TLDR Tech / Marketing
In an era of ‘baddies,' companies are racing to keep up with the influencer economy
Brands are shifting toward influencer-style marketing built around real customers and employees instead of traditional creators. Companies like ResMed are hosting events, running “baddie” community pages, and encouraging everyday users to create content that feels organic. The strategy reflects declining trust in traditional ads and stronger influence from peer-like content, with 40% of Gen Z favoring influencer recommendations. These efforts can drive engagement and normalize niche products, but they're still highly orchestrated and don't always work.
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