Consumers today have unlimited access to products, content, and entertainment. But what they’re increasingly seeking is harder to create: genuine connection. The brands that break through aren’t just capturing attention—they’re creating communities people want to be part of and experiences they want to actively participate in.

Coach Global CMO Joon Silverstein and Spotify’s Kay Hsu will explore how two culturally influential brands are creating new ways for people to connect through shared identity, participation, and real-world experiences. They’ll discuss how culture and co-creation are reshaping modern brand building, why younger generations are moving from passive consumption to active participation, and what the Coach x Spotify campaign reveals about building relevance that goes beyond the moment.