How to Engage the Next Generation of Consumers

In this episode of Culture Crush, host Dan Dowman converses with Bryn Rees, a marketing veteran with experience at major brands like Amex, Adidas, and IKEA. 

The episode explores the evolution of storytelling, the growing importance of authenticity and transparency, and how brands need to adapt to stay relevant to a new generation of consumers. 

Bryn unpacks the concepts of knowledge domain modelling and content engineering as strategies to create a more consumer-centric approach to storytelling. 

Culture Crushes

🧡 Lush: For a whole host of reasons! Ethical products, cool collabs, supply chain transparency, advocacy, a counter-cultural approach to product positioning, smelling great - it’s all here!

Takeaways

✅ The next generation of consumers values authenticity, transparency, and trust in their interactions with brands.

✅ Businesses need to shift their storytelling approach to be more consumer-centric and focus on meeting the needs and desires of consumers.

✅ Knowledge domain modelling and content engineering are strategies that can help businesses create a more personalised and relevant storytelling experience.

✅ Embracing change and being willing to disrupt traditional approaches is essential for businesses to stay relevant and engage with consumers effectively.

Sound Bites

📢 "80% of Gen Z would trust companies more if they were using real consumers. They don't want to see celebrities, they don't want to see actors"

📢 "It's okay to be different. It's okay to do things differently and break tradition. Be a rule breaker, be divergent, be disruptive."

📢 "Things are changing and solutions like knowledge domain modelling and being more structured in your content, even away from your own website, is a solution that I can highly recommend."

Chapters

00:00 Introduction to Culture Crush

00:16 Meet Bryn Rees

01:09 Bryn’s Career Journey

05:10 Advice for Career Pivots

09:42 The Importance of Authenticity in Storytelling

15:19 Culture Crush: Lush Cosmetics

21:15 Leadership Challenges and Solutions

31:35 Embracing Change in Business

34:04 Conclusion and Wrap-Up