Why storytelling still matters (and how it engages young audiences)
How many times have you heard, “you need to tell stories”? Yes, the word ‘storytelling’ has been overused. But that doesn’t mean it’s overrated.
In a world where young people are dodging a constant barrage of content, algorithms and noise, storytelling matters more than ever – but only if we do it better. Because it’s not just about telling stories, it’s about how we tell them, with empathy, imagination and intention.
Real emotional connection
To craft real emotional connection with your audience, it’s not enough to have a relatable character – our stories need to lean into the truth. It’s all the stuff that makes your audience stop scrolling and feel something, even if they don’t fully understand it yet.
When young people see something raw and human, not polished, it invites them in. In fact, research tells us that Gen Z – born between 1997-2012 – places a high emphasis on authenticity, diversity and social responsibility (Gen Z Trends 2025).
As marketing professional Maria Alonso puts it, “Authenticity is crucial in storytelling. Consumers can easily detect inauthentic narratives, which can damage a brand’s reputation.” (Forbes). And having grown up with smartphones, social media and the internet, this is especially true for the savvy young audiences of today.
Imagination isn’t optional
In youth-focused projects, imagination isn’t optional – it’s foundational. Well-told stories blend abstract ideas with real-world understanding. They allow young people to dream, see beyond their immediate circumstances and to picture a world that could be different (or better).
Take our client Bangor University for example, a 140+ year old educational institution that needs to engage and connect with Gen Z all year round. So, we favour imagery that focuses on the individual and the community that they can build around them – putting them at the heart of the story. View the full portfolio here.
A catalyst for change
Stories carry big, bold and sometimes difficult ideas into places where a straight-up explanation might not land.
Take the Adultification animation we created. On the surface, it looks like a short, animated film. But inside? It’s a reframing of systemic bias. A challenge to unconscious perceptions. A conversation starter, disguised as a story. That’s why it’s reaching 30 London boroughs – not because we’re lecturing young people, but because we’re asking them to feel something first, in a way that they know how. View the full portfolio here.
Storytelling with substance
When storytelling is done with clarity, care and craft, it’s still one of the most powerful tools we’ve got. If we want young people to engage, reflect and grow, we can’t just tell them a story, we’ve got to build one that they can step into. In further education, higher education and every youth-centred space in-between, that’s how you move from noise to nuance.
