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 : In this keynote, Kristian will explore how brands can evolve their marketing strategies to capture the attention of Gen Z, without alienating Gen X or Millennials. With younger consumers shaping digital trends; and older generations still holding significant spending power, F&B businesses face a complex challenge: how do you stay relevant to all three?

Kristian will break down what truly resonates with each generation, and share how brands can craft a content strategy that’s inclusive, effective, and ready for the future.

Backed by years of experience leading social media strategies and campaigns for brands like LG, Nike and Fairprice Group, Kristian brings a sharp, cross-generational lens to content strategy; and a few home truths the industry needs to hear.

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?