Trinity Franklin is a Nashville native with a passion for human behavior and social patterns. She is a Sociology major with a minor in Anthropology at the University of Texas at San Antonio. She has experience in a range of technical skills with particular interests in writing, mentoring, and research. This summer she worked on the Heritage Tourism for Gen Z and Alpha marketing project with Lance Catchings in the Marketing and Public Relations Division.
Over time, conversations with peers and shifts in classroom practice led me to believe that history is an undervalued study. As someone who is passionate about social science, I recognize that the subject can be boring when it is not taught intentionally. In fact, I did not appreciate the subject until I found historical topics that interested me outside of the classroom. My project for the Preservation Scholar’s program is the “Heritage Tourism Next: Gen Z & Alpha Engagement Campaign”. The goal is to create a marketing plan that exposes younger audiences to The Texas Historical Commission’s sites and programs. Initially, I had doubts that I could grab the attention of my generation and the next. Of course, there are young adults who value history; the Preservation Scholar program is proof of that. However, I believed that amid the TikToks, Twitch streams, and Roblox games, inspiring a younger audience to learn and preserve history would be impossible. Now, I am halfway into the program with a changed perspective.
Generation Z and Alpha (Gen Z-Alpha) are growing in a climate of financial uncertainty, misinformation, and loneliness. Thus, creating a population of individuals who value simplicity, community, and authenticity. I’ve seen this in the reemergence of physical media to reduce the cost of streaming, the creation of third spaces, and buying from brands who are transparent about their ethics. Reflecting on my research and personal observations, both generations prioritize involvement in the community and staying knowledgeable. This is shown through the frequent use of infographics and video essays on social media. This content covers a range of topics from mental health to justice for marginalized communities. Overall, there is a clear commitment to a future that is virtuous.
The past month as a Preservation Scholar made me more hopeful. In the words of my supervisor, “The kids just want community.” We yearn for connections and are in desperate need of activities that are free yet fulfilling. Engagement from my generation and the next is possible so long as it highlights untold stories, reflects identities, and inspires the community. The Texas Historical Commission’s motto to preserve “real places, telling real stories,” aligns with Gen Z-Alpha’s morals. History is not undervalued, just unnoticed. The difficult part is not to make Gen Z-Alpha interested in history; it is to compete for their attention amid the large volume of content in the algorithm. With authentic and communal approaches towards marketing, involvement from younger audiences will make it possible.
This post is part of our blog series “Scholars Speak,” which features writing from our 2026 cohort of Preservation Scholars. Click the link to learn more about this donor-funded program, which expands the range of perspectives represented in the Texas historical narrative by placing students from historically underrepresented communities in paid, 10-week summer internships with the Texas Historical Commission.