Sinead O’Connor: In the relentless pursuit of relevance, brands are aggressively trying to capture the attention and loyalty of Gen Z and the newly emerging Gen Alpha. But whilst billions are poured into campaigns every year, are we actually speaking to this audience, or simply at them?
Rather than speculating from the outside, we went straight to the source. Samar is a bright 16-year old currently with us on work experience, so we asked her one big question: “What do brands consistently get wrong about your generation, and what do they need to understand to truly connect?”
In this piece, Samar offers her candid insights on effective engagement with her and her peers. If we want to better market to their generation, it’s time we listen.
Samar Shaibani: It’s no surprise to us, the younger generations, to see another minute-long advert with flashy colours and scripted dialogue. We have grown up online and seen it over and over again. More often than not, I find myself watching a thirty-second video of an influencer trying their new makeup routine over a brand’s own thirty-second ad. We are no longer excited or interested in the same old campaigns or repetitive products disguised as “new”.
To be honest, it’s inauthentic. Seeing Dior launch the same ‘Jadore’ perfume to a new edition of Nike Tech being released hasn’t exactly sparked conversations or captivated our attention.
Speak my language
Brands try to reach me through teen-speak when it often comes off as cringe and awkward. Seeing a brand use terms like ‘bae’ and ‘baddie’ gives me second-hand embarrassment. It just reminds me of how detached they are from me. Rather than building a genuine connection, it disregards our cultural values and beliefs. This, paired with meaningless content and a lack of representation of social and ethical issues, is an immediate turn-off.
We are not a passive audience. On the contrary, we care. We notice ignorance about issues surrounding us and want brands that resonate with our values and speak to us like our equals. Rather than brands maximising their profit by minimising their risk, we need brands that are willing to take a risk for us.
This traditional advertising also misses where most younger generations truly hang out: TikTok. Traditional adverts rely on perfect visuals that often feel out of place. What is successful now is understanding. We need relatability and transparency to be immersed in and connect with brands
Authenticity shapes aesthetics
We are driven by influencers and their authenticity as well as their need to be helpful to us. Many large influencers follow mass trends, chasing the ‘going viral reward’, while micro-influencers are the ones most important to us. These creators highlight a community, frequently sharing their routines and replying to comments. I feel satisfied with their suggestions and would trust them with my life instantaneously.
They cater to what speaks to us the most: an aesthetic. Their aesthetic isn’t bland and focused on visuals, but rather it’s a lifestyle. When brands authentically collaborate with them, it doesn’t feel like a promotion, but a recommendation.
Aesthetics have been a large influence on us, from the “coquette” to the “chic”. When a brand makes a specific aesthetic for their brand identity, it becomes incredibly successful through our interest and captivation. I have the urge to be consumed by that specific aesthetic being portrayed. I need it injected into my veins.
Marketing for us, not to us
Take ‘Rhode’ by Hailey Bieber, for example. Her brand has a focal point on the ‘clean girl’ aesthetic and its association with being put together, classy and effortlessly minimalistic. This aesthetic isn’t compatible with a mass audience. However, it flourishes in the target demographic.
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The BoldxCollective marketing agency has acknowledged this, saying: “The brand’s minimalistic packaging, sleek branding, and the promise of fresh, hydrated skin align with a generation’s desire for authenticity.”
Alternatively, Duolingo is self-involved in TikTok culture. They are incredibly aware of our sense of humour and present their personality authentically. I actually laugh at their posts, losing hours scrolling through their page and their funny comments replying to us. Even if they don’t have a focal point of being aesthetic, we feel like they resonate with our perspective, creating a strong connection between them and us.
Gen Z and Gen Alpha want brands to stop marketing to us but rather for us. We need a change towards transparency, risk, and authenticity. We need you to change to cater to our needs, stop being cautious and take that leap of faith.
Connect with us.
Trust us.
We don’t want to see picture-perfect adverts, we need originality.
By Samar Shaibani, Grade 12, Dubai English Speaking College and Sinead O’Connor, Senior Director, Current Global MENAT
