The New Language of Branding: How Gen Z Is Rewriting the Rules

If you built your brand during the Gen X marketing era—where authority, polish, and professionalism ruled—this conversation will stretch you.

Kia sits down with Parsa Afsharjavan, a next-gen creative director and founder of SINO Art, whose work is reshaping how brands connect with the emerging generation of consumers. Parsa’s branding isn’t transactional—it’s emotional, immersive, and deeply human.

Raised in a world of curated feeds and cultural collapse, Gen Z craves something different: aesthetic that speaks, messages that feel, and experiences that invite.

Together, Kia and Parsa explore how to reach a generation that values realness over reputation, and presence over performance. It is an unlearning of what Gen X marketers grew up on. We unpack the evolution of branding from the Gen X playbook to an immersive, emotionally intelligent, tech-integrated approach of Gen Z.

Parsa’s campaigns don’t just tell a story — they build a world. He shares how personal healing, mental health, and raw creativity shaped his career, and how today’s consumers aren’t just buying—they’re feeling their way toward resonance.

If you want your brand to matter in the next decade, this isn’t just inspiring—it’s essential.