Gen Z Messaging Mastered by Copywriter Who Writes Like a Real Person

Here’s what you’ll learn when you read this article:

• How Gen Z copywriters like Lauren King use personal experience to craft brand messaging that feels authentic and relatable

• Why organic social content is the frontline for building emotional connections between brands and younger audiences

• What confidence, creativity, and realness can teach communicators about reaching—and respecting—the next generation of consumers

Lauren King is the kind of communicator today’s brands desperately need: a Gen Z copywriter who knows how to craft messaging that actually resonates. In her recent interview on Explain it to a Teenager, King, who works at global PR powerhouse Weber Shandwick, pulled back the curtain on how to write copy that feels less like an ad and more like a DM from a friend.

“I’m always thinking of what’s going to hook me in,” said King, whose day-to-day includes writing for organic social campaigns. “What’s actually going to feel like someone’s talking to me—but it’s a brand?”

That authenticity is crucial for communicators trying to reach younger audiences. Gen Z has a finely tuned radar for inauthenticity, and King’s advice makes it clear: don’t sell, connect. For communicators, that means ditching polished brand-speak in favor of real, emotionally intelligent language.

As a copywriter, King defines her role as “writing words for campaigns and brands,” but the real art lies in translating a marketing goal into messaging that feels personal. “I use my personal experience to craft whatever the narrative is going to be,” she explained. “It’s about making people feel seen.”

Her work focuses heavily on organic social media—what she describes as the unscripted side of brand communication. “I do some organic social, we call it the industry term, but basically like, you know, how brands show up with random TikToks or Instagram reels,” she said. “That’s fun because some days I’m on a golf course shooting content, other days I’m interviewing people. It keeps me on my toes.”

For industry pros working in communications, King’s message is both a wake-up call and a guide: speak plainly, use emotional cues, and draw from your audience’s lived experiences—not your brand deck. “We know the campaign goal and the target audience, so I think about what I would want to get out of it,” she said.

When asked what advice she’d give to teens aspiring to enter creative roles, her answer was confident and clear: “Don’t be intimidated. People are actually looking at you because they want to be you. Be bold, not anxious. It’s 2025. What are you scared of?”

For communicators trying to stay relevant, that advice applies just as much to your next campaign pitch.