Connecting with Gen Z: Insights from Jayde Powell

As someone who has lived the experience of “just threw out my back while turning to adjust my seatbelt” years old, I find it exciting to engage with voices that resonate with the younger generations. One such voice is Jayde Powell, a renowned creatorpreneur and educator, celebrated for her deep understanding of Gen Z.

Having a chronic online presence, I’m well-versed in the lingo and memes that circulate within the digital realm. However, I often wonder if adopting such slang—like greeting marketing newsletter subscribers with “Heyyyy besties!”—is advisable. Fortunately, Jayde’s insights provide a resolute answer.

Notably, Powell is slated to speak at the upcoming INBOUND conference in San Francisco, where she will undoubtedly share her savvy marketing strategies.

Meet Jayde Powell

As the founder and head of creative at The Em Dash Co, Jayde achieved remarkable success last year by generating over $100k solely through content creation on LinkedIn. Impressively, she aims to retire by 40, revealing a futuristic mindset: “If you see me [on social when I’m 40], it’s because I have a team managing my social media presence.”

Lesson 1: Use Influencers to Tap into New Audiences

Influencer marketing isn’t just reserved for big-budget campaigns. Powell emphasizes the power of micro-influencers with niche followings. The key takeaway? Brand collaborations should aim to reach new audiences rather than reinforce existing ones.

“It’s a waste of money if you want influencers to sound like your brand,” Powell states. Brands need to allow influencers to communicate authentically with their audiences. If followers think, “Why is this sponsored content on my feed?” trust is jeopardized.

In her words: “Let your creators and your influencers cook. Let them do their thing.”

Lesson 2: Not Every Moment Calls for Engagement

Recently, a CEO’s affair was revealed during a Coldplay concert, prompting brands to scramble into the conversation. Should your brand join every trending moment? Powell suggests that sometimes, less is more.

“Brands feel pressured to be relevant on social,” she notes. However, taking a step back to observe can be just as effective—if not more. “It’s okay to take a step back and just be an observer,” she advises, highlighting the importance of learning from the collective conversation while determining the right moments to engage.

Lesson 3: Avoid Being “Cringe”

Terms like “cringe” and “delulu” might be popular among Gen Z, but Powell stresses that Gen Z encompasses a diverse mix of cultures. She warns brands against co-opting slang without understanding its origins, as many terms stem from queer and Black cultures.

“Brands start adopting slang to flex their tone, but in the effort to relate, something gets lost,” Powell explains. A simple rule? If the phrase doesn’t fit your brand voice, skip it. Instead, collaborate with multicultural agencies or utilize resources like Pew Research and Statista to understand how best to connect with diverse audiences.

Lingering Questions

This Week’s Question

Sheena Hakimian, a senior digital consumer marketing professional at Condé Nast, asked Powell how to balance creativity and consistency while building genuine relationships with audiences.

This Week’s Answer

Powell shares a valuable perspective: “There’s a difference between consistency and cadence.” She argues that the focus should be on establishing emotional connections and familiarity rather than simply pumping out more content. The tone, style, and visuals used in communication play pivotal roles in community building.

“It’s like a relationship,” she adds, underscoring that depth and sincerity matter far more than volume.

Next Week’s Lingering Question

Powell challenges her audience to reflect: What sparks joy for you?

With insights from Jayde Powell, brands looking to engage with Gen Z can forge authentic connections through nuanced understanding and intentional communication. Whether through influencers, moment-mapping, or language use, it all boils down to authenticity in a digital world full of noise.