Kian Bakhtiari is Founder of The People, a Gen-Z consultancy on a mission to diversify and futureproof companies. He has written about marketing through a Millennial and Gen-Z lens for Forbes since 2019. His book “Marketing for Social Change” will be published in October 2024.
Why Gen-Z Is Bringing Back Physical Media
Gen-Z is rediscovering vinyl, DVDs and print in a backlash against streaming, algorithms and AI slop. Why physical media is becoming the new status.
How Vaseline Puts Creators At The Center Of Its Innovation Roadmap
Vaseline is turning creator inspiration into real products. Inside the brand's radical shift from top-down marketing to community-led innovation.
Gen-Z And The Permanent Lipstick Effect
The “lipstick effect” is no longer a temporary recession indicator but a permanent feature of modern life for Gen-Z, small treats replace big dreams.
Why Offline Is The New Luxury
Experts predict that 2026 is the year of the analog. People will spend less time online and more time offline. What are the implications for brands and marketing?
7 Cultural Trends For 2026 And Beyond
Cultural trends for 2026. People are living in the shadow of never-ending uncertainty. Business leaders are expected to survive today and innovate for tomorrow.
