One of the speakers at upcoming BrandFest 2024, Uma Rudd Chia is the co-founder and executive creative director of KVUR, Singapore with over two decades of experience in the advertising industry. She has worked with some of the world's leading multinational agencies, including Ogilvy, Saatchi & Saatchi, Euro RSCG (now Havas) and JWT, where she served as global creative director. She shared with The Himalayan Times her perspectives on the impact of AI and Gen Z on brand purpose and what brands need to do to connect with this new generation of consumers.

Given your extensive experience in creativity, AI and branding, how have these fields influenced your understanding of brand purpose in today's market?

Brand purpose is the anchor that keeps us human in an increasingly digital world. AI and tech can generate stunning visuals, predictive insights and even mimic human creativity, but the essence of purpose is something they can't replicate. Purpose is born from human history, experience and culture; it's tied to our deepest emotions, desires and the need to connect meaningfully. While AI is an incredible partner in amplifying and spreading our message, it should never define our message.

Think about it: the most memorable brands aren't the ones with the flashiest tech or the best algorithms; they're the ones that evoke a feeling. They make us feel seen, heard or inspired. That's a fundamentally human quality. So, while AI is transforming the marketing landscape, I've realised that it's crucial to ensure the core of any brand remains rooted in human purpose. Use AI to listen better, personalise more and scale smarter, but always start with the human heartbeat - that's where the magic happens.

Gen Z is known for their high expectations from brands. What are the essential elements brands need to address to authentically connect with this generation?

To connect with Gen Z, brands must stop with the old-school monologues and start having a two-way conversation. It's not about just pushing messages; it's about truly understanding what motivates this generation - their passions, struggles and what keeps them up at night. Instead of trying to fit them into a brand's existing framework, brands should find ways to align with Gen Z's values and what drives them.

Look at brands like Nike with Colin Kaepernick - they didn't shy away from taking a stand, even when it was risky. They showed they were willing to back their purpose with action, which resonated deeply with Gen Z. Then there's Liquid Death - a brand that decided to disrupt the market by going against the 'woke' narrative, understanding that there's a segment of Gen Z fed up with being told what to do. These brands aren't just selling products; they're championing causes, reflecting their audience's values and daring to be different.

How can brands leverage AI and digital advancements without losing their authenticity? What strategies can ensure they remain true to their core values?

Let's be real: AI isn't just a buzzword or a passing trend; it's here to stay and is fundamentally reshaping our industry. Brands that don't embrace it will be left in the dust. But here's the kicker - while AI can craft stories, predict behaviours and create content faster than any human, it can't genuinely feel. It lacks the history, the nuances, the lived experiences that make a story resonate. It doesn't know what it means to have a good laugh over a shared joke or feel a pang of nostalgia from a childhood memory.

So, the strategy is simple but profound: Start with the human. Begin with your unique ideas, experiences and emotions, and then use AI to enhance them. AI can help scale creativity, but it should never replace the original human spark. Think of AI as a megaphone for your authentic voice, not the voice itself. This way, you remain true to your core values while harnessing the power of AI to amplify and extend your reach.

What challenges do brands face in meeting the expectations of today's consumers, particularly Gen Z, and how can they effectively address these challenges?

One of the biggest challenges brands face is the temptation to stick with what they know - targeting the same old demographics on the same platforms, using the same tactics that worked a decade ago. But here's the reality check: Gen Z is going to be the major purchasing force in the next five to 10 years. Brands that fail to engage with them now are playing a dangerous game with their future relevance.

Many brands are afraid of or don't understand this new generation, so they avoid engaging altogether. But Gen Z is the first digital-native generation - they expect brands to be as fluent in their language as they are. To meet their expectations, brands must invest in understanding who they are, what platforms they use, and what matters to them. This means evolving your brand's narrative and strategy constantly - not every 10 years but every few. It means having the courage to leave behind what's comfortable and stepping into new conversations, platforms, and methods.

With your background in branding and creativity, what strategies are most effective for ensuring that a brand's purpose genuinely resonates with Gen Z's values and demands for meaningful action?

Forget about a one-size-fits-all strategy. With Gen Z, it's all about engagement and empowerment. They don't want to be passive recipients of a brand's message; they want to be co-creators, actively involved in shaping the brand's narrative. Think of campaigns that invite participation - let them create, share and champion the brand in their way. Look at brands like Converse with their 'All The Stories Are True' campaign - they handed the mic over to their audience and let them tell their stories.

This generation responds to the unexpected and the genuinely meaningful - not the polished, picture-perfect campaigns of old. They want raw, real and relatable. To resonate, you must be willing to surprise them, to break the mould and to have a little fun while doing it. Be bold in your actions and transparent in your communications, showing that you are not just listening but also acting on what you hear.

In the context of 'Branding with Purpose', what are some actionable ways brands can drive positive change and remain authentic while effectively differentiating themselves?

Authenticity starts with clarity - know who you are, what you stand for and how you're different. To drive positive change, start by identifying a real consumer need or societal issue that aligns with your brand's core mission. Then, commit to it - whether it's through sustainable practices, community outreach, or inclusive messaging, make sure your actions reflect your words.

Your product must deliver on its promise. If it doesn't, you need to pivot, innovate or get out of the game. Partner with others who share your values, be it NGOs, influencers or even your customers. And always tell your story - the real one, with all its highs and lows. Show your audience the journey, not just the destination. That's how you build trust, loyalty and an unmistakable brand identity that stands out in a crowded marketplace.