Eve Upton-Clark is a freelance features writer and copywriter from London, based in Amsterdam, covering culture and society. Her work has been published globally in publications including Business Insider, i-D, Vice, Dazed, Refinery 29 and more.

The conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

Beta Lives

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

Mayah Riaz is a celebrity manager and publicist known as PR-to-the-Stars. She represents household names from the world of business, TV, and showbiz. With over 17 years of experience in the entertainment industry, Riaz has established herself as one of the most sought-after professionals in the field.

Gen X (born 1967-1981)

Germany

Media and Entertainment

TV, film, and social media video

W Magazine

The New York Times

Boston Globe

Interview with Mayah Riaz conducted by the author

PsyPost

Netflix

Deadline

The Hollywood Reporter

SDSU

Hollywood Reporter

Paramount Insights

Variety

Gitnux

Sandra Hüller has become a household name for her emotionally resonant performances in non-English films 

. Her journey from German stage actress to Oscar-nominee signifies the spotlighting of global talent and older women in media and fashion.