The Tall Task of Winning with Teens

Teens can be a tough crowd. They are hard to predict and hard to engage with, but show them you care about the same things they do, and you’ve got your foot in the door.

These are some of the values that especially matter to teens today and the brands that have connected with teens by demonstrating their commitment to these values:

Individuality

Teens today are interested in standing out over fitting in. Tired of perfectly curated social media content, the pressure to conform has shifted in favor of self-expression and uniqueness.

In the summer of 2024, Charli XCX made waves with her latest music album, Brat, which embraced a “flawed party-girl” persona that felt raw and unpolished. This approach was praised by teens who connected with her willingness to embrace imperfection, and Brat Girl Summer was born.

Transparency

Gen Z lives in a world where influencers provide unfiltered opinions, which has led to high expectations for the same level of truth and transparency from brands. Chipotle’s commitment to transparency around its food sourcing has resonated with teens, who also value sustainable and ethical practices, helping the restaurant secure itself as a top food brand for teens. 

Social Responsibility

Teens are increasingly wary of unethical businesses, making social responsibility a driver for brand loyalty. Rare Beauty captured the attention and trust of young adult shoppers by championing mental health initiatives, a deeply relevant issue for Gen Z. The result? The make-up brand ranked second most popular among Gen Z in 2023.

Community

Social media allows teens to follow and interact with others from a distance but often leaves them craving deeper, more meaningful connections. Recognizing this, Microsoft recently demonstrated its commitment to deepening its online communities. The new Minecraft Bedrock Edition introduced cross-platform play, bringing gamers on different devices (e.g., a PC and a gaming console) to play together who wouldn’t have otherwise been able to connect.

Nostalgia

Despite their age, today’s teens are nostalgic, fueled by digital reminders of the past. From photos stored on their phones to social media features like Snapchat’s “A Year Ago Today,” they are prompted to reflect on meaningful moments. Spotify has successfully tapped into nostalgia with its annual Spotify Wrapped campaign, which packages year-in-review insights about listening habits to reflect on and share. By packaging users’ listening retrospectives in a shareable format, Spotify Wrapped has become more than a campaign; it’s an annual experience for teens to share themselves with the world.

When a brand trends with teens, it has the potential to grow into a defining cultural moment, and by aligning with what’s current and meaningful, brands can spark excitement and inspire engagement among Gen Z.