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.

In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

Byegender

Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Radical Transparency 

In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

Border Reorder

Sam Millen-Cramer is an independent strategist and founder of Millo Studio. He specialises in research, strategy, and go-to-market in the outdoors, sports, and hospitality sectors.

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.

Gen Z (born 1997-2010)

United States

Sports

Live broadcasts and events

TV, film, and social media video

LA Times

Interview with Sam Millen-Cramer conducted by the author

Forbes

Marketing Brew

Mintel

Interview with Lydia Birgani-Nia conducted by the author

Golf Monthly

Bloomberg

Time

Sprout Social

The Daily Mail

Brand Innovators

Caitlin Clark's meteoric rise in women's basketball is reshaping sports stardom. Her authentic approach and cross-industry appeal are challenging traditional narratives around fandom – influencing brand partnerships, and reflecting shifting audience values, particularly among young Americans.