It seems like the world of retail is changing faster than ever before. Consumer habits are shifting, business models are evolving and Gen Z is quickly becoming the most influential demographic of shoppers. Keeping up is key to success.
Advertising Week, a global network of conferences, aims to educate and inspire professionals in the advertising, marketing, entertainment, PR and retail spaces on these very changes. The four-day New York branch of the event has multiple tracks, and PSFK researchers have highlighted the key panels and speakers we think are most interesting for our audience. Read our curated schedule to get the most out of this NY Advertising Week:
Reinventing Retail – How to Think Like DTC Startups
Mon., 9/23 at 12:45 p.m.
“In today's retail environment, it may seem that only the digitally strong will survive, but online upstarts are proving physical retail is still part of a well-rounded customer experience. As they step into channels like brick and mortar and wholesale, these brands aim to deliver a holistic customer experience to their already digitally-connected following. In an ever-evolving landscape, DTC brands are reinventing the consumer journey, experimenting with customer service and retail concepts, both physically and digitally.”
Instagram, Stories and the Cultural Conversation
Tue., 9/24 at 9:30 a.m.
“People don’t just experience culture, they participate in it. What music you listen to, where you eat, where you travel, what brands you like – all of this is influenced by the world around us. In many ways, Instagram is how we experience culture and the world today. It’s where we observe, share, and tell our stories. Brands have always been a part of the cultural conversation, but it’s now especially true on Instagram, where Stories are changing the way we inspire and connect our audiences.”
Power of Audio Summit
Tue., 9/24 at 10:15 a.m.
“In this era of tech disruption and changing consumer behavior, audio has evolved from a medium for sharing culture to one that’s shaping it. The Power of Audio Summit explores how audio is changing the way we communicate, consume content and navigate daily life, as well as the new creative possibilities these changes are ushering in for advertisers.”
Youth Culture: Influencing a Movement
Wed., 9/25 at 9:45 a.m.
“Gen Z, the first generation to grow up fully immersed in technology, is quickly becoming primed to take on the world. According to new research, more than half of Gen Z consumers say that their media experience is how they define community. Join us as we debate what really matters to today’s youth culture, and see why it’s more important than ever to build authentic relationships with this skeptical, but powerful generation.”
The Future of Retail
Wed., 9/25 at 11:30 a.m.
“With messaging being the native-behavior of a mobile-first world it makes sense that more and more of the retail experience is entering the conversational space. As such, a number of pioneering brands have taken the first steps in creating conversational commerce experiences that users love. Conversational commerce creates a deeper connection with the consumer and the brand – something that shoppers are constantly seeking. Join us to discover how large organizations and startups can work together to use text to unlock new opportunities.”
Gen Z Has Arrived: Marketing to the World's Most Influential Consumers
Wed., 9/25 at 11:45 a.m.
“Generation Z. We've all heard of their growing influence, but are brands adjusting and evolving to truly capture their attention? With so much buying power in the marketplace ($44 billion to be exact), brands must get creative in how they market to them. Hear from a panel of clients and their experiential partner, We're Magnetic, on how top brands execute experience-first marketing strategies to cater to the biggest and most diverse generation of consumers to date, and how other brands can benefit from the same approach.”
Breaking Down DTC
Wed., 9/25 at 12:00 p.m.
“A panel of experts discuss how & why DTC brands are owning digital while also bringing back traditional methods like TV + Outdoor.”
Disney + Pinterest: Bringing The Magic Back To Commerce
Wed., 9/25 at 1:00 p.m.
“Inspiration is at the heart of Disney and Pinterest. It’s also at the heart of the most effective ads in history. In this session, Pinterest and Disney Parks, Experiences & Products share how they’re helping customers get inspired—and how dreams are driving purchase decisions. Join us and find out what happens when the happiest place on earth meets the most positive corner of the internet.”
How Do You Stand Out From the Crowd?
Thu., 9/26 at 9:15 a.m.
“Fragmentation of the media landscape has created a rift in consumers' consumption habits—where consumers' attention is no longer owed but in fact must be earned. In today's attention economy it takes nothing short of thumb-stopping creative to break through the clutter. Join Kargo Founder & CEO Harry Kargman for back-to-back sessions featuring a star-studded line-up of industry-leading marketers as they discuss how they leverage the power of design in unique ways in order to successfully stand out from the crowd.”
Meet the Sober Curious: Bursting the alcohol industry bubble
Thu., 9/26 at 2:00 p.m.
“Gen Z and Millennials are drinking less than ever – enter the Sober Curious movement. Behind this buzz phrase is a rapidly changing consumer landscape that’s disrupting the alcohol and beverage industries. The market for low to zero-alcohol beverages is expected to grow by 32% by 2022 and brands have taken note. This panel will lift the veil on this elusive, exploding audience, explore how brands are adapting their marketing strategy and offerings and provide insights on how to authentically engage with these consumers.”
Lead image: Antenna/Unsplash