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Culture is rapidly changing, with influencer-recommended shopping and rapid content consumption becoming the norm. And as younger generations not only embrace this new culture but lead it, companies are finding themselves targeting a new demographic of consumers. However, taking the same-old approach won’t be effective if you want to gain the interest of young consumers.
From marketing on the right platforms to supporting their favorite social causes, companies will need to consider younger generations’ differing preferences. Here, the business leaders of Rolling Stone Culture Council offer up nine ways companies can better engage younger consumers and the methods that have worked well for them.
Bring Younger Hires on to Your Team
Let the younger consumers in. In my opinion, the smartest brands right now are hiring influencers as employees to contribute ideas and create content. Build your social team around people who live and breathe social. – Sam Saideman, Innovo Management
Create Interactive and Co-Creative Experiences
Invite the younger consumers to participate in the brand story through user-generated content, challenges and customizable products. Younger consumers value personalization, creativity and active involvement. Encouraging them to be part of the content creation (like with TikTok challenges) helps them feel a sense of ownership of the brand. Connect them. – Josiah Corbin, Elite Multimedia Productions
Show You Care About the Issues They Care About
Equity and social justice issues are really top of mind for younger consumers. You ignite the younger demographics when you show your company cares about the issues they care about. The climate, for example—we want Gen Z to know we care about what happens to them and to the Earth. Meet them where they’re at. Make a stand for social justice in an authentic way, and it will uplift your brand. – Lindsey Bartlett, Fast Buds
Adapt to Their Unique Preferences
Do not be bound by boomer or millennial preferences unless these are ethical or moral boundaries. For example, if your Gen Z client base wants to say “GM” instead of “Good morning,” then feel free to adapt that. On the other hand, do not go overboard to the point where they think you are trying too hard. Strike the right balance. – Zain Jaffer, Zain Jaffer Foundation
The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives. Do I qualify?
Build Connection Through Long-Term Influencer Partnerships
What’s worked for me is focusing on long-term influencer partnerships rather than short-term campaigns. We create a deeper connection with younger audiences by building genuine relationships with influencers who align with the brand’s core message. This builds trust and brand loyalty, ensuring the content resonates beyond fleeting trends while staying adaptive to changing consumer interests. – Kristin Marquet, Marquet Media, LLC
Offer Fun Digital Engagement
While we take our line of work seriously, we also appropriately infuse fun in what we offer our customer base. In addition to a points-driven rewards program, our app’s live chat function helps us better engage with younger customers who prefer the digital method as a means for providing feedback in real time. – Dustin Eide, CanPay
Stay Authentic and Focus on Quality
Don’t get caught up in age. While trends and clickbait draw the attention of younger audiences, quality will always reign, not only with imagery and writing, but also in what you say. Younger consumers crave personality and authenticity, so ensure you share stories of value with them. Ask yourself: What is this content offering them? How is it helping? Am I opening up channels for them to engage? – Cynthia Johnson, Bell + Ivy
Embrace Short-Form Content
Embrace authentic short-form content on platforms popular with this demographic, like TikTok, IG Reels and YouTube Shorts. These platforms allow brands to create quick, engaging and relatable content that matches the fast-paced consumption habits of younger audiences. Encouraging user-generated content, focusing on storytelling and participating in active trends are all tactics that have worked for me. – Matthew Forster, CMS Nashville
Get to Know Your Audience as Real Human Beings
Take the time to get to know young people as actual full-fledged human beings — not just marketing demographics. As a prompt for reflection, when was the last time you had a real, substantive conversation with someone much younger than yourself, and created space for them to share their thoughts and perspective? Remember: It is difficult to effectively serve people you don’t actually know. – Jed Brewer, Good Loud Media
