5 Key takeaways

The rise of Gen Z communities is a call to action for brands. Like the creator revolution, a shift in influence is occurring within these communities. Brands have a chance to show up early and foster genuine connections and cultural exchange.

Brands must go beyond typical marketing methods and create and nurture deeper, long-term relationships. For those willing to listen, adapt, and collaborate, this era offers unparalleled opportunities to connect meaningfully with this influential demographic.

For deeper insights, you can request a copy of our zine which features submitted spreads from each of our collectives as well as contextual editorials, insight-driven articles and recommended approaches for brands aiming to reach and engage the next generation.

For your copy of the zine, email hello@seedmarketingagency.com

  • 1. Build! Invest! Create!

    Over the years, there’s been increasing conversation on how long-term over short-term partnerships offer increased credibility and authenticity. And this remains true. But more importantly this is about a two-way value exchange where each party (brand and collective) is able to achieve their goals through co-creation and embracing what one another can bring to the table.

    Your approach must focus on creating value-rich, intentional exchanges. Just as communities need (and create) an exchange of value between members, so too must brand-community relationships. True engagement requires tangible support and collaboration – providing resources, investment, space, education or platforms.

  • 2. Listen, Learn and Leverage

    Communities should never just be a campaign asset. Look towards them as not just partners but cultural advisors. With their existing networks, influence and expertise, they really know what works and how to communicate with this audience, as well as how to build a brand, so make the most of them.

    Bring them in as early as you can - they can help to shape a project from good to great. You don’t need to be shy about what you want to achieve - in fact, the more transparent and upfront you can be, the more they’re able to work with you, understand what’s needed and achieve it. And finally, they get it, they know things evolve and so as things change, overcommunicate, ask their opinion and be flexible throughout to make the most of your relationship. Our catch phrase should be ABAQ - Always Be Asking Questions.

  • 3. Ensure strategic vibe alignment

    Aligning with communities is not about sponsorship, it’s about embodying allyship. They’re not a quick fix to seem cooler or more culturally on point or more diverse. A partnership acts as a signal for a brand’s identity and values and Gen Z’s bullshit radar is strong - they can instantly see what makes sense so… Vibes are vital.

    That means working with communities that truly resonate with a brand’s core values and narrative. This means brands need to look inward, with honesty, to identify where their sweet spots lie. Don’t get too bogged down in what part of culture is a good fit or try chasing trends. Start with your brand values, your lore and your culture and see where they lead you.

  • 4. Meet communities where they’re at

    Typically their collectives are a passion project not a full time job. While brand requests may have good intentions, we have to be aware and respectful of their workloads and skill sets so again, build in flexibility on timelines and deliverables and be prepared to help them in skill areas where they may need support. Remember, not it’s not a case of one-size-fits-all.

    This is what we did for this project - co-created a brief at an Immersion Session but we left it open and personal for each community to interpret. Although we needed specific elements to complete it, we were flexible and accommodating with submissions, we helped with the bits they didn’t feel they could do themselves, we built in check-ins for tone of voice, content and creative reviews and we built in buffers so that we could give them leeway on submission dates.

  • 5. Come with kindness and curiosity

    This may seem obvious but our communities have often carefully crafted a distinctive and safe space and so we have to come ready to respect that. This isn’t about KPIs being compromised but again, being upfront about objectives and baking in the right checkpoints throughout.

    Also be aware that the power balance is shifting and these young people are the leaders of future businesses as well as generationally. Small acts of kindness are the things people remember for life especially when it’s an easy thing for you but means the world to them. In 2024, word spreads fast, and communities are powerful engines of influence. How you approach the actual execution of the project must be just as important as the public facing deliverables if you really want to show that the brand cares.