Lara Piras is a copywriter, researcher, and brand strategist. Lara's expertise lies in creative copywriting, editing, trend and insight analysis and strategy, working with renowned global forecasting companies and brands including Nike, ASOS, adidas, IKEA and Peroni. Lara also writes features on wellness, diversity and inclusion, youth culture and future innovations for titles such as Vogue, Refinery29, and Included Magazine.

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Collective Equity

Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

Assertive Audiences

Lydia Birgani-Nia is a London-based Welsh/Iranian consultant with a diverse background in sports culture, Web3, and digital innovation.

As a football player for Baesianz FC, Lydia combines her deep understanding of sports trends with cutting-edge knowledge of digital spaces to drive impactful partnerships and innovative strategies. Lydia is passionate about helping clients navigate the evolving landscape of the digital and sports industries, offering expertise in trend forecasting, partnership development, and Web3 integration.

Lydia is available for consultancy, advisory, commentating and public speaking opportunities.

Ramaa Mosley is the co-founder and chief creative officer of the youth-first content marketing agency 

Hope Dotson Farley is the co-founder and chief creative officer of the youth-first content marketing agency 

Gen Z (born 1997-2010)

United States

Citizenship

Sports

Travel and Leisure

Media and Entertainment

Music, radio, and podcasts

Brittanica

Forbes

Interview with Lydia Birgani-Nia conducted by the author

WSJ. Magazine

Statista

YouGov

Interview with Ramaa Mosley conducted by the author

Deloitte

Matter

Interview with Hope Dotson Farley conducted by the author

Vox Media

Amazon Ads

Natural basketball skills, self-belief, avid Gen Z fans, and a ton of brand deals have propelled Angel Reese into cult celebrity status. At a time when the WNBA is thriving, the Chicago Sky rookie surpasses the top of her game while using her fame and personal life to inspire and empower fans.