Mumbrella360: How do you win in youth culture when you’re not a young brand?

Let me start by clearing the air: I’m coming from a place of empathy and common sense. Because for years you’ve had people like me trying to make you insecure about how much you supposedly don’t get young people. How first Millennials, then Gen Z and now Alphas are supposed to be these totally new species with alien needs, desires and motivations that you need experts to even begin to understand.

Nope. I don’t buy it, and I’m not selling it.

Young people are still people. They just happen to be going through a gloriously wild life stage that every one of us has gone through before. And the so-called rules of connecting with them are a contradictory mess.