What works for Gen Z and Gen Alpha by Jane McDaid, Founder and Head of Creative Innovation

Unlike generations of the past, Gen Z and Gen Alpha aren’t passive consumers and expect more from brands than ever before. Traditional marketing tactics don’t cut it anymore; they want authenticity, purpose, and genuine connection.

For marketers, this means shifting from a sales-first approach to a relationship-first mindset. Brands that embrace transparency, purpose, and meaningful engagement will be the ones resonating with the younger generations.

So, how can we adapt our marketing to not only reach a younger audience but also build an authentic relationship with them? Here’s what we learnt from Jane McDaid’s webinar: Marketing to the Next Generation.

Everyone’s an Influencer

McDaid stated that today, anyone who creates content is an influencer in their own right. Whether it’s sharing recommendations, reviewing products, or introducing friends to the latest trends, people naturally want to spread the word about things they love. And social media has made it easier than ever for everyday creators to have an impact.

Speed is Everything

The younger generation is incredibly fast when it comes to finding information, they search, swipe, and learn in seconds. Platforms like TikTok act as search engines, offering quick hacks, tips, and tutorials at their fingertips. If something isn’t easy to find or use, it risks being ignored.

Multi-Functionality Wins

Young consumers gravitate toward products and tools that do more than one thing. They want solutions that align with their values and lifestyles. Too Good To Go, which helps reduce food waste while also being budget-friendly, is a perfect example of a brand that provides multiple benefits and aligns with their audience’s values. McDaid advises that convenience, sustainability, and practicality all matter, and brands that combine them have a stronger appeal.

The Internet Has No Boundaries

Social media has leveled the playing field, giving small, local brands a global stage. A niche brand in Manchester can suddenly gain worldwide attention - just look at Kendall Jenner modeling for Adanola. Finding and owning a niche helps brands scale faster, creating demand that can extend far beyond their hometown.

The Wellness Wave

Health and wellbeing are top priorities for younger generations. They’re actively searching for ways to improve their lifestyles, and trends like Matcha aren’t just about health benefits - they’re part of an entire aesthetic. Brands tapping into wellness culture are seeing huge engagement as people seek content that helps them feel good inside and out.

Maximum Vibes, Maximum Engagement

Younger audiences want more than just information, they want an experience. The most engaging content hits all the senses with bold visuals, strong storytelling, and fun, immersive sounds. McDaid said “It’s not just about what you’re saying, but how you make people feel.”

Community is Everything

Belonging matters. Younger consumers don’t just buy products; they buy into brands that make them feel part of something bigger. Whether it’s a viral trend, a movement, or a local group, they crave connection and authenticity in the brands they support.

The Balance Between Online and Offline

There’s a growing trend of people ‘tuning out’ of social media, but that doesn’t mean they’re leaving it behind. Instead, they’re looking for ways to balance their digital and real-life experiences. This is why content about real-world activities - like run clubs and in-person events - is becoming so inspiring and shareable.

Thanks to Jane McDaid, we’re clued up on all things marketing to Gen Z and Gen Alpha. We’ll now be doing everything we can to move beyond traditional advertising and taking a more authentic, engaging and purpose-driven approach.

Need to connect with a young audience? Get in touch today to see how we can help you adapt your marketing to engage with the younger generations.