"Boring" Brands Can Win Gen Z
"Be more like DuoLingo" is killing your youth marketing
Simply Southern, Proof You Don’t Need to be DuoLingo to Reach Teens
Stop telling your marketing team to "be more like Duolingo." Instead, challenge them to do what actually matters: understand their audience deeply and deliver what that audience actually wants with confidence.
Not every brand needs to be (or should be) your customer’s unhinged bestie. When marketers chase Wendy's, Duo, or Chili's, they don’t just add to the noise. They lose sight of what their own audiences actually care about.
Case in point: Simply Southern. With its glittery monograms, polka dots, and oversized tees, it might leave coastal trend-watchers confused. But that’s exactly the point. They’re not trying to win over everyone. They know their core audience of Southern teens and give them exactly what they love, no hesitation, no apology.
Here’s the real takeaway from DuoLingo’s success: The magic isn’t in the chaotic tweets. It’s in how perfectly that tone fits their audience. Your teen audience might want something completely different. Some crave chaotic humor, others value sincerity, and plenty still appreciate traditional messaging. The brands that win aren’t the loudest. They’re the ones that understand who they’re talking to and go all in.
Hater 101: In Defense of Constructive Criticism
Ask any young person—Gen Alpha, Gen Z, or Zillennial—and they’ll tell you the same thing: not every brand deserves a gold star. Sure, they might fight over side parts and skinny jeans, but they’re shockingly aligned on one thing—we’ve lost the art of honest feedback. Cyberbullying? Obviously bad. But the forced positivity era? Equally exhausting.
Not everyone deserves a participation trophy. Some brands need a little well-placed slander. Negative reviews aren't just complaints; they’re roadmaps. While brands chase likes and uncritical applause, real feedback has never been more valuable. You can’t improve if no one tells you what’s broken.
Bad reviews? They might just be your brand’s redemption arc. Gen Z’s 2000s nostalgia obsession reveals something interesting: they miss an era when cultural criticism had bite. Sure, Perez Hilton was unnecessarily cruel, but at least creators were held accountable. Now? Mediocre TV gets hyped, every questionable fashion trend is met with fire emojis, and actual critique is written off as "hate."
What we need isn’t a return to mean-spirited drags—but a revival of thoughtful critique. Quality control doesn’t come from blind positivity; it comes from people willing to say, "this could be better"—and explain why. In a world where mid gets a standing ovation, maybe the kindest thing we can do is care enough to critique.
Reddit - Where Young People Turn for Real Talk
No influencers, no brand deals, just unfiltered opinions. When today’s youth want real answers, they turn to Reddit. Unlike other platforms drowning in sponsored content and algorithmic chaos, Reddit remains one of the last corners of the internet where authenticity (or at least the illusion of it) still rules.
Last week, we asked our Youthtellers (ages 15–27) how they use Reddit and what they really think about it. Turns out, 36% trust Reddit more than Instagram, TikTok, or Twitter/X. Why? Because if you have a hyper-specific, mildly unhinged question, someone has already asked it—and at least 20 people have left surprisingly thoughtful responses.
That doesn’t mean young audiences are shouting their love for Reddit from the rooftops. While 44% have an account, 32% browse without one, and only 24% ever actively engage. Their main use? Finding answers, deep-diving into niche topics, and joining discussions with people who actually get it.
It’s not quite as compulsive as TikTok scrolling, but 28% check in daily, and 40% use Reddit a few times a week. It might not be the main stage for younger audiences, but when they need the internet to actually make sense for a second, it’s their go-to. No filters, no fluff—just (mostly) real people with real opinions.
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