A marketing friend shared with me that one of her brand’s biggest challenges was how to stay relevant with the next generation of consumers.
Many brands are having a generational identity crisis. While still obsessing over Millennials, marketing teams are also starting to retool their brands to resonate for Generation Z (whose oldest members turn 18 this year).
This results in some brands superficially acting like the stereotype of a younger consumer. There’s no shortage of advice on how to reach younger generations by learning to speak their language.
But I think brands risk coming across as ridiculous and inauthentic (despite the fact that many primers on marketing to Gen Y and Gen Z start with the importance of “being authentic”).
I parodied some of this earlier this year with a cartoon about brands speaking in emoji’s to connect with Gen Z. In that post, reader KC shared the following insight which really struck a chord with me:
“This will force brands to focus on actual brand essence more so than creative execution. To remain authentic, brands need to remain true to what they stand for; then develop different communication campaigns / channels relevant to each audience.”
I’d love to hear your thoughts on how brands should approach younger generations of consumers.
(Marketoonist Monday: I’m giving away a signed cartoon print. Just share an insightful comment to this week’s post by 5:00 PST on Monday. Thanks!)
Dan Moriarty says
Your observation about brand essence over creative execution is spot on. I think we hugely overvalue the differences between these age groups, and ultimately I think what it comes down to is that these ‘Millenials’ just have access to a huge amount of technology which previous age groups just didn’t, and this technology has created unparalleled transparency.
This transparency is why creative execution matters so little (in comparison) now. If you want to market to ‘Millenials’, you simply have to have a product (or wider brand) that’s based around consumer insights and stay INCREDIBLY focused around that, in everything you do (not just your marketing!)
Andrew Radvansky says
Mainstream articles about Millenials, or frankly any generation, tend to broadbrush their values, experiences and preferences. While I believe technology has shaped Millenials more so than any previous generation, it’s important to understand their are tremendous differences in experiences between 19 year old and a 34 year old. Sure it’s important to variate messages, just as it is important to use an intentional channel strategy, but the brand has to still “be the brand” and find spaces to associate in a way that connects your offering with the person’s lifestyle.
Tim says
Many brands might not realise that it is in their best interest to continue with their brand values. Take banks for example. Even the coolest teenagers do not want their bank to just be “cool”. They want their money to be safe. So in many respects they may want the most conservative bank there is. But maybe a bank with a good app … 😉
Anujin says
As a millennial, I couldn’t have said it better myself 🙂
John Beasley says
Most brands start with an unwavering defined state of what the brand is, and how they can thrust it on an audience… the key to youth marketing is starting with the audience, being focussed on them, their lifestyle and understanding it’s about what you do NOT what you say. That doesn’t mean wearing a metaphorical baseball cap and using the latest aberration of the english language, but understanding the world is theirs and it’s not up for compromise or negotiation. Their world moves fast and like any good app goes through frequent updates and to stay relevant you need to understand and be connected.
Tim nailed it – if you are a bank, be a bank in what you say – safe, secure and smart; but understand youth in what you do: offer an intuitive app that reflects the needs of their lifestyle.
Being authentic means having the closest connection to your audience, and genuinely listening, and acting upon the insight that connection provides you. Your audience should be your biggest fans, your greatest ambassadors to everyone else whether you are a bank or beats headphones.
Mike Newton-Ward says
This is a good reminder for all of us.
I think it is important for companies and organizations to go back to their Purpose, and make sure that is guiding them. What is it they make to be different? Why are they doing what they do? Then, based on that, does it make sense to promote to Millennials or Generation Z or whomever.
Additionally, rather than automatically thinking, “we need to be relevant to this new demographic,” we need to ask whether they have a need or a want that our company or organization can satisfy. Can we help make their dreams come true. Think in terms of bringing our “water” to their “dessert.”
Claire says
They know that it generally isn’t people their age that are creating these messages and as long as we are honest about that we are being authentic. If you need a voice that resonates with them then use the voices that you have i.e. I work in education so use the students that we have to get across an authentic message that I cannot give credibly!
Edidiong Uwemakpan says
I was hoping someone would have chipped in my answer but it’s clear none of you all are millennialist…. Lol.
Speaking from the point of view of a millennial who has successfully worked on brands (as a digital strategist), changed perception, and marketed to younger generation; the best solution I propose is Digital communication.
Now we all know the bulk of these guys are on the Internet; but going on the Internet to throw products in their faces is a no-no as social media is like Sunday and you don’t want to put them off.
Using Twitter as a example, you can hop on conversations/trends and Input a product offering.
I’ll give 2 examples:
Once, there was a trending topic on Twitter #NigeriansInHogwarts. A bank leveraged on it and promoted their Visa card that worked even in the Diagonal Alley.
Another time, Nigerians on Twitter were discussing #SecondarySchoolsInNigeria and a telco proposed their youth offering that would help these youths keep in touch with their friends better.