Is your brand voice holding you back? Here’s how you can resonate with the next generation

In 60 seconds: 

• 48% of Gen Z said tone of voice is important: it creates your brand personality and defines how you’re perceived by customers.
• Building a community around your brand helps Gen Z feel involved whilst also creating a group of brand advocates who will go out and spread the word about your products and services.
• Competition for capturing Gen Z’s spend is high - having an authentic and genuine brand voice can help you stand out from the crowd.

‍

Keeping up with Gen Z can be exhausting. Pop culture moves at the speed of light, a meme has a lifespan of 48 hours, and getting internal sign-off can prevent you from reactively hopping on anything, let alone a TikTok trend. 

But there’s one thing that can really help brands resonate with Gen Z: having an authentic brand voice. 

Easier said than done, we know. 

After all, you don’t want to give them the ick (a misplaced ‘slay queen’ could be the end of you), but you also don’t want to shy away from getting involved. 

Well, don’t worry: we’re here to help. In this blog, we share three key ways you can authentically grow your brand voice and build trust: passion, tone of voice, and community. Plus, actionable Gen Z insights, case studies, and a sneak peek of who will be joining us at Pion’s YMS NYC event. Yep - all the good stuff. 

Why should your brand want to resonate with Gen Z?

Look, we’ll keep this brief because to be honest, you shouldn’t need persuading. Gen Z should already be on your radar - that’s probably why you’re here. 

Gen Z spends more per capita than any other generation and has an estimated purchasing power of $360 billion, and this will only rise. They’re the largest generation to have ever existed and account for approximately 17% of total global spend of $57.6 trillion in USD. It’s a lot. 

So they’re big spenders, but the competition for their attention is high. With thousands of brands vying for their money, it can be hard to differentiate yourself from the crowd. But it is possible, you just need to have an authentic brand voice.

How to keep up with the next generation: Create an authentic brand voice

1. Have passion and purpose

First and foremost: believe in your mission. Gen Z can sniff out inauthenticity a mile off: if you don’t believe in what you do, why should they?! 

Whether you’re creating content or diving into your brand identity, remembering your roots and being proud of them is key when it comes to resonating with young people. It’s about “staying true to who you are speaking to and meeting people where they are”, says Christina Vittas, Social Media Manager at Sesame Workshop (and the online voice of Elmo), “but also keeping all the values, missions, and it helps to spin up together all at once."

Want to hear more from Christina and learn from the best in the biz? Join us at YMS NYC, where we’ll be hearing from Oatly, The Washington Post and Sesame Workshop.

As three brands at the forefront of helping build and sustain brand relevance, they’re experts in being passionate about their areas of interest. During the session, Social Strategy Unwrapped: Balancing Brand and Impact, Christina Vittas (Sesame Workshop), Dennis Quinn (The Washington Post), and Paula Perez (Oatly) will discuss what it’s really like to be a unique voice on social media, audience engagement, and using social listening to write content that elevates both brand and mission 

2. Perfect your communication style with brand tone of voice 

When it comes to building brand loyalty, 48% of Gen Z said tone of voice is important. It’s the driver behind your brand personality, helps you stand out from the crowd, and defines how customers perceive you. 

Getting it right can lead to an unbreakable bond with Gen Z and huge success - in fact, 32% said they’d definitely be more likely to shop with a brand if it went viral.

But, it’s hard. 

One stand out example comes from Sesame Street’s work with actor Andrew Garfield about love and grief. A conversation between the actor and Elmo went viral thanks to the brand’s empathetic and wholesome tone - it’s a great case study in being confident in both your brand and brand voice. “People react well when they feel that authentic connection that our characters, and our resources, and our show bring to life.” 

‘elmo please i’m at work 😭’ said one TikTok comment. We agree. Many tears were shed. 

The key is authenticity and to understand this generation - to be relevant and relatable, to represent your audience, and to authentically reference moments in pop culture. 

{{ctaNeon}}

Case study: RSPB

The Royal Society for the Protection of Birds isn’t a brand naturally associated with Gen Z, but in recent months they’ve completely revamped their socials to Gen Z-ify them (there’s a Gen Zer working behind the scenes, so it’s all super authentic). 

By hopping on trends and understanding the lingo, the RSPB has found viral levels of fame on TikTok. And as a brand that has goals of conservation, this couldn’t be more important: they’ve got an authentic brand voice and raising awareness. 

From their own take on Charli XCX (Girl, so confusing became ‘gull, so confusing’) to Chappell Roan (‘You’re a pink flamingo now, and you dance at the pond’, as opposed to at the Pink Pony Club), this is a brand that has used its tone of voice to build engagement, following, and acommunity. They’ve even made merch off the back of it.

To quote one TikTok comment: ‘Whoever is in charge of this account needs an award. Incredible, 10/10.’

{{ctaDark}}

3. Connecting Gen Z audiences with community 

We all want to be a part of something, and Gen Z is no different. Building a brand community not only helps young consumers feel involved, but it’s also good business: you’re creating a group of passionate brand advocates. 

And where can you find a better sense of community than in the world of sports?! 

At YMS NYC, we’ll be joined by Enu Shabani, Founder of Rising Ballers, and Rawan Eewshah, Senior Director of Social Media at the MLS, as they discuss engaging the next generation of sports fans. During the session, The Story of Growing the MLS Amongst a Global Youth Fanbase, they’ll delve into how understanding platforms, trends, and culture have helped drive growth.

And if that wasn’t enough, attendees will also hear from Tyler Rustein, Head of Brand & Commerce at Overtime, during a fireside chat on the strategy behind expanding a media brand into one of the most successful sports e-commerce businesses. From content and community to TikTok Shop, merch drops to brand partnerships, From Media to Merch: Overtime’s Brand Expansion in Retail will ask what it means to harness technology and creativity.

Key takeaways: 

• Be passionate and purpose-driven. Gen Z values authenticity and can easily sense insincerity. Allowing your brand to be led by its mission and purpose will help you to connect with Gen Z.
• Master a Gen Z tone of voice. Gen Z wants natural, funny, relatable content. Avoid giving them the ick by working with, not for your target audience. 
• Foster a sense of community. As a generation that thrives on collaboration and connection, creating interactive experiences that center around community will help your brand land with Gen Z.

‍

Want to hear more from our speakers and learn from brands that resonate with the next generation of consumers? Dive into the world of Gen Z events and join us at YMS New York as we return to Brooklyn in 2025. 

‍