YMS London 2025: Why Gen Zalpha Is the Future of Your Brand And How to Connect with Them

‍If you want to get youth marketing right, you go to YMS.

Earlier this year, the Pion team hosted over 800 youth marketing experts, creatives, strategists, and brand leaders at the Youth Marketing Summit (YMS) in London, the biggest youth marketing festival in the world. It was two jam-packed days of insights, IRL moments, and big brand energy from the likes of Adidas, Charlotte Tilbury, Dr. Martens, Apple, and Hollister, all sharing how they’re building lasting relevance with the next generation.

Across tracks like Trends & Culture, Tech & AI, Shopping & Spending, and Student Marketing, one message came through loud and clear: the 16–24-year-olds we’re marketing to today aren’t quite Gen Z anymore. They’re Gen Zalpha, a crossover generation blending the self-aware cool of older Gen Z with the digital fluency of Gen Alpha.

So, what makes them tick? 

Here are the biggest takeaways from YMS LDN 2025, and how the most successful brands are turning insights into impact.

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Gen Zalpha aren’t just your consumers, they’re your co-creators

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Zalphas want in. They don’t want to be marketed at, they want to be invited in — to vote, comment, remix, and co-create. Passive audiences? Never heard of them.

We saw this in action with EA SPORTS, who reimagined their fan engagement by letting young fans vote on player rankings and awards — turning spectators into collaborators. It’s not just a gimmick; it’s a long-term strategy to empower fans and build brand affinity.

“Fandom means you’re part of something — and you help shape it,” said Skechers during their session on brand identity.

And it works. Giving young audiences creative control doesn’t dilute your brand; it deepens their investment in it. It’s why TikTok creators are rewriting ad scripts, and why brands like NYX go viral with absurdist, fan-fueled content — their campaign blurred satire and reality so convincingly, it made people stop, laugh, and buy.

Brand lesson: Build campaigns with Gen Zalpha, not just for them. From fan-voting mechanics to interactive storytelling, let them leave their fingerprints on your brand.

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Don’t just show up where Zalphas are, show up how they want

Yes, you need to be on TikTok — but being there isn’t enough. Gen Zalpha follows what feels authentic, funny, and human. It’s why creators now matter as much (if not more) than the channels themselves.

Take Curry’s, who are quietly killing it on TikTok. Their secret? Actual entertainment. They embraced the absurd, used Gen Z’s humour fluently, and put young creators front and centre — no cringey brand speak, no trend-chasing panic.

“Gen Z doesn’t choose their obsessions, the algorithm does — and the algorithm favours feeling,” said Word on the Curb.

This is echoed in how Domino’s crafts creator partnerships and snackable storytelling that aligns with the chaos and charisma of online culture — not against it. Forget polished perfection; Gen Zalpha wants brands that feel like their mates.

Brand lesson: Speak their language (without trying too hard), use the right creators on the right platforms, and tell stories that feel like real conversations — not campaigns.

IRL is the new luxury

In a world of endless scrolling, real-world moments are rare — and that’s what makes them valuable. Whether it’s Gen Z showing up to Tinder’s running club (yes, that’s a thing) or the emotionally charged brand activations from ITV and Swamp, experiential marketing is having a main character moment.

Apple and Adidas are already leaders here, creating IRL experiences that blend digital touchpoints with emotional storytelling — from intimate product launches to purpose-driven pop-ups.

“IRL events create more hype than anything online. Pre-event buzz, countdowns, FOMO... it all hits harder,” said Tinder.

Even luxury brands, like those at Pernod Ricard, are focusing less on trends and more on impactful, offline moments. Why? Because Zalphas are looking for community. For emotional resonance. For something that cuts through the noise.

Brand lesson: Design moments that make people feel something — not just see something. Emotional IRL experiences stick around long after the swipe.

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Purpose can’t be performative

Gen Zalpha has a sixth sense for BS. They’ll spot a bandwagon-jump or hollow partnership from a mile off. Purpose is only powerful when it’s embedded, consistent, and actionable.

Just look at LEGO, whose “Build the Change” program gives kids real tools to ideate solutions to global challenges. Or ELF, who partnered with a Paralympian swimmer to launch a beauty campaign that champions accessibility — not as a one-off post, but as a mission.

“If young people can’t trust politicians, they turn to brands. But that trust is earned, not assumed,” said Shape History.

This generation doesn’t just want your values — they want proof. Nike earned cool points not just through aesthetics, but by tackling real issues like girls quitting sports due to body image. It’s why they’re consistently top-of-mind (and cart) with Gen Alpha.

Brand lesson: If you say you stand for something, show receipts. Align actions with values, and deliver purpose through multiple touchpoints — not just social posts.

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In Summary: Don’t market TO Gen Zalpha... Build with them

YMS London reminded us that youth marketing isn’t about chasing trends — it’s about understanding the people behind them. Gen Zalpha isn’t waiting for your campaign. They’re out there shaping the culture you’re trying to enter.

So what’s next? Get involved. Experiment. Ask real questions. Get into their worlds before you try to sell in yours.

If you missed us at YMS LDN 2025, fret not! We’ll be back next year. In the meantime, join us at YMS NYC this October for more insights, inspiration, and unapologetically bold youth marketing energy.

Pion helps brands like Adidas, ASOS, Wagamama and Prime Video connect with Gen Z and Gen Alpha through student discounts, youth insights, influencer marketing, experiential activations, and research. Want to learn more? Let’s talk.

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