The Trade Desk

Ad Copy

If this year’s @cannes_lions is any indication, it’s becoming clear to marketers that young consumers are increasingly making their cultural interests, or "fandoms," a major part of their identity, while their preference for authenticity and skepticism of AI intensifies. Fandoms tend to coalesce around storytelling that endures the test of time. Whether it’s the sprawling, interconnected Marvel Cinematic Universe or the resurgence of the New York Knicks after a decades-long drought, nearly any brand can learn a thing or two from the way enduring narratives shape identity. But that’s also more difficult at a time when attention is so fragmented.