YMS LDN 2026 is officially just around the corner on 21st May. As Gen Z and Gen Alpha continue to reshape everything from shopping habits to social trends, brands are under growing pressure to connect with young audiences in ways that feel genuine, relevant and culturally aware.
This year’s agenda brings together industry experts, leading brands and fresh perspectives across trends and culture, student marketing, shopping and loyalty, social media and creator marketing, offering practical insight into what’s shaping the future of youth engagement.
To help you get the most out of the day, we’ve broken down the six sessions you don’t want to miss out on this year.
Which sessions are most relevant for brand marketers?
All of the sessions at YMS LDN are top-tier and not-to-be-missed, but for brand marketers, we’d recommend the following six:
- Cracking the Next Gen Brand Code with the PION100 — Culture Stage 9.30 am
Speaker: Richard Jackson- Head of Content, Pion
You’ll find out how the next generation thinks, shops, spends, and the brands that are nailing their marketing strategies.
- Hot Take: Young people actually love the news — Culture Stage 10.15 am
Speakers:
Becca Hutson- Editor in Chief, The News Movement
Matt Cooke- Head of Ecosystem Investments, News, Google
Jonelle Awomoyi- Presenter & Journalist, BBC News
Learn how young people actually consume news and how brands can learn a thing or two about grabbing (and keeping!) their audience’s attention.
- Transforming Brand Value Through Meaningful Youth Engagement — Culture Stage 12.00 pm
Speakers:
Nishy Lall- Group Head of Youth & Social Impact, Sky
Jen Rouse- Managing Director, Team GB Foundation
Emily Fuller- Head of Natwest Thrive, Natwest
Anna Brocklehurst- Board Director, We Are Futures
Can brands and young audiences work together? Listen in on how co-creation marketing can drive results and more meaningful outcomes for the youth.
- The Punctuation of Consumption (And How 2 Dots are Reshaping Culture and Commerce) — Culture Stage 3.05 pm
Speaker: Dr Russ Wilson- Head of UK, The Sound
Discover how brands are building continuous, always-on relationships with consumers and how the shift happened from once driving standalone transactions.
- The Experiential Playbook: Out of Home into Culture — Culture Stage 3.30 pm
Speakers:
Thanh Catachanas- Head of Collaboration & Acquisition, JCDecaux UK
Molly Mukabi- Affiliate & Partnership Marketing Executive, LOOKFANTASTIC
Listen in on the discussion of how digital marketing is shaping into the physical world with immersive pop-ups and shopping nights to resonate with next-gen audiences.
- Building Creator Programmes for Long-term Love with Gen Z — Connection Stage 3.55pm
Speakers:
Ruby Soave- Head of Influencer Marketing, Pion
Emily Lewis- Senior Performance Marketing Manager, Urban Outfitters
Chrissie Hoolahan- Head of Creator and Influencer Content Partnerships, DAZN
Emma-Louise Maw- Head of Global Partnerships, Thursday
Understand the inner-workings of the Gen Z audience, from what they value to building creator programmes that stay true to brand but authentic.
What is YMS LDN and who should attend?
YMS (Youth Marketing Strategy) LDN is the world’s biggest youth marketing insider event, held by Pion for brands looking to grow youth relevance and connect authentically with the next generation. We bring together the forces of brands and marketers to discuss marketing strategies, consumer insights and cultural trends to help you reach and engage the next generation.
Expect to find out how next-gen audiences really think, how brands can rebuild trust through human-first storytelling, and hear from trailblazing brands who know how to do it well. Sit in on the 50+ powerhouse speakers (including some of the biggest brands in youth marketing) and get the lowdown on how to capture your audience the authentic way.
We know that everyone would love to attend YMS LDN, but if you’re a marketer, brand manager, advertiser, or agency trying to engage Gen Z and Gen Alpha consumers, this event is for you. Book your ticket now to avoid missing out on the hottest event of the year and connect with the youth marketing world.
What can B2B marketers gain from attending YMS LDN?
We hope you’ll leave the event with new connections and great memories, but you’ll also leave with a whole new perspective on Gen Z audiences and gain insights into behaviours that you can use to form your own brand marketing strategies.
You’ll gain a better understanding of brand positioning and thought leadership from experts in the business. You’ll understand the spending behaviours of young people and what actually gets them to buy, and how the marketing landscape will potentially evolve in the future.
What is the PION100 and why does the wave 2 reveal matter?
PION100 is the most influential brand ranking of 2026, where you can discover the top 100 UK brands that are winning the hearts, minds, and wallets of Gen Z.
If you’re interested (and you totally should be), Pion’s very own Richard Jackson will be diving into it in more detail in the first session of the event — Cracking the Next Gen Brand Code with the PION100.
Expect wave two of the brand ranking and discover where brands stand with young people, and what drives brand love vs spend.
Where is YMS LDN 2026 and how do I get tickets?
YMS LDN 2026 will be held at:
- MC Motors, 28 Millers Avenue, Dalston London, E8 2DS
- Thursday 21st May: 8 am - 7.30 pm
Whether you’re looking for fresh insight into Gen Z behaviours, new ideas for creator and experiential campaigns, or a better understanding of what drives brand loyalty among young consumers, YMS LDN 2026 is the place to be. With a packed agenda full of industry-leading speakers, practical takeaways and forward-thinking conversations, it’s an opportunity for marketers to learn what’s working right now and what’s coming next.
There’s limited tickets available so get yours ASAP to avoid missing out on everyone’s favourite youth marketing event.
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