The 5 biggest mistakes brands make when trying to be ‘relatable’

In the fast-paced world of marketing, brands are constantly striving to form authentic connections with their audiences, particularly Gen Z. However, in the quest to be relatable, many brands stumble into common pitfalls that can alienate rather than engage. Understanding these challenges is crucial for any brand aiming to resonate with a youthful audience. This list provides insights into the most frequent mistakes brands make and how to avoid them.

Brands often think that peppering their communication with the latest slang and trends will make them appear hip and connected. However, this strategy can backfire if not executed with authenticity. Gen Z is adept at spotting insincerity, and an overreliance on fleeting trends can make a brand appear out of touch and desperate.

Consider the case of a brand that overuses trending TikTok phrases. While it might momentarily capture attention, it risks becoming outdated quickly, as trends shift at lightning speed. Instead, brands should focus on understanding the cultural context behind these trends and incorporate them in a way that aligns with their core message.

In an attempt to appeal to a younger audience, some brands stray from their core values, creating a disconnect that confuses and alienates their audience. Maintaining brand authenticity is crucial; when a brand’s actions or messages deviate from its established values, it can lead to a loss of trust.

For instance, a luxury brand suddenly adopting a hyper-casual tone might bewilder loyal customers. At Bängeri, we advise brands to integrate new elements in a way that complements their foundational values, ensuring that any attempt to be relatable doesn’t compromise their identity.

Another common mistake is simplifying messaging to the point of underestimating the audience’s intelligence. Gen Z, in particular, values transparency and depth in communication. Overly simplistic or patronizing content can lead to disengagement.

Brands should aim to challenge their audience intellectually by providing content that is both insightful and thought-provoking. By doing so, they not only respect their audience’s intelligence but also foster a deeper connection through meaningful engagement.

Many brands still operate under an outdated broadcast model, pushing messages out without truly listening to their audience. This approach can lead to missed opportunities for genuine interaction and feedback. Engaging Gen Z requires a shift towards a more conversational marketing strategy.

Successful brands invite dialogue, encourage feedback, and actively participate in conversations with their audience. At Bängeri, we emphasize the importance of co-creation and community building as part of our marketing strategies, ensuring that brands not only speak but also listen.

In today’s globalized world, cultural sensitivity is more important than ever. Brands that overlook cultural nuances risk alienating their audience and facing backlash. An insensitivity to cultural differences can lead to misunderstandings and damage a brand’s reputation.

For example, a campaign that fails to recognize the diverse backgrounds and experiences of Gen Z can inadvertently offend or exclude segments of the audience. Brands should prioritize cultural awareness and inclusivity in their strategies to create content that resonates across different demographics.

To truly connect with their audience, brands must navigate the relatability maze with care and intention. By avoiding these common mistakes, brands can cultivate authentic relationships that resonate with Gen Z and beyond. Embrace your brand’s unique voice, listen actively, and celebrate cultural diversity to create a meaningful impact in the world of youth marketing.

Ready to make your brand Gen Z-approved? Let’s start the conversation at genz@bangeri.fi.