As marketers, we’re obsessed with making people feel. But why should anyone have feelings about a brand? Social Chain’s own Oliver Yonchev believes that ‘the mindset marketer’ will be everything in 2019. And as age and profile labels become redundant, a greater focus will be placed on emotion. In Episode 011 of Social Minds, Oliver reveals his learnings on the youth brain and explains why understanding the mindset of a generation must come first, before earning the right to sell to it.