Comment adapteriez-vous le message de votre marque pour qu’il trouve un écho auprès d’un public cible plus jeune ?

Younger audiences can smell inauthenticity a mile away. They were born into this world of loud claims and phony commitments by brands. High-gain BS radars are an evolutionary adaptation. Remember those “Silence, brand” memes? Instead of trying to appeal to them, try to connect with them. Don't try to be hip: there's no shortage of that. Try to be real. That's what we—young people—need the most right now. Something genuine and human.

As a young professional, I've found that connecting with my peers requires a deep understanding of their values, interests, and communication styles. In my experience, authenticity is key. We are drawn to brands that stand for something beyond their products or services. For example, while working on marketing campaigns, I've focused on genuine commitments to issues like sustainability, diversity, and social responsibility. Using relatable language and avoiding corporate jargon has been crucial in my efforts. I’ve seen firsthand that we're not just looking for products; we're looking for movements or communities that reflect our identity and aspirations.

utilize eye-catching graphics, short videos, and visually compelling content to grab their attention and quickly convey your message. For example, a financial literacy app created a series of animated explainer videos that broke down complex financial concepts in a fun and engaging way. The videos used bright colors, relatable characters, and a dynamic pace to keep Gen Z viewers hooked.

Visual content is a cornerstone of appealing to a younger audience. They are highly visual and often engage with content through images and videos on platforms like Instagram, TikTok, and YouTube. Your brand messaging should include bold, eye-catching visuals that can make an instant impact. Use a color palette and design elements that are current and resonate with trends popular among this demographic. The visual aspect of your messaging should tell a story as compelling as the words you use. Integrate user-generated content to enhance authenticity and foster a community around your brand.

Brands that win over young audiences with their visual identity take risks. They are not afraid to look different, unorthodox, and break some design rules along the way — reflecting how the younger generations approach their own looks. Bold doesn't mean bright colors and heavy typefaces. Bold means unapologetic about being weird because you are being true to yourself. Not trends, not rules, but your own agenda.

Focus your messaging on platforms they frequent, like TikTok, Instagram, and Twitch. Explore influencer marketing partnerships with creators they trust and admire. A music streaming service I helped rebrand knew they needed a strong presence on social media. We partnered with up-and-coming musicians to create exclusive content for the platform, like live Q&A sessions and behind-the-scenes glimpses at recording studios. This strategy allowed the brand to connect with Gen Z music fans on their preferred platforms through authentic voices.

Create opportunities for two-way communication. Encourage user-generated content, host contests and challenges, and actively respond to comments and messages. A sustainable clothing brand I worked with wanted to engage with eco-conscious Gen Z consumers. We launched a social media campaign asking customers to share photos of themselves wearing the brand's clothes while participating in environmental cleanup efforts. This campaign fostered a sense of community and empowered customers to become brand ambassadors.

Look for emerging trends, memes, and lingo that resonate with Gen Z. Subtly incorporate these elements into your messaging to show you understand their world. Be at the forefront of exploring current and trending technologies like augmented reality (AR) and virtual reality (VR) to create unique and engaging experiences for Gen Z

7. Be Purpose-Driven Gen Z cares about social and environmental issues. Align your brand messaging with a cause they care about and demonstrate your commitment to making a positive impact. A food delivery app I consulted with wanted to connect with Gen Z's focus on sustainability. We partnered with local food banks to donate a portion of every delivery fee. We also highlighted eco-friendly packaging options and promoted restaurants with sustainable practices. This focus on social responsibility resonated with Gen Z's desire to support brands that align with their values.