Pia de Malherbe brings over 20 years of global experience in working agency side with major brands like Harrods, British Airways, Mondelez, Unilever, Coca-Cola, Diageo, Pernod Ricard, and the WHO. As Chief Brand Officer at 10 Days, Pia spearheads the agency’s trend and content strategy, with a particular focus on understanding and engaging the next generation of consumers.

An expert in generational research, Pia has transitioned from analysing Gen Z trends to becoming a specialist in Gen Alpha, offering brands deep insights into how these emerging consumers think, behave, and interact with brands. She has authored and presented numerous trend reports, shaping strategies that help businesses foster genuine and lasting connections with younger audiences. Through her thought leadership, Pia continues to guide brands in navigating the ever-evolving marketing landscape.