Strategy
Multilayered
With the rise of global connectivity and the growth of young populations, brands should develop a genuine understanding of cultural and regional nuances. Culture is global and hyper-local at the same time. Cultural insight departments should navigate and integrate both these dimensions for global and local connection.
How to reach people? Transmedia storytelling uses various media forms, from digital games, web series, and podcasts to social media and live events to create a multi-layered world. It transcends the limitations of traditional, singular platform engagement and fosters a sense of community across geographical boundaries. Tools and platforms for creative expression creates connection and interaction.
As the traditional timeline of life events shifts, brands need to understand and adapt to young people’s changing needs and priorities. It is important to understand the particular struggles they face. This includes recognizing the delayed milestones in areas such as career, home ownership, and family, as well as the evolving nature of their social lives.
It is important to engage with generations as a diverse and multifaceted group, rather than relying on oversimplified and often inaccurate generational labels. Recognizing the differences within generations, understanding that their experiences, values, and behaviors cannot be neatly categorized or predicted based solely on their age group.
01 Global values
02 Transmedia
03 Support
04 Multifaceted
Culture
Collective
Free the Youth is a brand from Ghana that stands for artistic expression and youth empowerment, blending Ghanaian-inspired street-style with global art scenes. What began as a mission to highlight Ghanaian street style on social media has evolved into a multifaceted entity encompassing being not just a brand. It is a collective dedicated to fostering a youth-driven movement for creative freedom and community development. Their poignant phrase “pain on cotton,” is a testament to the issues young people face. See more here
Local
Base is a halal vegan beauty brand from Indonesia. They cater to the specific needs and values of young Indonesians blending the global direction towards vegan beauty with localized communication and preferences. Base produces its products locally in Indonesia, ensuring high-quality offerings while sourcing ingredients from around the world. See more here
A focus on girls
Girl Effect, an international non-profit, harnesses the power of media and technology to empower girls, providing them with the content they desire and trust, both online and offline, through local brands and a global network of offices. In India, they have launched ‘Bol Behen’, a chatbot offering a safe space for girls to seek confidential advice on sensitive topics such as sexual health and relationships, driving positive behavioral change. Read more here
Friends
China has a youth friendship recession, where young people average only 2.5 close friends. Soul started a platform in response to this, designed to create connections based on shared interests and hobbies. The Soul App encourages users to conceal their real identities using avatars, to free them from societal pressures related to appearance, age, and socio-economic status. See more here