On Brand with Nick Westergaard Gen Z & Gen Alpha Brand Building with Ben Harms
Feb 19, 2024
Ben Harms, Chief Growth Officer at Archrival, shares his insights on engaging Gen Z and Gen Alpha. He dives into the importance of community building and co-creating with young audiences. Notably, he warns against 'age washing'—superficial youth marketing—and emphasizes genuine peer-led trust. Ben highlights effective strategies, such as empowering youthful creators like Duolingo and identifying true trendsetters among peers. The brands that made him smile recently? The authentic Aimé Leon Dore and the playful e.l.f. Cosmetics.
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Mindset Over Birth Year
- Youth culture is defined by mindset and behaviors rather than strict birth years.
- Winning younger mindsets helps brands stay culturally relevant across ages.
Youth Appeal Is Widely Aspirational
- Targeting youth culture can make older customers view a brand as aspirational.
- Winning younger audiences often deepens loyalty among older cohorts too.
Stop Age Washing; Co-Create Instead
- Avoid 'age washing' and superficial attempts to look young on platform without real authenticity.
- Co-create with young people and give them real access so they can tell the brand story.