Fast, Relevant & Still Themselves: How Retail Brands Navigate Culture in Real-Time
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Session time: 45 minutes
The retailers winning right now aren’t just moving faster. They’re moving smarter.
Chasing every algorithm shift, cultural moment and hype cycle isn’t a strategy. It’s a liability.
Modern relevance is not about reacting to everything. It’s knowing what matters–and what your brand can do with it. The brands winning today are more disciplined. They know how to separate noise from signal, understand what customers actually care about and create experiences that feel timely, resonant and true to the brand.
Join us for a candid conversation where leaders from IKEA, The Vitamin Shoppe and DEPT® will share the frameworks they actually use–and the bets they choose not to make.
You’ll leave knowing how to:
- Spot shifts in consumer behavior before your competitors do
- Identify which signals deserve action–and which ones to ignore
- Say no to the right trends without losing cultural relevance
- Create experiences customers actually care about
- Connect cultural moments to measurable business results
Presenters
Brittany Hennessy
Brittany Hennessy is Vice President of Social Intelligence Evangelism at Sprout Social, where she defines Social Intelligence as an executive discipline and connects social signals directly to business performance. She translates emerging signals into decisions that shape reputation, revenue, and retention. She is the author of INFLUENCER, a foundational book on the business of creators that continues to shape how brands approach influencer marketing.
Colette Loreto
Colette Loreto is a social content and brand strategy leader with 9+ years of experience driving growth through culturally relevant, social-first marketing. As Senior Content Strategist at The Vitamin Shoppe, she leads content development, video strategy for paid social, and platform innovation—building high-performing campaigns that connect with modern audiences and deliver measurable results.
Elissa Wardrop
Elissa Wardrop is the Global Social Media Specialist at Ingka Group (IKEA Retail) and brings 8 years of social media experience across the retail, hospitality, and entertainment industries. She’s developed strategies and content for IKEA Australia, Disney, Pixar, 20th Century Studios, Disney+, PlaySide Studios - and even makes memes for Uber! In her current role at IKEA Global, she supports 32 markets through creating content with a focus on Responsive (think news, trends and pop-culture), leads the internal social media community and helps to build social expertise across the business.
Fernanda González
Fernanda González is a New York-based Director of Product Design at DEPT®, leading cross-functional teams to craft smart, innovative experiences for global brands. With over a decade spanning Monks, Leo Burnett, and Mirum Agency, she has built her practice at the intersection of UX, strategy, and visual craft, guiding teams across the US, Canada, and Latin America on award-winning products and platforms for clients in technology, retail, travel, and beyond. Fernanda sits on industry juries including Awwwards and the ADC/One Show.
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