Check out my latest article for the The Drum. In this article I explore how GenZ is challenging the Eurocentric landscape of pop culture, embracing their cultural roots, and shaping their identities through niche interests. This shift is fostering a more inclusive society, breaking barriers, and empowering underrepresented voices.
Exploring the balance between local and global, modernity and tradition, they're creating a fusion of cultural influences that promotes understanding and empathy.

Brands, it's time to not just acknowledge but empower these diverse cultural expressions. This isn't just a trend; it's Gen-Z redefining cultural norms and values.

https://www.thedrum.com/opinion/2023/05/10/the-rise-cultural-currency-new-era-gen-z-and-beyond