Recently, people have realized that some of the best marketing is the most outrageous brain-rot possible. But why does it work so well? From one Gen Z-er to another, I’ll give the unhinged truth as best I can. To really find the root of the cause, we need to first look at our childhoods and what most people grew up on: SpongeBob SquarePants. The ultimate brain rot. Because who else lives in a pineapple under the sea? You. For not knowing why we live for Gen Z marketing (but you would be Patrick because you live under a rock). That’s all I need to explain the cause.
Gen Z was the first generation to grow up with technology integrated into our lives, and unlike younger generations, we still went outside as kids. And yes, most of us did use VHS tapes, at least I did. To keep it simple, we’re generally more accepting and more aware than older generations. Whatever Gen Z-ers don’t like, they don’t tolerate. We like unserious things and things that are short and sweet… allegedly. Here’s the summary: Authenticity is key.
politics x failed marketing
TikTok has become a crucial platform for creators and companies to try and connect with younger generations, but most of the time, they fail to relate. Not to brag, but it’s seemingly the most difficult to connect with Gen Z. Example A: politics. First off, we would rather eat Tide Pods than ever think about politics. JK… who actually did that? OK, but seriously, who teamed up to troll the Team Trump account for creating a post on TikTok when trying to connect with them and — allegedly — the Olivia Rodrigo took down her sound with the comment, “ew don’t use my sound ever again ty,” in response to the TikTok? Gen Z. Just look at the comments on this video or any other video on the President’s account for proof of failed political marketing.
Do I really have to explain bad marketing to you? It’s kind of obvious. If anything is too serious, controversial, and boring, you know it’s bad. Get on our platform and connect with us. How hard can it be?
brands x Social media
The same generation that can “cancel” anyone is the same generation that will literally glaze companies for brain-rot marketing. Who but our own would be up for the challenge? Brita Water. Oh, how we love Brita Water. Ready to be serenaded?
With everything going on in the world right now, unserious ads and promotions are tea. TBH, nonchalantly advertising a brand might just be the best way to reach the Gen Z audience. Serious is for the real world, and we don’t really enjoy adulting. Unless it’s the Victoria’s Secret fashion show. Then we were hooked. Now that I’m thinking about it, we’re the best generation for change. Hello? The WNBA? We love women’s sports. At least we’d better…
If you didn’t like that video, you’re not real — or maybe you’re not hydrated. I’m not going to lie to you, I have no idea what other marketing there is outside of TikTok, other than the whole Sydney Sweeney drama with whatever brand it was, but I do know Gap x Katseye and how they clapped back and ate down. Here you go.
Having fun? It’s like doomscrolling, but better. It’s like good marketing, it’s so enjoyable we don’t know we’re being educated or sold something. People were obsessed with this advertisement for reasons unlike the others; not everything has to be unserious. Gap used controversy in order to create an inclusive ad with Katseye, a popular girl group, without fully calling out the other brand, whatever it was. The dance, the music, and the timing of the message all made a successful (Gen Z-approved) advertisement.
“Now back to the album.” I have, in fact, saved my favorite for last. Notice how many likes and views. This is marketing made for Gen Z. I guess I’ll explain why it’s so good. Basically, it’s different, fast, and entertaining. What other realtors have you seen running around a house and screaming while also actually doing their job? This is the kind of creativity nobody, not even AI, could’ve made that Gen Z loves.
“Speed tour. Speed tour. This is the garage.” It’s a vocal stim. So is, “I hate Vietnam. I hate Vietnammm,” and “Santa got me a fat Barbie, I want a skinny Barbie,” and “Isabelle Conklin’s not excited to eat a cupcake. Who are you? Mmm,” and “Apparently I’ve never been on live television before,” and “I’m tired of this, Grandpa. That’s too damn bad!” and “I’m Amanda, I’m six,” and “I told you we needed more glitter,” and “Is that hyperpigmentation?” and “Try being my size Amy. You don’t. Know. How. It is,” and “That’s my line. oooOoOoOOOOoOOOOOOOOOOOOooOOOOOOOOOOOOOOO,” and “You’re joking,” and “Whatever. Whatever,” and many, many more. Brands can use this knowledge to their advantage… take notes (I’m definitely not just looking for an excuse to expose everyone to my favorite vocal stims). Sorry, I went a bit crazy… back to marketing!
companies x comment sections
Gen Z in the workforce is the next big thing. We are changing the world one step at a time, because we’d really rather not deal with BS rules and standards that the older generations put in place. Times have changed; it’s not the Ice Age anymore.
More marketing? Say less. All brands are (or should be) in the comment sections, and they are not playing around. We know who’s behind the screen, and it’s easier to connect with people when they’re acting like a human too, not like a professional brand. The key to typing like us is to not have caps on and abbreviate things other than “LOL.” These brands connect with us by using the same language we do. Check it out!
Performative brands are so obvious when they’re forcing a connection with younger audiences. IDK how to explain it really, maybe just let Gen Z take over anything that is targeted toward Gen Z. We know fakers when we see them cough cough Duolingo cough. No hate. My 200-day streak and I are going strong, but your marketing isn’t. They only like AI to “help” do their work, not to run the world (I said “they” because I actually don’t use AI. Sorry everyone).
University of connecticut X social media
Hello, UConn students. Notice how formal that was? Anyways, I work at the UConn bookstore, and we just got a TikTok account! Go follow. This is us trying to be Gen Z marketers… videoed by your favorite (it’s me). I try and help make content relatable when I can. I don’t get paid extra to help out; I just like making fun TikTok videos and getting paid for it. “And you would do it too for a check. I was an employee.”
Everyone should follow the UConn Bookstore on TikTok… But on a serious note, I have not found a single UConn-affiliated account that I don’t love. Good job Huskies, and keep up the good work!
Even Johnathan can hype up UConn! Bet you would’ve never guessed that this is technically marketing our university…
On a serious note, Gen Z has been changing the way marketing is delivered, arguably for the better. With everything that’s going on in the world, although it’s important to spread awareness and come together to form something great, sometimes a break from everything is the strategy that works best for brands. The news gives many people anxiety, politics is tense, and many things are happening for the worse in the world, but when we take a second to relax and doomscroll, it’s important to give everyone an outlet that’s positive.