From Dystopia to Utopia: How to Engage Generation K(atniss)

Monday, 18 April at 3:00 PM

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In this session...

Aged 14-21, with a distinct mindset that sets them starkly apart from first-era Millennials, Generation K (for Katniss) is the greatest challenge – and the greatest opportunity – your brand faces. To engage this generation and future-proof your business, it is essential to understand what they value, what they believe, how they behave, and just how unique they are. Meet Generation K. Learn how they’ll impact your brand, and how to capture their imagination, and their annual €150bn – and growing – EMEA purchasing power.

Presented with


Noreena Hertz Academic, Economist & Author
Kate Burns BuzzFeed General Manager, Europe BuzzFeed
Adam Mack Chief Strategy Officer, EMEA Weber Shandwick
Heather Mitchell Head of Global Brand PR & Social Media Unilever Hair Care

Part of
Agency Track