It’s not enough for brands to just control your life. They want you to know that they’re one of you, too.
The social media era has ushered in a new kind of culture commanded by Generation Z. And with it, a new class of corporate vultures desperate to keep up, swooping in to scavenge morsels of relatability. This is, of course, a game they cannot win. Companies are almost always behind the curve, and even when they get closer to the curve with especially “quirky” or “edgy” strategies, their Gen Z audience typically remains skeptical and cynical.
To be clear, we’re not declaring any of the following names and branding choices “good” or “bad” per se. Such subjective decisions are up to you, the consumer, and will vary on an individual basis. However you feel about them on a surface level, though, I hope we can all appreciate the silliness of the broader dynamic that is the corporate appropriation of “Gen Z-speak.”