It takes more than just using the newest Gen Z influencers or popular keywords to reach the youth market with your digital marketing plan.
A strategic approach is necessary for successful youth marketing; you must comprehend why your brand should appeal to younger generations and create the best strategies to do so.
Every generation has own ideals, interests, and difficulties. Understanding what appeals to each generation—from Baby Boomers to Gen Alpha (and even the new Gen Beta!).
Let’s explore how to position your business to appeal to and motivate younger consumers.
- What is youth marketing?
- Why is marketing to youth important?
- Key benefits of youth marketing
- 10 key characteristics of youth marketing
The insights from our most recent webinar with Jane McDaid, Marketing to the Next Generation, served as the inspiration for this article.
What is youth marketing?
For digital marketing to be effective, it is essential to comprehend the unique traits of each generation. An outline of the main generational cohorts is shown below, beginning with the youngest.
Generation Alpha (born 2010–2024): Born in 2010 and beyond, Generation Alpha is incredibly tech-savvy because they were raised in digital environments with voice assistants, iPads, and smart gadgets. This generation has been significantly impacted by the COVID-19 epidemic, which has interfered with their social and academic lives at crucial junctures.
Generation Z (born 1997–2009): Known as “Zoomers,” Generation Z is renowned for its variety, social awareness, and spirit of entrepreneurship. They are the first generation to have grown up with cellphones and heavy social media use since they were raised surrounded by technology from an early age. This generation is passionate about social and political concerns, values honesty, and frequently uses their technological know-how to push for reform.
Generation Y / Millennials (born 1981–1996): Millennials, who were born between 1981 and 1996, are very tech-savvy and adaptive because they grew up with the internet, social media, and mobile devices. They frequently look for individualised goods and services and place a high importance on experiences and authenticity. Since they easily incorporate digital media into their daily life, their comfort level with it affects how they consume media.
Generation X (born 1965–1980): Born between 1965 and 1980, Generation X was extremely flexible because they witnessed the transition from analogue to digital technology. They are renowned for being independent, sceptical, and resourceful; they frequently value independence and a realistic attitude to problems.
Baby Boomers (born 1946–1964):
Born between 1946 and 1964, the Baby Boomer generation was exposed to traditional media such as radio and television. Even though they started using digital technology later in life, they have gotten better at using tools like social media and smartphones.
In the future, people born between 2025 and 2039 are referred to as Generation Beta. It is projected that this generation will grow up in a time of tremendous technological growth, where automation and artificial intelligence will permeate every aspect of their daily life. They are supposed to be more cooperative, community-minded, and globally minded, with an emphasis on innovation to meet the urgent issues of the day.
Note: We’ll look at efficient marketing techniques for Generation Z and Generation Alpha in this post. Brands hoping to successfully engage with digitally savvy cohorts must comprehend their distinct traits and preferences. We can find specialised strategies that appeal to each age by exploring their values and behaviours.
Why is marketing to youth important?
It’s important to determine whether marketing tactics targeting younger consumers fit with your brand’s target demographic before implementing them. Putting money into advertising aimed at younger people might not pay off if your products, like mortgages or antique vehicles, are not likely to appeal to them.
Key Takeaway: Developing a successful digital marketing plan requires a thorough grasp of your target demographic. With this information, you can choose the best marketing channels and customise your messaging to reach the people who are most likely to interact with your business. Conversely, interacting with this vibrant and significant group can have significant advantages if young people are a possible market for your goods or services. Their tastes and actions have the power to influence market trends, opening doors for brand expansion and creativity.
Consider these statistics:
- 91% of Gen Z social media users are on Instagram.
- 86% of Gen Z social media users are on TikTok.
- When they want to discover products, most Gen Z social media users use TikTok.
- Short-form video is the most popular type of brand content on TikTok and Instagram among Gen Z.
- 89% of Gen Alpha TikTok users scroll through short-form content on a daily basis.
Key benefits to youth marketing
Long-term customer loyalty: Long-term customer ties can result from cultivating brand loyalty throughout the formative years. Nike is a prime example of this since they work with influencers they respect and target younger audiences. The brand partners with athletes like Serena Williams and Cristiano Ronaldo to inspire and connect with young audiences, carefully choosing influencers based on authenticity, global appeal, and alignment with its ideals. Nike’s marketing tactics are also intended to motivate and excite young athletes, creating a bond with the company that lasts a lifetime.
Trendsetting: Younger generations, particularly Generation Z, are not only consumers but also influential trendsetters who shape broader cultural and consumer behaviors.Their preferences and values significantly impact market trends, compelling brands to adapt their strategies accordingly. For instance, Gen Z’s emphasis on sustainability has led companies to adopt eco-friendly practices to align with this demographic’s expectations. Additionally, their prioritization of authenticity and social responsibility has prompted brands to engage in more transparent and value-driven marketing.Understanding and responding to the preferences of these younger consumers is essential for brands aiming to stay relevant and competitive in today’s market.
Social media skills: Platforms like TikTok, Instagram, and YouTube are heavily used by younger generations, especially Generation Z and Generation Alpha, providing brands with options for organic reach and direct access to highly engaged audiences. For example, 86% of Gen Z social media users use TikTok, while 91% use Instagram. Furthermore, among Gen Alpha users with regular access to social media, YouTube is the most popular platform with around 85% of users, followed by TikTok with about 60% of users. This notable presence emphasises how crucial these platforms are for reaching younger audiences.
Early adoption of technology: New technologies are eagerly embraced by younger generations, especially Generation Z and Generation Alpha, who frequently incorporate them into their daily routines. Because of this early acceptance, businesses have excellent chances to get input for improving their features, products, and user experiences. For example, six out of ten members of Generation Z say they are early adopters of technology and often buy the newest products as soon as they are released. In a similar vein, Generation Alpha expects interactive and gamified experiences because they were raised in a completely digital world, which reflects their early and profound integration with technology. Businesses can obtain vital insights to improve and hone their technical services by interacting with these tech-savvy cohorts.
Creativity and engagement: Younger audiences are very open to innovative and interactive marketing techniques like gamification, augmented reality (AR), and experiential campaigns, especially those in Generation Z and Generation Alpha. These strategies not only grab their interest but also promote involvement, which raises engagement through debates, likes, and shares. For example, using AR and VR in marketing campaigns has been successful in producing immersive experiences that appeal to these tech-savvy consumers. Furthermore, 85% of consumers are more likely to make a purchase after attending a brand’s live event, demonstrating the tremendous influence experiential marketing methods have on consumer behaviour. Brands may increase the reach of their campaigns and build stronger relationships with younger consumers by utilising such interactive components.
Openness to new ideas: Younger generations—in particular, Generation Z—are extremely open to discovering and embracing new companies, and they frequently exhibit a great propensity for innovation and trying out novel products. According to research, Gen Z consumers are more receptive to new items than previous generations, as seen by the fact that they bought 80% more new products in the last year. Gen Z is also open to trying out new and unusual products, as seen by the fact that 67% of them think private label goods are comparable to national brands. Furthermore, 60% of Gen Zers said they prefer “cool products” to “cool experiences,” highlighting their passion for unique and inventive goods.
Advocacy and social awareness: When it comes to social, environmental, and political issues, younger consumers—especially those in Generation Z—are quite outspoken. You may build strong relationships with this group and encourage them to promote your brand by aligning it with principles like sustainability, diversity, and inclusivity. According to studies, 75% of Gen Z customers prefer to purchase goods from businesses that match their beliefs, and 90% of them think businesses have an obligation to take action to better the world. Gen Z also places a high value on corporate ethics; they are more inclined to boycott companies they believe to be troublesome and to buy from those with reputable ethics. Thus, showing a sincere dedication to these values might increase brand endorsement and loyalty among younger customers.
Multi-channel engagement: Gen Z and Gen Alpha consumers, in particular, interact with companies through a variety of channels, such as social media, online forums, and gaming platforms. Brands can engage with consumers more deeply and create more compelling stories thanks to this multi-platform behaviour. For example, 88% of Gen Z actively play games and 68% watch gaming content, indicating that 90% of them identify as gamers. Furthermore, social media is the primary source of inspiration for 97% of Gen Z shoppers. Brands can develop compelling stories that engage with younger audiences and build lasting relationships by using these platforms intelligently.
10 key characteristics of youth marketing
Effective youth marketing requires a deep understanding of young people’s behaviors, attitudes, and perspectives. To connect authentically with this demographic, it’s essential to immerse yourself in their world and view experiences from their standpoint. This involves analyzing their preferences, values, and the challenges they face in today’s society. By gaining this insight, you can craft marketing strategies that genuinely resonate with them.
So, where should you begin?
- Building meaningful relationships with young people requires an understanding of the importance they place on their distinct identities.
- It is crucial to realise how closely online culture is entwined with today’s youth culture.
- Understanding younger generations’ wider viewpoints and offline and online behaviours is crucial for marketing to them successfully. Achieving cultural relevance and creating messages that truly resonate require this understanding.
Integrating your brand into younger audiences’ social media feeds is crucial for successful engagement; this tactic is known as “feeding the feed.” This strategy increases visibility and gets you one step closer to opening up new business prospects.
Youth culture, however, is dynamic, with viewpoints and ideals changing quickly. What appeals to youthful audiences today could not be the same as what does so tomorrow. In order to understand the distinct behaviours, attitudes, and life phases of young consumers, it is imperative to invest in both qualitative and quantitative research. While quantitative data shows quantifiable trends and patterns, qualitative research provides deeper insights into their preferences and motives.
You can create comprehensive audience archetypes by examining behavioural data, which will allow you to target people not just by age but also by their behaviours and interests. More individualised and successful marketing techniques are made possible by this sophisticated understanding. The most effective strategy to reach your audience with your content is to choose social media platforms and marketing channels based on their interests. With young consumers, this strategic alignment strengthens relationships and increases engagement.
To effectively engage with the younger segments of your target audience, it’s essential to understand their perspectives and values. Here are ten key characteristics that define the youth point of view:
- Youth culture is the creator economy
- Young people expect speed, savviness, and smarts
- TikTok is the shopping channel
- Influencers act as digital filters
- The internet removes geographic boundaries
- Consider the lifestyle your brand wants to be associated with
- Replicable visual signatures are branding gold
- Experiences are rooted in sensorial marketing
- Bring your values to the fore to capture youth attention
- Communities built online are being celebrated offline
1. Youth culture is the creator economy
Today’s youth deliberately position themselves as influencers and content producers, heavily relying on their family and peers for guidance. They look for approval and affirmation, and by keeping up with the latest fashions, they frequently raise their social status. Teenagers shape trends in this creator-driven culture by finding hidden treasures, trying out novel experiences, and offering wise advice to others. They like sharing new experiences with their pals, therefore social media is an essential instrument for communication and connection. Because of this behaviour, firms have a great chance to use word-of-mouth marketing to reach a wider audience. To truly connect with this vibrant group, think about how your company can support user-generated content platforms or work with up-and-coming young influencers to appeal to their passion to create and influence.
Examples:
- Exploring new experiences
- Exploring new restaurants
- Sharing “product empties”
2. Young people expect speed, savviness, and smarts
Young people value quick, easy, and intelligent online experiences since they are digital natives. Because they are so accustomed to technology, they anticipate smooth interactions and instant access to information. Because of their familiarity with digital platforms, this generation has developed a taste for online interactions that are quick and easy. As a result, people prefer quick and intelligently designed services and information that improve their whole digital experience.
Speed
As digital natives, young customers place a high value on quick and easy brand interactions and anticipate speedy product deliveries, online reservations, and pre-ordering services. This need for speed is best illustrated by the rise of drone delivery services. In the West Valley of Phoenix, Arizona, for example, Amazon’s Prime Air has started using drones to deliver products weighing up to five pounds in less than an hour. In a similar vein, Manna Aero in Dublin, Ireland, has delivered more than 100,000 drones, giving consumers easy access to groceries, meals, and other necessities. Younger populations’ growing need for quick and easy service are reflected in these technologies.
Savviness
Young people are well-organised and tech-savvy, and they use digital technologies to improve their social planning and teamwork. To make it easier to plan events and excursions, they use tools like Google Maps to save and share locations. They also use tools like Instagram’s saved folders to organise and work together on plans for get-togethers with friends, including dinners and holidays. They can easily develop and share digital wishlists because to their skilful use of technology, which makes planning group experiences and activities much easier.
Smarts
Multipurpose gadgets that skilfully combine ease and social responsibility appeal to young consumers. The Too Good To Go app, for example, combines cost savings with initiatives to decrease food waste by enabling users to buy extra food from nearby businesses at discounted prices.
These people have mastered the art of finding the greatest bargains in the face of the present cost-of-living difficulties. Engaging in “dupe culture,” they deliberately search for superior replicas of luxury goods that provide comparable functionality and beauty without the exorbitant cost. Roughly one-third of American people have purposefully bought a scam, and among Gen Z consumers and millennials, the figure rises to over half and 44%, respectively.
Brands must offer smooth, effective, and creative digital experiences that appeal to younger generations’ tech-savvy tendencies in order to keep up with these changing tastes.
Examples
More and more young customers are using cutting-edge apps that have positive effects on the economy and the environment. The Too Good To Go app, for example, allows users to buy extra food at a discount from nearby eateries and shops, so minimising food waste and saving money. Their values of sustainability and financial acumen are in line with this strategy.
The search for less expensive substitutes for luxury brands in the fashion industry has given rise to “dupe culture.” Due to their ability to make it easier to buy replica designer goods, websites such as Pandabuy have become increasingly popular. It’s crucial to remember, though, that Pandabuy has come under fire for allegedly facilitating the sale of fake goods, which has raised questions regarding ethical issues and intellectual property rights. This trend emphasises how crucial it is for brands to comprehend and adjust to the changing tastes of younger consumers, who place a higher priority on value and values when making decisions about what to buy.
3. TikTok is the shopping channel
TikTok has become a major trend-setter, especially with viewers in Gen Z and Gen Alpha. The “TikTok Made Me Buy It” phenomenon on the site highlights goods that users have found and bought as a result of viral content, such as reviews, unboxings, and product demonstrations. Sales of technology, home necessities, and cosmetics have all significantly increased as a result of this trend.
Brands need to move quickly to take advantage of these ephemeral cultural moments since TikTok trends change so quickly that today’s viral sensation can be gone by next week. Agility and culturally sensitive marketers that can set the correct tone at the right moment are essential for success on the platform. By adopting TikTok’s distinct culture, brands like ScrubDaddy and Duolingo have successfully interacted with Gen Z, highlighting the value of genuineness and innovation in their strategy.
Example
The publishing sector and the habits of readers have been greatly impacted by BookTok, a thriving TikTok subcommunity. BookTok has forced publishers to reconsider their marketing tactics by using user-generated material to catapult some books to bestseller status. As people are encouraged to spend more time with actual books, this movement has also helped to revive traditional reading. Independent bookshops have profited from a rise in business and a role as community centres that provide an alternative to screen time. All things considered, BookTok is a prime example of how digital platforms can transform the literary environment and inspire a newfound interest in reading.
4. Influencers act as digital filters
In today’s digital world, young people frequently feel overloaded with content, even if they are proficient with technology. They are increasingly using niche influencers, often known as “cultural editors,” to help them navigate this. These influencers efficiently filter out the digital noise by selecting and highlighting the most pertinent content.
These influencers are developing their knowledge in particular fields and being recognised as leading voices in their respective areas as the creative economy develops. Their followers look to them for advice and recommendations because of their specialisation, which increases their level of trust and dependence. Collaborations with these specialised influencers must thus be given top priority by businesses looking to appeal to younger audiences in order to guarantee their visibility in the relevant social media feeds and to interact with their target audience in a genuine manner.
Top tip: To find and work with influencers who share the goals of your brand, use our Influencer Marketing Brief Template. With the help of this extensive template, you can effectively outline your campaign’s objectives, target audience, key messaging, deliverables, and timetables, resulting in successful collaborations with influencers and efficient communication.
Example James Hoffmann, the 2007 World Barista Champion, has established himself as a major figure in the coffee industry. He explores a variety of aspects of coffee culture on his YouTube channel, covering not just the beverage but also related tools and accessories. His standing as an authoritative figure in the coffee community has been cemented by this all-encompassing approach.
5. The internet removes geographic boundaries
In the digital era, influence transcends geographical boundaries. As noted by Jane, “Good content is good content. It doesn’t matter where it starts out. If it’s telling us something as a worldwide audience, that content is going to speak to us.”
This global reach enables brands originating in local markets to rapidly gain international recognition. To capitalize on such opportunities, companies must be prepared for sudden expansion by ensuring their operations can scale effectively. Strategies such as product personalization, embracing local cultures, and adopting digital-first approaches are essential for local brands aiming to succeed on the global stage.
Example
K-Beauty, which stands for the Korean skincare sector, has grown from a regional sensation to a major force on a global scale. Social media sites like TikTok are largely responsible for the popularity boom, as users passionately post and debate Korean skincare products and routines. This extensive online interaction has helped K-Beauty gain recognition across the globe, serving as an example of how localised brands may use digital platforms to gain global exposure.
6. Consider the lifestyle your brand wants to be associated with
Young people today are the most health-conscious generation yet, putting their health first in a fun and fashionable way. As Thinkhouse creator Jane McDaid notes, “Healthy is not only ‘healthy’ for many young people. It’s cool, trendy, and enjoyable. However, it isn’t puritanical. Curiously, as young people look for balance and new experiences throughout the health spectrum, this health-centric mindset has also encouraged the adoption of less conventionally healthy options. Companies that appeal to this group are those that provide cutting-edge goods and experiences that satisfy young consumers’ desires for pleasure and wellness while also fitting in with their preferred lifestyle aesthetics. Brands may successfully interact with and win over the youth market by balancing lifestyle relevance, aesthetic appeal, and wellness.
Example
Mukbang is a South Korean phenomenon in which people record themselves eating a lot of food while interacting with their audience. With many manufacturers concentrating on decadent delicacies, such fast food items, this style has become increasingly popular worldwide. For example, many mukbang films depict people eating at Raising Cane’s, showing off their sides and chicken fingers.
By working with content producers to include their products in these videos, food and beverage brands may take advantage of the mukbang phenomena. These collaborations have the potential to increase brand awareness and appeal, particularly among younger audiences who are big fans of mukbang material. By embracing this trend, brands may establish themselves in pertinent cultural discussions and communicate with potential clients in a genuine and interesting way.
Brands must, however, approach mukbang partnerships carefully, taking into account the possible health risks connected to encouraging binge eating. Choosing influencers who support thoughtful and balanced consumption can help allay possible complaints and guarantee that brand messaging is upbeat and responsible.
7. Replicable visual signatures are branding gold
For organizations hoping to reach younger audiences, creating a unique visual identity is essential in today’s digital environment, where short-form videos predominate. Color schemes, logos, icons, typography, and images are all components of a powerful visual signature that improves brand awareness and builds stronger relationships with customers.
Brands should create visually appealing and easily repeatable aspects in order to effectively engage the adolescent demographic. By promoting user-generated content and natural sharing, this strategy increases brand visibility on social media. Brands can make a lasting impression and foster loyalty among young consumers by staying consistent in visual storytelling and matching their values and aesthetic preferences.
Example
Brat, Charli XCX’s sixth studio album, was released in 2024 and caused an internet phenomenon called “Brat Summer.” The album’s unusual lime green cover serves as a reflection of the carefree and decadent lifestyle that defined this movement. Particularly on sites like TikTok, where fans embraced the album’s hedonistic spirit and vivid green tint, the “brat” aesthetic became widely popular.
By directly authoring the design brief and choosing the eye-catching lime green as the album’s characteristic hue, Charli XCX was instrumental in creating this memorable visual identity. The impact of “Brat Summer” went beyond the music business; following Charli’s support, Vice President Kamala Harris used the “brat” motif in her 2024 presidential campaign, summarizing it in her tweet, “kamala IS brat.” The “brat” aesthetic’s cultural resonance and broad appeal were highlighted by its incorporation into political campaigning.
8. Experiences are rooted in sensorial marketing
Known for their inventiveness, Generation Z and Alpha are drawn to immersive experiences that appeal to all of their senses. They value sensory-rich interactions since they were exposed to ASMR (Autonomous Sensory Meridian Response) content growing up. Brands should create experiences that appeal to these audiences’ senses of sight, hearing, touch, smell, and taste. This strategy, which is frequently referred to as “Marketing 6.0,” places a strong emphasis on multisensory interaction using tools like virtual reality (VR) and augmented reality (AR). For instance, IKEA’s augmented reality software improves the buying experience by letting consumers see furniture in their homes. In a similar vein, Coca-Cola’s “Starlight” campaign leveraged augmented reality to offer a concert experience that was closely related to their merchandise. Brands may connect with younger consumers by creating immersive, multimodal experiences, which can strengthen relationships and improve brand perception.
Examples
Covent Garden’s Mr. Fogg’s Society of Exploration provides a multi-sensory trip back in time to the Victorian era. In addition to savoring a variety of cuisine and beverages, guests are engrossed in a setting with leather upholstery, wood-paneled walls, and shelves brimming with unique items reminiscent of 19th-century adventure. Visitors can enjoy the atmosphere of a classic Victorian establishment in this setting.
9. Bring your values to the fore to capture youth attention
Younger generations nowadays are acutely aware of social and environmental issues and recognize the enormous influence that their purchases can have. They understand that the reputation of a brand may be enhanced or undermined by their collective decisions. They approach consuming with deliberateness and selectivity since they have access to a variety of online political discourse, some of which is inaccurate.
Brands should match their messaging with causes and ideals that speak to the lives of young people in order to establish a real connection with these consumers. Since younger customers want businesses that represent clear and moral positions, it is imperative to establish trust through open and honest communication.
Because of their conscientious purchasing patterns, these customers think about more than simply the cost; they assess whether their purchases result in favorable or unfavorable change. They are conscious of their ability to affect the success or failure of a brand.
Brands must show that they are in line with the social concerns that are important to this group while interacting with them. One way a company may help young people live out their values is by exhibiting environmental initiatives, ethical supply chain pledges, and support for local suppliers or relevant organizations. However, it’s crucial to avoid using a sanctimonious tone and instead deliver these lessons in an interesting and approachable way.
Example
During London Fashion Week in 2024, Oxfam collaborated with Vinted, a prominent online marketplace for secondhand goods, to present the “Style for Change” fashion show. Celebrities modeled carefully chosen secondhand clothing at this event, showcasing the possibilities of secondhand clothing and encouraging eco-friendly fashion choices. In addition to improving Oxfam’s brand recognition, the partnership highlighted Vinted’s dedication to ethical fashion, which appealed to young customers who value sustainability.
Brands can create enduring relationships and enduring loyalty with this discriminating group by genuinely connecting with the values and causes that young people care about.
10. Communities built online are being celebrated offline
Younger generations are showing a strong yearning for community and in-person contacts in the wake of the COVID-19 outbreak. Even though they grew up in the digital age, many are increasingly favoring face-to-face interactions in order to establish real ties. Gen Z and Millennials, who have traditionally constructed their identities online, are now looking for in-person gatherings to establish real connections, according to an Eventbrite study.
In order to foster community involvement, this change has prompted corporations to host live events in a variety of areas, from fitness and fandom to dining experiences. Brands may create genuinely meaningful community experiences by knowing the specific interests of their target audiences. To illustrate their dedication to fostering in-person relationships, Hinge’s social impact initiative, for example, gave $1 million to social groups in places like Atlanta, Los Angeles, and New York to fight loneliness among young adults.
At the same time, young people are increasingly adopting “digital detoxes,” which involve purposefully cutting back on screen time to improve mental health and appreciate offline activities. A pushback against perpetual connectedness and a desire for a more balanced, less screen-dependent existence are reflected in this movement.
Developing interesting, face-to-face encounters that reflect the beliefs and interests of younger audiences is crucial for marketers looking to reach them. In addition to satisfying the changing tastes of younger audiences, brands may create enduring loyalty by creating spaces where genuine connections can thrive.
Example
Because they provide a combination of social connection and health, run clubs have become increasingly popular among younger people. In addition to encouraging healthy living, these clubs are now places to meet people in person and start romantic relationships. Running is a popular substitute for conventional dating apps since many users discover that the common activity creates real connections.
Conversations can organically develop during group runs in the laid-back environment that run clubs offer for meeting like-minded people. In addition to promoting physical health, this setting fosters a feeling of belonging and community.
Essentially, operated clubs provide a well-balanced combination of social interaction and wellbeing, which is in line with the interests and values of today’s kids. By taking part, people can improve their level of fitness and form deep connections in a caring community.
Brands must have a thorough understanding of and alignment with the values, behaviors, and changing cultural landscape of today’s kids in order to engage with them effectively. Younger generations look for brands that align with their values and offer fulfilling experiences, placing a higher value on creativity, community, and authenticity.
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