How do you create a brand experience that doesn’t just capture attention, but builds a lifelong connection, from a young age? Our Legacy team attended the Youth Marketing Strategy (YMS) Summit in Brooklyn, and the insights shared reinforce what we’ve always believed: real connection is everything, particularly with Gen “Zalpha” (Gen Z to Gen Alpha), the next sweet spot target audience for marketers.
Brands are no longer just selling products; they are building communities. We heard powerful stories of this in action, like Chick-fil-A’s local Bingo Nights, which unexpectedly bridged the gap between college students and senior citizens, creating a genuine, intergenerational community hub. It’s a great example of how a simple, intentional activation can foster powerful bonds.
Key takeaways that resonated with us:
- Think Like a Fan, Not a Brand: The most impactful experiences are born from real-world observation and understanding what a community (and the younger generation) truly values. It’s not about chasing every trend, but about authentic engagement.
- The Power of Nostalgia: Tapping into shared memories and feelings is creating powerful cross-generational connections. Gen Zalpha loves all things “old school.”
- Stay True to Your Core: In a world of fleeting trends, brands that stay true to their values win. The resurgence of wired headphones is a perfect example—a choice driven by empowerment and personal preference over chasing the latest tech.
These principles are the heart of what we do at Legacy. We specialize in crafting brand experiences that are intentional, community-focused, and culturally relevant. We don’t just follow trends; we help brands create moments that matter.
Are you ready to build a community around your brand? Looking for authentic ways to target Gen Z and Gen Alpha? Let’s create an experience they’ll never forget. Contact us for more information.