In this presentation, Kaley Mullin takes the audience on a deep dive into the shifting sands of Gen Z and Gen Alpha to reveal why understanding seemingly niche internet behaviors - from doomscrolling to kinetic captioning - is necessary for brands who want to achieve relevance and break through to young people. Drawing on her tenure as the Youth & Trends Insights Lead at YouTube and her experience rebranding a major network at Disney, Kaley provides a roadmap for how every organization can translate youth trends into sustainable growth. Grounded in data and sociological rigor, she helps teams move beyond chasing virality to curating lasting brand love with youth.

In this talk, Kaley provides a primer on the current landscape of YouTube, covering its central role in young people's lives, the basics of the platform's structure, and the central role of creators. Drawing on the expert knowledge gleaned from her seven year tenure at YouTube, she breaks down emerging content trends and behaviors shaping the next wave of video engagement on YouTube, leaving your brand with strategic insights for achieving cultural relevance on the world's biggest platform.

In this session, Kaley demystifies the idea that culture moves too fast to keep up with, proving that cultural change is never random. Drawing on her 15 years of experience as a cultural researcher, Kaley introduces durable, flexible frameworks to help brands wrap their arms around culture and understand the deeper meaning behind seemingly fleeting fads. From the explosive rise of Labubus to the evolution of "Treat Culture," she provides a roadmap for rightsizing and contextualizing cultural phenomena. You will leave with a strategic toolkit for identifying the size of a trend and the foresight to navigate the residual cultural currents of your industry so you can sail with the wind instead of against it.

In this talk, Kaley Mullin breaks down the high-stakes shift from legacy media to digital-first engagement. Drawing on her expertise at the intersection of media and behavior, Kaley reveals why the most successful press tours today aren't built on late-night stages, but in the clip economy of social feeds. She maps the transition from aspirational legacy media to the parasocial digital world where audiences stay passively attuned to the creators and public figures they love. Whether you're an entertainment marketer or a brand strategist, Kaley provides a strategic roadmap for moving beyond traditional PR to master algorithmically-pushed content that drives real-world action.