Connecting with Gen Zs: Building Trust & Creating Content That Matters

Time: 9am – 5pm (GMT+8)


Uncover the essence of Generation Z – their demographics, values, and digital behaviours. Dive deep into the realm of influencers, exploring authentic marketing insights, and navigating their obsession of popular platforms like TikTok. 

Immerse yourself in the art of storytelling while creating narratives that align with the aspirations of this dynamic generation. Stay ahead of trends, immerse yourself in Gen Z lingo, and grasp the strategies for real-time adaptation to the ever-evolving social media landscape.  

This 1-day masterclass on Connecting with Gen Zs: Building Trust & Creating Content That Matters isn’t just about learning; it’s about transforming your approach, forging connections, and creating content that truly matters. Get ready to unravel the secrets of Gen Z engagement like never before.

Key learning outcomes:

  • In-depth understanding of Gen Z: Participants will gain a comprehensive understanding of Gen Z, including their demographics, values, and digital behaviours, enabling them to tailor their strategies to this specific demographic.
  • Creation of Gen Z personas: Through hands-on activities, attendees will learn to create detailed Gen Z personas, allowing them to understand individual preferences and habits, facilitating more targeted and personalised marketing efforts.
  • Crafting authentic narratives: Learn the art of crafting compelling and authentic narratives aligned with Gen Z values and aspirations. This course will provide practical experience in creating relatable stories that resonate with the target audience.
  • Impact of tech platforms: Learn about the profound impact of technology on Gen Z’s lives, including their relationship with digital platforms, which is crucial for crafting effective marketing and engagement strategies.
  • Identification of key influencers: Participants will learn about the importance of influencers while learning how to identify which key influencers fit their brand.
  • Significance of storytelling: Understand the importance of storytelling in marketing, particularly for Gen Z. Participants will explore examples of brands with impactful narratives and gain insights into why storytelling is crucial for connecting with this demographic.
  • Case studies: Analyse successful brand storytelling campaigns through case studies, gaining valuable insights, and wading into Gen Z lingo. Learn from marketing wins and failures alike.
  • Authenticity in marketing: Participants will delve into the concept of being authentic in Gen Z terms, exploring ways to build trust through transparent communication strategies. The roundtable discussion will showcase authenticity in action.
  • Future trends anticipation: Stay informed about emerging trends and anticipate future shifts in Gen Z behaviour, enabling participants to proactively adjust their strategies and stay ahead of the curve in the ever-changing digital landscape.
  • Practical application: The hands-on activities, workshops, and case studies provide practical experience, allowing participants to apply the theoretical knowledge gained during the masterclass to real-world scenarios.

Who should attend

This masterclass aims to provide a holistic understanding of Gen Z and equip professionals from various fields with the knowledge and skills needed to effectively engage with and cater to the latest trend-setting demographic. This is suitable for anyone whose target market comprises Gen Z consumers, including the following functions:


  • Business Owners/Entrepreneurs
  • Startup Founders
  • Marketing and Digital Managers
  • Social Media Managers
  • Influencer Marketing Professionals
  • Brand Strategists
  • Creative Directors
  • Communication and PR Professionals
  • Educators and Trainers
  • Market Researchers
About the trainer
About the trainer

Knox Balbastro

Social Media & Global E-commerce

Content Strategist

An expert in the SEA social media landscape and global e-commerce content strategy, Knox Balbastro is recognised for her unwavering passion for marketing innovation and a commitment to excellence. She has etched an impressive career path marked by transformative experiences working with a mix of global clients at multinational agencies such as BBDO-Guerrero, TBWA-SMP, and MullenLowe Singapore.  

Knox brought her unique flair to the realm of entertainment and storytelling as a social media creative lead for the Disney account at Digitas. She created campaigns for Disney, Marvel and Star Wars– creating magical experiences that captivated fans in Southeast Asia. Her knack for blending creativity with strategic vision played a crucial role in enhancing Disney's brand presence across various social media platforms. 

She also took on a role as a staff content strategist at Alibaba. Knox played a pivotal role in navigating the intricate landscape of one of the world's foremost e-commerce and technology conglomerates. Her tenure involved creating brand stories and spearheading content for sales like 11.11 and Black Friday. Knox's insights and creative prowess was instrumental in driving sales and shaping strategies that resonated with diverse audiences.


Key sessions covered:

  • The role of technology in Gen z’s lives
  • Workshop: Creating Gen Z personas
  • Aligning narratives with Gen Z values and aspirations
  • Analysing successful brand storytelling campaigns
  • Building trust through authentic marketing practices
  • Building trust through authentic marketing practices
  • Developing transparent communication strategies

Please contact

Marge Antonio
Regional Project Manager
Tel: +65 6692 9031 Ext 825

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Singapore, In-person

23 April 2024, 9am – 5pm
Early Bird up till 1th of April 2024

SGD1099 899

Hong Kong, In-person

10 May 2024, 9am – 5pm
Early Bird up till 1th of April 2024

USD959 759

* 9% GST applies for Singapore-based companies and individuals.
**Group discounts applicable.

  1. All bookings are final.
  2. Should you be unable to attend, a substitute delegate is welcome at no extra charge.
  3. MI Masterclass Series cannot provide any refunds for cancellations.
  4. MI Masterclass Series reserves the rights to alter the programme without notice, including the substitution, amendment or cancellation of trainers and/or topics.
  5. MI Masterclass Series is not responsible for any loss or damage as a result of a substitution, alteration, postponement or cancellation of the event.