Mia von Sadovszky is SVP Group Planning Director at RPA, an independent, full-service advertising agency. She is a veteran strategist and researcher who has spent 20 years in the business of understanding people—their beliefs, desires and drives—for brands such as Southwest, Intuit/Quickbooks, IKEA and Taco Bell. With a BA in Art History from Harvard and an MBA from UCLA, she brings a mix of creativity and business savvy to all her insight work. She has recently co-authored a major research project on Generation Z (https://identityshifters.rpa.com/) that was introduced in October at the Fast Company Innovation Festival in New York. Her interest in studying generational cohorts began with groundbreaking research she did into Generation X that made the cover of TIME magazine in June 1997.