This chapter delves into the challenges and opportunities surrounding the use of non-fungible tokens (NFTs) as a marketing tool. It explores how advertising and marketing have undergone a transformative shift in the 2020s, fueled by user-generated content and advancements in technology. The rise of the Creator Economy and the significant role of NFTs within this ecosystem are thoroughly examined. The chapter places a specific focus on the connection between NFTs and consumers, with an emphasis on early adopters and younger generations such as Gen Z (born between 1996 and 2010) and Gen Alpha (born between 2011 and 2025) consumers. It delves into their preferences, perspectives, and interests in NFTs, while taking into account the broader landscape of the evolving Creator Economy. Ultimately, the chapter advocates for marketers to understand the immense potential of NFTs and embrace consumer empowerment. By doing so, they can navigate the Web 3.0 era effectively and harness the power of NFTs to drive engagement and establish meaningful connections with their target audience.

The field of youth organizing emerged in the 1990s, as nonprofit organizations began engaging low-income youth of color, aged thirteen to nineteen, in political education and community organizing work while also providing developmental supports, such as academic tutoring and mental health resources. Over the last thirty years, the field has expanded rapidly. This chapter discusses the unique features of youth organizing and identifies trends in the field, including the growth in different kinds of youth organizing groups, the rise of coalitions, and changes in the demographic makeup of participants. It then presents a case description of a long-standing youth organizing group, Asian/Pacific Islander Youth Promoting Advocacy and Leadership (AYPAL), based in Oakland, California. Next, the chapter reviews the literature addressing how youth organizing promotes the psychological empowerment of its participants and builds community power situationally, institutionally, and systemically. It concludes by highlighting the implications of this research and suggesting opportunities for future scholarship.