Trying to sell to everyone? Cute. You’ve just sold to no one. Because relevance doesn’t scale wide. It scales deep.
Trying to sell to everyone? Cute. You’ve just sold to no one. Because relevance doesn’t scale wide. It scales deep.
Brands have long chased the ever-elusive goal of mass appeal. The more the merrier, right? Wrong. For too long, marketers have leaned on sweeping generational stereotypes: “Millennials crave experiences,” “Gen Z loves authenticity,” “Boomers fear change.” As if selling to someone is just a matter of knowing when they were born.
Here’s the reality: a 25-year-old EDM producer in Berlin and a 25-year-old Pilates instructor in Bondi could have next to nothing in common beyond their age. Today’s consumers are done being lumped into demographic boxes. They don’t see themselves as generational labels: “Millennials,” “Gen Z,” or “Boomers.” They see themselves as runners, manifestation-junkies, skaters, gamers, wellness enthusiasts, rave warriors, sneakerheads, comic book obsessives. Members of subcultures that define who they are far more than their birth year ever could. They live in the niches, and that’s where brands need to be.
If you’re still chasing “mass,” you might miss the fact that the mass has already moved.
Mass Appeal is a Myth
Yep, we said it. Mass appeal is a myth. “Everyone” buys nothing. When you try to be everything to everyone, you end up meaning nothing to anyone. It’s the fast track to mediocrity: design with no edge, words with no soul, campaigns with no staying power. The branding equivalent of elevator music; inoffensive, forgettable, and easy to tune out.
Continue reading on our Substack, Public Opinion.
