On Tuesday, our managing director Neil joined Shaun Bailey, the Prime Minister’s special advisor on youth and crime, Kathryn Jacob, CEO of Pearl and Dean Cinemas, David McQueen, founder of youth leadership company Magnificent Generation and Oystercatchers managing partner Suki Thompson for the Oystercatchers Club Evening to discuss the challenges faced by youth today and how they engage with brands. 

A few of the insights arising from the panel's inspiring discussion:

• Confidence [or a lack of] is the major issue affecting youth. Winning brands inspire, challenge and commit to helping build lives. McDonald’s is moving into youth job creation; 02 is working with local communities to build work skills
• Our children have become sophisticated consumers very early on
• Most views of the world are Western – that will change. Youth is tuning into China.
• In a fragmented media world think entertainment, not advertising. Be useful. Be authentic
• Brands do well when they blur the division between content, advertising, experiences, marketing and service [think YouTube, Amazon]
• Brands committed to their own development are winning. Nike and Apple constantly reinvent to survive and thrive
• Exposing your brand to social development is good for your bottom line