The Newsletter | Edition 118

The Ick

Illustrations by Yoon Joo Cho

Navigating a young audience like Gen Z is tricky. Their extensive media exposure gives them a savvy cultural compass, enabling them to quickly categorize brands’ moves into favorable or ‘icky’ boxes. Increasingly, many brands find themselves in the latter camp, as their communications and campaigns often feel out-of-touch, overly eager, and blatantly sales-driven. How can brands genuinely connect with this discerning audience without coming across as insincere or desperate? Is there a way to avoid being an ‘ick’?

1. Stand out through rebellion, from Clare Malone

2. Find your mate, from Grace Mervin

3. Embrace your freak, from Kiki Pham

BLURRY FONTS & BROKEN RULES

from Clare Malone

TL;DR

There’s something delightful about seeing someone break a rule that didn’t feel like it needed to be a rule in the first place. Brands that thoughtfully break the rules are destined to stand out amongst those too afraid to step outside the protection of self-imposed guidelines.

Why it matters

The color of summer 2024? Brat green. Charlie XCX’s album cover for “brat” featured low resolution font on a lime green background. The purposeful imperfection of the album made it an instant internet hit because what’s brattier than ignoring all the rules? Charli XCX isn’t the only lime green enthusiast finding viral success in challenging the norm. Duolingo’s been doing it for years with unhinged content on TikTok. Duo can be found twerking through people’s feeds and lusting after Dua Lipa.

Neither of these examples would have survived exhaustive rounds of edits up and down a corporate ladder because they don’t follow traditional guidelines. These small acts of defiance were made possible because someone was given the trust and freedom to create work in their own way. That’s what makes them so ick-free: you can sense the human behind each broken rule.

One thing you can do right now

Question any rules that threaten to hide the human factor within creative work.

Another mini case study

Johnny Cash (who never spent more than a single night in jail) released the song “Folsom Prison Blues” in 1955, but it wasn’t until his live performance at Folsom Prison in 1968 that it hit the Billboard Hot 100. The relationship between Cash and the prisoners at Folsom lends this version of the song an empathetic and deeply human quality. It provides a feeling of warmth and energy that the previous recording lacked. This holds as proof, in the most literal sense, that a dose of lawlessness mixed with humanity creates compelling work.

FUZZY TUMMY, NOT FANGS

from Grace Mervin

TL;DR

The ick may be an instinctual reaction, but it doesn’t have to be an inevitable one. Brands seeking to avoid the ick must shift the dynamic from hunter/hunted to one of shared humanity.

Why it matters

The elusive ick is a guttural reaction to something that feels off, inauthentic, or threatening. It’s an experience that is deeply rooted in our evolutionary behavior: throughout human history we have relied on our animal instincts to make snap judgements about other people or situations in order to preserve our lives.

In the same way prey can instinctively sense when a predator has arrived on the scene, Gen Z is intuitively tuned to signals that they might be misled or manipulated. It makes sense why: brands have historically been notorious for exploiting customers’ insecurities and masking their true intentions in order to make a sale. Bumble showed their fangs in a recent campaign which gave women around the world a big ick due to their anti-celibacy rhetoric, which attempted to shame women who were taking a break from sex into re-downloading the apps.

The good news is that, despite our mammalian roots, the customer/brand dynamic doesn’t have to be this way. Try thinking of this relationship as a courting dynamic where you want to attract the most aligned partner and help them let their guard down. Whether by showing your fuzzy tummy or beautiful feathers rather than your sharp fangs, vulnerably displaying your unique strengths can prove mutual compatibility. After all, you’re interested in finding a lifetime partner rather than a one-time meal. Competitor app Feeld made a smart comeback to Bumble’s debacle, wheatpasting over the offending ad to show that they are “a special space where all journeys are welcome and valued”—regardless of how often you copulate.

One thing you can do right now

Drop language that positions your consumer as your prey and find new, humanizing words to use. Instead of “target users” or “capturing a market,” perhaps try “community” or “engaging an audience.”

Getting from a big ick to a customer click

• Avoid the 'pick me' trap. Take some time to reflect: is your brand showing up authentically? How can you participate in trends in a way that helps your beautiful, unique feathers shine rather than simply jumping on a bandwagon?

• Show the receipts. How are you supporting the causes Gen Z cares about that are related to your brand? Make it clear that you’re fighting for the same things, and prove that you’re not all talk.

• Don’t be fake. Older customers might fall for false advertising, but that’s not the way to create a trusting, long-lasting relationship with Gen Z. Curating a nest of shiny objects to woo a potential buyer is A-okay for longevity, straight up lying is not.

MATCH MY FREAK, PLEASE!

from Kiki Pham

TL;DR

Getting an ick is a ‘nasty’ feeling, but as Tinashe declared in her latest hit: everything can be exciting if you find the right match.

Why it matters

Marc Jacobs’ social media campaigns garner comments like “whoever came up with this deserves a raise” or “the collab we didn’t know we need” every single day. The brand recruits viral TikTok stars—including rapper Lil Uzi Vert, the Sylvanian Drama figurines, and Nara Smith, who recently made a Marc Jacobs bag from scratch—to promote their products using the influencers’ own unique mode of content. The result: obvious advertisements that are so ridiculous they become good.

Marc Jacobs has taken a cue from the hottest song of the summer and found brand partners that "match" their "freak.” It won't feel icky if a natural brand fit is there. Marc Jacobs is a fun, affordable, luxury brand with a range of casual, wearable options (hello, Marc Jacobs tote bag), so the widespread media coverage feels just right. The house’s design code matches the quirky media personality as well: exaggerated forms, campy looks, and playful runways, all depicting a sartorial interpretation of mainstream trends. Embrace the fact that we're all a little freaky in our own ways, and watch how much more confident you feel when you just be yourself.

One thing you can do right now

Start with identifying your own flavor of "freak," then find partners or opportunities that can match that.

How to identify your ‘freak’

• Grow organically from your roots. After making themselves known with their ethically-sourced products, Fishwife changed up their packaging to be a colorful vision of “deliciousness, humor, exuberance, artfulness—which has never existed in the seafood category.” Be proud enough in your roots to venture into unfamiliar territory.

• Embrace shadow work. A psychological exercise that prompts you to look into the part of yourself that you don't like acknowledging, like worries, guilt, or doubts. It’s an act of self-discovery and self-examination of the good, the bad, and the “freaky.”

• Play with mainstream ideas. It might sound counterintuitive, but Marc Jacobs’ diffusion line, Heavn, did just that: taking the trope of NYC subway rats and turning it into a pretty sick editorial. Add your personal touches, make it good, and carve your niche.

Progress Report is dedicated to providing inspiration for action. This biweekly newsletter explores business and cultural topics in real-time, with information and action steps on how to make progress now.

SYLVAIN is a strategy and design consultancy that provokes progress for companies, people and society at large.