The culture is changing rapidly, with influencer-recommended purchases and rapid content consumption becoming the norm. And as younger generations not only embrace this new culture but lead it, companies find themselves targeting a new demographic of consumers. However, taking the same approach will not be effective if you want to generate interest among younger consumers.

From marketing On the right platforms to support their favorite social causes, companies will need to take into account the different preferences of younger generations. Here, business leaders from Rolling Stones Cultural Council offers nine ways businesses can better engage young consumers and the methods that have worked well for them.

Attract younger recruits to your team

Let young consumers in. In my opinion, the smartest brands are currently hiring influencers as employees to contribute ideas and create content. Build your social team around people who live and breathe social. – Sam Saideman, Innovo Management

Create interactive and co-creative experiences

Invite young consumers to participate in the brand story through user-generated content, challenges and customizable products. Young consumers value personalization, creativity and active involvement. Encouraging them to participate in content creation (like in the case of TikTok challenges) helps them feel a sense of belonging to the brand. Connect them. – Josias Corbin, Elite multimedia productions

Show that you care about the issues they care about

Issues of equity and social justice are really top of mind for young consumers. You ignite the younger demographic when you show that your company cares about the issues it cares about. Climate, for example: we want Generation Z to know that we care about what happens to them and what happens to the Earth. Meet them where they are. Stand up for social justice in an authentic way and it will elevate your brand. – Lindsey Bartlett, Fast buds

Adapt to their unique preferences

Don’t be bound by the preferences of baby boomers or millennials, unless they are ethical or moral boundaries. For example, if your Gen Z customer base wants to say “GM” instead of “Hello,” feel free to adapt that. On the other hand, don’t go so far that you think you’re trying too hard. Find the right balance. – Zain Jaffer, Zain Jaffer Foundation

The Rolling Stones Cultural Council is an invitation-only community for influencers, innovators and creatives. Am I eligible?

Build connections through long-term influencer partnerships

What has worked for me is focusing on long-term influencer partnerships rather than short-term campaigns. We create a deeper connection with younger audiences by building genuine relationships with influencers who align with the brand’s core message. This builds trust and brand loyalty, ensuring content resonates beyond fleeting trends while remaining adaptable to changing consumer interests. – Kristin Marquet, Marquet Media, LLC

Deliver Fun Digital Engagement

Although we take our work seriously, we also, appropriately, infuse fun into what we offer our customers. In addition to a points-based rewards program, our app’s live chat feature helps us better engage with younger customers who prefer the digital method as a way to provide real-time feedback. – Dustin Eide, CanPay

Stay authentic and focus on quality

Don’t let age take you away. Even if trends and clickbait attract the attention of a younger audience, quality will always reign, not only in the images and writing, but also in what you say. Young consumers crave personality and authenticity, so make sure you share interesting stories with them. Ask yourself: what does this content offer them? How does this help? Am I opening channels for them to engage? – Cynthia Johnson, Bell + Ivy

Embrace short content

Embrace authentic, short-form content on platforms popular with this demographic, like TikTok, IG Reels, and YouTube Shorts. These platforms allow brands to create fast-paced, engaging and relevant content that matches the fast-paced consumption habits of a younger audience. Encouraging user-generated content, focusing on storytelling, and participating in active trends are all tactics that have worked for me. – Matthew Forster, CMS Nashville

Get to know your audience as real human beings

Take the time to get to know young people as real, whole human beings, not just marketing demographics. To get you thinking, when was the last time you had a real, substantive conversation with someone much younger than you and created space for them to share their thoughts and perspective ? Remember: It’s difficult to effectively serve people you don’t really know. – Jed Brewer, Good noisy media