Brand Power: How Cross-Cultural Insight Fuels Millennial Engagement and Business Growth (Virtual Only)

This event is over.

Millennials have transformed the marketplace with their values-driven approach, prioritizing authenticity, inclusion, and purpose in the brands they support. As a digitally native and socially conscious generation, they reward companies that reflect their worldviews and build genuine, long-term connections.

This session will explore how brands are driving growth by integrating cross-cultural insight into inclusive marketing strategies, purposeful storytelling, and smart media execution. Learn how to deepen relevance, strengthen loyalty, and create lasting impact with a generation that blends idealism with buying power.

Agenda

TIME	EVENT DETAILS	LOCATION
Tuesday, December 2, 2025
11:00am - 11:10am	OPENING REMARKS Elliot Lum EVP, Community and Growth ANA
11:10am - 11:40am	BEYOND THE BASE: CROSS-CULTURAL MARKETING THAT CONNECTS AT CBB BANK CBB Bank’s journey from serving a niche Korean American business community to engaging a broader, multicultural audience offers a compelling blueprint for modern B2B growth. This case study, CBB&ME, explores how the bank expanded its reach by tapping into shared values across cultural segments—without relying on language-specific infrastructure. Through a Millennial lens and beyond, this session will highlight how personalized service, digital fluency, and community-rooted storytelling can drive authentic connections. Learn how reframing the customer experience—not just the product—can unlock new markets and build lasting trust. Sandra Lee Chief Strategist ES Advertising Ted Chung SVP/Digital Banking Manager CBB Bank View Presentation
11:40am - 12:20pm	JAMES BALDWIN 100: BUILDING A MODERN CULTURAL MOVEMENT AROUND A LITERARY ICON Blending literature, culture, and digital innovation, Baldwin 100 reintroduced James Baldwin to a new generation. Through social storytelling, influencer collaborations, and cultural partnerships, the campaign turned his centennial into a dynamic, year-long celebration that reignited conversation around his work and its timeless relevance. Christine Hung Executive Director of Marketing, Vintage Books Penguin Random House Sierra Figueroa Senior Marketing Manager, Vintage Books Penguin Random House View Presentation
12:20pm - 12:50pm	UNBRAIDING THE TRUTH: MILLENNIAL VOICES ON SAFETY AND TRANSPARENCY IN BEAUTY Millennial Black women are at the center of both innovation and inequity in the beauty space—but synthetic braiding hair, used by women of all ages, remains largely unregulated and under-examined. Consumer Reports tested leading synthetic braiding hair products and uncovered troubling safety gaps that disproportionately affect Black women. This session explores how CR’s research and integrated marketing campaign combined storytelling, influencer partnerships, and community engagement to empower Millennial audiences and advocates to demand safer, more transparent beauty products. Ginger Cowles Managing Editor, Home & Trends Consumer Reports View Presentation
12:50pm - 1:20pm	HOW SHOPIFY MILESTONES INSPIRES COURAGE, CONNECTION, AND ENTREPRENEURIAL GROWTH Millennials—and entrepreneurs of all ages—are redefining what it means to build something meaningful. Yet in uncertain times, taking the leap can feel daunting. Shopify Milestones was created to reignite that entrepreneurial spirit, recognizing the courage it takes to grow and showing that no one has to do it alone. This inclusive program also celebrates success across age, gender identity, race, and ethnicity, proving that entrepreneurship is for everyone. Join us to explore how Shopify Milestones has evolved from a campaign into a global movement, inspiring a new generation to start, grow, and share their stories. Chris Schmicker Director, Shop Marketing Shopify Mark Kryshtalskyj Brand & Audience Expansion Programs Lead Shopify
1:20pm - 1:50pm	WE SEE YOU: CONNECTING MILLENNIAL LATINE FANS AND BEYOND THROUGH BASEBALL MLB’s El Béisbol Es Otra Cosa reimagined baseball for Millennial Latine fans, highlighting culture, community, and player stories. Discover key lessons on driving engagement, loyalty, and authentic inclusion beyond heritage months. Daniel Gonzalez Creative Director Remezcla
1:50pm - 2:00pm	Closing Remarks Karim Amadeo 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.