In an era of ‘baddies,’ companies are racing to keep up with the influencer economy

In an Era of Baddies: How Brands Are Winning Over Gen Z

In an era of baddies companies – When ResMed gathered hundreds of attendees in Vancouver last month, it wasn’t your typical medical conference. Instead of sterile presentations, there was merchandise, food, and a photobooth. The company was celebrating its CPAP Baddies community. This gathering represents a broader shift in marketing strategy. In an era of baddies, companies are moving away from polished campaigns toward content featuring normal people.

The Rise of Authentic Voices

ResMed’s approach stands out in the healthcare industry. The company now has 6,200 followers across Instagram and TikTok. Their CPAP Baddies content has accumulated 4.2 million views in the past 30 days alone. Katrin Pucknat, ResMed’s chief marketing officer, explained the strategy: “You’ve probably never seen (our ads) on linear television.” She added that the company is running numerous experiments to discover what resonates with audiences.

The baddie phenomenon isn’t limited to medical devices. Polymarket created Telegram and X pages dedicated to “girlies.” Starbucks has empowered employees to create their own content. These brands recognize that consumers are tired of traditional advertising. According to a 2024 GoDaddy survey, 40% of Gen Z trust influencer posts more than business posts. Younger consumers are also more likely to purchase from influencers than from friends.

Defining the Baddie Culture

Keith Bendes from Linqia noted that “normal people” content consistently outperforms polished campaigns. He described these marketing efforts as brands essentially spinning up fan accounts. The baddie aesthetic emphasizes confidence and fashion. While typically associated with women, the concept appeals to a broad demographic seeking authenticity.

Not every company has found success with this approach. Polymarket stopped posting on X in April due to concerns about deceptive marketing. The scrutiny highlights the risks involved. Companies must balance organic appeal with strategic messaging. In an era of baddies, the line between genuine community and manufactured content can blur quickly.

Staples has embraced the trend with Kaeden Rowland, known as the Staples Baddie. Based in upstate New York, Rowland promotes the brand through direct mail, passports, and mugs. She shared her perspective: “I don’t have any formal training in marketing.” Rowland continued, “I’m just opinionated with cheekbones.” Her story demonstrates how everyday individuals can become brand ambassadors.

ResMed faces additional challenges beyond marketing. The FDA recently approved GLP1 for treating sleep apnea in adults with obesity. This development could impact device sales significantly. Industry estimates suggest a reduction of $270 million to $300 million in annual device sales over the next decade. The company must maintain its community while navigating these market shifts.

The baddie movement reflects a larger cultural transition. Consumers crave connection over perfection. Brands that embrace this reality position themselves for long-term success. In an era of baddies, authenticity becomes the ultimate currency. Companies willing to experiment and adapt will thrive in this new landscape.

“Normal people” content outperforms polished campaigns; campaigns are essentially brands spinning up a ‘fan account’.

I don’t have any formal training in marketing. I’m just opinionated with cheekbones.