Legacy brands are facing a new challenge in today’s retail world – staying relevant in a culture shaped by Gen Z, writes Trish Riswick, team lead for social marketing at Hootsuite.

Familiarity alone is not cutting it. Younger consumers want brands that are culturally aware, socially conscious, and can keep up in the ever-changing digital landscape.

Digital-first companies have a natural edge; they were built for the internet. But many traditional brands are still playing catch-up. Social wasn’t baked into their DNA, and that disconnect is becoming harder to ignore.

So how can traditional retailers keep pace? Currys, the leading omnichannel tech retailer, might just have the blueprint.

Once known for its traditional retail approach, Currys is now embracing the digital-first era with a bold rebrand and savvy, Gen-Z focused social media strategy.

But is it working?

Social is the new storefront

Before I dive into Currys’ transformation, let’s talk about the biggest shift driving it.

Social media is the new storefront, especially for Gen Z. According to our Social Media Consumer Report, when Gen Z follows a brand, it’s nearly twice as likely to signal purchase intent compared to Baby Boomers.

And that’s not all. Younger audiences aren’t just browsing – they’re snooping.

Gen Z is the most skeptical generation of customers yet, using social media as a research engine long before they decide to buy. They’ll scroll through your TikTok, dive into Reddit threads, scan your Instagram, visit your website and even ask ChatGPT about you.

And what they uncover can make or break the sale.

If you’re not showing up authentically, you’re already falling behind. Gen Z shops with brands they genuinely connect with, but if that trust slips, they’re quick to walk away.

Inside the social makeover of a High Street icon

Currys is the perfect example of a brand adapting to this shift in consumer behaviour.

They have long been a staple on the British high street, but as online-native giants like Amazon surged ahead, Currys risked fading into the background. That is, until they made a bold shift in their social strategy.

Currys’ revamped social strategy is hard to miss, and if you’ve spent any time online recently, chances are you’ve come across one of its cheeky new posts.

According to our data, Currys increased its content output across Twitter, YouTube and Reddit by 36% throughout 2024.

And it’s clear the content is landing; they also saw a 44% spike in engagement (likes, comments, replies, etc) over the same period.

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So, what is different about Currys’ new social strategy?

For one, they’re no longer treating social as a box-ticking exercise. Instead, they’ve leaned in, fully embracing platform-native content, especially on Gen Z-heavy channels like TikTok.

They’re jumping on trending audio, memes, and culturally relevant moments and doing it in a way that feels authentic.

In-store products are showcased with humorous, on-trend phrases that sound more like a group chat than a corporate pitch. They successfully transformed from a dated, buttoned-up retailer into a brand that feels relatable, witty and culturally in tune.

From posts to profits

Fast forward to 2025, and Currys is in the middle of a remarkable comeback, not driven by flashy product launches or new store openings, but through a smart, consistent, and fully reimagined approach to social media. And the results speak volumes: conversations are happening, engagement is climbing, and most importantly, revenue is on the rise.

Just this month, Currys also raised its profit outlook after beating sales expectations, a coincidence that’s hard to ignore.

While social isn’t the only factor behind these numbers, it’s clear that the consistency and strategy to lean into authenticity is clearly helping Currys connect with a younger, more engaged audience. And from a business standpoint, it’s paying off.

Lessons for legacy brands

Currys’ social team understood the assignment. They didn’t just increase how often they posted, they redefined how the brand showed up.

From the tone of voice to cultural relevance, they adapted how they spoke to customers and responded to the changing world around them. The payoff? Stronger customer relationships, a surge in engagement, and a bump in sales.

The biggest takeaway here is simple but powerful: social media is no longer just a marketing channel – it’s a business driver. When done right, it can directly influence customer behaviour, shape brand perception, and have a direct impact on your bottom line.

Of course, what works today might not work tomorrow. Social moves fast, and staying relevant takes more than a one-off viral moment. It demands constant listening, adapting, and a deep understanding of your audience.

But what Currys proves is that legacy brands can thrive on modern platforms.

You don’t need to be a TikTok native to do well, you just need to understand your audience and show up in a way that feels real and relatable.

Bottom line? This isn’t just a passing trend. It’s a playbook for success.