This week, I sat down with my friend Reid Litman, Global Consulting Director at Ogilvy, to talk about what it actually means to build trust with Gen Z—and why most brands are doing it wrong.

We cover creator-led brands, the evolution of retail strategy, loyalty programs that don’t suck, and why “authenticity” has officially lost all meaning. Reid shares what he’s seeing on the agency side, from legacy brands trying to stay relevant to new ones trying not to embarrass themselves.

Plus, we get into why A24’s membership model works, what Feastables learned moving from DTC to retail, and how YouTube is quietly becoming the new cable box. If you’re working in brand, marketing, or just trying to keep up with the next generation of buyers, this episode is full of insights you’ll actually use.

🎧 Listen now for takes on Gen Z, trust, and why the best brands don’t just talk the talk—they build a community that lasts.

📲 Follow Reid:

Instagram: @reidjlitman

LinkedIn: linkedin.com/in/reidlitman/

📲 Follow Ogilvy

Instagram: @ogilvy

Website: ogilvy.com

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