Adobe Enterprise CMO Rachel Thornton on Making Marketers 10x More Powerful

[13:10] Engage Customers as Co-Creators, Not Just Consumers — Rachel explains that Gen Z and Gen Alpha audiences expect to contribute to and shape brand experiences, transforming the customer relationship from passive consumption to active co-creation. This shift is vital for CMOs because younger demographics now represent significant purchase power and will increasingly define brand loyalty through participatory engagement rather than traditional advertising. The key is to build platforms and campaigns that actively invite customer-generated content, user participation, and fan creativity, then amplify and celebrate it.