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“Shall we visit a National Trust property this weekend?”
A phrase uttered up and down the country every Saturday morning, and not just by your local grannies.
That’s because the National Trust has now become the go-to weekend destination for Gen Z.
Yep, we were as surprised as you.
No shade to the National Trust, we love to wander the corridors of stately homes with a scone in hand as much as the next person - but Gen Z?
We thought their weekend activity of choice would be… less historic.
However, we couldn’t have been more wrong.
In this post, we’ll:
- Show how the National Trust grew Gen Z memberships by 39% with TikTok and humour-driven storytelling.
- Explore what Gen Z values most - from sustainability and wellbeing to nostalgia and nature.
- Share key lessons any brand can use to connect with younger audiences through authentic marketing.
In recent years, the National Trust has steadily become more and more popular with Gen Z, experiencing a 39% increase in memberships amongst 18-25 year olds, with a further 16% increase over the summer this year.
That’s a staggering amount of new members in a single demographic, and evidence of a budding new romance between the National Trust and Gen Z.
And how did they achieve such a feat? Well, all through the magic of emotions.
(And TikToks, lots and lots of TikToks).
Keep reading to find out how exactly the National Trust won over the hearts of Gen Z, what your brand can learn from them, and how you can transform your social media strategy through a Gen Z lens - one delicious scone at a time.
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Who are the National Trust?
Perfect for rainy afternoons or blustery explorations, the National Trust is Europe’s biggest conservation charity.
Protecting more than 250,000 hectares of farmland, 890 miles of coastline and 500 historic places, gardens and nature reserves, it’s preserving our heritage and natural places for future generations to enjoy.
Set up in 1895 by Octavia Hill, Robert Hunter and Hardwicke Rawnsley, now, over 5 million people are members of the National Trust - more than the entire population of Costa Rica!
And their sole purpose that governs everything they do?
That nature, beauty and history are for everyone, forever.
Why does the National Trust appeal to Gen Z?
Gen Z loves a bit of history
Throw out your textbooks and lock away your grumpy teachers, the National Trust are here to save your history lessons!
(We promise, no teachers were harmed in the making of this post.)
But seriously, the National Trust brings history to life right in front of our eyes - want to walk through the same halls as Henry VIII? Go for it! Want to see where Beatrix Potter wrote all her stories? This very desk. The National Trust are pros at bridging the gap between one period of time and another - making it not just a page in a book, but a real-life, lived-in experience.
And Gen Z love this, because, as a generation, they’re actually pretty fond of history.
When asked, a whopping 99% of young people reported an interest in visiting historically significant sites, a trend that is particularly evident in the content creators they follow on social media.
More and more accounts with a history niche are gaining traction, with HistoryTok having over 700,000 posts!
But what this trend is showing is that there is renewed interest and love of history amongst Gen Z, making the National Trust a dream location for them to while away a weekend afternoon, or two.
Escapism, with cake
Gen Z are fed up with suffering from menty-bs and workplace burnout - that’s why putting their mental wellbeing FIRST is a top priority - and the best way to do that? With cake.
Cake and escapism. Cake and exploration. Cake, and a break from reality.
It’s been well-documented that getting outside and exploring new places in the green outdoors has so many physical and mental health benefits, such as:
- Improved mood
- Lowering anxiety
- Helps you be more active
- Reduces feelings of loneliness
Check out Mind charity’s list here of all the health benefits.
And, I don’t know about you, but when I’m stressed, I like to find comfort in escaping back into my childhood favourites - be it binge-ing a reboot of my favourite kids’ show, or ordering myself a new plushie, and Gen Z are exactly the same.
There’s comfort in the familiar, in nostalgia.
And as the National Trust slogan states, it’s “for everyone, forever”, and that’s never been truer than now.
Period properties and sites of cultural and historical significance give us something that nothing else can: reassurance of time.
The reassurance that, despite the fragility of our present experience (be it career stress, the cost of living crisis or climate anxiety), this too shall pass.
The National Trust offers this escapism from the everyday, for a calm reflection and connection, a respite from the modern daily stressors.
A digital detox for one, please
Being online 24/7 gives Gen Z the ick.
The constant ding ding ding of notifications from their pocket is enough to drive anyone mad, especially if they’ve grown up with it and it’s all they’ve ever known - and that’s why Gen Z are craving a digital detox.
It’s a mixture of a fascination with romanticising 90s nostalgia (the last proper era when acronyms like ‘brb’ and ‘g2g’ didn’t exist), and the need for real, human connections off a screen.
Gen Z aspire to be embedded into reality through unhinged emotions, like having profound positive reactions to chairs, lamps, or trees - anything that doesn’t require a screen, algorithm, or ‘swiping right’.
When visiting National Trust properties, visitors can’t help but feel a whole array of emotions. From feeling calmer, curious, or even excited (we’ve all been there), these deeply innate human emotions are proof of our connection to the real world - something Gen Z are lacking.
When you feel things, you exist, and the National Trust are good at making you feel things.
They both love plants
With the average Gen-Zer having 10 plant friends in their home and spending a minimum of 14 hours a year tending to their plant babies, Gen Z might not be able to afford property, but they sure as cacti won’t skimp on their plants.
Plants offer Gen Z a respite from the struggles of modern life. Their leafy buddies have allowed them to adapt to their changing priorities in a healthy, positive way.
They’re the sustainability generation, willing to pay 10% more for a product if it’s sustainable, and they want to incorporate more greenery into their lives.
And one way to do that? Visiting and supporting more National Trust properties.
Read more: Why are plants so popular with Gen Z?
It only takes a quick Google search to find out the National Trust’s goals for protecting the environment.
Split into what they aim to achieve by 2035 and 2050, the National Trust aim to adapt important sites to meet the challenges of climate change and help the UK reach a resilient, climate-positive economy and society.
This resonates so much with Gen Z, as 1 in 2 Gen-Zers want companies to take a stance on social issues, 82% are concerned about the future of our planet.
And don’t we all love a bit of sustainability transparency?
“It’s heartening and humbling to see more young people choosing to become National Trust members.”
Hilary McGrady, director general of the National Trust
Why are the National Trust focusing on Gen Z?
There are always two sides to every love story, and whilst we might have a bit more understanding now as to why Gen Z are falling head over heels for the National Trust, we also need to delve into why the National Trust are wooing them in the first place.
Securing their future
As a part of their new strategy, the National Trust wants to inspire millions more people to care and take action, especially those of future generations. As a legacy brand, they understand the importance of time. Of how true success is built over hundreds of years, not just one or two viral videos.
They want to inspire and influence those for a more climate-positive future, to care about nature and heritage, and by 2050, they want at least half the population to say that they care about nature, beauty and history.
From a logistical standpoint, too, the National Trust depends on memberships, volunteers, and donations to keep doing the work they’re doing, because ultimately they are a charity.
Not a lot then!
But to do all of that, they need to adapt to a new audience and transform the assumptions around their brand.
Rather than being the weekend activity of choice for those of a certain age or income bracket, they want to turn that perception on its head to appeal to a new, younger generation, so their brand survives.
Whether to be a place they choose to recharge, connect with nature or explore heritage, the National Trust wants to be Gen Z’s favourite weekend retreat.
"When we say that our beautiful spaces are 'for everyone, forever,’ we truly mean it.”
Nisha Nath, Head of Brand and Creative at the National Trust
And where do you go if you want to find Gen Z? TikTok, of course! (Or LinkedIn, it turns out).
The National Trust’s winning Gen Z social strategy
Did you ever think one of your most liked TikTok videos would be from the National Trust?
That’s because they’re bringing the fun, the education, and the cosy comfort back to our social platforms that our feeds have been desperately missing, and what Gen Z is longing for.
Because for Gen Z, the National Trust’s social content is an extension of all the reasons why they love them in the first place - with every video, reel, or carousel, they say: “we see you, we appreciate you, we are you”.
They’ve done what every brand dreams of doing: organically embedding themselves into conversations that their audience is already having, and doing it well.
With a mixture of humour, storytelling, and authenticity, the National Trust’s online social strategy is second-to-none when it comes to grabbing (and keeping) the attention of Gen Z.
Humour them, they’re the National Trust
There’s something deeply endearing about a brand like the National Trust making us laugh. I don’t know whether it’s the floral wallpapers or the Edwardian landscaped gardens, but it feels like when your granny tells a joke at Christmas: pure happiness.
Who’d have thought ten years ago that the home of humour on our social feeds would come from the National Trust, but that’s what’s so fantastic about their social strategy: they’re turning expectations on their heads, owning it, and wowing us every time.
And this leap into comedy works so well with Gen Z, because they want to escape. They want to forget what they’re procrastinating from. They want to be entertained.
And nothing entertains like a good chuckle.
And for those asking, these are our favourite funny National Trust videos (you’re welcome).
This has an outstanding 5.1M views on TikTok.
We appreciate a good pun.
Not everything has to be so serious.
We’re here to tell you a story
Once upon a time, on a historically-significant property far, far away, there was a hook, a narrative arc, and then a payoff.
The National Trust have perfected the act of telling a story through their social media feeds as if they were Shakespeare themselves.
And they do this by simply making sure all their content supports the same narrative: that the National Trust is here to preserve and protect places of heritage and natural beauty for everyone, forever.
So they bring us into their brand story by showing us how we can enjoy their houses and gardens, forever.
From series rating the best benches to have your lunch on, to reminding us that these used to be real people’s homes, the National Trust leave us wanting more - and that’s the sign of an excellent brand narrative.
Read more: Why watch companies go all in on brand storytelling
Your humanity, restored!
“In a world of AI…” You don’t have to worry, this isn’t another post shunning or praising AI, but it can’t be ignored as a fundamental reason as to why the National Trust’s social strategy is working: because it’s authentically human.
Take, for example, the below piece of sponsored content from a creator who filmed his parents visiting a National Trust property last winter:
We’ve all had moments like this with friends, family or colleagues, right?
And, I’ll just say it: AI couldn’t have created that. It wouldn’t have had the innate human nuances that only come from taking your actual parents out to a National Trust property.
It’s not filtered beyond perfection. It’s not scripted. It’s raw. It’s real. It’s human.
And that is why it’s memorable, and makes the National Trust so loved.
No, I’m not crying
If you add in some of the above social tactics to your content strategy, you’ll have a superb social media feed.
But, if you want an out-of-this-world, mindblowing, resonate through the ethos sort of strategy - you’ll need to get emotional.
Because that’s what sets the National Trust apart from other brands that have the humour, the storytelling and the humanity - they combine all three simultaneously to create a rollercoaster for your emotions - and Gen Z love it.
They don’t just make you laugh, they make you feel those proper, deep-seated emotions usually only reserved for those important moments in life - like when you eat a scone.
By sharing heartwarming wildlife rehabilitation stories and reminding us of the actual historical significance of what they do, the National Trust connects with Gen Z on an emotional level that’ll last longer than any other marketing sequence or strategy.
And the National Trust say it best in their TikTok bio (of all places):
“All kinds of spaces. All sorts of feelings. All at the National Trust.”
What your brand can learn from the National Trust
Don’t be afraid to be funny
Think your B2B Gen Z audience would rather you fill their feeds with how you’ll increase their ROI M-O-M?
No. Just, please, no.
Let’s get away from corporate jargon once and for all, yeah?
We’ll say it again: you are not connecting with a brand, you are connecting with people, whether you’re B2C, B2B or D2C - we’re all people, and people like to laugh.
Don’t become dusty with your content; be brave and entertain.
Make it emotional
When incorporating humour, storytelling and authenticity into your social strategy, you want to create an emotional connection with your viewers. You want them to feel happy, calm, sad (but not too sad), because emotions make your brand unforgettable.
We talk a lot about Return on Emotion, which is all about turning every activation into an unforgettable, brand-defining moment fueled by powerful, emotional connections.
And it’s for good reason: did you know 95% of purchase decisions are driven by emotion?
In the case of your social strategy, creating content that emotionally resonates with your audience will create brand loyalty like nothing else.
You can read more about Return on Emotion over at Brand Revolution.
Disrupt the status quo
Do you think the National Trust just accepted they were only for old people? No!
They knew how people saw them, and so they decided to throw the rule book out the Tudor window when it came to social brand management - and they disrupted the status quo.
Don’t just make the content your audience expects from you.
Step out of the box.
Be brave.
Join in on the trends, create a pointless post (that’s still on brand), and join in on the conversations your audience is having.
Sure, some content might flop, but not all your jokes are funny - it’s a part of life.
Trust your marketing team
These guys live and breathe socials, they know your brand inside out, and, most importantly, they know your audience.
Giving them the freedom to act quickly means they can respond to trends in real time, rather than waiting for lengthy approval processes that risk missing the moment.
The National Trust demonstrates the value of this agility - and it’s a lesson many brands can learn from.
Who’s that over there? Oh, that’s just the National Trust, he’s cool.
Social media isn't just pretty pictures and trends - it’s the springboard for those brand/audience relationships some companies could only dream of.
It’s a place to connect, to create an emotional resonance, to join in on the conversations that matter to your brand and your audience.
Gone are the days of corporate jargon, the wall between client and employee, and stale advertising.
Now, it’s dynamic. It’s audience-driven. It’s authentic and personal.
It's entertaining.
And the National Trust are winning at all fronts with this, and Gen Z are loving it.
And a way to do this IRL? With merch!
Branded products are the best way to create those authentic, emotional connections in a tangible, lasting way.
Don’t believe us? Here’s everything you need to know about maximising your marketing budget with promotional merchandise (grab a cuppa - it’s a good one!).
Want more content like this? Sign up for our newsletter and you’ll receive all the latest trends and insights about marketing, merch and more straight to your inbox. It’s marketing inspiration like you’ve never seen it before.
