Mastering the language of youth: Harnessing ‘generation next’ in effective business strategies
Understanding future generations is the key to preparation
Are impediments to growth rooted in generational disparities? In an ever-fluctuating world, where yesterday’s trends are old news and tomorrow’s landscape remains enigmatic, understanding and embracing the force propelling us forward – “Generation Next” – becomes indispensable.
By unravelling the enigma of youth culture, we can effectively communicate with this dynamic generation, harnessing their values, aspirations, and preferences to shape an extraordinary communications strategy.
But who truly constitutes Generation Next? They are the vanguards of climate advocacy, the visionary individuals who prioritise sustainability, purpose, inclusivity and informality. This generation reveres diversity and ardently strives for a culture wherein every individual feels valued and celebrated.
Breaking down barriers and fostering unity, through authentic and approachable communication lies at the heart of their collective mission, seeking alliances with their families, government bodies, and cherished brands to metamorphose social and environmental impact for the betterment of all people, communities, and the planet.
Generation Next: Authenticity, Connectivity, Values
Connectivity is their lifeline, and authenticity reigns as their preferred currency. Generation Next epitomises digital proficiency, effortlessly distinguishing between authentic and phoney brands.
They yearn for profound connections with brands that resonate with their interests and values, cherishing their affiliation with a world that merits their concern. Brands that wish to capture their allegiance must exhibit relatability, interconnectedness, and genuine care for Generation Next’s world.
In the Middle East, Generation Next represents a dynamic force in addressing Environmental, Social, and Governance (ESG) issues. Emerging leaders are particularly engaged and informed, recognising the growing importance of ESG to customers, investors, and business partners.
According to a recent PwC survey, 28 percent of Middle East NextGen respondents prioritise reducing their organisation’s environmental impact, while another 28 percent aim to support the local community through investments or action—numbers surpassing the global average.
The younger generation exhibits acute awareness of the climate crisis, valuing workforce diversity, sustainability, and ethical decision-making. As young leaders rise into more influential roles within businesses, the region can anticipate genuine and positive transformations in social inclusion, diversity, flexible working, and responsible governance.
In recent years, a select group of esteemed global brands have gotten the formula right and forged deep connections with this Generation Next consumer, effectively illustrating the potency of imbuing youth culture into brand strategy. These brands have recognised the power of authenticity, inclusivity, and sustainability, meticulously aligning their messaging and initiatives with the deeply held values of the younger generation.
Consider, for instance, the case of Patagonia, which has long proactively spearheaded sustainable initiatives, including its globally recognised “Worn Wear” programme, which encourages customers to revive and repurpose their apparel rather than perpetuate the cycle of excessive consumption.
Through a network of skilled repair centres, Patagonia offers free repairs for damaged clothing, ensuring that well-loved items can be rejuvenated and continue to serve their purpose. This not only extends the life of the products but also reduces the overall waste generated by the fashion industry.
Indeed, this heartfelt commitment to environmental sustainability and ethical practices has resonated profoundly with the discerning young consumer. Through a network of skilled repair centres, Patagonia offers free repairs for damaged clothing, ensuring that well-loved items can be rejuvenated and continue to serve their purpose.
This not only extends the life of the products but also reduces the overall waste generated by the fashion industry. Indeed, this heartfelt commitment to environmental sustainability and ethical practices has resonated profoundly with the discerning young consumer.
In addition to repairs, Patagonia’s “Worn Wear” programme includes a vibrant secondhand marketplace. Customers can trade in their gently used Patagonia items for store credit or purchase pre-owned Patagonia products at a reduced price. This approach promotes the concept of “buying used” and provides an eco-friendly alternative to purchasing brand-new items.
Casting our gaze to the MENA region, The Green Future Project, championed by Hub71, fervently supports new technologies that hold the promise of shaping tomorrow’s world. As a beacon of innovation and entrepreneurship, Hub71 has selected 16 promising startups, providing them with vital funding and unparalleled market access.
By investing in cutting-edge technologies and nurturing emerging talents, the Green Future Project empowers young innovators to create a positive impact on society and the environment, aligning perfectly with the generation’s passion for progress and environmental stewardship.
Further to their environmental conscience, Generation Next also craves an environment that fosters self-expression, and connections with loved ones, and nurtures their boundless imagination. They assume the role of reality architects, creating their own digital universes wherein they find solace and revel in gaming, constructing virtual realms, and relishing limitless digital adventures.
Comprehending and fluently speaking the language of youth culture necessitates a radical departure from conventional communication approaches. It compels us to reimagine, revolutionise, actualise, and seise upon innovative methods to engage with this extraordinary generation.
Middle Eastern skincare brand and brainchild of Salama Mohamed, Peacefull, emerges as a transformative example in this sense. Through social media, Peacefull’s future-forward brand initiatives seek to drive disruptive dialogue around diversity and inclusivity through skincare products. Mohamed’s vision is to actively break barriers and celebrate individuality, speaking directly to the generation’s yearning for genuine connections and a more inclusive world.
The Next Generation’s “fan” culture revolves around feeling special and being part of an exclusive community/family. Social media platforms like Instagram, YouTube and TikTok are shining examples of brands that have not only capitalised on this but engineered the mechanics and in many a case provided more financial independence as a revenue stream to this generation than has ever been seen before.
YouTube has empowered a creator economy and Instagram, with its visual storytelling capabilities, has become a hub for young content creators and influencers. The platform’s emphasis on creativity, self-expression, and community-building has made it a go-to platform for the younger generation and the brands that wish to speak to them.
TikTok, on the other hand, has captured the hearts of Generation Next through its short-form videos and viral trends. By providing a captivating space for users to showcase their talents, share their opinions, and engage with diverse content, TikTok has become an indelible part of youth culture.
It is also worth mentioning that visual communication as a whole is key to this generation. For example, the rise of memes, GIFs, stickers, and emojis has made visual language a crucial part of Generation Next’s interaction. Infographics, videos, and interactive content can captivate and engage them in ways that traditional text cannot.
TikTok has demonstrated that we aren’t handcuffed to merely respond to youth culture but are presented with the extraordinary opportunity to shape it. By engaging Generation Next with purpose-driven strategies, we can proactively influence their perspectives and aspirations.
This entails a commitment to remaining informed and intuitive, artfully adapting to their evolving needs and desires. To forge a harmonious alliance with their trajectory, we must endeavour to future-proof our communication strategies, embracing the vast opportunities that lie in wait.
The endeavour to captivate the attention and interest of this ceaselessly progressive cohort necessitates a profound understanding of their preferred modes of communication. It entails honing our ability to establish meaningful connections with young individuals, unlocking their inexhaustible potential and contributions.
Yet, let us not forget that understanding youth culture is a ceaseless process. Complacency is not an option, nor can we postpone the pursuit of comprehending today’s youth until tomorrow. To accelerate growth and maintain our relevance, we must remain steadfastly attuned to their ever-evolving interests and preferences, diligently monitoring their pulse on an hourly basis.
This, indeed, is our Generation Next manifesto at Atteline – a resounding call to comprehend, engage, and shape the future. It beckons us to embark upon a journey of reimagining our communication strategies, revolutionising our approaches, and actualising our goals. By capitalising on the profound influence of Generation Next, we can create a future that embraces progress, inclusivity, and sustainability.
This generation propels the cultural, social, and environmental transformations that will Shape Culture tomorrow. By tapping into their values, preferences, and aspirations, we can craft extraordinary communications strategies that resonate deeply with Generation Next, forging genuine connections and engendering a brighter future for all. It is imperative that we seize the moment, for Generation Next does not wait, and nor shall we.
Words By: Sophie Simpson, Managing Director and Founder of Atteline