Contemporary culture, entertainment and marketing in the developed world is dominated by Millennials: an optimistic, youthful generation born between 1980-1994, who grew up knowing nothing but progress and prosperity. They’ve been the darlings of the marketing industry ever since. But things are changing...

The macro-conditions which shaped Millennials’ attitudes and values no longer exist. What will happen when the next generation – Generation Edge – inherit the Earth, bringing to bear values learned from a period of unprecedented political, environmental and economic instability, a world where 'always on' is the norm? In this discussion, brand and music partnership experts FRUKT, research and branding consultancy The Sound and a member of Gen Edge will look at how post-Millennials are reframing culture, entertainment and the implications for brand marketing. Unlike traditional panels, the audience answer questions posed by Gen Edge – so prepare to be surprised and challenged!