After working globally with creator marketing, content strategies and creative activations for fortune 500 brands such as Spotify, Uber, Adobe, Google, H&M, and others for the past 10+ years I realised almost every brand is struggling with the thing - to create a stronger connection with our next generation. This era that is fuelled by our next generation results in technologies, new ways of living and new ways of consuming. Consumers of this generation choose to connect with brands that are a way of their self-expression, brands that are offering a universe to take part of beyond just a product. Coming closer to consumers subculture and communities has never been as important as in today's age. Brands need to speak their language, show up where they are, participate in their conversation and support them when they need it. They need to act more as a friend, and less like a brand. I care deeply about connecting brands with a the culture of our next generation which is why I created the agency Culture Defined. We are a collective of culture thinkers and makers who connect brands with culture through new technologies and relevant marketing solutions. I also advice, speak at conferences, write stories and direct films. https://medium.com/@viktoriawyckman