The Generation Game: How to Win Over Gen Z Without Losing Everyone Else
We’ve all seen brands trying to go viral by ‘speaking Gen Z’ with mixed results. One minute it’s a playful nod to digital culture, the next it's a full-blown identity crisis.
As social platforms evolve and audience expectations shift, getting the tone right has never been more important.
So, how do brands stay relevant to younger audiences without alienating their existing customer base?
At Cool Blue, we help brands navigate these generational shifts with clarity, creativity and confidence. Here’s our take on the latest trend and what marketers can learn from the brands getting it right (and wrong) …
Why Gen Z is the Current Obsession
Born between the mid-90s and early 2010s, Gen Z now holds significant buying power and cultural influence. They’re digital natives, fluent in meme culture, driven by values and deeply sceptical of anything that feels inauthentic.
Naturally, brands want in. And for good reason, this generation is shaping what’s next. But the challenge lies in doing it without alienating older Millennials, Gen X or Boomers, many of whom still drive the bulk of spending.
Why Gen Z is the Current Obsession
Born between the mid-90s and early 2010s, Gen Z now holds significant buying power and cultural influence. They’re digital natives, fluent in meme culture, driven by values and deeply sceptical of anything that feels inauthentic.
Naturally, brands want in. And for good reason, this generation is shaping what’s next. But the challenge lies in doing it without alienating older Millennials, Gen X or Boomers, many of whom still drive the bulk of spending.
When Trying to Be Cool Backfires…
In 2024, Currys went viral with a TikTok campaign featuring a retail assistant speaking entirely in Gen Z slang. Phrases like ‘brat summer’ and ‘no cap’ delivered with deadpan humour. Designed for TikTok, it struck the right tone: ironic, awkward and platform-savvy.
The video racked up nearly 2 million views and sparked a wave of imitators.
But while Currys nailed the brief on TikTok, reactions elsewhere were mixed. Copycat campaigns from other brands felt forced or out of touch, lacking the original’s self-awareness or relevance.
The lesson? What works on one platform won’t always translate and chasing trends without clear strategy or brand alignment risks alienating your audience, not engaging them.
The Platform Trap
A lot of these missteps come down to misunderstanding the platform. What lands on TikTok won’t always translate on X, Instagram or YouTube. Each platform has its own tone, community norms and unwritten rules.
For example:
Maybelline’s viral video of a mascara tube riding the London Underground was quirky, surreal and perfectly pitched for TikTok. It didn’t need to say anything, the visuals did the work.
Duolingo’s TikTok persona is bold, bizarre and brilliantly on-brand. But they don’t try to replicate that exact tone across their email marketing or LinkedIn content, they adapt.
The British Library, unexpectedly, is a masterclass in multigenerational social content – using wit and history to engage everyone from Gen Z students to Boomers with a love for classic literature.
In short, success lies in platform-first thinking, not generation-first generalisation.
The Platform Trap
A lot of these missteps come down to misunderstanding the platform. What lands on TikTok won’t always translate on X, Instagram or YouTube. Each platform has its own tone, community norms and unwritten rules.
For example:
Maybelline’s viral video of a mascara tube riding the London Underground was quirky, surreal and perfectly pitched for TikTok. It didn’t need to say anything, the visuals did the work.
Duolingo’s TikTok persona is bold, bizarre and brilliantly on-brand. But they don’t try to replicate that exact tone across their email marketing or LinkedIn content, they adapt.
The British Library, unexpectedly, is a masterclass in multigenerational social content – using wit and history to engage everyone from Gen Z students to Boomers with a love for classic literature.
In short, success lies in platform-first thinking, not generation-first generalisation.
So, What Should Brands Do?
Here’s what we recommend:
- Define your tone before chasing trends - Before you try speaking Gen Z, make sure you know how your brand speaks. Otherwise, it risks feeling like a costume and audiences can tell.
- Tailor content by platform, not by age - TikTok is where you can take creative risks. Facebook is where you might want to reassure. LinkedIn is where you show thought leadership. Adapt tone and format accordingly – don’t just copy and paste!
- Be part of the culture, not a parody of it - If you’re joining a trend, ask: does it align with your brand? Are you adding something of value or just mimicking the moment? Collaborating with relevant creators can help bridge the gap authentically.
- Build campaigns that flex - The best campaigns have layers. A core creative idea that works for everyone, with tactical content tailored to different channels or audiences. You don’t need to ‘pick a generation’, you just need to meet people where they are.
This isn’t a battle between Boomers and Zoomers. It’s a balancing act. Brands that succeed don’t swing wildly between personas – they evolve, staying culturally aware while staying true to themselves.
At Cool Blue, we work with ambitious brands to strike that balance, building campaigns that resonate across age groups, channels and cultures. Because good marketing doesn’t just follow the generation game. It plays to win with purpose, insight and heart.
Looking to refresh your brand voice or rethink your content strategy?
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