Massive fandoms are mobilizing faster than ever, fueled by the shift from web2 (going viral) to web3 (going tribal). These legions of like-minded enthusiasts are self-organizing around passion points while amassing significant commercial and cultural power that future-focused brands can leverage to deepen relationships and grow revenue.

Digital experiences are getting deeper. They are evolving from the flat feeds of social media where engagement rates have fallen under 1%, to increasingly immersive environments.

In this episode of Fashion Tech Forum: In the Studio, Karen Harvey speaks with Gen Z and digital expert Quynh Mai on understanding the mindset of this next generation as well as the future of consumerism and community overall.

Through a bit of marketing ju-jitsu, forward-thinking brands are focusing less on proving why they are a good fit for Gen Z, by having Gen Z prove why they are a good fit for the brand.

Instagram’s announcement will actually make it more similar to competitors like TikTok and the implications for brands require a video-first strategy.

Young consumers want a private place where they can be themselves, hang out with friends, and go deep on what they love – away from the algorithm.

NFT’s are a polarizing topic these days. While some see them as the holy grail of digital, others have written them off as modern day Beanie Babies whose fifteen minutes are up.

Now that the NFT bubble has burst, practical use cases beyond $600k cartoon cat GIFs are becoming clear.

From entry-level luxury, to live shopping beauty communities and being bougie in the metaverse, young consumers are shaping the future of shopping.

Today, the Gen Z consumer is shopping more online, trusting brands less and taking control of their future with side hustles that include becoming creators for brands whose values align with theirs.

Quynh Mai, the founder and CEO of MI&C chats with Damian Bradfield on his podcast for WeTransfer about mistakes brands have made in digital marketing, the mercurial Kanye West, and why advertising no longer works.

As the newest frontier in social media, live-audio platforms represent a sensorial medium for brands to engage and grow their audiences.