Everyone has an opinion about Gen Z.

They have shorter attention spans. They’re less brand loyal. They trust creators more than brands. They expect brands to take a stand.

But how much of what marketers believe about Gen Z is actually true?

The Relevance Lab, created by Kantar, NordStella and MENA Effie, is an interactive experience designed to move marketers beyond assumptions and into evidence, real voices and brand action.

An exclusive, closed-door experience for a select group of marketers.

The first edition puts Gen Z under the microscope. Participants will challenge commonly held beliefs, hear directly from Gen Z voices alongside senior marketers, and explore the emotional drivers behind brand choice through Kantar’s NeedScope framework.

Through live audience interactions, a moderated exchange and an interactive lab, marketers will uncover the gap between what brands intend to communicate and what Gen Z actually experiences.

But this isn’t another session about understanding Gen Z.

The final challenge is your own brand.

In a hands-on workshop, participants will translate what they’ve uncovered into practical brand decisions: what Gen Z should feel, how their brand should show up, and what they should test next.

Each participant will leave with a Brand Action Card, turning insight into a tangible next step for their business.

Come with assumptions. Leave with a relevance challenge.

The Relevance Lab is designed for a carefully curated group of marketing professionals, creating space for candid conversations, meaningful participation and practical learning.

Attendance is limited.

Interested participants are invited to request to attend. All requests will be reviewed, with attendance confirmed based on audience relevance and available capacity.

Date: 18 November | 9:00 AM – 11:00 AM

Location: DUBAI