From pop culture to subculture, brands are forming bonds with youth by aligning with and supporting the causes and communities of interest that are important to their audience. The quest to form meaningful connections with youth in this age of cultural movements entails a more nimble approach and more customized programs. Successful brands in this space have become savvy publishers, connecting with influencers and developing transmedia strategies that allow them to not only reach youth on myriad platforms, but best harness the social potential.

The fifteenth annual edition of Understanding Youth will showcase the brands that have mastered the ability to both lead and follow the cultural cues of their audience. You’ll hear about the latest research on what is shaping the behaviour of today’s teens and tweens, as well as the new programs and protocols from brands that have joined the movement generation. Discover the value of culture power at Understanding Youth.