The VIBE Trend: Marketing to a Younger Generation

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Is your brand giving? Is it skibidi or just sus? Does it pass the vibe check? Low rizz, mid content — then scroll. 

If this feels confusing, don't worry — the Gen Z/Alpha wave is on the horizon. They're the next generation your brand needs to win over, and the time to prepare is now. Get your brand ready or risk falling behind as competitors pivot their marketing strategies. Keep reading for a practical checklist to start connecting with this rising generation.

It's easy to assume that Google ads and influencer posts alone can win over a generation raised on screens. For a while, that was a safe bet. But the ground is shifting. This emerging wave of consumers is growing weary of digital noise and passive scrolling. They're starting to seek out what you might call 'touch grass marketing'—a return to tangible, real-world experiences where genuine, face-to-face connections are made. It's a powerful shift that many brands aren't yet prepared for.

For instance, consider the explosive resurgence of large-scale, in-person events, such as multi-day running festivals, gaming conventions, and concerts. According to research from Momentum Worldwide, a key driver is the search for connection, with one in three Gen Z attendees seeking to find a community at a live experience. We're seeing this on a smaller scale, too, with the strategic use of brand pop-ups. Digital-native brands are carving out physical spaces to build those communities. Not long ago, Shein drew huge crowds with pop-ups that let customers finally touch the products they'd only seen online. These aren't just retail spaces; they are tangible, shareable destinations that offer a shared experience this generation is longing for. 

So, how can you prepare for this shift? Here's where to start.

1. Uncover Your Brand's True Purpose and Authentic Voice

Start by going back to square one. This generation is looking for brands that are genuine, care about their followers, and stand firm in their beliefs. Re-examine your organization's core purpose and build ideas and vocabulary that will communicate its authentic, unique voice. Don't try to please everyone; instead, focus on delighting the niche group of people who will genuinely connect with what your organization does and believes in.

A great example is "Be My Eyes," an app that connects blind and low-vision individuals with volunteers via live video. Even beyond its purpose-driven mission, the brand excels at authentic storytelling. The stories shared across their marketing are genuine and unscripted, making them emotionally resonant. Their strategy focuses on empathy and human connection, with minimal branding to keep the spotlight on the stories themselves.

2. Build Real Relationships, Not Just Follower Counts

Consider platforms designed for community, not just content. Have you heard of Discord? Originally for gamers, it has evolved into a hub where users escape algorithms and dive into interest-driven communities. For brands, this is a powerful tool. Here, they can engage fans with exclusive events (like watch parties or workshops), grant early access to products, and offer a direct line to brand ambassadors. Beyond the brand-to-fan connection, users talk to each other, organically building a strong community around shared interests.

Think about engaging authentically with your current followers and platforms. Think about how your brand can expand beyond the digital space where posts are scheduled—to a space where you can help people build connections.

3. Ditch the Brand Guidelines, Build a Brand Universe

Traditional brand guidelines are often rigid, detailing what a brand can and can't do. It's time to think bigger: build a brand universe where your brand is flexible, story-rich, and alive.

Think about Duo, the Duolingo owl. This mascot isn't a static logo with a single tagline. Duo is a living character who communicates with fans, builds relationships with celebrities on TikTok, and posts unhinged videos. This flexibility enables the brand to evolve as it cultivates a genuine fandom. Let your brand breathe and develop like a character, and build a universe around it.

This is just the beginning, and it's an exciting new frontier.

Marketing to a generation that values relationships, authenticity, and community is the natural evolution of branding. It requires more than a logo refresh or a budget for a new marketing campaign. Instead, it's about preparing for a fundamental shift in how brands connect with people.

Are you ready to embark on this journey? NeigerDesign is here to help.

And be on the lookout for Part 2 of this series.