55 minutes ...

“If I had an hour to save the world, I’d spend 55 minutes thinking about the problem and 5 minutes executing the solution.” – Albert Einstein.

A potent reminder that thoughtful preparation leads to meaningful action. Yet, brands often rush to “engage Gen Z” without asking the right questions. In a world where Gen Z and Gen Alpha constantly redefine culture, communication, and business, success isn’t about doing more—it’s about understanding better.

I’m Benoît Vancauwenberghe, a strategic consultant and youth culture expert based between Brussels and Barcelona. For over 20 years, I’ve been fascinated by how younger generations think, work, consume, and challenge the status quo. But I don’t just study youth culture—I live it. I immerse myself in their world, observing, listening, and experiencing their reality.

To bridge the gap between brands and these generations, I co-founded 20something, one of the first agencies built with and for the newest generations. Over 500 young talents have brought authentic insights to our programs, giving us perspectives far beyond traditional trend reports.

Staying grounded in reality is essential. My work isn’t just based on data—I immerse myself in the world it represents. I visit schools, speak with teachers, listen to parents, spend time in student housing, and collaborate with European business leaders. From Madrid to Stockholm, I explore generational dynamics firsthand. By blending these experiences with cultural insights, I aim for a well-rounded, human-centered approach.

I also work with Ph.D. scholars and sociologists, combining practical expertise with academic depth to turn real-world behaviors into actionable strategies for brands.

Think first, act smart

Like Einstein, I believe in understanding the challenge before rushing to solutions. Bring the questions, and I’ll provide the insights. Together, we’ll find a clear, focused path forward—so the 5 minutes of action deliver real impact.