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TickTockTech: How to Create a Leading Event in an AI and Machine Learning Filled Landscape

July 24, 2023
By Elizabeth Hayes and Jared Carneson

In an artificial intelligence (AI) and machine-learning (ML) filled world, competition is fierce. The will to ethically utilize the problem-solving, efficiency-boosting and humanlike tech has found its way to the forefront of business strategies globally and the race to successfully integrate it to optimize operations is on.

We’re now seeing these intelligent machines emerge with immense impact on our daily lives. Its limitless potential and accessibility is empowering just about anyone to give the tech a go. Experts have high expectations for AI, with digital advances believed to range from personalized medical care to environmental sustainability by 2035 (PEW Research). These systems also come with risk and worry of what they could lead to — from misinformation to unemployment.

There’s plenty to unpack when it comes to AI and ML — the good, the bad and the ugly — and industry conferences and events are becoming a hub to talk tech. It’s a crowded landscape, and every AI and ML event is trying to stand out. But as you try to navigate the dense environment, there are a few key findings that can help make for an impactful event.

Plan for the Specific Needs of In-person and Virtual Media Attendees

The pandemic pushed us into a hybrid event model where a virtual component is now the expectation, no longer the exception. And though virtual events open the door to borderless media attendance, content must be engaging and thought provoking, especially when seemingly everyone is trying to talk about AI. We need to keep media tuned into the live stream. Remember: it’s easy to click to another browser and start multitasking. We want to prevent that from happening.

But lest we forget, in person events are back, and while it’s not as easy to walk out of an exhibit hall mid presentation as it is to exit a livestream, media have busy and ever-changing schedules. We want to remain on their calendars and need dynamic, immersive experiences to draw in their RSVPs. 

Through a strategic approach, events can be mutually beneficial for both reporters — whether onsite or from the comfort of their home office — and for your brand. So, when you’re in the early stages of planning, be sure to ask yourself a few key questions that can help shape that strategy: Is this session best served as a livestream or can I make it more engaging through an in-person session? Are there any partnerships that can be leveraged to enhance discussion or reach an expanded audience? What is the key differentiator of my AI event from others, and am I clearly articulating that in external communications?

Create a Unique Angle, Specific to Your Audience

We know the AI and ML event landscape is packed, and it’s becoming increasingly challenging to make a lasting impression. In fact, since November 2022, 98% of tech-centric events shifted their focus to AI and ML regardless of it being part of their strategy prior. But as events look to include AI as a unique driving factor in its core narrative, it ends up having the opposite affect — it eliminates differentiation.

So, what’s the solve? Organizations need to be strategic in their event approach and carve out space in an oversaturated AI environment. Recognizing that not all AI is created equal is key and making a point to understand your audience and shift the broader AI conversation to a targeted, niche dialog can make a big impact.

Develop Your Post-event Strategy Early

Pre-event traction is a given, post-event relevance is not. A post-event strategy is critical to maintain your audience once the hype dwindles and the event wraps. To bring some longevity to your event, know what stories to tell and where to tell them. To achieve this, map your narrative and internal stories to how the topic is being covered in the news, along with your target audience’s news consumption habits. With this data at hand, you can tell high-impact stories that not only break through to your audience but move them to action.

Focus on High-level Content and Engagement Over Celebrities

Despite what you’ve seen, A-list stars don’t drive event attendance or talkability. Their keynote or live performance won’t convince experts to register. The truth is, audience-centric content, thought-provoking conversations and networking opportunities with like-minded professionals will. These attendees are eager to collaborate and hear unique perspectives on various AI topics; and they were likely interested before you announced your headlining celebrity. Don’t use up your budget on a high-profile guest.

So, instead of an award-winning actor, bring in subject matter experts who will encourage ideas and innovation, or industry thought leaders who will initiate discussions around groundbreaking AI advances. If agenda content and the experience is tailored to your target audience, attendance will follow suit.

Navigating an inflating AI and ML event landscape will continue to be an uphill battle, so long as innovations continue and use-case breakthroughs emerge. There’s room for everyone and every AI event to have a seat at the table if you plan accordingly, carve out space in an inundated AI event environment, take a driven approach to reaching the right audience and bring in relevant thought leaders to encourage engaging conversations.


Sustainability, Communications & Climate Confusion

July 20, 2023

This month, FH London’s climate and sustainability unit reveal whether today’s shopper is still prioritising sustainability as part of their purchasing decisions and what they want to hear from brands and businesses when it comes to sustainability claims on pack.

Despite today’s tough economic climate, encouragingly over half (55%) still feel that sustainability is important with 51% prepared to pay more for products with an environmental benefit. Consumers are also clear about where they want brands to focus their efforts, namely around recyclability, reduced waste and less plastic.

The post Sustainability, Communications & Climate Confusion appeared first on United Kingdom.


The Changing Tides of E-Commerce: Where the Consumer Now Lives

July 12, 2023
By Connor Mahon

E-commerce, while hardly a nascent industry, has yet to meet peak maturation. Like most grumpy teens, it’s still communicating in monosyllabic grunts — but this won’t cut the mustard in a landscape dominated by rapidly evolving technologies, sustainability issues and ethics concerns. It’s time for e-commerce businesses to step up their comms strategies to cement their places as the future of retail. All in, e-commerce platforms should rethink their core purpose in a circular economy, one which is rooted in ethics and sustainability principles. It is critical for brands to not only listen to their consumers but to respond — whether that be through investment in technology to improve the customer experience, or to hang some big brand goals around sustainability. In a world where culture is currency, the ones that can’t keep pace with shifting demands and expectations won’t survive.

Is Retail Really Innovating?
Investment in technology went into hyper speed as brick-and-mortar stores shuttered in the face of COVID-19, and it shows no sign of slowing. Innovation and transformation that previously would have taken years, happened overnight. While this has helped spur the next generation of multichannel touchpoints, it presents its own problems. The everyday consumer has yet to truly understand the benefits technologies such as chatbots, analytics and AI can bring them. Consumers expect seamless interactions that ultimately benefit them; whether it’s personalized recommendations, loyalty programs or easier, more efficient check-out. The businesses that can articulate their brand promise will, ultimately, be the ones that win out.

E-commerce businesses need to be clear about how and why they are using technology to improve the customer experience; they need to think about what true innovation is. It could be argued that solutions are tacked on without any real thought, just a simple application of technology that already exists — we must question what the real revolution in e-commerce will be in this era of digital transformation.

Commitment Issues
This piecemeal approach to e-commerce needs an overhaul – one that is cemented in the commitment to become vital to consumers through far deeper levels of connection, both online and offline. Delivering on this vision requires companies to put e-commerce strategies at the center of their organizations so they can choreograph experiences that meet customers’ ever-rising expectations.

But this is no pipe dream. Some brands are generating vast amounts of revenue through a continued commitment to digital transformation and they’re doing it quickly. And it isn’t just legacy players doing so; newer entrants lack the burden of disparate, siloed systems and can, therefore, be much nimbler in attaining their goal of being true customer-led, digital-first platforms. However, many others continue to languish in an innovation no-man’s land for fear of cost, change and concerns — or more accurately, a combination of all three.

Know Your Consumers
The consumer experience is rapidly evolving from a transactional process focused simply on shopping and buying, to a model built on deep, enriching relationships at every step of the customer journey. Retailers and brands must become a key staple in their consumers’ lives. But first, they need to build a sophisticated understanding of the way consumers live, eat, shop, work and play — and use this knowledge to provide value in the right place, at the right time, via the right channels.

An experience-led consumer journey is no small feat. It will require a consumer-centric view of the entire business, from supply chain and operating model to content and marketing, all the while being propped up by technology ecosystem powered by real-time consumer data. With a marriage between infrastructure and brand, the e-commerce of tomorrow is ripe for the taking today.


Proptech Has A Communications Problem

June 14, 2023
By Matthew Caldecutt

Given time, tech finds a way to disrupt. And the real estate industry is a great example as it’s in the midst of its own disruption. However, what’s behind it – property technology or “proptech” – isn’t easily defined in a way that the savvy communicator can leverage for maximum media impact. A situation in which many emerging technologies and disruptive industries find themselves these days. In the case of proptech, it’s presented as an agglomeration of many different types of tech used in different ways within the space for a wide variety of purposes. Last year, for example, BuiltIn cited Forbes contributor Mike Shapiro’s definition: “The underlying technology that real estate professionals, underwriters, developers, property managers, title companies, banks and others use to manage and improve real estate transactions from start to finish.” That doesn’t help us as much as that would-be data, which is what every forward-looking technology needs these days. After all, data accessible through the internet is pretty much the underpinning of everything tech. So, how might we define proptech in a way that better represents what it sets out to accomplish and reinforces why others need to pay attention to the proptech sector?

Let’s start by looking at some of the other definitions that come a little closer to ones that might help with positioning the industry. Instead of focusing almost exclusively on the transactional component, for instance, it might be more accurate to think of proptech as “a set of technologies that transforms the way we design, build, sell, inspect and operate real estate.” [Source: NYCEDC] While that’s better, it also comes with the risk of pigeonholing proptech as everything technology-related that enhances real estate. The Pratt Institute, which recently hosted a proptech award ceremony, went a bit further in one direction related to this description, focusing on how proptech “manages the building life cycle” and for that, you need “Smart Building Technology.” If you combine the two, proptech then might be considered the interactions that take place around property that has been enhanced through technology. However, that’s still not entirely accurate as there are other elements that need to be represented if proptech is going to be seen as a technological force in its own right. Let’s consider what else should be part of a definition.

What is proptech?

  1. Proptech is a new way of thinking about real estate: It’s the developers who have sketched out a new platform for property management on a napkin at the diner where they’ve hatched their business plan.
  2. Proptech is leveraging innovation to make what’s old new again: It’s figuring out ways to retrofit pre-war buildings with technologies that make the last mile of package delivery more seamless or reduce carbon emissions by replacing the stalwart steam radiators.
  3. Proptech is creating financial connections between members of the real estate ecosystem: It’s re-setting how owners and tenants interact from a monetary standpoint – from how payments are made to connecting payment to a rewards mechanism.
  4. Proptech is making management for transparent: It’s replacing the manual way of handling things with interfaces accessible from multiple devices and available to those who are a part of the maintenance process.

So, it’s obvious that proptech requires easily understood and comprehensive definition in order to communicate its value more accurately to the various stakeholders that will use it. If it’s not clear who the intended audience is and how it’s defined is too fluid, there’s not going to be much confidence in it as a force in the marketplace. In other words, while it’s ultimately going to be used by everyone from property owners to tenants and everyone in between, it’s not just data, nor about the money spent, nor about a rent check paid, etc. How can we do that in a way that makes it accessible and useful simultaneously?


Five Steps Business Leaders Should Take Now While Exploring AI Adoption Within Their Organization

June 13, 2023
By Josh Rogers

Business leaders who follow recent AI developments likely have experienced a dizzying array of reactions, ranging from marveling at the technology’s potential to knee-buckling anxiety as they consider its risks and the efforts that lie ahead. Our new report, “Generative AI Game-Changing Technology, Warranting Effective Change Management” outlines the potential — and inherent risks — of AI.

Here are five steps leaders can consider to move past the handwringing and begin preparing the organization for the future AI will bring.


Generative AI is still young, but so much has occurred since its advent. And more is rapidly changing every day. As a leader in your organization — especially if communications, HR and people management are within your remit —

start following the topic now.

  • To familiarize yourself with trends and current thinking, seek out and follow technology and business management thought leaders covering the topic. Many, if not most, major news outlets already feature “experts” who generate almost daily content on the topic.
  • Seek out other knowledgeable voices to help you think through the implications for your organization. Fair warning: This will be a constant pursuit. But take heart: There certainly are more mundane topics that require your attention — but maybe none so important.
  • Engage your organization’s legal counsel to manage risks and mitigate litigation. And remember not to enter any generative outputs into public domain without their guidance.

With this technology’s disruptive potential — both positive and negative — and its remarkable momentum, now is the time to understand AI and its implications for your business.


It’s likely — especially if you work in a large enterprise — that several members of your organization already are knowledgeable about and using AI. Assemble a team with representation from communications, marketing, HR, IT, information security, legal, compliance/policy, procurement and ethics (or the equivalent teams within your business) to help guide your organization through its AI journey. Given the potential impact and continuing evolution of this technology, consider appointing a full-time project management organization (PMO) to drive this effort. Also bring in experts from such corporate efforts as DE&I and ESG to help figure out the potential impact on them. Make sure your team is diverse, providing a range of experiences and thinking. And if you are aware of early AI adopters who don’t necessarily have formal leadership roles, consider including them on the team or as a touchstone. They can add valuable perspective — and their participation can serve as a professional development opportunity.

This effort ultimately will require an executive sponsor — the No. 1 key to successful change — to signal its importance to the entire organization and to set the tone and vision going forward.


Business leaders should work to understand AI considerations specific to their business. The AI leadership team (referenced above) can help determine: Who in the organization currently is using AI to do their jobs? How are they using it? How could we be using it in ways we are not already to work better, faster and more efficiently? What will it take for us to use AI in this manner? What can we achieve with the resources and structure currently in place? What are we missing? What do we need? What are the specific risks to our organization? What guardrails, restrictions or policies do we need to ensure appropriate use of this technology for our business? And they can identify other AI-related issues that could impact your organization.


Although the process of charting the AI path forward for your organization will be a long-term endeavor requiring a significant level of analysis and decision-making, it’s important for business leaders to begin immediately. The reputation and business risks of inappropriate or misuse are significant. The rapid growth of AI and its many applications requires immediate and constant attention — with always more to learn. If they haven’t already, leaders should immediately begin working with the multidisciplinary AI team and the information and perspectives they surface to start understanding which approaches are and are not acceptable within the organization. They will need to quickly develop and communicate guidelines, guardrails and policies.

Consider how open the organization should be to the use of generative AI. Determine where the enterprise is willing to experiment. You will want to think about what “experimenting” looks like for your organization (e.g., will you establish a protected testing environment, such as a “sandbox” with security measures and perimeter, etc.). Evaluate the aspects of your business that must be protected and your risk tolerance. And contemplate how this technology can better equip and empower employees to advance the company’s purpose, mission, vision and values.


If the organization has in-house change management capabilities, include them on the multidisciplinary team. Absent in-house capabilities, enlist the help of third-party change-management experts. They can help your key AI decision-makers stay abreast of the latest developments and think through the potential implications — and steps needed — for your organization.

Do not underestimate the importance of people-first change communications. Those who are trained to understand and have experience with this essential facet of change management can help align and reinforce the behavior changes needed to adopt the technology and measure their effectiveness.


Five Trends to Help Navigate Media Relations in 2023 Q2

June 6, 2023

With emerging technology such as generative AI on the rise, it’s more important than ever to stay ahead of important trends. The latest edition of the FleishmanHillard Global Media Trend Hunters Guide looks at how technology is likely to change the way newsrooms work. In this Q2 guide, we take a deep dive into Substack, the state of podcasting, changes in local news and more.

Check out our Global Media Trend Hunters Report for our expertise on how to navigate media relations.


TickTockTech: Leaders cautious, yet optimistic about cybersecurity spend this year

May 24, 2023
By Matthew Caldecutt

Attendees at the recently concluded IT security-focused RSA Conference emerged with a positive outlook for the cybersecurity sector despite challenging macroeconomic conditions. New technologies are introducing new threats. In fact, there’s been a surge in at least one type of attack, leading to the expectation that cybersecurity budgets will remain stable or increase. Instead of developing technologies to combat what arises one threat at a time, the sector is beginning to shift its security approach to be more proactive and less reactive — beginning with a more comprehensive defense at the various entry points where issues can emerge.

During the official program and among those on site, a number of discussions were had about a key development: the impact of generative artificial intelligence (AI), as well as zero-day exploits (those being discovered well before vendors are aware), which contributed to the positive sentiment. Generative AI, for example, has been a boon to numerous industries, including security professionals. For them, like others, it’s a means for improving productivity. But, at the same time, generative AI makes it easier for new bad actors to emerge. Meanwhile, the increasing use of zero-day exploits due to the current geopolitical climate is something to which chief security information officers (CISOs) of large, international companies need to pay close attention. Anywhere you’re doing business is somewhere that you might be vulnerable.

Contributions made by businesses at the conference also provided an indication as to the direction in which the industry is heading, including:

  • The need to prevent threats such as the ones resulting from the employment of generative AI and zero-day exploits more holistically.
  • The benefit of platforms instead of point solutions, which could pave the way for more comprehensive strategies
  • The concept of extended detection and response (XDR), which is a natural outgrowth of a platform mentality – the ability to monitor across the board to prevent problems.
  • The need for unified security across systems – necessary to keep out miscreants before they can enter and cause issues. 

And while a broader perspective on security is necessary, the technology that plugs into various systems deployed by businesses was also a concern. In the coming year, it’s clear that how employees interact with systems and the information they need must be protected even more.

Overall, what’s happening in the world today clearly calls for keeping a careful eye out for what’s potentially going to be an issue down the line. As a result, IT security leaders are taking steps to create options that can be more easily used to look ahead and guard multiple entry points into what should be secure systems. Fewer and more comprehensive products will ultimately be where investments are made.


Asian Investors Diversify Portfolios to Build Resilience During Volatility,
New FleishmanHillard Report on Asset Management in Asia Shows

May 8, 2023

Credibility and Performance Continue to be the Key Criteria for Selecting Asset Managers

HONG KONG – Asian investors are becoming increasingly risk averse and seeking to diversify their portfolios to improve resilience during this period of market volatility, according to FleishmanHillard’s The Future of Asset Management in Asia 2023.

Published together with the agency’s TRUE Global Intelligence practice, the report features analysis drawn from an online survey of Asian investors. The report also includes an overview of the latest trends in Asia’s asset management industry.

The 2023 Asia report shows that Asian investors view inflation and stagflation as their biggest financial risk (50%) in 2023, triggering them to diversify their investments to build resilient portfolios. Despite equities funds (67%) and fixed income funds (56%) continuing to be the most frequently traded asset classes among this audience, the number of investors who said that they traded or invested in equities funds declined 10 percentage points from a year earlier. In addition, a number of investors said that they traded or invested in cryptocurrencies and other digital assets (39% in Asia excluding mainland China) and private equity funds (28%). Around half (47%) of investors in the region said they have used ChatGPT or other AI tools to provide them with guidance and advice. However, 54% of the investors who have used ChatGPT or other AI tools said that it was not helpful in investment decision making.

“During this current period of high volatility across global capital markets, we’ve seen growing interest from investors for private equity, alternatives and even semi-liquid products. This presents growing opportunities for asset managers to double down on their efforts on product diversification and innovation to appeal to investors’ interests,” said Patrick Yu, Asia Pacific lead of FleishmanHillard’s Financial and Professional Services sector.

Similar to the results in last year’s report, the 2023 report also shows that the performance (94%) and credibility (93%) of the asset management house continued to be the top two most important criteria for investors in Asia Pacific (APAC) in asset manager selection. The ESG commitment of asset managers (82%) continues to rank highly in criteria for asset management selection, as ESG plays a central and integral role for most investors in APAC when making investment decisions.

In addition, respectively 90%, 89% and 89% of the Asian respondents said that transparency in communications with customers, sophistication in risk management, and transparent fee disclosure are amongst the most important qualities for asset managers respectively.

“It’s clear that an asset manager’s credibility and performance continue to be major factors for investors in Asia when they decide on where to invest their capital,” Yu said. “Asset managers must continue to demonstrate their global investment expertise and capabilities, ESG commitment and enhanced transparency in customer communications to raise their profiles across Asian markets.”

The survey also found that:

  • Investors in Asia continue to show interest in emerging industries. In the next 12 months, investors are most interested in investing in the AI sector (50%), followed by the internet and technology sector (40%) and the biotechnology industry and healthcare sector (38%). ESG-related investment opportunities (34%) and cryptocurrencies (29%) are two other sectors to keep an eye on in 2023.
  • Investors in South Korea (34%) and mainland China (29%) are more risk averse and tend to shift their investments into risk-off products, while investors in Hong Kong (31%) are more willing than other APAC markets to move some capital into higher risk financial instruments.
  • Financial media outlets (53%) remain the key source of information for investors to learn about funds and investment products, but an increasing number of investors across the region use social media to receive investment related information – 43% in 2023 vs. 33% in 2022 – outperforming usage of the websites of fund houses (39%) and independent financial advisers (36%).
  • With regard to ESG commitment and compliance, investors in the region say it’s important for asset managers to “walk the talk” when proxy voting in listed companies (88%). A similar percentage (86%) place importance on transparency from asset managers in ESG data and protocols, as well as clarity in ESG goals and objectives (85%).

FleishmanHillard’s The Future of Asset Management in Asia 2023 report includes quantitative data and qualitative analysis on the asset management industry in Asia. FleishmanHillard TRUE Global Intelligence fielded an online survey of 1,000 investment professionals in mainland China, Hong Kong SAR, Singapore and South Korea between April 4 and April 11, 2023. All respondents self-identified as having traded or invested in at least one of the following: equities funds, fixed income funds, ETFs, alternatives, balanced funds, PE funds, digital assets or cryptos.A mainland China focused report, The Future of Asset Management in China 2023, is also available for asset managers interested specifically in this growing market.

Following the success of the previous Asia and China reports, FleishmanHillard is pleased to announce that it will launch European and U.S. versions in the coming months to provide more perspectives on the asset management industry.


Why Brands Should be Elevating Women’s Sports

April 13, 2023
By Chris Potter

Women’s sports have never been more popular. A couple of weeks ago, women’s college basketball’s March Madness ended with LSU defeating Iowa. The Tigers’ 102-85 victory over the Hawkeyes averaged 9.9 million viewers – a 104% increase over last year’s national championship game between South Carolina and UConn – making this year’s game the most watched NCAA women’s basketball game ever. Viewership for the Tigers’ victory was more than last season’s college football Sugar, Orange and Cotton Bowls and even beat the season average for the NFL’s “Thursday Night Football” on Amazon Prime (source: Axios Sports and NBC Sports). This increase in viewership and overall interest in women’s college basketball may surprise some, but it shouldn’t.

Beyond women’s college basketball, there’s a tremendous amount of momentum around women’s sports, which will undoubtedly be on full display this summer when the FIFA Women’s World Cup takes place in Australia and New Zealand. According to a report from the National Research Group titled “Future of Women’s Sports: Leveling the Playing Field,” three out of 10 sports fans in the United States said they watch more women’s sports now than they did five years ago. The report also found that younger generations have the fastest-growing appetite for women’s sports with 39% of Gen Z sports fans saying they are watching more women’s sports now than a year ago. What’s causing this shift in interest? Well, 38% of fans said they watch more women’s sports now because they see games as more entertaining and competitive than in the past. But what’s most interesting about the survey results is that three of the other key drivers of increased engagement with women’s sports are all about exposure: an estimated 41% of fans say they watch it more because there are simply more women’s sports being broadcast on television, 32% said there is more press and attention around women’s sports and 25% said women’s sports are being talked about more on social media. 

This tells us that increasing engagement around women’s sports is more of a supply-side issue – the more women’s sports are covered, the more fans will watch and engage.  

Luckily, investments are being made to do just that. Fast Studios recently launched The Women’s Sports Network, a dedicated 24-hour streaming service across several digital platforms. The Women’s Sports Network will cover the LPGA, U.S. Ski & Snowboard, the World Surf League (WSL) and women’s sports news. Plans are in the works to stream other events too. In addition to The Women’s Sports Network, Just Women’s Sports, a “one-stop shop for all things women’s sports” has made major movement in its coverage of women’s sports, including the National Women’s Soccer League (NWSL), WNBA, women’s college sports and more through podcasts, video and even merchandise. There is also Togethxr, The Gist, espnW, On Her Turf, The Equalizer, The IX and HighlightHER – all platforms that have built strong communities by delivering unique perspectives and social-forward content specific to women’s sports. 

The increased interest in women’s sports combined with the evolving media landscape will undoubtedly impact brands. 

Lead with Women: Especially with Name, Image, Likeness (NIL), the amount of women athletes that can be leveraged to promote and support a brand is larger than ever. With many of these athletes wielding significant influence, brands should utilize women athletes to be front and center in marketing and communications programming – and if the social following of women’s college basketball players is any indication, they shouldn’t be surprised if the response is considerably more impactful than what would have been driven by a man.

Increase Access and Visibility: Although women’s sports have never been more popular, let’s not forget that there’s so much more that can still be done. Brands need to think about how they can help increase not only access to sports for women, but the visibility of those sports and athletes. For example – girl’s flag football has started gaining significant momentum in a few states, but the vast majority of this country lacks organized leagues. There are many brands that exist across industries that could certainly help with this, perhaps by being an investor and providing the financial support needed for the leagues to grow and thrive. 

Leverage Employee Engagement Benefits: A lot of this conversation is centered around the benefits to brands externally with target consumers, but it shouldn’t be understated how much impact partnering and engaging with women’s sports could have internally with employees. If an opportunity presents itself to partner with a female athlete or a women’s sports property, brands should consider how they can leverage those for employee engagement purposes, whether that means inviting partners to an internal event or developing a piece of content that’s designed specifically for employees. 

The women’s college basketball March Madness only reinforced what many already believed – the popularity of women’s sports is about to explode. As this happens, however, so too will the responsibility for brands to continue to support and foster women’s sports. But as big as the responsibility is, the opportunity is even bigger. Don’t be left on the proverbial sideline.

Download the report here.

FH Sports is a global team of experienced communications professionals who live and breathe sports. From iconic to emerging, we shape the narrative for the world’s most transformative brands in sports – from sponsors and brands, to teams, leagues and governing bodies and events. Delivering data-driven, creative and memorable ideas that are designed to connect with avid and casual fans, we place our clients at the epicenter of the sports and culture conversation to drive their business forward.

For more information, please contact [email protected].


FleishmanHillard Unveils ‘The Youth Kaleidoscope’ Report Exploring the Motivations of the Next Generation

April 10, 2023

The New Report Examines the Next Generation by Working with Gen Z Content Creators to Explore How They Are Navigating an Ever-Polarizing World

ST. LOUISFleishmanHillard’s global Culture Unit today released The Youth Kaleidoscope Report, which sees Gen Alpha and Gen Z shapeshifting their quest for balance in today’s tumultuous conditions.

To date, much of the research surrounding Gen Z and Gen Alpha presents a fairly one-dimensional view. Both groups are often portrayed as ‘freedom fighters’ rebelling against systems and structures they have inherited. But much of this sentiment inadvertently puts pressure on these young people to conform and doesn’t look to their individual and nuanced characteristics. It presumes young people to be a uniform monolith instead of a generation pulsating with ideas and passions for their futures.

“The defining traits of this generation will continue to evolve as they begin to adjust to the world around them, from the world of work, to entering the housing market or even just experiencing their first true heartbreak,” said Candace Peterson, global head of Brand at FleishmanHillard. “Young people are ultimately seeking out balance in their endeavour to rationalize the all-too-often chaotic world around them. Responding to this balance by broadening how we look at and define this generation will be of the utmost importance in building rapport and engaging with this generation.” 

The report uncovers how these “digital natives” have grown up in a different landscape than previous generations – more intersectional, with an abundance of technology and social platforms, connections and information; they are the epitome of the cross-culture kid and are widely considered as having greater cultural intelligence, or CQ, than their predecessors. They have different ideals, expectations and approaches to identity than other cohorts, and internal and external stressors significantly affect how they view the world.

Broken down across Mind, Meta and Why it Matters, the report gives first-hand insights to help understand and authentically engage with this generation as they continue to be shaped by, and are themselves shaping, the world around them. 

The Youth Kaleidoscope Report was produced in conjunction with an assortment of talented, perceptive and pioneering young thought leaders from around the world who are using social media to connect with their peers. FleishmanHillard teamed up with youth influencer specialists, Youth Marketing Connection, to identify the next wave of expert social media talent across the U.S. and UK who helped address key themes and topics throughout the report, speaking directly to their audiences to discover their thoughts and feelings. The project also continues the agency’s partnership with specialist talent agency Zebedee, to increase the representation of people with disabilities, alternative appearances and trans/non-binary in the media.

Partners include the likes of Ellie Goldstein, a model with Down Syndrome who helped create Kami, the first digital avatar with Down Syndrome; Heather Moradeyo, an advocate for mental health who has used TikTok to create a supportive community for people with schizophrenia to share their stories; and Nemesis Lacroix, a transgender drag artist and full-time gamer who is passionate about challenging stereotypes of gamers and making the LGBTQ+ community visible in online spaces. By collaborating with this young cohort, The Youth Kaleidoscope Report offers an unfiltered and expert view of what brands and organizations need to do to win with them.

“The next generation are breaking traditional boundaries, and I’ve loved being able to do this within the modelling world,” Goldstein said. “It’s incredible hearing people say that I’ve inspired them, but we still have a lot to do to show true representation – this is just the start!”

Monique Jones, who shares finance and investing advice through @myfinancescrapbook on TikTok, added, “We are breaking down barriers, banishing binaries and saying a resounding ‘No!’ to the same old generational BS. I spoke to my audience about the rising financial anxiety, and the pressures to save and spend when all we are being told is doom and gloom. Social media allows me to socialize, play, collaborate and create like no generation before us, and I love being able to share advice that’s targeted to my followers, where we can interact in real-time and express ourselves in completely new ways.”

Download The Youth Kaleidoscope Report here.