Insights into Gen Z Future by Chris Chen, China CCO at Cannes- 大数跨境

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

电通创意

2024-06-20

导读：Chris Chen, Chief Creative Officer, China, shared his view on the industry 18 months from now at Can

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 Head of Global Marketing Activision stressed the opportunity provided by gaming – with 100 million people playing Call of Duty monthly alone and 3.4 billion regular gamers playing across the world.

He encouraged the packed audience to expand what they think about gaming today – leveraging the medium to connect with new communities and culture. Echoing Chris’ presentation, Tyler called attention to “blending elements of nostalgia” to engage new generations of gamers.

Jill Lyons, who leads creative operations at Maximum Effort, Ryan Reynolds’ creative engine, shared an insight into her perspective on creating viral ads through prioritising on “connecting with humanity,” and placing emphasis on human truth to drive the creative idea.

She reflected on a more philosophical point: “The space to now and next – at Maximum Effort, we chase of the moment culture – then all you have to do is pivot.”