How to Cultivate Authentic Connections with the 18-24-year-old audience

Staying on top of trends is an essential part of our mission to advise clients on how to attract a variety of audiences amid shifting demographics. Committed to best practices in public relations, we welcome fresh perspectives and recently had the pleasure of learning new viewpoints on the 18- to 24-year-old market according to the Missouri School of Journalism’s student-led advertising agency, MOJO Ad.

33 undergraduate senior students in the Strategic Communication program at the University of Missouri-Columbia gathered insights on current perceptions and trends fueling this demographic’s behaviors and how communication professionals might adapt. In addition to secondary research, these students conducted quantitative and qualitative primary research, using a national survey, focus groups, and in-depth interviews.

We’ve gathered a few takeaways from their presentations that may have implications on how to communicate with this demographic as they continue to influence society.

Navigating the Workplace

Doing the job well is important to today’s young adults entering the workforce. In fact, two of their top workplace frustrations are not feeling like their work is meaningful (23%) and an unclear path for advancement (21%). When corporate communication is transparent, providing clear feedback and guidance on how to improve, young employees feel valued.

The research shows that financial insecurity is a real issue, with 21% working multiple jobs to achieve financial stability, compared to only 16% of the rest of the population doing the same.

Despite opinions from top executives like Dave , who criticized some young people for their lack of financial responsibility, this demographic is open to financial learning opportunities if given the chance. Companies can assist them by providing resources on budgeting, saving and investing, and even helping explore opportunities for additional income streams within the company.

From our agency perspective – this underscores the importance of authentic and transparent internal communications initiatives to drive engagement. Gallup’s analysis of the workplace further the relationship between engagement and performance.

Emotional Exploration Through Entertainment

Music and art have always reflected emotion – and the power of new technology captures it like never before. The research shows 71% of this age group believes their generation to be the most in touch with their emotions, and their search terms bear witness, as the No. 1 search term on Spotify last year for this age group was ‘sad,’ demonstrating their desire to embrace their feelings. Brands are catching on, resulting in tactics like Generative AI  being utilized to transform contextual targeting by enabling emotion-based ad targeting. Companies can leverage their content to align with these consumers’ full range of emotions.

Coming of age in the era of ‘content’ means the act of discovering has become an extension of themselves, this age group exhibits a strong preference for niche and authentic content. They have curiosity for emerging artists and trends, with 70% stating they like knowing about less well-known music artists, and 60% consider themselves the first to know about new music from their favorite artists. In turn, over half of survey respondents reported they stop following influencers when they become too mainstream in their eyes.

Escapism is another facet that should be leveraged within content when targeting this group. Although they seek out authentic content, 78% of survey respondents also see entertainment as an escape from reality. Music is an immersive tool for them as 75% of survey respondents reported they would give up video streaming over music. Creating content for this demographic’s emotional needs offers them an escape from their daily stresses, which companies should keep in mind for authentic connection.

Our team at Common Ground helps clients reach targeted audiences from a variety of demographics, including Gen Z. This group is especially important for clients in education and consumer brands – and clearly, authenticity and accessibility via popular platforms are essential. Communication professionals should focus on content that makes this audience feel like they are the trendsetters among their peers.

Unraveling Beauty & Personal Care (BPC) Perceptions

This age group grew up seeing ads like Dove’s Real Beauty campaign from a young age, so it’s no wonder that they are striking through traditional beauty standards set before them. 52% of survey respondents reported feeling insecure due to over-edited advertisements and unrealistic beauty standards in the media. For communication professionals, understanding that current 18- to 24-year-olds are willing to ‘undo’ cultural norms is vital when considering targeting strategies.

Key takeaways include:

• 64% of male respondents said they incorporate BPC products into their daily routines and that they rely on recommendations from influencers, especially celebrities and athletes, to make purchasing decisions.
• Interestingly, more than half of male respondents felt that BPC product packaging should be gendered so they know the products are “for them.”

On a broader scale, when companies communicate with young adults, they should consider nuanced approaches for specific sub-groups. Skincare brand is a great example because they’ve specifically designed products for younger and older age groups within Generation Z and Generation Alpha.

Authenticity is critically important to this demographic. Some forms of paid media – like sponsored posts — repel this demographic, which 73% of survey respondents consider “fake.” Similarly, these consumers don’t want to contribute to overconsumption. TikTok creator Darcy McQueeny facing backlash for “being out of touch” after unboxing two months’ worth of PR packages demonstrates that some forms of paid media may be a thing of the past.

As a leading public relations agency based in the Midwest, we are proud of our connection to the University of Missouri School of Journalism and applaud their great work that informs our industry. Our team consists of several Mizzou graduates, and we are always happy to brag about the great work coming out of the school and its students!

CGPR understands that targeting young adults, and any audience for that matter, requires out-of-the-box storytelling. Collaboration at every step of the communication process gives us innovative ideas for our clients that even defy what 18- to 24-year-olds have come to expect from our industry.
We’re here to help you with all communication needs, from content development to crisis communication. If you’d like to learn more about how we can help you, contact us here.

If you’re interested in learning more about MOJO Ad’s 2024 reports, click here