As a Director and Strategic Analyst at IGI with a 12 year background in research, documentation and analysis of African youth culture, Jess uses empathy-driven research tools to gain firsthand insights in field, traveling regularly throughout the continent to understand the Small Data.
Jess works primarily with multi-national corporations, aligning global strategies with local consumer nuances in African countries. Having been at the forefront of numerous local trends, coupled with her deep connection to youth culture, Jess compiles annual category-specific client reports and is a regular speaker at national marketing-related conferences.
This talk will introduce a global trend that is not only gaining momentum, but has the potential to break down traditional stereotypes about what it means to be a man or a woman through fresh, new visual representation in advertising. We will discuss the following:
– How the ad world has historically been prescriptive in how women, especially, should look and act
– The global, cultural zeitgeist that’s shifting norms around what it means to be a young man or a woman today
– The ways this is playing out in youth culture, particularly in the fashion world
– New advertising approaches that are relecting and furthering this trend
– How brands can avoid getting left behind