Mastering Gen Z Engagement: Insights from Brook

Understanding Gen Z Engagement: Insights from Brook 

As the final part of an ongoing article series into what draws young people and Gen Z to charitable organisations, we delve into the experiences of Brook, a sexual health and wellbeing charity renowned for its profound understanding of youth needs. Building on our previous articles, this piece highlights how Brook employs exceptional strategies and navigates challenges. Brook is an organisation with which Reason Digital has cultivated a close and productive partnership over several years, so we thought it was only right that our series on Gen Z’s engagement with charities should shed light on Brook’s innovative approach and effective communication tactics that resonate so well with younger generations. 

To gain our insights into Brook’s brilliance, we sat down with Eliza Bell, Brook’s Senior Communications and Policy Coordinator. Eliza’s journey with Brook spans five years, during which she has evolved from a communications officer to her current senior role. Throughout her tenure, she has been pivotal in shaping Brook’s social media presence, launching their Instagram and TikTok channels, and now focuses on strategies for Brook’s growth and development. Eliza’s extensive experience and strategic acumen make her an invaluable source of knowledge on engaging Gen Z through digital platforms and beyond.  

Sam:  To start us off, how has Brook’s organisational strategy evolved to engage with Gen Z specifically? 

 Eliza: Engaging with our service users has always been part of Brook’s DNA. Instead of evolving specifically for Gen Z, we’ve consistently talked to, listened to, and worked with young people. One of our core values is collaboration, so our decisions always involve service users. This naturally includes Gen Z. However, in specific areas like digital provision, we’ve evolved to meet Gen Z where they are. We now offer online booking, information, and services, including ordering STI kits online, reflecting our day-to-day evolution. 

 Sam: In terms of your understanding of Gen Z, what do you believe are their key characteristics and values that influence their support for charitable causes? 

 Eliza: I was actually asked this in my interview for this position and I still believe it today: Gen Z wants to make a difference and be part of a movement for change. They’re incredibly passionate and want to see hope in what we do. Given the challenges they face, they look to charities and organisations to provide something to aspire to and make a change with. Specifically for Brook, in sexual health and well-being, they value honesty, authenticity, and being spoken to as equals, not patronised. 

 Sam: How do you think Brook ensures it stays so relevant to the interests and concerns of Gen Z? 

Eliza: Everything we do, from our frontline work in clinics and schools to teaching sex education, involves listening to young people and creating a safe, judgement-free space. We also have participation advisory groups for ages 16-25+ who advise us on important issues and communication strategies. Our work includes both broad research projects and day-to-day interactions. Even in roles less direct with young people, we constantly gather insights from those on the ground to inform our communications and projects. 

Sam: In the spirit of what shapes your communications, I want to move on to Brook’s social media presence — which social media platforms do you find most effective for reaching Gen Z, and why? 

Eliza: I’ve been at Brook for five years. So, when I started, Instagram was key to reaching young people, and I grew our account from scratch. Now, TikTok is where young people are. We set up our TikTok in September, and it offers a more authentic, real-life interaction compared to Instagram’s curated aesthetic. Young people now seem to crave genuine interaction and to feel heard, which TikTok currently facilitates better. 

Sam: Given how your channels appeal to younger audiences, how do you also tailor your content and messaging to appeal to a Gen Z audience? 

Eliza: Our most successful TikTok post, with 90,000 views, is a step-by-step condom demonstration. This shows that young people want genuine dialogue and honest answers, especially in the taboo area of sexual health. We aim to be clear and open, cutting through the noise of awkward adult conversations. Our popular TikTok content includes POVs of clinics, accessing services, and using current memes to convey our messages. This straightforward and relatable approach resonates well with young people. We also collaborate extensively with influencers, and much of our successful content is done in partnership with them. These influencers have substantial followings and effectively communicate on topics that resonate with our audience. They provide a personal connection and relatability that complements Brook’s brand voice. Lastly, we have a popular series on our socials called ‘Real Stories,’ featuring first-person accounts on issues such as coming out or experiencing puberty. These stories often resonate deeply with our audience, sparking messages from viewers who feel understood and encouraged to reach out. It’s incredibly rewarding to see this impact. It underscores how young people seek authentic connection and a platform for their voices.  

Sam: Given this great content, how does Brook encourage active participation and engagement with this content from Gen Z supporters? 

Eliza: We use our young people participation advisory groups to get feedback and ideas for our content. We also encourage questions in social media comments. While Instagram’s anonymous question box was effective for engagement, TikTok doesn’t have a similar feature, so we see a bit less engagement there now as young people move from Instagram to Tik Tok, which is a shame. 

 Sam: And with future generations, such as the upcoming Gen Alpha, how do you anticipate you’ll reach them?  

Eliza: We’ll continue face-to-face interactions but also meet young people where they are, wherever that may be, offering multiple ways to reach us. For some, face-to-face is best, while others prefer digital options like accessing information on iInstagram ordering STI kits or condoms online. We’ll keep as many doors open as possible to provide choices in the future, like we do now.   

Sam: In previous blog posts, we’ ve talked a lot about how transparency is crucial for Gen Z’s support. How does Brook ensure transparency and build trust with its young audience? 

Eliza: Transparency and trust are the essence of what we do, especially in personal areas like sexual health. These values are woven into everything we do and are the basis of all our interactions with young people in schools and clinics, creating a non-judgmental space. We always aim to be open and honest, never denying people the information they seek. We ensure our conversations are appropriate for their stage in life, discussing not just risks like STIs and pregnancy but also pleasure, safer sex, and healthy relationships, providing a holistic view. This ingrained openness is fundamental to our approach. 

Sam: Though Brook is known for its specific focus on young people, we know that you have recently made some services available to those of all ages. Considering this, how do you anticipate you’ll maintain or even strengthen your connection with Gen Z service users and supporters? 

Eliza: It’s an interesting question. The decision to transition to an all-age service was influenced by the decline in local authority funding for dedicated young people’s services. Without this transition, we would have had no interaction with young people in some areas, as we could only be there if we provided an all-age service. This was the only way to continue offering clinical services to young people and ensure they remain youth friendly.  Otherwise, young people maybe left having to access services from general providers that don’t have as much expertise in meeting their specific needs. 

Transitioning allows us to maintain relationships with individuals throughout their lives. Before, people would often realize they couldn’t use Brook’s services anymore once they turned 25, despite having relied on us for years. Now, we can be a constant presence in their lives, as sexual health is relevant throughout life. This life-course approach means we can support people from RSE in schools to sexual health clinics and into all other life stages, including menopause. It’s really nice that we can now offer this full spectrum of care. 

Sam: In a previous article, I wrote about Gen Z giving their time rather than my money; I was wondering what your approach is to this? Are there volunteering roles within Brook that young people can pursue? 

Eliza: We don’t focus on fundraising from Gen Z, However, we offer many opportunities for people to donate their time, which they are more than happy to do. Many are invested in getting involved with Brook. We have our previously mentioned participation advisory groups, as well as dedicated spaces for young people on our board of trustees and ad-hoc opportunities like user testing and one-off campaigns. We also have volunteer positions in clinics and educational spaces for young people to contribute. 

 Sam: Also, in terms of feedback, how do you gather opinions from your Gen Z supporters, and how does it influence your campaigns, strategies, or offerings? 

 Eliza: We regularly engage with our participation advisory groups, who provide ongoing feedback via email or in meetings. We also use feedback forms and reviews in our clinical and educational services to gather input from users. Additionally, we collaborate with specialized interest groups, such as those for young people with special educational needs and disabilities in Manchester, to enhance accessibility. These efforts ensure that we incorporate both anecdotal feedback and structured mechanisms for input into our work. 

Sam: It’s so great that this focus on young people runs in Brook’s DNA. However, can you think of any challenges you have you faced in appealing to Gen Z, as well as how you have overcome them? 

Eliza: Appealing to young people is a big challenge in itself, especially as generations shift. The pace of change and constant new trends in social media and technology create another layer of difficulty that keeps quickening. To address this, we maintain continuous dialogue with young people, listening to their concerns and challenges. We also collaborate closely with schools, teachers, and parents to understand current issues and adapt our approach and services accordingly. Staying relevant means always listening, learning, and adapting. 

 Sam:  I know it’s really hard to do any predicting or fortune telling about what might happen, but are there any trends you foresee in Gen Z’s engagement with charitable causes over the next few years? 

 Eliza: Well, from what I’m aware of, I think digital engagement will likely remain crucial for young people. Interestingly, in our recent participation forums, they expressed a desire for more real-life interactions, not just online. This generation has missed out on a lot of in-person interaction due to COVID and lockdowns, so I believe there’s a growing need for charities to provide more opportunities for personal connection and face-to-face meetings, beyond just online interactions. 

Our chat with Eliza from Brook exemplifies how understanding and adapting to Gen Z’s needs can profoundly impact young peoples’ engagement with and trust in charitable causes. By prioritising authenticity, transparency, and meaningful dialogue, Brook has successfully navigated the challenges of digital engagement while evolving to meet the ever-changing landscape of young people’s preferences. As we look to the future, Brook’s commitment to listening, learning, and adapting ensures it remains a vital resource for Gen Z and beyond. 

In our exploration of how charities can effectively engage Gen Z, we have delved into the unique characteristics and preferences of this digitally native generation. Our series began by outlining the fundamental traits and expectations of Gen Z, highlighting their demand for direct involvement, transparency, and personalised communication. As we progressed, we examined real-life examples and successful strategies employed by various charitable organisations, emphasizing the importance of digital engagement and mobile optimization. 

As we conclude this series, it’s clear that charities aiming to connect with Gen Z must prioritize active participation, leverage digital platforms effectively, and communicate transparently—just like Brook! By doing so, they can build lasting relationships with the next generation of philanthropists and create significant, lasting change. The future of charity engagement lies in understanding and embracing the unique values and expectations of Gen Z, ensuring that each interaction is meaningful, impactful, and driven by authenticity.