Authenticity Required
The narrative and writing style of communications has to be crafted very differently to what it was just five years ago. For websites, as an example, to develop a narrative that communicates the brand message, we now leverage storytelling, first and third-person perspectives, and interwoven trust validators like quotes and reviews. Whereas in the past, communications focused on informing, relating, and driving brand recall through repetitive statements, jingles, and memorable tag lines, our current environment has shifted, and that is in large part due to the generational shift.
Millennials as Expert Storytellers
Millennials, often called the “pass-back generation,” grew up right in the middle of the digital boom. While their parents worked long hours—sometimes multiple jobs after the Great Recession—kids were handed iPads in the back seat to keep them busy. Screens became their co-parent, teaching them how to find answers on their own.
Social media shaped the way they see the world, giving them a strong sense of community, resourcefulness, and individuality. Unlike older generations who leaned on teachers or authority figures, Millennials turned to endless streams of online content—comparing opinions, fact-checking, and forming their own views. Today, a YouTube influencer can feel more credible than a classroom teacher, simply because the connection feels real and relatable. Traditional education and communication systems just couldn’t keep up with the speed of their digital world.
The Gen-Z Activist
Gen-Z takes individualism to the next level. They’ve grown up fast in a highly politicized world, where every story comes with competing versions. For them, fact-checking isn’t optional, it’s survival. This is the generation that questions everything, from science to social norms, and expects stories to feel relatable. Relatability, in their world, means validation from sources they know and trust.
Connecting is Emotional Storytelling and Driving Memories
For marketing and communication, everything comes down to storytelling. To land on-brand messages, stories need:
- Trust signals from multiple sources
- Visual, auditory, and experiential references
Why this matters
We live in a world of nonstop information, moving at lightning speed. Our brains adapt by:
- Absorbing massive amounts of data
- Discarding most of it just as quickly
You have only seconds to connect.
How to connect
Effective text looks like:
- A 3–5 line story
- Packed with keywords, references, and credibility markers
- Written to spark an emotional response
Who wins
The brands that succeed:
- Create copy, social, and experiences strong enough to hold attention
- Rely on storytellers who double as keyword strategists
- Build emotional connection first, knowing that’s what drives memory and recall
Connect with Wicked Bionic today to develop engaging ad campaigns and make a meaningful connection.
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About the Author
Dana C. Arnett, Founder and CEO of Wicked Bionic, spent 30 years in the entertainment business before starting the agency in 2015. Los Angeles-based multicultural communications and advertising agency works with government and private sector clients on strategic marketing and engaging media campaigns. Dana has always loved learning from other cultures, and that curiosity became the foundation for Wicked Bionic’ approach to culturally responsive marketing – building authentic connections between organizations and the communities they serve.
