A conference that’s for and about Gen Z has everything you’d expect it to. Internet-famous influencers like Olandria Carthen and Micky Gordon, a DJ, and even dance breaks. And amidst all the excitement: tough, necessary conversations about diversity, accessibility, and what it truly means to have a seat at the table.
The conference, called ZCON, took over Los Angeles this week, hosted by United Talent Agency. The event’s main conversations featured insights on trends (are you in group 7?), what it means to take care of yourself, and how to redefine online culture.
ZCON is “the anti-conference, conference,” Shaina Zafar, an executive at UTA's ’s Gen Z marketing arm Next Gen, tells Teen Vogue. The event hosted conversations with creators and media professionals like actresses Auli'i Cravalho and Chandler Kinney, creator Anthony Po, and Paralympic champion Ezra Frech.
The event incorporated several unexpected elements, including a performance by magician Anna DeGuzman, a DJ set sponsored by Spotify, ice cream cones, and a designated “recess” time where attendees were encouraged to dance and let loose.
“We always ground ourselves in the ethos that we want to platform young people,” says Zafar, who took part in dancing and hula hooping with attendees. “We leveraged a lot of elements that made this an anti-conference conference, in the sense that we actually had people dance outside, climb on tables, and make those moments of joy a lot more visible.”
In between the fun (and games), the conference showcased a variety of diverse young voices and perspectives. Rather than exchanging business cards and sitting silently, the event’s scheduled dance parties and vibrant atmosphere allowed attendees to connect in a more untraditional way.
Zafar herself is a young changemaker. She’s a Gen Z founder who helps brands and marketers better understand how to tap younger generations. Zafar and Ziad Ahmed founded JUV Consulting in 2016 when they were students in high school. Last year, Hollywood talent firm UTA acquired the Gen Z agency and folded it into its marketing division. Zafar also writes UTA’s Gen Z marketing newsletter, “The Screenshot,” and she sits on the advisory board for NowThis. She knows the value of being in the room with the people who make key decisions.
“You are in a room with a CMO, a brand executive of a Fortune 500 company, a Gen Z creator who makes TikToks day in and day out, and every day young people,” Zafar says about ZCON. “We can all work together. We can all dance together. We can all strategize and collaborate together.”
Sponsors included Coach, Cosmopolitan, E.L.F., and Amazon Prime, among others. ZCON also held its second annual ZSTAR Awards, where it honored dozens of Gen Z creators, such as Twitch streamer Vanillamace, internet personality Anania Williams, and author Chloe Gong.
Adam Faze, producer of the short-form show “Boy Room,” tells Teen Vogue what makes branded content stick. “More brands need to realize the less they're in people's face with that partnership, the more they're gonna actually build loyalty and community,” says Faze, whose new series Girl Room, which premieres on November 11, is in collaboration with Amazon Prime.
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Meanwhile, Love Island star Olandria mixed pop culture with business advice when she spoke on a fireside chat moderated by her manager Amanda Harris. She shared why she trusted her friends to manage her social media while she was filming for Love Island, and how she’s looking to build longevity in her career.
“Post vila, obviously, life changed immediately,” Olandria said at ZCON. “I had this humongous platform, so I was like, ‘You know what, I kind of want to be here for a while.’ When looking for a team, I always expressed to them that I wanted to have longevity in my career. I want to look back 10, 15 years from now, and I’m still living off this very moment. I wanted Olandria to be a household name. I really wanted a team that had a clear strategic direction.”
Thursday’s event focused on important conversations with young leaders in fashion, social media, and Hollywood, featuring topics like the next generation of storytellers and building a better digital future. ZCON also incorporated virtual appearances from actor and internet personality Owen Thiele and activist Malala Yousafzai.
In breakout rooms, attendees were divided among organizations, including Creator Camp, Altadena Girls, and Gen Z for Change, for more intimate conversations.
“I think as we process the world around us in the movements of darkness, the moments we're craving escapism, and finding a different outlet, ZCON is a celebration of joy,” Zafar says. “What are the people, who are the communities, who are the brands, and the moments and places that make us celebrate joy?”
