Effective Gen Z engagement: making your message clear, relatable, and fun

October 2024, it’s estimated that members of Gen Z are exposed to an overwhelming 1,000 to 4,000 digital ads per day, rising to 10,000 ads in 3 years time. This isn’t surprising given that the average 16 -25-year-old spends between 1 to 5 hours daily on platforms like TikTok, Instagram, and YouTube, consuming branded and social content.​

Understanding the competition for young people’s attention is crucial for professionals connecting with this generation. Industry insights reveal that Gen Z prefers concise, visually appealing, and authentic messaging that feels more like peer recommendations than traditional ads​.

This is why brands and professionals must prioritise clarity and relatability when communicating with younger audiences.

At Orlo’s recent BIG Social “Youth Proof Your Lingo” challenge, I asked communication and engagement professionals to describe their jobs in just 12 words so that a 12-year-old could understand them. I sent these off to my team of Young Judges, who scored them up and offered feedback to help professionals better connect with young people.

The results revealed more than just simple language tweaks—they uncovered the power of clear, relatable communication.

For years, I’ve worked to help businesses and professionals connect meaningfully with young people. One key takeaway from the Orlo challenge was that clarity breeds trust.

As Ellie from Buckinghamshire Waste summed up her role in 12 words, “The fun part of waste. Helping people reduce, reuse, recycle at home.” It’s not just simple; it’s also inviting and impactful. Ellie’s description taps into a sense of shared responsibility and fun, which are essential elements when engaging young people.

Richard from Surrey County Council reminded us of the value of transparency with his description: “I help our residents understand what the council does.” When young people question authority and demanding accountability, transparency and honesty are critical to establishing trust and building a credible reputation. You try explaining what a council is and does to a 12-year-old!

Lorna from Northumbria Polices winning role description, “I make it easier for people to contact the police,” was another standout. It zeroes in on what really matters—helping people when needed. There’s no fluff or jargon, just a clear message about making an essential service accessible.

When we at Participation People consult with businesses, one of the first strategies I share is to drop the corporate language and start speaking in ways that relate to everyday life.

Young people have an exceptional radar for authenticity. They’re more likely to engage with messages that feel grounded in reality than those that sound like marketing pitches. They are also, more than likely to delete or block you if they get a whiff of horse poop.

Our Young Judges shared some brilliant insights that every professional can benefit from:

These are simple, actionable tips, but they’re often overlooked in favour of more traditional forms of communication. Yet, as the Orlo challenge shows, small changes can have a significant impact.

Gen Z is driving the need for greater transparency, inclusivity, and authenticity. They’re not just an emerging consumer group; they’re tomorrow’s leaders, decision-makers, and brand advocates. Public sector organisations that adapt their communication to this generation’s values aren’t just youth-proofing their language—they’re future-proofing their brand.

When professionals use clear and accessible language, they’re showing young people that they’re willing to listen and encouraging them to engage and share their ideas. This is the heart of co-production and authentic youth engagement: creating an environment where young voices are heard, cherished, and acted upon.

If you’re ready to connect with young people in a meaningful way, it’s time to re-examine your language and communication strategies. Don’t be afraid to simplify and add a bit of fun.

As the Orlo challenge winners demonstrated, making your message relatable, authentic, and transparent is critical to building trust and inspiring action.

Whether you’re in local government, healthcare, housing, or law enforcement, speaking in ways that resonate with young people isn’t just an option—it’s essential. Take the first step by youth-proofing your communications.

Engage with young people, learn from them, and give them a platform to co-produce with you. It’s not just about reaching them; it’s about partnering with them to create a better future for everyone. And if in doubt, ask your children what they think you do, you might be surprised!