Disney’s Josh D’Amaro Shares How the Company Fosters a Sense of Belonging Across Generations
Disney CEO Josh D’Amaro recently addressed advertisers during the company’s upfront presentation, highlighting the deep-rooted passion and loyalty that Disney inspires in its audience.
“You cannot acquire a hundred years of trust,” D’Amaro stated, referencing the company’s enduring legacy. “You can’t put generations of belonging on a balance sheet.”
According to D’Amaro, Disney holds a unique position in people’s lives that few other brands can replicate. “In a world of infinite choice and constant distraction, that kind of presence is rare. And getting rarer,” he said.
D’Amaro, who assumed the role of CEO in February, has smoothly transitioned following Bob Iger’s tenure, a change that has garnered positive reactions on Wall Street. However, his initial weeks have not been without challenges, including controversies surrounding *The Bachelor*, new critiques directed at Jimmy Kimmel, recent layoffs, and the collapse of a partnership with OpenAI established during Iger’s leadership.
The remarks were made at the North Javits Center, a spacious venue along New York’s Hudson River, after a brief introduction by actress Anne Hathaway. She celebrated the success of *The Devil Wears Prada 2*, remarking that her earlier career milestone, *The Princess Diaries*, now belongs to the same family as the Prada franchise after Fox’s acquisition by Disney in 2019.
D’Amaro’s presence at the upfronts was noteworthy. Although Lachlan Murdoch spoke at Fox’s presentation, it is uncommon for CEOs to take center stage during these advertising events, as they typically occupy audience seats. Notably, Iger spoke at Disney’s pitch two years ago, while former CEO Bob Chapek did so in 2021, marking significant shifts within the company’s leadership.
Acknowledging it was his inaugural upfront as Disney CEO, D’Amaro humorously remarked, “so naturally we decided to keep the pressure low and put a few thousand media executives in one room.”
He expressed mild apprehension, not due to the crowd’s prominence but because of his upbringing as a Boston Celtics fan. In a nod to the New York Knicks supporters present, he added, “I wish the Knicks nothing but the best. I mean that. Mostly.”
Reflecting on his personal journey, D’Amaro shared that his first job was at Disneyland in Anaheim, following an impactful visit to the park at the age of eight. He spoke nostalgically about that formative experience, emphasizing how such emotional connections can last a lifetime. “That feeling,” he said, “is our entire business.”
He further noted, “No focus group invents that. No algorithm produces it. No amount of capital can buy it. That is what every audience, every sponsor, every brand in this room is actually trying to buy.”
D’Amaro pointed out that companies are competing to create interconnected ecosystems across multiple platforms—movies, television, streaming, digital media, parks, and experiences. “What they are racing to assemble,” he said, “is, more or less, the picture of what we already are.”
Instead of labeling it as “viewing,” D’Amaro characterized the experience as “belonging.” By fostering that sense of belonging, he affirmed, Disney stands “in a category of one.”
