Susan Ganeshan on AI, Engagement & the Future of Social Media Strategy at Emplifi

The era of one-size-fits-all marketing is over. Today’s leading brands are customizing their strategies to reflect the distinct preferences of each generation. Gen Z and Millennials gravitate toward interactive, visually rich content and are fueling the rise of social commerce; over half now make purchases directly through social platforms. In contrast, Gen X and Boomers respond more strongly to clear, straightforward messaging and place greater trust in product reviews and traditional endorsements. 

To engage younger audiences, brands are shifting toward visual-first storytelling that reflects their cultural language. For Gen Z, that means fast, entertaining content driven by memes, trending sounds, and pop culture references. Millennials prefer a blend of polished visuals and authentic lifestyle storytelling, often driven by user-generated content (UGC), which plays an increasingly important role in building trust and community. 

While celebrity endorsements still offer recognition, only 14% of consumers say they’re influenced by them, compared to 65% who place greater trust in UGC. With social platforms amplifying peer recommendations at scale, brands that elevate real voices stand out. 

To succeed, brands must build agile, culturally responsive creative pipelines designed for speed, experimentation, and relevance while staying true to their core identity. Those that embrace these changes will be rewarded with deeper engagement, stronger loyalty, and content that drives conversion. 

2. How are brands aligning their digital and customer support channels to meet the expectations of Gen Z, who prefer DMs and real-time support, versus older generations that still rely on phone and email? 

If one takeaway is clear from our research it’s that brands need to evolve their customer support strategies to reflect the communication preferences of each generation. Gen Z expects real-time, conversational support and gravitates toward DMs, chat apps, and social platforms for fast resolutions. In contrast, older generations still rely on traditional channels like phone and email, valuing consistency and clarity over speed. 

To meet these varying expectations, brands are integrating social care into their broader digital support strategies. This means offering customer service via Instagram DMs, Twitter/X replies, TikTok comments, and even WhatsApp, where Gen Z feels most comfortable. These platforms are no longer just marketing channels, they're frontline support spaces where authenticity, speed, and tone matter as much as accuracy. 

Meanwhile, brands are maintaining multichannel support systems that include phone, email, and live chat to ensure no generation is left behind. AI-powered chatbots and CRM-integrated social tools allow support teams to respond faster, route queries effectively, and personalize responses based on user data. 

The brands doing this well are those that treat customer service as an extension of community management - showing up where their customers are, speaking their language, and solving issues in the moment.  

3. How are brands evolving their brand voice to maintain relevance across generations without diluting identity or compromising clarity for older demographics? 

Today’s brands must strike a careful balance: maintaining a consistent and authentic identity while adapting their voice to resonate meaningfully with different generations. Gen Z responds to informal, playful, and culturally fluent messaging. Millennials value aspirational storytelling rooted in purpose. Gen X prefers practical, no-nonsense communication, while Boomers gravitate toward clarity and helpfulness. 

These tonal differences are amplified by channel preferences. Boomers often prefer phone or email, while younger audiences expect engaging, real-time messaging on social platforms. The challenge for brands is to deliver relevant, audience-specific communication across touchpoints without losing brand consistency or coherence. 

Emerging technologies are helping make this possible. AI-powered tools like Emplifi’s AI Composer enable brands to set a unified brand voice, then adapt tone and delivery to match each audience segment. This kind of personalization at scale allows marketers to tailor messages that feel both authentic and on-brand, fostering connection without confusion. 

The future of brand communication lies in this blend of consistency and adaptability: a single voice, expressed in many ways, to meet each generation where they are. 

4. What metrics do brands consider most critical in measuring the success of generationally tailored campaigns, and how do they evaluate the ROI of personalization efforts across channels? 

To measure the impact of generationally tailored campaigns, brands focus on metrics aligned with each group’s unique behaviors and preferences. For example, video interactions, shares, and engagement rates are key indicators of success with Gen Z, who favor dynamic, visual content. Boomers, on the other hand, prioritize clear information and actionable outcomes, so metrics like information retention, direct conversions, and customer satisfaction are more relevant. 

Across all generations, social commerce conversion rates serve as a universal benchmark, reflecting the campaign’s ability to drive purchase behavior directly through digital channels. Additionally, tracking customer support satisfaction by channel helps brands gauge how well their personalized service meets evolving expectations.