When it comes to branding, the golden rule for reaching Gen Z is simple: stop assuming and start co-creating. Tumisha Balogun, co-founder of social-first agency Tag, explains why monolithic perceptions are outdated and how brands can engage authentically with this dynamic generation.

Gen Z has compressed everything – trends, aesthetics, brand voices – into a rapid cycle unrecognisable to previous generations. Yet many boardrooms still operate on slower cycles, widening the gap between aspiration and reality for brands.

Their defiance in creating identities from minimal resources shows that age is no longer tied to social expectations. Brands often make assumptions based on outdated attitudes, failing to consider broader socio-political contexts that have accelerated or delayed young people's development in various ways.

The second mistake: treating Gen Z as a monolithic entity. Instead, brands should work directly with younger audiences, seeing them not just as research subjects but creative collaborators. This approach ensures the end product feels genuine rather than performative.

So, what tropes are brands tired of? Nostalgia-baiting, for starters – it's exploitation wrapped in emotional resonance. Instead, focus on creating feelings through campaigns, like V&A East’s The Music Is Black launch, which prioritised the feeling over reach metrics.