Why Impact Must Live in Youth Culture - And Why It Matters More Than Ever
For a generation coming of age in crisis, hope isn’t inherited - it has to be rebuilt.
This session explores why impact can no longer sit on the sidelines. To engage the next generation and unlock new solutions to deep problems, we must embed serious issues at the heart of youth culture.
Imali Hettiarachchi of The LEGO Group and Geli Luna of impact-first agency Shape History will draw on their personal and professional journeys to share how brands can meet this moment - by showing up where young people already are. Because the real power of impact isn’t just in changing the world, it’s in helping young people believe a better one is still possible.
Key Takeaways:
- Understanding how the changing world affects the next generation
- The opportunity for brands to drive both positive change and win with young audiences
- Co-creation beyond a buzzword - how to do it effectively with young people
Geli (she/her) is the Associate Design Director at Shape History, the impact-first agency. Whether it's spatial experiences, creative ideation, or visual storytelling, she believes in the power of design in shaping everyday life. Her first foray into branding won her a D&AD Pencil, which led to her specialising in brand identities and creative comms.
Since working in the social impact space, she has led brand evolutions of NGOs, including Refugee Council and Women Deliver, and developed campaigns for Girl Effect, Amnesty International and SheDecides.
Imali is currently living out a childhood dream, building the LEGO brand on projects that have spanned entertainment, innovation, and reaching gen alpha girls. Before stepping brand-side, she honed her craft at leading creative agencies including BBH, adam&eveDDB and Pablo, working on some of the world’s most iconic and culturally resonant brands.
She’s most energised by work that blends creativity with impact and aims to leave the world better than they found it - standout projects include the V&A, innocent, the UN’s Project Everyone, Art Fund, and the BBC.