media marketing for these segments, and are there inclusive strategies that speak across generations?

3. What is content marketing, how is it different and why is it important?

4. How can businesses best leverage content marketing to resonate with their target audience, and what are some of the most common missed opportunities?