Blurring the Lines with Rachel Janfaza at The Up and Up

Rachel Janfaza has built The Up and Up into a go-to source for understanding youth culture, politics, and the Gen Z mindset. A journalist turned founder—after reporting on youth political movements for CNN and Teen Vogue—she’s now helping brands and organizations better connect with the generation shaping what comes next. In our conversation, Rachel breaks down how brands can move beyond performative “relatability” to build authentic trust with young audiences, what marketers can learn from political organizing, and why the next five years will be defined by community, in-person experiences, and long-term value over fleeting trends.

You’ve built The Up and Up around youth culture and politics. What storytelling techniques resonate most with Gen Z, and what should brands stop doing if they want to connect authentically?

When it comes to storytelling, Gen Z audiences are hyper-focused on perspective and understanding who the author is of any given story or content. They want to understand who’s writing what they’re reading, and that goes for copy from brands too.

So I think the most important thing for brands to stop doing is using a curated voice that they think comes off as professional or polished. What Gen Z consumers and audiences want is something that just feels real and relatable.

Having covered youth political culture at CNN and Teen Vogue, what lessons can marketers take from political organizing when trying to mobilize or engage young audiences?

One of the biggest takeaways that I’ve learned from youth political organizing is gamifying the experience and offering incentives for people to participate. It gives them a way to feel they have a stake in what they’re building or the community that they’re a part of.

This is the most lonely generation, and they want to feel part of a community. So if I were a marketer trying to mobilize or engage young audiences, I’d be intentional with both my incentives for participation and also the community and camaraderie I was building. There needs to be a clear throughline and connective tissue between the campaign and the product or message, so young people feel they have a stake in the campaign or experience.

The other thing I’d add is: beyond incentives and building community, give young people a seat at the table when forming a campaign or product. That way they feel their perspective has been included from the beginning.

How do you distinguish between a fleeting trend in youth culture and a movement that brands should pay attention to?

The way I would distinguish between a fleeting trend and a movement is by listening beyond what influencers are saying or posting. Instead, I’d focus on everyday young people—students, early-career professionals, employees across the country.

Rather than only looking at content from influencers, celebrities, or athletes, I’d monitor what’s showing up repeatedly in the content from everyday young people across the internet. When something is echoed broadly at that level, that’s when a movement is forming rather than just a momentary trend.

Based on your work as both a journalist and consultant, what content formats—short-form video, newsletters, podcasts, community forums—are most effective right now for reaching Gen Z?

It has to be an “all of the above” strategy. The reality is, and I hear this in my listening sessions all the time, young people are getting their entertainment, news, and information across so many different platforms and formats.

I know this feels like a cop-out instead of naming one, but what I hear from a young man in Wisconsin is very different from a young woman in Miami. There are niche communities and sub-cohorts across the internet.

I’ve also written about what I call the “two Gen Zs”—older and younger members of Gen Z have had very different adolescent experiences. They use different lingo, technologies, and platforms. So you have to think about who within Gen Z you’re trying to reach.

If you’re trying to reach Gen Z as a whole, it really requires an all-of-the-above approach.

What emerging platforms, behaviors, or values do you think will shape how brands engage with Gen Z over the next five years?

First, there’s a massive appetite for in-person activations and experiences. I know this has been a trend for a while, but it’s not going away. In our fall semester forecast, we asked The Up and Up’s Gen Z community what they were most looking forward to. What we heard: in-person events—football games, concerts, trips with friends, even casual hangouts.

The long lines at brand activations just show there’s consumer value there.

The second thing: the “sweet treat era” sentiment is fading. Gen Z is entering what I call their “investment era mindset.” They want to spend on things that last beyond the initial purchase—like creating memories with friends, technology, jewelry, or vintage items that have a life before and after them.

So two big ones: in-person activations and investing in things with lasting value.

If a comms or marketing leader could change just one thing about their current approach to better connect with Gen Z, what would you recommend they do tomorrow?

I’d say lean into what differentiates them from the pack.

The number one priority for Gen Z is authenticity. They want brands that stand out—especially at a time when everyone is creating their own “mini-brands.” Yes, there’s repetition in how young people dress or the products they use, but they want brands with their own authentic and independent identity.

That means having your own voice online, being relatable, approachable, and unique.

What’s one trend you’re loving (or eye-rolling at) right now? This goes back to what I said before about similarities in how young people dress. I see a lot of young women wearing the same outfits. For a generation that prioritizes authenticity, I think there’s an opportunity to differentiate in style. I’m all for uniform dressing (I repeat outfits myself), but there are ways to put your own spin on it.

Who is someone who shaped your career? My first editor at CNN really shaped my career. She pushed me to cover stories I wouldn’t have typically thought of, pushed me out of my comfort zone, and encouraged me to travel across the country to places I never would have gone.

Without that exposure, I wouldn’t be doing what I am today. She inspired me, was human and real, and prioritized individuals as much as the work. As a millennial managing a Gen Z team member like me, she prioritized connecting individually and was a great leader. I learned so much from her.

What brand do you think is really nailing their Gen Z marketing today? I’d say any brand that’s on TYB.

TYB is a platform that gamifies the consumer experience. Brands have a hub there, and they incentivize participation from users, who can earn points toward purchases.

This goes back to what I said earlier about gamification and community—it does both. The brands on TYB understand the potential for loyalty, and I’m impressed by that.

What is your go-to way to unplug? Taking long walks with someone else—whether a friend, family member, or my boyfriend—and not looking at my phone. Just having a great conversation.

Nine times out of ten, if it’s not work hours or the middle of the night, I’m walking.