Let me start off by saying, many UK & US brands are struggling to fully understand and engage Millennial and Gen Z consumers. There is a gap that is evident in both messaging and diversity in marketing.  

It’s becoming apparent that brands are struggling with how to truly connect with millennial and Gen Z consumers – yes still now. These generations expect brands to reflect their values, particularly inclusivity and social consciousness.  

Recent research by Mintel, highlights that 69% of UK Gen Z consumers prefer brands that align with their views and provide inclusive content that reflects them. This lack of inclusivity and understanding is a missed opportunity for brands to build trust and  loyalty among these younger consumers, who seek relatability in brand representation. 

If you didn’t know these generations demand authentic representation, inclusivity and value-driven messaging— that many campaigns are currently lacking or not even getting right. Unlike brands like Topicals, they get it in regard to campaigns and targeting.  

Yet, despite this clear preference, a significant number of brands still rely on one-size fits-all messaging that fails to build trust or resonate with these audiences. There is an opportunity that exists for brands willing to align with the priorities of Gen Z and Millennials by leaning into diverse, authentic narratives.  

TikTok reigns 

TikTok, is and has reshaped how these generations consume and trust brand content. In the UK, TikTok has surpassed Instagram and Snapchat among Gen Z users, who are  attracted to the platform’s user-driven, community-focused content. Brands that  succeed on TikTok do so by engaging with diverse, relatable influencers and creating transparent, interactive content that resonates on a personal level and most important  create content native to that platform.  

Research from Deloitte indicates that brands embracing authentic, interactive engagement see greater loyalty among Gen Z, reinforcing the need for UK brands to  pivot towards platforms and practices that prioritise consumer identities and inclusivity. 

"Seeing yourself in a brand makes you feel seen and heard. it’s not about pushing  product or selling anymore. TikTok is a perfect stage to step out of traditional roles and  build real connections, better than other platforms.” It’s not just an option but a  necessity. 

The Rising influence of Gen Alpha

The rising influence of Gen Alpha is underscoring the importance of this shift. These  young consumers are already exposed to digital interactions from early childhood, they will expect brands to understand and represent them even more. 

By investing now in strategies that appeal to evolving demographics, brands can secure  long-term relevance and loyalty. However, companies like RSM UK report that many  retailers still rely on narrow strategies, risking disconnection with the very audiences  that will define future brand loyalty. 

To effectively engage with these younger consumers and secure longevity, UK and US brands need to embrace adaptability and foster inclusivity across digital platforms, using content that aligns with diverse consumer experiences and preferences. This shift  is essential as both Gen Z and Gen Alpha. 

These future consumers will have an even higher expectation of personalisation in brand interactions. Just look at TikToker Bekah, who reacted to the Boots Christmas advert. She mentions some key points that many comments agree with and relate too.  

By 2030, Gen Alpha will be a powerful consumer segment, bringing with them expectations for brands so, we’re only really getting started.  

"To secure future loyalty, you should start embracing strategies that appeal to evolving  demographics now. Gen Alpha is watching how brands treat their older siblings so to speak (unconsciously), and they’ll want to connect with them just as authentically."  

A 2024 report by RSM UK emphasises that UK and US relying on narrow marketing strategies risk alienating future consumers. This is a pressing challenge given that no  brands wants to annoy current customers, but they need to start future proofing. 

There’s a few things that can be done; 

  1. Prioritise authentic and diverse representation: Go beyond the tick-box marketing when it comes to this. Work with communities, sub-cultures and bring in teams that not only understands all the above but can create on brand campaigns that reflect the true diversity. 
  2. Be where Gen Z are: Platforms like TikTok, Snapchat, YouTube and Instagram offer great grounds to test content, formats and campaigns native to each  channel. Take advantage of these and use them in the right way. 
  3. Look ahead to Gen Alpha: Understand their values early on will give you a competitive edge. Start thinking about how to connect with them through  storytelling that is engaging, relative and relevant. They aren’t really Instagram users – think TikTok, YouTube/ Shorts and Snapchat.  
  4. Invest in long-term strategy: Recognise and understand the need for adaptability. If you start to cultivate meaningful, lasting relationships with both  Gen Z and Gen Alpha, it will help secure your brands future. 

You don’t want to be that brand that becomes tone deaf and left behind.