Cannes Lions: How Gen Z, Kids & Families Are Changing Marketing | Lisa Morgan, Generation Media

Recorded live at Cannes Lions 2026, Justin Cooke sits down with Lisa Morgan, Managing Director of Generation Media, to explore how children, young people and families are reshaping marketing, media and brand building. Children are influencing far more than toy and entertainment purchases. They now play a role in major household decisions, including holidays, homes and even which car brands families buy. Lisa explains why brands need a much deeper understanding of younger audiences, how media consumption is changing, and why the industry is moving beyond reach and attention towards affinity, fandom and long-term engagement. They also discuss: • Why younger audiences are often the first to adopt new platforms and behaviours • How children influence major household purchasing decisions • Why linear TV still matters • The shift from attention to affinity and fandom • Social media regulation and brand safety • How AI will change agency roles and the skills marketers need • Why employee ownership has changed Generation Media’s culture • How leaders can empower teams rather than stay stuck in the detail Lisa also shares her perspective on the future of independent agencies, global expansion and why marketers should not throw away decades of media planning knowledge simply because technology is changing. Subscribe for more conversations with the people shaping the future of marketing. The Business of Marketing Recorded live at Cannes Lions 2026. #CannesLions #Marketing #Media #Advertising #GenZ #AI #BrandMarketing #Leadership #BusinessOfMarketing