Panel, Conference Presentation
The Power of Youth Culture in Shaping Brands| Middle East & Africa Summit 2025
Milken InstituteMichelle Stevenson, Sandro Baggiani, Vinay Menda, Brieane Olson, Hayfa Sdiri, Jessica Sibley
- Gen Z, Gen Alpha, and millennials are projected to remain primary revenue drivers, influencing pricing power, product development, and brand community growth, with youth culture described as a central pillar for brand relevance rather than a temporary trend.
- PacSun plans to enter the Middle East market within the next five years, launching its first store at the Mall of Emirates in Dubai in partnership with Maja Futame to navigate cultural differences while applying pillars of music, art, fashion, and sport.
- PacSun anticipates leveraging TikTok Shop to sell nearly one million pairs of jeans, positioning social commerce as a third revenue arm where young consumers act as primary storytellers and sales advocates.
- PacSun intends to direct specific research and strategy toward Gen Alpha as a distinct audience and will continue utilizing a youth advisory board (ages 13–24) for quarterly input on brand direction and innovation.
- Time magazine plans to launch "Time Arabia" in the Middle East through a local language partner and is expanding its regional presence in Saudi Arabia and the UAE via partnerships with entities like the Museum of the Future and the World Government Summit.
- Time expects to scale AI capabilities to process 750,000 archive assets with Scale AI for question-answering, while accelerating translation to make content available in nearly every language at a frequency of 20 times per day.
- Time anticipates a shift toward an "answer ecosystem" where AI facilitates direct information retrieval, and plans to eliminate paywalls to increase audience reach while monetizing through partnerships with global blue-chip companies.
- Time expects to maintain trust as its core value in an era of unverified information, distinguishing its journalism with a "red border" of balance and factuality while focusing on human authentication and storytelling involving figures like Taylor Swift and Bad Bunny.
- Time plans to continue its "Time 100 Next" and "Time 100 Creators" initiatives to highlight young leaders and innovators across 15 countries, alongside the "Time 100 Impact Black Thai Gala" to inspire the younger generation.
- Time expects to meet consumers on video, social, and audio platforms, maintaining its position as the largest audience in its 100-year history by adapting to formats preferred by younger generations who do not favor traditional reading.
- Time anticipates that "human authentication" and validation will gain critical importance against AI-generated content, increasing the influence of real humans and influencers in shaping consumption.
- Time expects its "Time for Kids" initiative, active for 25 years, to continue reaching more than 2 million children worldwide in classrooms and homes.
- Rivet anticipates a funding trajectory where young entrepreneurs receiving initial "yes" grants advance to "boost grants" and "scale grants" before connecting with larger investors.
- Rivet targets five specific issue areas for investment: climate sustainability, education, inclusion, health, and poverty reduction, citing a project in Nigeria that evolved from $250 grants to a $500,000 raise as a model for breaking intergenerational cycles of extreme poverty.
- Rivet plans to facilitate connections between successful micro-grant participants and established brands to drive further investment and growth in sectors addressing poverty and education.
- Rivet considers solving the five targeted issue areas critical to avoiding negative future outcomes, emphasizing that initial funding pushes are essential for individuals in extreme poverty to impact future generations.
- Golden Goose expects to maintain success with Gen Z by fostering transparency and co-creation, avoiding top-down messaging in favor of participation.
- Golden Goose plans to continue its academy program in Marghera to train young people as cobblers and "dream makers," supporting a company culture where the average employee age is 30.
- Golden Goose anticipates offering "cultural strategist" and "cultural architect" roles at higher decision-making levels to leverage the intuitive decision-making of young people.
- Golden Goose expects its "artisanal intelligence" and democratic product strategy to remain relevant, driven by the younger generation's valuation of handcrafted goods and the "superstar" style appealing to multiple generations.
- Golden Goose plans to continue investing in co-creation and repair services, acknowledging the significant staffing investment required for cobblers and dreamers while noting these drive long-term brand loyalty.
- Blank Street Coffee expects the rise of matcha to continue as a conduit replacing cocktail bars, driven by a 90% decline in alcohol consumption among Gen Z due to a focus on longevity and sleep.
- Blank Street Coffee anticipates evolving into a "future social hub for Gen Z" rather than a traditional morning cafe, treating beverages as fashion accessories and cultural moments.
- Time expects that brands successfully investing in youth culture will become more attractive to young talent, creating a feedback loop where cultural fluency benefits the brand.
- Time expects young people to view brands as integral to their business growth as potential combatants to job loss from AI, seeking opportunities in organizations that see them as part of the solution.
- Time anticipates that the "one thing" young people hear most often is a lack of trust, reinforcing the need for legacy media brands to prioritize trust as their number one core value.
- Time expects that its focus on "cultural moments" and thought-provoking storytelling will build trust with audiences in an era of information overload.
- Time expects to utilize its AI training with Scale AI to provide users with specific reports and summaries based on tariffs or cultural moments, leveraging its 100-year archives.
- Time expects that young people will be the best adopters of AI despite educational barriers, and encourages them to use the technology daily to become smarter and more efficient.
- Time expects its strategy of "meeting readers where they are" to remain key to maintaining its largest audience in history.
- Time expects its use of AI will allow for scaling and acceleration of journalism, enabling better efficiency and product delivery.
- Time expects its "Time 100 Creators" list to continue being a way to speak to the younger generation and inspire people.
- Time expects its "Time 100 Creators" list to be a way to celebrate legacy without letting it weigh the organization down and to take risks focused on changing minds and building an unimagined future.
- Time expects its "Time 100 Creators" list to be a way to embrace technology, get real with the world, and be part of the answer ecosystem.
- Time expects its "Time 100 Creators" list to be a way to hold on to things that might not exist much longer and to have a seat at the table with deals.
- Time expects its "Time 100 Creators" list to be a way to continue expanding in the region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to bring new life to iconic brands and tell the Time story.
- Time expects its "Time 100 Creators" list to be a way to gather individuals with different reasons in Abu Dhabi.
- Time expects its "Time 100 Creators" list to be a way to reinvigorate the most iconic, incredible brands in the world.
- Time expects its "Time 100 Creators" list to be a way to build a company with a great team and family.
- Time expects its "Time 100 Creators" list to be a way to be part of that ecosystem.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in this region including Saudi Arabia and many others.
- Time expects its "Time 100 Creators" list to be a way to continue to expand and be in