The solution to remaining relevant to younger demographics is not found in changing the way you advertise to them, but in changing their experience. Younger audiences want a new level of social opportunities within their cultural and lifestyle activities. Smart fun, you could say.
The biggest opportunity for values-based brands is to move beyond activism and advocacy. Recognize that while your values give your brand meaning and align you with your audience, their primary concern is still what's in it for them. They are the focus of the story, not you.
Brands give people the ability to choose by touching the emotional and differentiating one option from another. Without brand, real estate development becomes a commodity and focuses on what makes you the same. Community building is about what makes you unique.