Getting to grips with Generation K(atniss) at AWEurope

Monday 21 March, 2016
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Advertising Week Europe 2016 gets underway on April 18, and once again Weber Shandwick will be hosting a panel focused on a key industry trend.

Our session, entitled “From dystopia to utopia: how to engage Generation K(atniss)” will be moderated by Adam Mack, Chief Strategy Officer, Weber Shandwick EMEA, with three inspiring guests: Noreena Hertz, bestselling author, economist and Weber Shandwick Strategic Partner; and Kate Burns, BuzzFeed General Manager, Europe.

The 14-21-year-olds in Generation K (for Katniss) have a distinct mindset that sets them starkly apart from first-era Millennials; it makes them the greatest challenge – and the greatest opportunity – that brands face today. To engage this generation and future-proof business, it is essential to understand what they value, what they believe, how they behave, and just how unique they are. The discussion will throw light on how these young people will impact brands, and how to capture their imagination, and their annual €150bn – and growing – EMEA purchasing power.

Session Details

Time: 3pm

Date: Monday 18 April

Venue: IPA stage

Check out details of this year’s dynamic, one-week programme.