Marketing to Next Gen audiences

Gen Z and Millennials have hugely different values to those preceding them. Trying to reach them seems to daunt some of us, so here are our 6 top tips - do you have others?

1) Don’t assume. Same for all audiences really, but what you think you know can differ from reality, skewing your entire comms strategy. Listening is never underestimated.⁣

2) Don’t patronise. Of course, nobody means to - but by this, we mean, have real, authentic conversations. Is your message underpinned and grounded, while being sincere in the purpose you’re offering them?⁣

3) Be authentic. As Simon Sinek says, start with your why. More than ever, people are looking for a sense of belonging, conversation and meaning.⁣

4) Create a good digital footprint. An ongoing content strategy, social media, moving into AI and using chatbots to manage queries are essential. Search engine advertising and optimisation and digital press coverage help to inform those who are digitally connected in all parts of their lives (who else checks a company on social media before the next steps!)⁣

5) Don’t sell. This is really tricky but nobody likes being sold to. Understand your audience, and find the pockets of interest in your brand or business that entertain or educate, bring those out in as many different ways as you can. ⁣

6) Talk to your own colleagues. We very much enjoy encouraging our clients to create their own “Next Gen Panels”, as the insight their younger colleagues bring often impresses and astounds the Board. (Just remember every generation is diverse!)⁣

See more about our Toolkit (inc very relevant juries).