Kodak. Nokia. Blockbuster. Each was once a giant. Now, they’re textbook examples of what happens when legacy brands fail to read the room.
The world has changed. Consumers have changed. Expectations have changed. And for brands that were built in the pre-social media era, staying relevant isn’t just hard, it’s existential. Because if you’re not on TikTok, if you’re not delivering like Blinkit, if you’re still pushing out corporate ads with zero soul or humor, then you’re invisible to the very generations who drive today’s trends and tomorrow’s buying power.
In this blog, we’ll talk about how legacy brands adopting changes can keep up with Gen Z and Gen Alpha, where speed, authenticity, and cultural fluency are non-negotiable. From shifting your tone to embracing chaos on TikTok, from partnering with creators to rethinking delivery models we’ll explore what it really takes to stay relevant in the Blinkit era.
Because for legacy brands today, it’s simple: rebrand or die trying.
Gen Z and Gen Alpha aren’t just younger millennials, they’re completely different.
They were born into a world of smartphones, Wi-Fi, and instant everything. They scroll fast, think faster, and question everything.
If your brand feels fake, slow, or boring they’re out.
They want authenticity. If something feels forced or like you’re trying too hard, they’ll ignore it.
They expect speed. Blinkit delivers groceries in 10 minutes so why wait three days for anything? Fast is normal now.
They love humor, the kind that makes them laugh or even cringe (in a good way). If your ad doesn’t grab them quickly, they’ll scroll right past.
And they care about purpose. They want to know what your brand stands for. No values? No connection.
These generations aren’t just online, they own the internet. They shape trends, memes, and culture in real time.
If your brand is still relying on billboards or chasing email open rates, it’s not just outdated it’s invisible.
Legacy brands often come with decades of success, large customer bases, and nostalgic appeal. They’ve earned trust over time, and that history can be a powerful asset.
But that’s also the trap.
Because what made you successful in the past won’t guarantee relevance today. In fact, it can sometimes hold you back. Here’s where many legacy brands go wrong
They keep leaning on old-school branding, heritage campaigns, and the “we’ve always done it this way” mindset. But consumer expectations have evolved. What worked in a print ad in 2002 won’t land on TikTok in 2025. Nostalgia is great but only when it’s repackaged for today’s audience.
Big brands often come with big hierarchies. Every new idea has to pass through ten meetings, three departments, and five levels of approval. By the time it gets the green light, the trend has already passed. The lack of agility kills innovation, and worse makes the brand feel out of touch.
Many still talk at their consumers pushing polished campaigns filled with buzzwords and brand-speak. But younger audiences expect conversation, not a monologue. They value brands that speak their language, show vulnerability, and aren’t afraid to poke fun at themselves.
Memes, Gen Z slang, fan edits, YouTube reactions, TikTok sounds are not just “silly internet things.” They are culture. They shape opinions, drive buying behavior, and build loyalty. Brands that don’t understand or engage with these communities miss out on massive opportunities.
In short: Legacy brands often confuse consistency with relevance.
Yes, your brand should have a core identity. But that identity must evolve with the times. Being consistent doesn’t mean being stuck. Relevance today is about listening, learning, adapting and doing it fast.
So, what does it really take for legacy brands to stay relevant today? When it comes to reaching Gen Z and Gen Alpha, legacy brands need fresh strategies to connect with young consumers. Let’s break it down.
Gen Z doesn’t watch traditional TV anymore. They spend their time on TikTok, Instagram Reels, and YouTube Shorts. That’s where you need to be.
This means making content that fits each platform. Think vertical videos, quick cuts, popular sounds, and real people not polished commercials. Share behind-the-scenes clips, bloopers, or “day in the life” moments. Show your product in fun, weird, or relatable ways.
Example: Duolingo’s TikTok features a funny green owl doing dances and silly skits. It’s goofy but works really well.
Blinkit isn’t just fast; they’ve changed what convenience means. For today’s customers, “fast” is the baseline.
Legacy brands should work on delivering products quicker and making buying easy. Use things like one-click shopping or virtual try-ons. Make sure your website loads fast. If it takes too long, people will leave.
Remember: speed wins. Slow means losing customers.
The old, formal way of talking doesn’t work anymore. Gen Z wants brands that are real, funny, and human.
Stop using jargon and sounding like a press release. Talk like a person. Use memes, be a little messy, and share your opinions. And don’t just post ads, join conversations and respond to people.
Example: CRED’s funny and quirky ads made finance fun and got a lot of attention.
Gen Z trusts influencers more than big companies. Working with creators helps your brand feel authentic and connected.
Find smaller influencers with loyal followers. Ask your customers to create content about your brand. Let creators take over your social media sometimes. It might feel risky, but it makes your brand part of the conversation.
This isn’t about paying someone to show your product, it’s about joining the culture.
Gen Z wants to know what your brand stands for. Are you eco-friendly? Inclusive? Helping important causes?
And they want honesty. Don’t just share polished statements to show your real progress. Tell stories about your challenges and learning moments.
Sharing your journey, even the mistakes, builds trust.
Let’s look at two legacy brands that aren’t just surviving, they’re doing really well with Gen Z and Gen Alpha.
CRED took a boring thing paying credit card bills and made it cool and fun. How? By using funny, bold ads full of memes and celebrity cameos that young people love. Their ads feel more like entertainment than usual marketing. People don’t just use CRED; they talk about it, share jokes, and create memes about it. Instead of serious finance stuff, CRED is playful and real, which makes young people connect with the brand.
McDonald’s is an old favorite, but they’ve stayed relevant by teaming up with pop stars like BTS, Cardi B, and Travis Scott. These partnerships weren’t just about new meals, they became big social media moments. Fans loved sharing their BTS Meal experiences and talking about their favorite stars. McDonald’s made eating fast food part of youth culture, not just a meal. By mixing music, celebrities, and social media hype, McDonald’s created fun experiences that young people want to join in on. It’s more than just food, it’s a cool community vibe.
Both CRED and McDonald’s show that legacy brands can win by being bold, funny, and real. They understand what young people care about and make their brands part of today’s culture.
Legacy brands have history, recall, and often, deep emotional value. But that alone won’t keep the lights on.
Gen Z and Gen Alpha aren’t buying nostalgia. They’re buying experience. They’re buying speed. They’re buying realness.
The hard truth? If your brand doesn’t evolve to meet them where they are scrolling, swiping, laughing, demanding you risk becoming a case study, not a success story.
So ask yourself: Is your brand talking to the past, or building the future?
Because in the TikTok and Blinkit era, it’s simple.
Rebrand. Or die trying.
Because that’s how young people talk and trust each other. If brands ignore it, they miss out.
Yes! They just need to mix their classic style with fresh ideas that today’s youth like.
Because young people like quick, fun videos that are easy to watch and share.
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