Melanie Shreffler has been studying the mindset and motivations of Millennials and Gen Z for more than a decade. As Senior Director, Insights at Cassandra, Melanie is authority on youth culture and the ever-changing habits of young consumers through extensive research, deep generational knowledge, and daily trendspotting. Melanie is regularly featured in national press, including The New York Times, USA Today, The Los Angeles Times, and Fast Company, and she frequently contributes insights to trade publications. Melanie regularly shares her findings about young people at industry conferences and consults with executive teams of Fortune 500 companies including Sony Music, Microsoft, Adidas, and YouTube. Melanie's passion and craft for developing youth insights has helped marketers across all industries better engage with today’s youth.