Gen Z (1997–2012) is a huge spending force, set to dominate consumer markets by 2030. They care about values like equity and sustainability, so brands need to walk the talk or get left behind. Forget flashy ads—Gen Z wants authenticity, simple messaging, and fun, engaging content, especially videos on TikTok and YouTube. Influencers and interactive campaigns (like polls or contests) are key to winning them over. Brands like Patagonia and Glossier shine by staying real and relatable.

Erica Dhawan's four principles of connectional intelligence can unlock new and unrealized value by maximizing the power of networks and relationships.

What is Intellectual Property? It can be blogs, logos, slogans, photographs, videos, theme songs, websites, you name it – if a creative was behind creating it, then it’s “IP.”