Brands often equate youth with relevance, but chasing younger audiences can backfire. Here’s why brands fail to connect with Gen Z and what they should do instead.

Celsius Holdings is transforming its strategy from selling energy drinks to building lifestyle brands. With rapid revenue growth, new acquisitions, and strong marketing investments, the company is focusing on cultural relevance and brand identity.

Zevia’s new “Real Soda for Real Humans” campaign uses a creepy robot coworker and AI satire to highlight the brand’s focus on natural ingredients and stand out in the competitive soda market.