Maya Peterson is the Senior Director of Culture and Insights Group at Viacom. In this role, Peterson and the team develop insights on cultural trends – and fans’ relationships to them – to help shape digital, social and linear content for Viacom’s advertising partners. Peterson is the supervising producer of The Culture of Proximity, the first in a series of original documentaries from Velocity, Viacom’s branded content studio. The film explores the impact of the convergence of brands, celebrities, fans and content creators on pop culture. This year Maya and team have produced four additional chapters of thought leadership that build on that foundational work and provide insight into Gen Z and Millennial behavior for brands.