Lara Piras is a copywriter, researcher, and brand strategist. Considered a youth culture expert, her vast industry knowledge comes from working with some of the industry’s best, including MTV, WGSN, 

People are constructing meaningful collectives 

World Builders

Gregg Witt is a senior marketing strategist, youth, and creator specialist, best-selling author of 

 (2018) and youth brand builder with over 25 years of experience. He helps co-create relevant brands, products, campaigns, and experiences that impact change, drive business growth, and resonate with young people and niche audiences.

Rayyan Ahmed is the CEO of Rayze Consulting, a Gen Z consulting company that helps brands better understand, engage, and market to Gen Z. Rayze has helped many companies, including some Fortune 500s, better incorporate Gen Z into their business.

Gen Z (born 1997-2010)

United Kingdom

United States

Home and Relationships

Business Insider

Interview with Gregg Witt conducted by the author

Snapchat

Deloitte

The Cigna Group

Interview with Rayyan Ahmed conducted by the author

Bumble

Sapien Labs

Morning Consult

Pew Research Center

The Atlantic

New Statesman

Yahoo

Entrepreneur

Pubmed

HypeBeast

Gen Zers’ friendships really took a hit during the pandemic, resulting in periods of isolation that have filtered through to the post-pandemic era. Brands have an opportunity to help them navigate connections in new ways through strategies that feel natural and authentic.

Cultivate

Connection and Belonging

Friendship is getting a post-pandemic revamp among Gen Z