“Sorry pookies, we couldn’t get you the Spilt Milk you deserve this year. Sooo imma dip for a bit and come back when I can make all ur dreams come true. i miss u xx,”

Believe it or not, that was the official statement from Canberra music festival, ‘Spilt Milk’, announcing their 2024 cancellation earlier this year. There was NO solemn comment by the founder explaining how disappointed they were, and literally NO explanation for the cancellation in general. Just an IG post with some words and a tastefully curated selection of memes.

That’s a common theme amongst targeting Gen Z’ers.

Many brands have recognised who their audience is and have decided to leverage that. Whether it be greeting readers in an EDM with “Wassup Fam !!!! 😛😛😛” or (for lack of a better word) ‘taking the piss’ with their social media interactions. Relatable silly-ness has the power to win the hearts and minds of young consumers.

As the leading pioneers in ‘stan’ culture, there’s now an increasing appetite to target a Gen Z audience - but utilizing peak brain rot and selecting the right emoji’s can only get you so far. There’s a thin line between absolutely nailing it, and being told to ‘log off’ in a sea of skull emojis by the chronically online.

Wanna know the best way to unintentionally repel Gen Z’s?

Attempting to be funny 😭 and relatable 😌, but ending up cringe 💀 and inauthentic ❌.

The social media manager’s role has never been more crucial in a trend-driven internet world, but not many can do it authentically.

So why are deeply unserious and satirical campaigns like Victoria’s ‘Let Them Eat Cake’ Festival pulling it off so well? and how are they generating so much positive sentiment?

A 2024 report shows that 95% of all U.S. brands have lower trust ratings with Gen Z than they do with older adults.

Brands that successfully resonate with Gen Z are those that bridge the trust gap, engaging in ways that align with how this generation views and interacts with the world. Gen Z has a distaste for traditional marketing so it’s even more crucial to maintain a humanistic approach whilst not ‘doing the absolute most’.

A prime example is the creative usage of Instagram Broadcast Channels as an almost ‘inner sanctum’ to connect with younger audiences. A perfect hub for deeply unserious shit posting, whilst promoting events/products/services.

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Why?

Gen Z’s love community.

A recent study found that 78% of Gen Z belong to one or more communities (digital or in-person).

During a climate where existential dread is high and consumer brand trust is low, brands need to keep their finger on the ‘culture’ pulse and go where Gen Z go, in order to authentically resonate with them.

To connect with Gen Z, brands need to be more than just participants in internet culture; they must become allies in the larger, collective experience. They have to understand the broader culture of that audience; their shared beliefs, attitudes and behaviours.

Only then can they act, balancing humour with sincerity, creating spaces for community, and making sure that every interaction feels real and meaningful.

By truly listening and integrating themselves into the places where Gen Z lives and breathes, brands can move beyond marketing to build real, lasting relationships. And in the end, that’s what Gen Z wants most... a brand they can actually believe in, relate to and trust.

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