There's a tidal wave changing the way that we search — and it's demographic.
Gen Z is leading the way to a richer search landscape as they grow weary of traditional search, which they see as overly laborious and ineffective. Gen Z wants search to move towards more curation, and as a result search engines have taken a hit.
This session will dive into the evolving needs and expectations of this cohort to unpack both how they use search differently than older generations, the future they will build and what it means for brands and search marketers.
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In this session, you will:Â
• See the evolution of search: Gen Z and the rise of community-vetted content
• Understand the commoditization of search: how Gen Z is looking beyond the incumbents, adding trusted validation to search results, and thereby reinventing product discovery.
• Explore the changing attitudes and behaviors of 18-24-year-olds regarding search through video interviews with Gen Z.
• Understand the TL;DR: "While other social media platforms may be where I get inspired, Reddit is where I go once I’m obsessed."
Will Cady is on a mission to turn curiosity into understanding. As Reddit’s Global Brand Ambassador, his job is to communicate the power of Reddit’s communities to bridge the gap between people and drive the trends that keep culture interesting.
Prior to taking on the ambassador role, Will launched, hired, and managed KarmaLab, Reddit’s multi-award-winning global creative strategy team after launching Reddit’s Los Angeles brand partnerships office. As a leader, Will taps years of experience architecting revenue-driving programs that connect brands with fast-growing pockets of music, art, and experience just as they reach their tipping points. Will’s work as a brand and creative strategist covers a majority of Fortune 100 brands.Â
He is a graduate of Berklee College of Music, recipient of an Emmy Award (New England Regional) for Best Musical Composition/Arrangement, and has been featured as a member of the 2020 AdWeek Top 50 for Tech, Media, and Marketing. His original music has amassed ~2M+ streams on Spotify and counting. Will’s debut book will be released in October of 2023 with a focus on examining where creativity comes from.
In all areas, Will endeavors to speak thoughtfully, listen deeply, and build on the resonance in between.
Andrew Dawson is Brandwatch's Industry Principal and CX Head of their Social Network Practice. He is tasked with helming relationships with Meta, Twitter, Reddit, Tumblr and TikTok. Leading the global social network practice group, he holds a reputable position as a respected leader in crisis communications and digital communications. Prior to joining Brandwatch Andrew was an ensemble member of a social intelligence team at Publicis for nearly half a decade. His work has spanned a diverse array of clients such as the Saudi Royal Family, Walmart, and Tic Tac.
Outside of work, Andrew is an active member of the Columbia University community, recently completing his masters in strategic communications.
