Several companies have partnered with charities in order to enhance their brand reputation and demonstrate how they ‘live their values’. For example, Vinted, the secondhand marketplace, has partnered with Oxfam and created a runway that featured Vinted’s content creators and influencers as models. This showcased potential in secondhand clothes and helped to grow that clothing industry.
Communities built online are being celebrated offline
There’s a real appetite among younger people for community. They want to meet new people and to feel part of something new. Especially since the Covid-19 pandemic, there’s been a growing demand for more in-person, offline interactions – though these often extend into the online world afterward.
Brands have succeeded in hosting in-person meetups for many types of niches to foster communication, from fandoms to fitness, and quite often… food. Find out what really matters to your target audience and build communal experiences around that. Look for trends or movements already resonating with youths and then amplify them to foster a sense of belonging.
These in-person gatherings also tap into the desire for offline activity. Although social media and online experiences are hugely important to younger people, there has also been a trend towards ‘digital detoxes’ (including even deleting social apps from phones) and savoring the offline experience.
Example
Run clubs have become very popular with younger people online, satisfying both their desire for healthy living and making in-person connections. (Indeed, they’ve even evolved into dating opportunities!) By creating opportunities to foster community and fitness along the way, these clubs can become a perfect mix of wellness and community.
Conclusion
Effectively engaging with today’s youth new ways for creators to earn from reels requires a deep understanding of their values, behaviors, and evolving cultural landscape. Young people are informed, intentional, and influential. They seek out brands that align with their principles and offer meaningful experiences.
To resonate with this audience, brands must prioritize authenticity, foster community, and embrace creativity. Whether through leveraging the creator economy, tapping into sensorial marketing, or hosting in-person gatherings that celebrate offline connections, the key lies in creating value-driven, engaging interactions that reflect the lifestyles and aspirations of young consumers. By staying agile and attuned to their needs, brands can build lasting relationships with this dynamic and discerning generation.
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