Using storytelling to create relevance across generations
Most people, especially digital natives (Millennials and Gen Z), recognise a familiar pattern nowadays. They open an app for a quick look, and within seconds, they are inside a stream of stories. Some stories feel well placed, many feel off. That gap is where digital storytelling fits in.
For a long time, the focus was on craft. Better visuals, sharper copy, stronger narratives. That still matters, but what is more important now is the art of delivering the story — at the right time, in the right tone, for the right audience. Practically, that makes storytelling influence everyday decisions like what to say, what to hold back and where it fits in the customer journey.
Brand recall begins with small, well-timed moments
It’s easy to think of brand recall as something built through repetition. The same message seen multiple times becomes familiar. But what tends to stay with people is what considers their situation or the problem they are facing.
People remember patterns of relevance.
A short video that answers a question someone had earlier that day. A post that reflects a situation they’ve just been in. A campaign that understands the tone of a moment. These interactions are small but they accumulate as patterns of relevance. That is what people remember.
Millennials: the first digital natives, sit in an interesting position
Millennials, the early adopters of digital platforms, have seen the evolution. They remember slower internet, longer formats and a clear distinction between content and advertising. They explored digital space before digital ads were there. That experience still shapes how they engage.
They are active across Instagram, YouTube and Facebook. Their decisions are informed by research. Reviews are read, comparisons made and brand reputation carries weight.
In storytelling terms, this means content needs to be useful, not just engaging. A well-written article, a clear explainer video or a thoughtful post often lands better than something designed purely to catch attention. There’s also a steady appetite for longer formats. Connected TV, podcasts and in-depth videos continue to hold attention, provided they are worth the time.
For brands, this means tone is important. Overly playful or overly polished content can feel misplaced. What tends to work is something measured and deliberate.
A B2C example is how Monzo or Revolut communicates product changes. Instead of framing everything as a feature launch, they often explain what is changing, why it matters and where the limitations are. The tone is direct and reads more like a note than a campaign. That clarity helps users who want to understand how decisions affect them.
A similar pattern shows up in sectors where decisions carry higher stakes. Financial services, B2B technology or professional services firms tend to see stronger engagement when content focuses on clarity rather than persuasion.
One such example is Salesforce. Much of their content focuses on explaining broader industry shifts such as AI adoption, customer data, operational change, before linking it back to their offering. The story starts with the problem space, not the product. For Millennial audiences, that sequencing tends to feel more credible.
Effective campaigns don’t try to simplify everything into a trend but build understanding about services which they offer. It’s more like a public service announcement.
Gen Z: faster signals, sharper filters
If Millennials learned to navigate digital spaces, Gen Z grew up within them. For Gen Z, content is not something they go looking for. It arrives continuously, shaped by algorithms, peers and cultural cues. Discovery often happens through short-form video, social search and recommendations. They don’t give away their attention freely. Decisions on what to watch or skip are made quickly.
Authenticity carries more weight than polish. There’s a strong sensitivity to tone — what feels genuine and what feels constructed. User-generated content (UGC), creator-led stories and informal formats often resonate more because they feel closer to real experience.
Values like sustainability, social responsibility and ethical brand behaviour play a more visible role. A story that ignores these signals can feel incomplete, even if the execution is strong.
All this has changed how brand recall works for this group. It’s less about remembering a brand directly but more about remembering how it made them feel in a given moment. A relatable clip, a creator partnership that feels natural, a response to a cultural moment that feels in tune — these create emotional markers.
For B2B brands, this is starting to show up in early-stage engagement. Graduate hires, junior decision-makers and first-time buyers often encounter brands through short-form or creator-led content before any formal research begins. What they see at that stage shapes perception long before a sales conversation happens.
An example is Notion which has grown partly through UGC such as templates, workflows and shared setups. Much of what circulates is not produced by the brand itself, but by its users.
In B2C, Gymshark has built much of its presence through creators and community-led content on workouts, routines and everyday fitness habits. The storytelling feels embedded in real use rather than staged for promotion. This resonate more strongly with younger audiences. The product appears within the story rather than leading it.
Different consumption patterns, but same expectations
When we observe the consumption patterns in Millennials and Gen Z, we know that the main expectation is relevance. Both recognise when a story feels placed rather than pushed.
Millennials may look for clarity and usefulness. Gen Z may look for authenticity and alignment. But in both cases, the story needs to fit the moment. This impacts content marketing. Planning purely by channel or format often misses this point.
For instance, a brand like Nike often operates across layers. A short-form video might create initial interest or emotional connection, while longer-form content or product pages support deeper consideration. The story is not contained in a single format. It unfolds across touchpoints, depending on where the audience is in their journey.
The tension between personalisation and privacy
As tools become more sophisticated, the ability to tailor content improves. Messages can be aligned to behaviour, preferences or recent activity. But there’s a fine line between content that feels well-timed and one that feels too precise. When a message reflects personal signals too closely, it can create discomfort, enough to change how it is perceived.
There is also a growing awareness of how data is used. Some people adjust their search behaviour to avoid being continuously targeted. Using insight to guide tone or context is fine, but using it to mirror personal behaviour too directly can feel engineered. When everything is highly targeted, content can become predictable.
The content that stands out across both Millennials and Gen Z is the kind that retains a sense of human judgement and interpretation. For brands, this means not every signal needs to be used and leaving space in the story allows it to feel more human and less constructed.
A brief look beyond: Gen X and Gen Alpha
While Millennials and Gen Z are often the focus, it’s useful to look slightly to either side.
Gen X tends to approach content with a degree of scepticism. They are comfortable with digital platforms but rely more on established signals such as reviews, detailed information and email communication. Storytelling here leans towards clarity and proof.
Gen Alpha, on the other hand, is growing up in an environment where interactive and video-led content is the norm. Their expectations are still forming, but early signs suggest a preference for participation rather than passive consumption.
These contrasts matter less as target segments and more as context. They show how quickly expectations shift and how storytelling needs to adjust without losing its core.
Stories that stay
There’s a natural pressure to produce more. More content, more formats, more presence across platforms. It’s understandable, given how quickly things move.
Across all of this, what tends to stay are the stories that feel well placed. Not the most visible, but the most relevant to the moment. Knowing when a story adds value and when it doesn’t is becoming a more important skill than the ability to produce it.
In this environment, brand recall is less about making an impression and more about being recognised over time. For audiences who are already moving quickly, whether Millennial or Gen Z, that judgement often determines whether something is remembered or simply passed by.
At its most effective, digital storytelling is about choice – what to say, when to say it and what to leave out.
