Getting more comfortable with ‘yes, but also’ way of thinking
Freedom is the driver. There’s no right or wrong way to get there, neither being right or wrong. Sometimes it’s about choosing both at times, depending on where they are in their current life stage. For brands and businesses the most important takeout is to get more comfortable with this dynamic and listen keenly to where you can support your youth audience. In this era of permacrisis, it’s important to bring humanity as you look to embrace the contradictions of youth behaviour in a world of uncertainty.
Keep Being Authentic & Honest
In the creator economy, we’ve moved beyond an era of the picture-perfect life into a more playful, experience-led of authenticity - creators are showing their true selves. This is what young people want to see! They want to see their favourite influencers having fun and sharing credible collaborations.
“We have learned from creative collaborations as part of The Love Network, that for brands it’s really important to lean into this authentic creator content. Brands can take guidance from content creators and partners to unlock how best their brand shows up authentically in their content. Brands that lean into this authentic way to play are the brands that will win. By letting creators have creative license with a product or service, they’re helping brands show up for youth in the best way possible.” Laura Wall, Group Account Director PR & Advocacy, THINKHOUSE
For West Coast Cooler’s brand relaunch, The Love Network helped the brand share their story to both their existing audience and introduce the brand to new people through an authentic and playful creator campaign.
“West Coast Cooler has been a consistent consumer favourite since its inception in 1984. It’s a brand that is much loved and it deserved some new love. THINKHOUSE created an exciting, culturally-relevant campaign with Only Cans and Emma Doran was the perfect partner to help launch it. We can’t wait to see how our original consumers and a new generation will enjoy the revamped brand look and feel.” Laura Kerr, Assistant Brand Manager, West Coast Cooler
Stay tuned for more on The Love Network and creators coming soon…
Youth Culture Uncovered 2023 unlocks opportunities in connecting with 16-35 year olds. For more information or to request a presentation, email firstname.lastname@example.org or reach out to your Client Service contact for more information.