A few reflections from MAD//FEST and why honesty might matter more than heroism.
I’ve just got back from MAD//FEST, and as usual, you come away with a sense of where people’s heads are at. One thing I noticed from the talks, the conversations, the hallway chats was a growing focus on younger audiences.
Not just “how do we sell to them,” but a more honest question:What do they actually care about?And what does that mean for the way we build brands?
Now, I’m not pretending to speak for anyone. I’m a Millennial, not a Gen-Z, but I’ve been listening. And whether you’re trying to reach these audiences or just understand how the world of branding is shifting, a few things really stood out.
A thread I’ve always followed in branding, and one that came through at MAD//FEST, is that businesses are becoming more than businesses. They’re platforms. Voices. Vessels for change.
That mindset seems to be resonating more and more with younger people, not just because it feels good, but because it feels needed.
I’ve written before about how brands can be the new punk movement. Not chaos for chaos’ sake, but a refusal to follow the rules for the sake of tradition. That spirit of doing things differently, and standing for something, really matters right now. Not just to younger audiences, but to a lot of people feeling let down by other systems.
It’s not about being the best. It’s about being clear, consistent, and honest.
One thing that became clear in so many of the talks is that younger audiences, especially those who’ve grown up online, have an instinctive feel for what’s real and what’s just performative.
They’ve spent their whole lives in a media-saturated world. Deepfakes, curated feeds, ad filters, AI content. So when a brand comes along that’s polished but hollow, they spot it instantly.
A point that hit me hard was this: Younger people don’t romanticise tech the way older generations do.
To many of us, social media still feels new, a bit magic. But to someone who’s never known life without it, it’s just part of the background. That makes it easier to step away from. They know when they’re being overloaded. They understand digital boundaries. And they expect brands to respect that, too.
Younger people don’t romanticise tech the way older generations do.
We hear a lot about values-led branding. But what stood out for me is how much consistency matters more than statements.
You don’t have to get everything right. You just have to be real. You have to align your voice, your behaviour, and your actions over time.
That’s what people connect with. Not campaigns about purpose, but proof that you stand for something. And that you're not afraid to lose some people along the way.
If your brand tries to be everything to everyone, it ends up meaning nothing to anyone. The better path? Know who you’re for, and show up consistently for them. Younger audiences, in particular, pick up on that faster.
Solo Coffee is a good example of this. They lean into humour, irreverence, and self-awareness. It’s not for everyone, but it is for someone. And that’s the point. That kind of tribal connection is worth more than mass appeal.
We use the word brave a lot in branding. But maybe we shouldn’t. Maybe being honest, consistent, and true to yourself shouldn’t be seen as brave. It should just be normal.
Your tone. Your beliefs. Your quirks. These things matter more than ever. And if they alienate a few people along the way? So be it.
Not everyone’s going to like you, and that’s fine. Because the people who do, will stick.
If a brand says to me, “We want to reach Gen-Z,” my first thought is, have you asked them what they want?
Not assumed. Not based it off a trend deck. Actually spoken to them.
Run some interviews. Talk to your community. Spend time in their world. Because these audiences aren’t just reacting, they’re shaping culture now. And they know when they’re being talked at, instead of being listened to.
Final thought: People want something to believe in. Give them something real.
So what do younger audiences look for in a brand?
From what I’ve heard, and what stuck with me at MAD//FEST, it’s this:
Be honest
Be consistent
Be YOU!
It’s not just about Gen-Z. These expectations are spreading wider, into every age group. But the people who’ve grown up with noise are leading the call for signal.
They’re asking brands to cut the crap and show up properly.
And if ever there was a time to nail down your voice, your values, and who you are, it’s now. Get clear on what makes you different. Build your identity around what actually matters. That’s how you cut through, connect, and ultimately, thrive.
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