Younger audiences are changing how information is discovered, how trust is formed and where influence takes hold.

They are navigating a more fragmented media landscape, moving between platforms, formats, creators and established media sources with different expectations of each. This is reshaping not only how they consume information, but who they listen to, what they believe and how their views are formed.

With insights from the Financial Times’ Future Audiences group and our Next Gen News report, we’ll explore what these behaviours mean for brands seeking to remain relevant, credible and influential with the next generation of audiences.

The session will cover:

• The changing habits and expectations of younger audiences
• The role of platforms, creators and established media in shaping opinion
• The signals younger audiences use to assess credibility
• How brands can respond to changing patterns of attention and influence
• What these shifts mean for future audience and communications strategies