How do you build journalism that resonates with the next generation? In this keynote, Lea Korsgaard, editor-in-chief of Zetland, shares how the Danish media brand reimagines storytelling through audio-first formats, a thriving membership model, and deep audience involvement. From sensing what matters to the ‘curious Danes’ to launching the concept in Finland with more than 15.000 paying members, Zetland is reshaping journalism with purpose and participation. Expect insights on editorial intuition, community co-creation, and how inspiration often comes from outside traditional newsrooms.