I’ll tell you what’s boring…

One talk that hit me hard was ‘Navigating the Digital Maze: Marketing to Gen Z in the Age of Social Media Toxicity’, featuring Ian Maskell, Founder/CEO, P E C O R I N O Group; Caroline Gregory, Global Brand Director, Axe/Lynx (Unilever); and Kian Bakhtiari, Founder, The People.

As a millennial, I’ve enjoyed the ridicule of Gen Z thinking we’re painfully cringey — but it didn’t occur to me that Gen Z are actually considered the loneliest generation. That’s where the big sister vibe kicks in. That short gap between us means the digital world dominates their lives in a way that's creating entirely separate realities. Social media is no longer social — and young women and men are drifting further apart than ever.

“The opposite of boring is not whacky.”

- Overheard at MADfest 2025.

Caroline Gregory made some powerful points about how Axe/Lynx recognises its social responsibility. They’ve acknowledged their influence on young men and are working to reframe masculinity positively — while ensuring women are not the butt of the joke or sexualised in any way. These are powerful and important messages. Yet Axe sees itself as an entertainment brand, which I love. Caring and giving a sh*t about people doesn’t have to be a lecture or a bore.

Brands are starting to talk about how they affect people, in real ways, how they can use their platforms for good, and how they can influence positive change and behaviour.

Bronwen from Finisterre spoke passionately about how  brands exploiting purpose for profit is the wrong way round— and how we need to be pushing purpose 2.0: brands that speak to universal truths. Finisterre was born of purpose, to inspire a deeper connection to the sea. They shoot with athe female gaze and ensure women aren’t just standing passively with a surfboard. They support local creatives and have built a strong community by putting people first.

‘Fuck Being Humble’ with the fabulous Stefanie Sword-Williams, ever inspiring, ever thought-provoking. Stefanie pointed out the huge disconnect between brands and their supposed purpose. Why aren’t Pampers helping working parents with childcare? Why isn’t Citymapper creating safer routes home for women?

She challenged us to consider the legacy we leave with a brief and what we want to be known for in the industry. If we’re a truly creative industry driven by purpose, why don’t we identify our largest societal challenges first and take that as our brief? Not the other way round.

At Jelly, we care about people. We want to lead and be part of a community built on strong values and a shared passion to do better. There are too many superficial brands out there that just skim the surface to keep up appearances. And guess what, consumers are savvy - they can spot any disingenuity a mile off. It just doesn’t cut it anymore.

One talk from a well-known frozen food brand (let’s call it Schmirdseye) revealed they wanted to tap into Gen Z — so they asked their Gen Z employee to lead the strategy. Makes perfect sense. Was said employee there on the day, though? Were they there to explain why it’s relevant to them and why it matters? Of course not.

Gen Z are suspicious of brands. Social media is full of brain rot and, frankly, is becoming an ick, says Paul Hewitt, Executive Creative Director, That Lot. Long-form content and genuine storytelling are craved and respected.

Funny content will get you likes, useful content will get you saves, and inspiring or empowering content will get you shares. We are humans — with needs, anxieties, and tensions — and brands need to tap into that. Otherwise, yes, what you’re creating is boring.

Crocs’ success never fails to impress me. HOW?! How did they turn it around from the ugly shoe my mate used to wear on her jet ski? The answer: they LISTENED.

“We listen, we connect, we evolve.”

I really enjoyed hearing Yann Le Bozec express how it’s the people who make the brand. Personalisation and adaptability to local markets have helped them create a place for everyone.

“Come as you are” — it had a nice sentiment to it. I’m almost convinced to get myself a pair of pearl-encrusted, heeled Crocs…

Overall, the event solidified in me more than ever what we do this for. We’re not creatives just to manipulate and trick people into filling fat cats’ pockets. We’re here to spread joy, stand for positive change, inspire intrigue, and appreciate each other’s craft - and make works that lasts and is effective in it’s true goals.

Caring about something doesn’t mean lecturing people about climate or supply chains. It means looking to the people that matter and creating for them, giving them comfort or empowerment in a world that, quite frankly, needs it.

If you’ve made it to the end I appreciate you. If you’d like to chat to the wonderful people who make Jelly what it is, and who I’m incredibly proud to work for, then form an orderly queue — jooooke — not joking.

Get in contact here.