Alphabet Soup

How effectively brands connect with the intergenerational values of safety, education and creativity depends on a few factors. Experts say “authenticity” is a big one, and it comes down to this: “Marketing to this new generation depends intrinsically on a strategy of belief. This means that to appeal to them, you have to not only showcase your brand’s values but also embody them. Pandering, for lack of a better term, will get you nowhere.”