Winning Gen Z: How Cross-cultural Strategy Drives Business Growth (Virtual Only)

This event is over.

Gen Z is redefining consumer behavior with its cross-cultural mindset, digital fluency, and demand for representation. Brands that have leaned into this generation’s values—while pairing them with strong product, media, and cultural strategies—are seeing measurable gains in relevance, loyalty, and revenue. This session will explore how companies are successfully marketing to Gen Z by integrating cultural insight with bottom-line impact. Discover what it takes to build growth with a generation that is as diverse as it is decisive.

Agenda

TIME	EVENT DETAILS	LOCATION
Thursday, September 18, 2025
11:00am - 11:10am	OPENING REMARKS Elliot Lum EVP, Community and Growth ANA
11:10am - 11:40am	P&G’S HBCYOU: TURNING CULTURAL RELEVANCE INTO BRAND GROWTH P&G’s HBCYOU program is a purpose-driven platform that authentically engages the Historically Black Colleges and Universities (HBCU) community through tailored brand experiences, student support, and cultural celebration. By integrating experiential marketing, influencer partnerships, and retail activation, the initiative builds lasting brand affinity and expands consumer reach for P&G products. This holistic approach not only deepened community trust, but it drove meaningful business growth and positions P&G brands as true partners in student success. Eric Austin Vice President, Global Marketing & Media Innovation Procter & Gamble
11:40am - 12:10pm	POOL BOSS: HOW SNICKERS ICE CREAM IS REWRITING THE RULES OF TREAT CULTURE SNICKERS is a household name for hunger—but what happens when the brand steps into the world of emotional satisfaction? This presentation dives into how SNICKERS Ice Cream is redefining itself as the ultimate chill-out treat for stressed-out Genzennials juggling work, family, and the need for a moment of peace. The brand communicated to the multicultural audience in a relevant moment through the Snickers humor we’ve all become familiar with to deliver the ultimate sensorial satisfaction. Join us as we explore how cultural insight, humor, and empathy helped drive business growth for a legacy brand that continues to keep pace, and outpace, cultural trends. Cleyana Mayweather Brand Manager Mars Wrigley Chris Bendeck Senior Manager, Brands and Content – Bars Mars Wrigley Serge Flores Chief Creative Officer THIRD EAR View Event Recap
12:10pm - 12:40pm	FACE THE DIFFERENCE: BUILDING BELONGING FOR AANHPI WOMEN IN BEAUTY How do you move beyond visibility to true inclusion? This groundbreaking campaign featuring 40 Gen Z AANHPI trailblazers redefined what beauty marketing can look like when rooted in cultural nuance and community collaboration. Anchored by Maybelline’s Fit Me Foundation and launched during APAHM, it became the largest AANHPI beauty campaign in history, shattering monolithic stereotypes through stories that matched skin tones to lived experiences. Learn how a single shoot turned into a 360 movement that elevated representation, shifted industry standards, and sparked a lasting cultural conversation. Alex Wang Brand Marketing Director Face – Maybelline New York View Presentation
12:40pm - 1:10pm	DORM-BUELA: A CULTURAL COMING OF AGE STORY POWERED BY ABUELA AND COMFORT FOOD What happens when the nostalgia of Abuela’s kitchen meets the emotional transition of leaving home for the first time? Kraft Mac and Cheese’s (KMC) Dorm-Buela was a cultural affirmation and influencer-led campaign that reaffirmed KMC's role as both a comfort food and a love language. With a powerful nod to Latine Gen Z identity, independence, and emotional resilience, Dorm-Buela tapped into the heart of Latine collegiate culture by spotlighting the quiet strength and loud love of the modern Abuela and Latine collegiate. Through storytelling and a campus experience during Florida International University's Family Weekend, Dorm-Buela—brought to life by the beloved Ana Regalado (@salty_cocina)—turned homesickness into cultural pride, and a familiar bowl of mac & cheese into a symbol of belonging. Danielle Spikener Head of Inclusive Marketing Kraft Heinz Foods Company Sh’Ron Ortiz Director of Cultural Strategy Cashmere Agency View Presentation
1:10pm - 1:15pm	CLOSING REMARKS Bernice Veloz Senior Director, Multicultural & Inclusive Marketing ANA

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.