Marketing Has Become Too Self-Conscious
Marketing today feels like it’s constantly looking at itself in the mirror, adjusting, second-guessing, and over-analyzing every move. In an era of hyper-awareness, where brands are expected to be socially conscious, culturally relevant, and endlessly innovative, marketing has become hesitant, calculated, and, ironically, less human.
The Fear of Getting It Wrong
Brands now operate in an environment where one misstep can ignite a social media firestorm (hello cancel culture). The result? Safe, predictable campaigns designed to offend no one and appeal to everyone - often at the cost of authenticity. Rather than bold ideas, we see sanitized messages, re-used slogans, and advertising that feels more like an apology than an invitation.
Overthinking Every Move
Data and analytics have given marketers unprecedented insight into consumer behaviour, but they’ve also made the process overly complex. Instead of trusting creative instincts, brands rely on A/B tests, engagement metrics, and sentiment analysis. Don’t get me wrong - all of these things have their place. But the art of marketing has been overshadowed by an obsession with ✨optimization ✨
The Rise of Meta-Marketing
Ironically, brands are so self-aware that they’ve started marketing their own marketing. Ads now poke fun at being ads. Companies joke about how they’re trying to sell us something. While this meta-approach can work, it also signals a kind of creative exhaustion, a retreat from making real emotional connections in favour of winking self-deprecation.
Breaking Free from the Paralysis
Marketing needs to reclaim its boldness. Brands should embrace creativity without fear, take genuine stands instead of performative ones, and trust that great storytelling matters more than perfectly calibrated messaging.
Consumers don’t need perfection; they crave connection. The sooner marketing stops worrying about itself, the better it can actually do its job. To engage their audience in ways that are fresh, exciting, and real.