Evolving your legacy brand to be cool and relevant should be a priority for marketers

Data here shows that Generation X tends to gravitate towards brands that are perceived as exclusive, reliable, authentic, and innovative.

Millennials, on the other hand, demonstrate a preference for brands that embody the energy of youth while incorporating a touch of humor in their marketing communications.

In contrast, Generation Z actively rejects traditional notions of exclusivity and reliability, favouring instead smart, bold, and trendy brands that exude a sense of coolness and modern appeal.

Key Take-Out

Staying connected and relevant for Gen Zs will undoubtedly be the biggest challenge facing legacy brands today. These brands should carefully evaluate the possibility of pivoting their messaging and identity while still maintaining their core values, to remain competitive in a fast-paced market environment.

For example, brands could consider toning down the emphasis on nostalgia tied to their history, and instead focus on amplifying messages of diversity, inclusivity, and in addition increase their engagement on social media platforms.

The visual elements of a brand's persona—such as its logo, colour palette, and overall design style—should genuinely resonate with Gen Z aesthetics. Embracing a modern, fresh look can significantly help a legacy brand feel more contemporary and thereby more appealing to younger consumers.