Perspectives is a series uncovering routines, inspiration, and insights by brand leaders shaping the future of marketing around the globe. EDITOR’S NOTE: At the time of this interview, Ryan Peña was the Paid Media and Social Media Supervisor (now National Marketing Manager) at Be The Match, a global leader in facilitating bone marrow and umbilical cord blood transplants to save lives. He believes that the best stories are those that people relate to before they relate to brands. In his words, he shares: Why user-generated content and storytelling are valuable for brands, How Be The Match pivoted amid the pandemic, and the importance of connecting with people you look up to.  Read the transcript here and subscribe for weekly marketing resources and strategies. --- Send in a voice message: https://anchor.fm/thefutureofmktg/message