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In 2020, live music faced an existential threat. No in-person concerts, festivals, dancing. But rather than pause the beat, Studio 2054 set out to reinvent it.

As a content strategist and current consultant at Havas People, I have spent the last few months considering how we communicate with the next generation of workers, not just through channels and formats, but in ways that genuinely resonate with them. So when our strategy team released the latest instalment in our Youth Research series — Gen Alpha: Unpacked — I knew I had to share it.

Building on the success of Joanna Lumley’s initial partnership with BRITA, our challenge during the campaign was to stay rooted in sustainability while conveying a renewed sense of charm, warmth, and real-world resonance.

Creative clarity can feel out of reach in a world of overflowing content calendars, sprint deadlines, and ever-evolving trends. That’s where mind maps come in. They are an underrated but powerful tool for content and social strategists who want to go beyond the brief and dig deeper into ideas that resonate, not just reach.