There was a time when brands could confidently inform buyers rather than directly engage with them. Coca-Cola could tout that you could taste its quality, and its reputation would adequately hold its positioning in the minds of consumers. A consumer's trust was interlocked with perception. But people have largely grown past this mindset. Reputation, mission statements, and values stated as language are no longer enough. People are looking for connection.
When American Eagle partnered with Sydney Sweeney, the conversation went beyond the campaign. The interest centered around how the brand would respond to its values being pressure-tested. While they didn’t immediately respond, choosing silence is seen as an answer by an audience ready to have the conversation.
Ultimately, their response reiterated their values stated in language and did not directly engage with the perspective being introduced by the audience at large.
"There's a difference between values being present in language versus rooted in action."
The gap between those two is how an audience decides any given brand's authenticity. Because the brand didn't engage directly, the audience was left to interpret. The silence shaped the conversation.
SILENCE
STILL
IMPACTS
Conversely, when values are present in language and rooted in something specific and ownable, the conversation dramatically shifts. The subject becomes how that particular brand fits inside the world of the person seeing it.
e.l.f.'s "Don't Give a F#@&. Give an e.l.f." is an example of a brand leaning into this.
The brand held the space and invited its audience to show who they were as individuals, which resonated with customers. E.l.f. saw a 38% jump in orders, not because it was crafted with polish, but because its intention was felt beyond their language. The audience has become more sophisticated.
"They're more inquisitive, seek out connection, and prefer engagement and transparency over corporate language."
The rise of social media influencers further reinforces this innate signaling of authenticity over performativity.
The camera has turned around, and content creators are demonstrating their distinctiveness and deciding how they show up in the space as well.
Brands have grown to include more than just legacy. They're challengers, they're influencers, and they all face the same level of skepticism.
It's more important than ever for brands to ask themselves how they will meet the moment rather than explain it away. The brands that choose not to acknowledge this will constantly be trying to catch up with an audience that has outgrown them.
03 POV — INTENT VERSUS IMPACT