It is something that companies cottoned onto many years ago: in order to cultivate new narratives about products or services and attract new “audiences”, it is vital to partner with young influencers. However, it is not just about the communities that brands can reach as a result of such collaborations; it is about the knowledge that they can tap into, with a view to understanding the codes of a “generation Z” targeted by so many communication strategies. What inspiration can the supporters of a narrative-light Europe take from this approach? Should the European institutions work more with influencers? What tools can influencers use to address the continent’s young citizens? And, more generally, what role can digital platforms play in the battle of European narratives?

With:

Tommaso Salaroli — Scomodo / IT

Salim Bakar — Views / FR

Moderation: Juli Simond — Sphera / BE

European Lab, 10 years: the battle of the narratives

from 8 till 10 June 2021 — Lyon, France

europeanlab.com