Ben Harms

Ben Harms, Chief Growth Officer at Archrival, shares his insights on engaging Gen Z and Gen Alpha. He dives into the importance of community building and co-creating with young audiences. Notably, he warns against 'age washing'—superficial youth marketing—and emphasizes genuine peer-led trust. Ben highlights effective strategies, such as empowering youthful creators like Duolingo and identifying true trendsetters among peers. The brands that made him smile recently? The authentic Aimé Leon Dore and the playful e.l.f. Cosmetics.