Insights into Gen Z Future by Chris Chen, China CCO at Cannes

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What will the future look like? Chris Chen , China Chief Creative Officer, dentsu, shared his view on the industry 18 months from now at Cannes Lions 2024 . Considering the context of Gen Z, “Since the pandemic, they demand sharper strategies, more authenticity, greater purpose, and active engagement from brands in their interests, like gaming.” To a packed crowd at the Forum, Chris encouraged brands to consider this important demographic due to it's role in shaping global cultural and consumer trends that we, as creatives, must tap into. From finding comfort in the past and in ‘ordinary’ moments, to appealing to niche interests, connecting with digital ecosystems — such as WeChat — and embracing technology and purpose. Never has it been a more important time to create a Gen Z specific strategy to provide a window into the future of consumer behaviour and creative experiences. Chris was joined by two other speakers for a panel discussion on the future. Tyler Bahl , SVP and ………………………………