Marketing trends shift toward authenticity and self-deprecation

A new marketing trend known as ‘self-deprecating marketing’ is gaining traction on social media, particularly among Gen Z consumers. Rather than presenting flawless imagery and perfect models, brands are increasingly using humor and ‘roasting’ themselves to build authenticity and empathy.

Experts note a shift from the anxiety of ‘Fear Of Missing Out’ (FOMO) toward the ‘Joy Of Missing Out’ (JOMO), where genuine and relatable content provides entertainment and lightness. For example, the brand Béis, founded by Shay Mitchell, utilized a campaign centered on a ‘weekender’ bag that addressed social media criticisms by having the team read and respond to comments, showing how they adjusted the product accordingly.

While this approach can highlight product qualities through honesty, specialists warn that brands must be careful not to lose focus on their existing loyal customers while attempting to recruit new ones through these tactics.