The Identity Movement: From Guarded to Real With 30 Under 30 Grand Prix Winner Danielle Galipienzo
Millennials and Gen Zs today feel a personal responsibility to make the world a better place, and are putting their values into action.
In our Connect With the Snapchat Generation series, we’re looking into how these values play out within society to evolve many aspects of how we live.
And because we’re no strangers to bright young people who are leading the charge, we’ve enlisted a few of our 2022 B&T 30 Under 30 winners to help us break down Snapchat’s latest report.
Today we’re with Danielle Galipienzo, the youngest client leader in one of the most rapidly growing media agencies in the world, Initiative. She…
*inhales*
… is the proud founder of Initiative’s care committee, a member of the IPG women’s leadership network, mentor to twelve (and counting) rising stars, was named Initiative’s employee of the year (joining Sydney’s senior leadership team), and won the ‘Ignite Change’ award.
Oh. And she’s the Grand Prix winner of this year’s B&T 30 Under 30 Awards.
To her, being a millennial means: “Having had the best of both worlds. I humbly experienced dial-up internet, floppy disks and walkmans, but then got to witness how the world has transformed through the rise of smartphones, social media, music streaming and the benefits that come with all of this access at my fingertips.”
When it comes to identity, Snapchat found that Gen Zs and Millennials in Australia and around the globe are driving the shift from “guarded” to “real”.
Why? How?
Let’s find out…
B&T: For Connect With the Snapchat Generation you mentioned “kindness and self-growth are two things that I always strive to live by, whether it be on a small or large scale”. How do you identify with these values?
DG: The first is all about acting with empathy to make others feel more accepted and understood, and the second to accept yourself as always being a work in progress – there’s always the potential to learn and grow so as to be and do better.
B&T: You also mentioned that the pandemic allowed you to “become a happier and healthier version of myself”. How did those lessons transition with you post lockdown?
It really gave me the strength and clarity to come back into the ‘real world’ post lockdowns, and welcome the things that I’ve been missing, but also keep boundaries that I’d gained in protecting my own personal time and what space I regularly need to be relaxed and content.
Spending quality time with family and close friends is [also] a huge priority for me, as the last couple of years have made me even more grateful for the meaningful relationships in my life.
B&T: Is that why social media is “all about connecting with people” for you?
I have a lot of close friends overseas that I don’t get to talk to super often due to time differences, so I use social media as the main way to stay connected and up to date with each other’s lives.
B&T: You and the other 30 Under 30 winners kindly supplied your personal Bitmojis for the piece – love them, by the way! Do you see your digital avatar self as an extension of your identity?
I was definitely an early Bitmoji adopter and I was hooked on having a familiar representation of me that could perhaps be a bit braver and try out new things that weren’t a permanent change! My close girl friends and I practically ONLY spoke in Bitmojis for months on end.
My friend and I even put forward a Bitmoji-centred idea as our Young Lions entry one year #robbed
B&T: Snapchat’s latest annual report focuses on the trends of Gen Zs and Millennials. It suggests that “values that were important yesterday have become even more important today”. What changes have you noticed in your professional values, if any?
A lot of my work the last few years has been even more unequivocally centred around helping others around me in the mental health and well-being space.
For example, Initiative empowered me to be trained as a Mental Health First Aid instructor earlier this year, so now I can improve awareness and facilitate how to recognise and respond to a mental health problem or crisis.
B&T: What about the way you perceive and work with brands?
I have huge respect for brands that are purpose-driven and walk the walk when it comes to what they are choosing to voice their support on.
At Initiative we do a lot of great work in taking on CSR accounts, and advising all clients on the right approach to impactful advertising. It needs to be genuine, the right brand fit and actually affect meaningful change in the community, but when it’s done right I will be a true loyalist as both a consumer and advertising professional.
Our most recent campaign for mental health foundation Gotcha4Life, Boys Do Cry, which is all about changing the tides on the connection between how masculinity is viewed in society and suicide rates, will always be a career highlight of mine.
You can hear more from Galipienzo and the other 30 Under 30s in our Connect With The Snapchat Generation Series.
Be sure to keep an eye on it over the coming weeks as we continue to uncover the trends that Gen Zs and Millennial are leading, and the powerful impact they’re having on the way we live.
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.