The End of Marketing as You Know It - How Gen Z Discovers and Buys Candy in 2026

Gen Z is fundamentally changing how candy brands are discovered, evaluated, and bought. Traditional campaigns, TV ads, and pure reach are losing impact – relevance, culture, and social media now drive demand. In this keynote, Bastian Bretting reveals how Gen Z truly discovers candy, why TikTok and creators influence purchase decisions, and which marketing strategies will still work in 2026. Through real-world cases and clear takeaways, brands will learn how to win attention, build relevance, and succeed in the feed and not just on the shelf.