Building Relevant Brands for Gen Z and Alpha: Strategies, Insights, and the Debate on Youth as Creators

Hey everyone, welcome to the 55th edition!

Tune in for a few minutes each week to elevate your youth and creator marketing game in a generational context.

Here's what to expect in this week's edition:

• 01 | Youth Market Strategy Talk: Develop a Gen Z and Alpha Relevant Brand
• 02 | Inspiration: Quote Worth Contemplating
• 03 | Self-Audit: Take the Youth Brand Relevance Challenge!
• 04 | Spotlight: Should all young people strive to be creators?
• 05 | More Youth Market and Creator Economy News You Can Use

01 | Targeting From The Inside-Out: Developing A Brand That Is Relevant With Gen Z And Alpha

Are you tasked with developing a new brand or product for today's youth? Or a brand capable of crossing the generational divide? Here's a vital strategy from our youth brand-building playbook for businesses seeking resonance with Gen Z and Alpha. And it has nothing to do with AI or tech ;)

Establish a youth and creator crew (aka advisory council) and make it an extension of your team over the long haul.

In crafting a brand that authentically resonates with Gen Z and Alpha, diverse collaboration emerges as the cornerstone of success. Consider the trajectories of contemporary brands such as Monster Energy, TikTok, Nike SB, Walt Disney World, and NoFiltr by Thorn. Each leverages the power of consumer and creator councils to shape their products, services, and messaging, amplify content, and initiate ambassador activities. By integrating consumers, cultural insiders, and creators from the early planning stages through activation, these brands have cultivated authenticity and are well-positioned to earn relevance, driving engagement and loyalty among their target audience.

So, How Do You Establish a Brand Building Crew and Get Started?

1. Define clear roles for each member of your brand council (or crew), leveraging their unique perspectives and expertise.
2. Have a clear brand-building mission and gamified tasks/challenges for the participants
3. Utilize mobile video platforms like Slack and Zoom to gather ideas and facilitate seamless collaboration.
4. Appoint a lead facilitator aka, your "Crew Chief" to coordinate interactions and keep tasks on track.
5. Timeframe: Typically 6-9 months with some 90-day participant changeouts

As we navigate the ever-changing landscape of youth culture, assessing your brand's resonance with Gen Z and Alpha is paramount for staying ahead of the curve. Reflect on your efforts and pinpoint areas where improvement is needed. Engage youth, creators, and cultural insiders in an ongoing capacity to ensure your brand remains relevant and impactful. Your commitment to understanding and engaging with today's youth will pave the way for a brighter and more inclusive future.

Remember, the real magic happens when your core targeted audience is the co-creator of what your brand does next!

DM to learn more.

02 | Quote Worth Contemplating

To resonate with the rhythm of youth culture, we must dance with the nuanced beats of hyper-segmentation—each step a move towards brand authenticity, choreographing a dance of connection. Want to have a competitive advantage? Look to Nike SB, MSCHF, Disney, 4H, Thorn, and TikTok—all brands that are so different yet share the same inside-out method of understanding and embracing subcultures. They know that finding and keeping the right team of young people and creators is how they stay at the forefront. - Gregg L. Witt

03 | Self-Audit: Take The Youth Brand Relevance Challenge

Give each question a "NO," "YEAH," or "HELL YEAH," and write it down. NO = 0 points, YEAH = 5 points, and HELL YEAH = 10 points.

1. Are you actively fostering connections with your targeted youth consumer groups and the creators who influence them?
2. Are you empowering consumers and creators by involving them in decision-making processes within your brand, moving beyond traditional feedback methods like surveys and focus groups?
3. Does your brand demonstrate a deep understanding of the desires and inclinations of young customers, reflecting an authentic alignment with their values and aspirations?
4. Are you often uncertain if influencer/creator talent genuinely backs your product or service?
5. Are you strategically involving creators and consumers in shaping your product or service offerings before inviting them to take on ambassadorial roles, ensuring their input is valued and integrated from the outset?

If you've scored 25 points or more, then it sounds like you've got a good crew working towards youth brand relevance. Give yourself a pat on the back! 🤝

04 | Youth Market and Creator Economy Spotlight

Should Everyone Strive to Be a Content Creator?

Rick Rubin, a legendary music producer, has been a transformative figure in the industry, shaping the sounds of a diverse array of artists. However, his recent venture into promoting universal creativity through his book, "The Creative Act," raises important questions about the necessity and authenticity of everyone adopting the "creator" label. While Rubin's insights are undeniably valuable, the widespread push for individuals outside traditional creative fields to embrace a creative persona might be overemphasized. This perspective suggests that genuine talent in various professions should be equally celebrated, rather than everyone feeling compelled to fit into the creative mold. It encourages a broader appreciation of diverse skills and roles, highlighting the importance of valuing excellence in all areas of work. Read full article

What Youthviners in North America Had to Say

"Being a creator is cool, but being yourself is cooler. Find your groove, not just a trend."

Liam S. (Age 17)

"Your story matters. Don't let others tell it for you; be the creator of your own narrative. We have a responsibility to be creators in our own right

Ethan M. (Age 19)

"Diverse talents shape our world; creativity isn't the only path. Honor every contribution."

Olivia M. (Age 22)

05 | Youth Market and Creator Economy News You Can Use

#Generational

• Demystifying Gen Z trends: a dive into economic and psychological perspectives
• Gen Z's social media habits: a quick guide to inform brand strategy shifts
• 7 ways of empowering Gen Z girls to change the world: Making a difference in the office and beyond
• What can we learn from Gen Z’s top 10 fave brands?
• From TikTok to Fortnite: how Gen Z is shaping pop culture

#CreatorEconomy

• Creator and influencer trends brand marketers need to know about right now
• As competition intensifies, influencer agencies broaden consulting offerings
• Culture next: Unveiling the influence of millennial and Gen Z creators on culture

#Social

• 5 ways you can use Instagram's AI features
• TikTok rolls out automatic AI labeling, offering users enhanced content insights
• Instagram revamps Reels algorithm, giving priority to 'original content' while reducing the visibility of aggregated posts
• Disney & Snapchat's latest collaboration brings Kingdom of the Planet of the Apes to AR

#DigitalMedia and #Tech

• Tubi unveils incubator for aspiring filmmakers: Empowering creative careers
• Netflix Takes the Leap into a 'Digital Theme Park' Realm on Roblox

#SocialImpact

• Does social media use increase smoking and vaping risks among youth? Check out this study.
• Social media and mental health risks: across the generational divide

#PopCulture

• Predicting 2024's Biggest Streetwear Trends: EDITED Unveils Influential Styles from 'Yuppiecore' to Techwear

About Youthvine Agency

We are a specialized youth and creator marketing agency for modern brands and organizations, where the target audience helps shape the consumer experience.

With 25 years of cross-generational expertise engaging youth culture, Youthviners—our global network of consumers, creators, and cultural insiders—drive relevance, impact, and ROI.

We offer deep insights and strategy, expert consulting, team training, brand-owned consumer and creator councils, influencer and ambassador talent, creative content, and brand activation.