How to be relatable to Millennials, Gen Z, & Alpha, too

Ahhh, the generation gap.

A conversation we can’t seem to escape on social media.

From meme wars to brand-obsessed youths, there’s always something to report on.

As a Zillennial (someone on the cusp of Gen Z and Millennial), I find the whole thing fascinating. Because I don’t really fit into any group, but I have a deep understanding of each one.

And it’s Gen Z that’s taken the spotlight in marketing.

In recent years, brands have been Gen Z obsessed. The generation has reshaped the marketing landscape with their unique digital upbringing and strong value system.

But Millennials are still a critical audience. And Gen Alpha is quickly climbing in importance.

Unfortunately, the three are starkly different. What works for one group is likely to send another running for the hills. (Do not piss off Gen Z. Just don’t do it.) But we know marketing to just one would be limiting.

So, wtf are brands supposed to do?

Brands have to be flexible in their approach. Think about it like a wardrobe. You’ve got different outfits for different events.

Same goes here. Different platforms for different generations, accessorised with the appropriate messaging. So let's take a look at what you’ll need in your capsule for each one.

Gen Alpha.

Admittedly, this is the generation I know the least about, despite my youngest sister being in this category. (I’m not a bad sister, it’s just a large gap, OKAY?)

Born starting in 2010, Gen Alphas are what we call 'true digital natives.' According to Morning Consult, around half (49%) of them own tablets, meaning they have access to content and games. Many of them aren’t old enough to have their own social media accounts, since the oldest Alphas are 14.

This certainly hasn’t stopped them from consuming content. Their platform of choice is YouTube, which was named the 'coolest brand' by Gen Z in 2023.

They also looove games. Platforms like Roblox and Fortnite are super popular as a way to be creative and socialise. Almost half of kids between the ages of 8 and 11 talk to their friends online while they play games.

It’s like MSN all over again. Or am I showing my age? Yikes, this is hard.

Gen Z.

My peers that aren’t my peers. The ones I watch from the outside, like a slightly less cool puppy dog locked out in the rain.

Ok, I’m being dramatic. I don’t care that much (as tears stream silently down my face).

Born between ’97 and 2012, Gen Z is one of the loudest and proudest generations. They care deeply about a brand’s ethics/practices, and their impact on DEI and climate change.

Gen Z learned quickly that they had the power to disengage with impulse buying and actively choose where their money was going.

And this is why I warned you about pissing them off. They have been known to walk away from, or even cancel, brands that don’t share their values or that seem inauthentic.

They prefer to hang out on Instagram and TikTok, with YouTube gaining popularity, too. Morning Consult found they trusted TikTok, Snapchat, and Twitch more than other generations do.

Potentially a little wiser than their predecessors, Gen Z are hyper-aware of the doom scroll effect, and how social media can impact mental health. This awareness has made way for platforms like Be Real and Pinterest to gain popularity. Because, on those, they don’t have to worry about how they’re perceived.

Millennials.

The misunderstood generation. Everybody thinks they’re cringey and only wear skinny jeans and side parts and reference SpongeBob too much.

BUT I KNOW YOU’RE MORE THAN THAT, OK, MILLENNIALS? I got your back x

Technology, and the rise of the internet, definitely impacted this gen, but not to the extent of the others. This means it’s not always second nature, depending on which end of the spectrum you were born in.

This year, millennials will be turning anywhere from 43 to 28 years old.

And yes, they still love Facebook. But mostly they reside in the same places as Gen Z--Instagram, TikTok and Pinterest. They love using social media to plan experiences. This might be finding a cool new restaurant, an upcoming concert, or planning a wedding day mood board.

So now it’s time to build your communication ‘wardrobe' so you can relate to each group.

Here’s some styling advice:

Gen Alpha. Kids love video content. There’s a reason why 'iPad Kid' is a thing. So, if you’re gonna reach ‘em, I’d say that’s the way. It’s also important to note that they are still kids. So interactive, fun, and educational content is going to resonate best.

Gen Z. Highlight your brand’s ethics and authenticity. Focus on short, engaging and visually ✨aesthetic✨ content that aligns with their values on diversity, equity, inclusion and sustainability. Just make sure it’s genuine, because they can smell it if it’s not.

It’s also important to note that this gen likes to use social media as a sort of digital diary. It’s self-expression for them. So vlogs and general storytelling resonates well with them.

Millennials. Useful is the new cool for this gen. If you can communicate your value, you’ve likely won them over. When it comes to brand qualities, 53% of Millennials said they want a brand to be reliable, according to a GWI report.

It’s also important to note that this gen loves humour--the darker, the better. Position yourself to be the funny guys who care about quality.

As for me? I'm ok giving up my side part and skinny jeans. Just give me my ankle socks and leave me be.

-Sophie, Writer