Notes on a Gen Z Icon: A+ Digital Marketing Lessons to Learn from Olivia Rodrigo
Every generation has artists who have gotten them through life’s happiest and angstiest moments – a musician whose albums they listen to while commuting, whose lyrics they have found themselves crying to at least a couple of points in their lives, and whose music they have posted on their social media to tell mutuals how much they can #relate.
Now that we’re well into the era ruled by Generation Z, it’s pretty clear who the reigning voice is and it is none other than Olivia Rodrigo. A peek into her colorful career gives brands, creators, and even marketers valuable lessons on how to market to today’s audience effectively.
Authenticity on Steroids
From Sour to Guts, Olivia Rodrigo captured listeners worldwide for her confessional songwriting. Her songs are filled with honest expressions of heartache, anxiety, and the omnipresent fear of growing up.
These big emotions are not exclusive to this generation, of course, but since her breakout, Olivia Rodrigo’s music has resonated with Gen Z because it touches their need for something that feels raw, unscripted, and genuine. And since the young musician is known to be deeply involved in the creative process of her albums, no one doubts that whatever she puts out truly comes from her heart.
Gen Z doesn’t just want to be entertained. They crave content that feels honest and real, and not like someone is trying to sell them something.
Affinity for Nostalgia
If you’re a millennial who has felt a connection to Olivia Rodrigo’s music because of how much it reminds you of what you listened to growing up, then you’re not alone. The Fil-Am musician draws influences from the likes of millennial favorites Paramore and Taylor Swift, whom she even gave songwriting creds on her hits “good 4 u” and “deja vu,” respectively.
And Olivia Rodrigo isn’t the only one riding the nostalgia wave. Generation Z is leading the trend, whether it be in the music they gravitate towards or their fashion preferences. There is a collective longing for simpler times that’s so specific to Gen Z because they are growing up in a time of rapid, chaotic change in the world, so they love things that capture a sense of nostalgia.
This inclination for nostalgia is something brands and creators can learn from. Take a look around. Aesthetics from the 1990s and early 2000s have made a comeback!
Even a quick glimpse into Olivia Rodrigo’s aesthetic shows a heavy inspiration from the now-trendy Y2K style, first popularized in the early 2000s. The album cover for Sour is a great example of this, and so is the singer’s merch for her Guts Tour.
Attention to Culture
Lastly, and most importantly, Olivia Rodrigo has an acute awareness of current culture that endears her to her audience. She has an intimate grasp of teenage struggles in an extremely online world because she herself has experienced them.
And though her lyrics tend towards self-deprecating at times, she is also perfectly capable of scathing criticism.
Generation Z are known as the “woke” generation because they are so socially and politically aware. They are not afraid to voice disapproval of public figures and brands that go against the principles they stand by, but they are also so willing to express support for those whose stances align with theirs.
During her debut Glastonbury performance in 2022, Olivia Rodrigo blasted the Supreme Court of the United States for overturning Roe v Wade, which previously legalized abortion in the U.S. She then dedicated her surprise performance of “F*** You” with Lily Allen to the Supreme Court justices involved in the decision.
So brands, creators, and influencers, if you want to remain in the good graces of the Gen Z audience, then you have to be well-versed in cultural goings-on. Be intentional about learning and responding to culture so as not to misstep.
When you aren’t sure if it’s the right time to take a stand or if it’s your place to do so at all, Kim Bode, owner of public relations firm 8THIRTYFOUR has a few notes: speak up—
When it matters to your customers,
When it is relevant on a local level, and
When it is simply the right thing to do.
Key Takeaway
Take notes from Olivia Rodrigo’s success and be authentic and approachable, learn to use nostalgia in your campaigns, and last but definitely not least, immerse yourself in current culture to know what matters in the wonderfully unscripted world of Generation Z.
Want to create amazing campaigns that resonate with your audience? Contact us at Near Creative today!
