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!)