The Evolving Language of Branding: How to Speak to Gen Z (and Beyond)

“We act as translators for what’s current.”

That’s how Asya Sharrow, Managing Partner at SLAPS Agency, describes her team’s role in helping brands stay culturally relevant. And in today’s rapidly shifting landscape, “translation” is exactly what’s needed.

Generational marketing isn’t new, but it’s more complex than ever. Asya puts it simply:

“There’s always a new generation gaining purchasing or decision-making power… every generation consumes and connects with brands differently. That means brands constantly need to evolve how they market, sell, and engage with their audience.”

Gen Z: The Cultural Barometer

Gen Z has been at the center of marketing conversations for years, and for good reason. They’re digitally native, deeply engaged, and spending differently than generations before them. But as Asya points out, the work isn’t about chasing trends for one group:

“There’s often hesitation around focusing too much on certain generations, but the truth is, they have disposable income and they’re consuming in totally different ways. And they’re growing up. What worked for Gen Z five years ago won’t work now. They’ve evolved, and so must the brands speaking to them.”

This evolution is exactly where many brands falter. They set a tone for a moment in time, but fail to grow with their audience. Successful brands, on the other hand, treat their voice like a living thing: adapting to new platforms, new cultural moments, and new expectations without losing their core identity.

Branding Beyond Demographics

It’s not just about age brackets. It’s about culture.

“We work with Nike, Adidas, FIFA… lifestyle brands, consumer goods, private equity groups. The common thread is brands who want something fresh and culturally relevant,” Asya says. “Culture is the synergy. Whether you’re talking to Gen Z or CMOs in their 40s, you need to know how they’re connecting, emotionally, digitally, and experientially.”

For Gen Z, that means an expectation of immersion. They don’t just want to see a product or a space; they want to feel what it’s like to be there. That’s why storytelling is the core of a successful brand strategy.

Why Brand Voice Matters More Than Ever

In an era where audiences can smell inauthenticity a mile away, brand voice is everything. It’s what allows Coca-Cola to own the sound of a bottle opening, or Nike to communicate a universe of ambition in a single image.

“Cover the logo, can you still tell who it is?” For brands courting Gen Z, this means creating a voice that isn’t just trendy, but enduring. A voice that can flex across TikTok and YouTube without losing its soul.

Listen to our full conversation with Asya on The Digital Concierge podcast.