Globally today, there is an overwhelming fear as consumer behavior shifts rapidly and channels multiply.

This new trend is making new brands face the challenge of creating meaningful connections that span generations and bridge the divide between digital and offline retail.

As the digital world reshapes how people connect and consume, brands must learn to engage multiple generations with stories that feel authentic and deeply relevant.

Whether it is from Gen Alphas and Gen Zs to Millennials and Baby Boomers, each generation holds distinct values and expectations, requiring brands to move beyond surface-level messages and create meaningful experiences that build trust and emotional bonds.

Meanwhile, retail is transforming into a blended ecosystem where consumers effortlessly navigate between online and physical spaces.

For brands, this means crafting seamless journeys that unite digital and offline touch-points with consistent, coherent messaging.

Those that manage to harmonize authentic storytelling with integrated retail experiences stand the best chance of capturing attention and loyalty across generations.

Some industry experts affirmed that igniting a successful consumer journey hinges on telling authentic, purposeful stories while delivering consistent, integrated experiences across generations and channels.

They agreed that in this digital era, that only brands that listen, adapt, and connect meaningfully will earn lasting loyalty and thrive.

Tosin Adefeko, Founder and CEO of AT3 Resources Limited, and Ife Esther Obafemi, General Manager of Modern Retail at FrieslandCampina WAMCO, share insights on how brands can build authentic narratives and unified experiences that resonate deeply with diverse audiences.

Tosin Adefeko highlights that storytelling today must evolve beyond traditional approaches to embrace the complexity of modern consumers.

“We live in a completely different world,” she says. “Planning stories is not like before. You must understand Gen Zs, Gen Alphas, Millennials, and Baby Boomers, each with unique values and expectations. The key is telling authentic stories that resonate emotionally and socially, stories that matter and reflect purpose.”

Read also: Meet MARKETING EDGE 2025 Q2 Virtual Summit Speaker – Bamigbaiye-Elatuyi

This means moving away from pushy product messaging toward narratives that prioritize consumer experience and social responsibility.

For Tosin, it is no longer about the brand itself but about how the audience feels and engages.

“If the customer’s interaction is negative, your words lose value. Trust built through every interaction is what fosters loyalty and advocacy.”

Jide Sipe, Group Head of Brand Transformation and Digital Marketing at Bank of Industry Limited, echoed this view, underscoring the importance of cultural relevance and authenticity.

He recalled how GT Bank transformed from a corporate to a retail bank by crafting campaigns featuring everyday people market women, young professionals, and elders, thereby making banking relatable and human.

“Your brand must inspire social impact, evoke emotion, and foster engagement. Without engagement, you’ve missed the mark.”

Jide pointed to brands like Indomie, which sell more than noodles.

“They sell joy, connection, happiness and values that resonate with families and communities.”

He also emphasised that stories must be tailored to local cultures and languages.

He therefore warned brands to align influencers and messages carefully with their core identity to avoid disconnects.

Meanwhile, Ife Esther Obafemi, General Manager of Modern Retail at FrieslandCampina WAMCO, focused on the hybrid reality of Africa’s retail landscape, where consumers move fluidly between digital and physical environments.

“Digital adoption keeps increasing steadily. Brands that refuse to adapt are snoozing and will lose huge opportunities.”

Obafemi stressed the importance of seamless integration across online and offline touch-points.

According to her, when a brand presents one message online and another offline, it creates confusion and weakens recall.

She explained that marketing and sales must work together, not in silos and so, brands must map the entire consumer journey and deliver unified experiences.

She highlighted a common pitfall in the fast-moving consumer goods sector where digital and media teams operate separately, missing opportunities to amplify offline promotions online.

“When brands connect the dots, consumers experience continuity, whether shopping in-store or browsing online. This builds confidence and increases the chance of choice at the moment of truth.”

Also Watch: MARKETING EDGE ONTV