How effectively brands connect with the intergenerational values of safety, education and creativity depends on a few factors. Experts say “authenticity” is a big one, and it comes down to this: “Marketing to this new generation depends intrinsically on a strategy of belief. This means that to appeal to them, you have to not only showcase your brand’s values but also embody them. Pandering, for lack of a better term, will get you nowhere.”

In today’s fast-paced world, brands are in a constant race to remain relevant. But true relevance doesn’t come from chasing every fleeting trend, it comes from understanding and engaging with the cultural undercurrents that shape how people interact and view the world. At its core, culture is the spirit of the times - the shared behaviours, beliefs, and expressions of a society. For brands, this is both an opportunity and a challenge.