Festival season is upon us, and the founder of the Vans Warped Tour, who has been immersed in youth culture for decades, has some advice.

Festival season is upon us, and the founder of the Vans Warped Tour, who has been immersed in youth culture for decades, has some advice. Brands that want to leave a positive and lasting impression on festivalgoers should demonstrate they authentically care and “bring something more than marketing.” There is a “renewed appreciation” for physical giveaways over digital, and giving away tangible objects has been known to reinforce positive connotations with the brand. It’s also important to recognize and cater to the age difference between younger and older Millennials, as they can have very different priorities and tastes. (Adweek)