Oh, the ever-elusive, ever-demanded 18-to-25 demographic. Young adults are heavily sought after by companies all across the board due to their long-term potential, the hope that once they are converted at a young age, they’ll develop a level of brand loyalty that keeps them coming back for their entire lives. In order to appeal to the youth en masse, a brand must ensure that their brand ambassadors play up to this generation.

Commonly-quoted traits of a good brand ambassador include didactic yet personable rhetoric, crowd-charming abilities, leadership skills, and of course, comprehensive knowledge of the brand. However, often I find that brand ambassadors who are most successful with the young demographic have several traits that go above and beyond:

  • Genuineness. And when I say genuine, I really mean genuine. We aren’t fooled by the brand ambassador who’s just a very professional actor – even the best actor can slip out of character at times. But it’s hard to slip out of a personality. Why is this important? First of all, to avoid mishaps and lawsuits that come with “breaches of contract” when the ambassador steps out of his or her role. Second, we can tell when people are putting on a mask to face the public, and let me tell you, in this case a makeup-free face is far preferable.
  • Tech skills. This doesn’t mean we want brand ambassadors necessarily to be able to code in Python, Java, and C++ and be able to fix computers (that is, unless they’re representing a company that fixes computers). This just means they have to know how to communicate through technology as well as face-to-face. Why is this important? This is the generation that thinks a picture of a floppy disk is a save button. They grew up on the internet, on texting. It’s become a natural medium of communication for them, and you’ve gotta join ‘em to convert ‘em.
  • Relatability (if that’s a word!), and then some. It’s good to be quirky. It’s also good to have interests in, have traits, and talk about things unrelated to the product, yet still positive. Why is this important? It helps brand ambassadors build a more well-rounded personality, lends ethos, and helps the audience find qualities in the ambassador that they identify with.