THE FUTURE: THROUGH THE EYES OF GEN Z & GEN ALPHA

June 18, 2024

Charlie Boutflower

Charlie Boutflower, TRO’s Senior Creative, outlines what brands should consider if they want to successfully engage the next generation

Last week The Old Truman Brewery hosted Youth Marketing Strategy (YMS) for two days, to talk all things Gen Z & Alpha.

Through the kind invitation of The Institute of Promotional Marketing (The IPM), I got to stretch my legs and keep pace with the younger generation’s appetite for connection!

There was a lot. A lot of stats. A lot of snacks. A lot of the word ‘authentic’ (actually too much – it now feels overused and buzzwordy).

You may also have caught my stint as an influencer – taking over the TRO Instagram account, where I summarised and condensed the best bits. For those that missed it, please enjoy my top 5 takeouts of some of the best ways to engage this generation (free popcorn always recommended):

1. Be Authentic

Honesty is the best policy. Transparency is key. Own your niche, stay unique, stay interesting, and most importantly, be memorable. But watch out – Gen Z has a keen eye for authenticity and will call you out if they sense any phoniness.

2. Tap into Passions

Serve up what Gen Z is passionate about to create value through fandom. Partner, collaborate, diversify! This generation isn’t interested in ‘sameness’, they crave novelty and excitement.

3. Human Connection is Everything

Be part of something real. In an age where social media connects us more than ever yet leaves us feeling isolated, genuine human connection is priceless.

4. Give Your Audience and Fans Value

Gen Z is known for being savvy savers who will splurge on what they love. When providing value, go all in and don’t half bake it! Keep it simple and meaningful.

5. Develop a Youth Mentor Program

Get your younger employees involved in the conversation. Foster a collaborative company mindset. Start small and build from there. It’s a win-win!

In an industry that’s constantly evolving, staying relevant requires more than just keeping up with trends; it demands understanding the core values and desires of the new generations. Gen Z and Gen Alpha are shaping the future with their unique perspectives and relentless pursuit of authenticity, passion, and real connections. By embracing these principles and integrating them into your strategies, you’re guaranteed to stay ahead of the game.

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