Unhinged Marketing: How Gen Z is shaping the future of marketing

You ever have something gnawing at your brain, refusing to let go? That’s what this article is for me. It’s been on my mind, festering, growing, demanding to be written. And then, as if the universe was taunting me, I got this newsletter this morning. A plea, a desperate cry, begging marketers to “stop ‘unhinged marketing.’”

To which I say: hard pass.

Why? Because Unhinged Marketing isn’t just a trend; it’s a revolution. It’s a rebellion against the stale, the boring, the utterly forgettable world of traditional marketing. And it’s about damn time someone said it.

So here I am, putting pen to paper, or fingers to keyboard, to dive into the wild, wonderful, and utterly unapologetic world of Unhinged Marketing. Buckle up, because this isn’t your grandma’s marketing blog (though, to be honest, I don’t know your grandma; she could be cool as heck). This is something different, something real, something that’s been begging to be written.

And I’m going to write it, because… well… I can.

But first, what is “Unhinged Marketing”?

Alright, let’s get down to the nitty-gritty. What the heck is Unhinged Marketing, and why is it taking the world by storm? Let’s break it down, and I’ll even throw in some real-world examples to make it all nice and clear.

Defining Unhinged Marketing

Unhinged Marketing is like that wild friend who shows up at a party and turns everything upside down. It’s “crazy cool… a little crazy, but entirely awesome at the same time,” according to the authority on all things trendy, Urban Dictionary. It’s the opposite of order, something completely unexpected from the norm, and it’s shaking up the marketing world like never before.

Unhinged Marketing uses trending content, memes, funny brand voices, irreverent brand voices, nonsensical content, and in some cases creates almost a satirical version of traditional marketing. Ultimately, it’s marketing that balks at the serious, unclear, or even bland brand voices a lot of brands have relied on for decades.

What does it look like in action? Examples of Unhinged Marketing include Wendy’s sassy X (Nee Twitter) feed, Duolingo’s quirky TikTok videos, Nutter Butter’s silly and irreverant social media presence, and limited products like “Skittles Mustard Flavor.” It’s also reflected in wild mascots like Fizz’s terrifying tall green fuzzy mascot with red eyes.

So, why is Unhinged Marketing becoming a trend? Because it’s breaking the rules, it’s grabbing attention, and it’s resonating with a generation that’s tired of the same old, same old.

It’s high risk, but it can be high reward. It’s about honesty, fun, and authenticity at a time when trust in brands on social media is dwindling. But be warned, if it doesn’t land right, brands risk coming across as strange, unrelatable, or even offensive.

Unhinged Marketing is not for the faint of heart. It’s for the bold, the brave, and the brands ready to make a statement.

Now, before you @ me for saying “unhinged,” let’s discuss the term itself and address the elephant in the room. Some have lauded the term as ableist, and there’s merit to that argument. According to Etymology Online, the word has roots that date back to the early 18th century and has been used to describe a state of mental disorder.

I want to be clear: I’m not condoning the use of the word itself. If I had my way, I’d change it to another term that captures the essence of this marketing approach without the problematic connotations. Alternatives might include “disruptive marketing,” “wild marketing,” or “rule-breaking marketing,” or the one I really want: “chaotic marketing.”

But for the sake of this article, and because the term has already gained traction in the marketing world and media and books (Google stats here), I’ll use “unhinged” to describe this trend. Know that I do so with awareness of its history and a commitment to fostering a conversation that’s inclusive, respectful, and forward-thinking.

But Why is Unhinged Marketing Trending?

1. The Rebellion Against the Norm

Let’s face it, the world’s gone mad. Every day there’s a new headline that makes you want to throw your phone out the window. People are tired, they’re overwhelmed, and quite frankly, they’re bored of the same old marketing fluff. People are sick of being sold to. They’re tired of polished ads and perfect influencers. They want something real, something raw, something that speaks to them like a human, not a sales machine. Unhinged Marketing does just that. It breaks the rules, and people love it.

2. The Rise of the Misfits

Gen Z and the millennials who feel like they got the short end of the stick are taking over, and they’re not here for your traditional marketing. They want brands that are as irreverent and human as they are. They want memes, gifs, emojis, and brands that aren’t afraid to misspell. It’s how they relate, and Unhinged Marketing gets that.

3. The Need to Stand Out

Let’s be real, the market’s crowded, and if you’re not standing out, you’re blending in. Unhinged Marketing is like a loud, colorful mohawk in a sea of corporate suits. It gets noticed, and in a world where attention spans are shorter than a goldfish’s memory, that’s gold.

4. Coping with the Chaos

The world’s a wild place, and Unhinged Marketing is a reflection of that chaos. It’s a way of coping, a way of connecting, a way of saying, “Yeah, things are crazy, but we’re in this together.”

5. The Power of Authenticity

People want real, and Unhinged Marketing is as real as it gets. It’s not polished, it’s not perfect, but it’s authentic, and that resonates with people.

6. The Alignment with Millennial and Gen Z Values

Millennials and Gen Z are not your average consumers. They’re savvy, socially aware, and they demand authenticity. They’re not just looking for products; they’re looking for brands that align with their values. And if you think you can fool them with flashy ads and empty promises, think again. At Zeno Group, they’ve peeled back the layers on Gen Z, and guess what? They’re a force to be reckoned with. They’re not just techno-snobs obsessed with TikTok; they’re a generation that wants more from the customer experience. They’re willing to stand up for causes that matter and align with brands that keep it real. So, if you want to make a dent in your marketing efforts, you better get to grips with what drives them. Source: Zeno Group

The Role of Technology and Social Media in Fostering Unhinged Marketing

Technology and social media are not just tools; they’re the playground for the new generation. Gen Z thrives on connecting online, and they’re vocal about their brand experiences. Love them or hate them, they’ll let you know. They’re your most enthusiastic brand ambassadors if you meet their high expectations. And if you don’t? Well, you’ll know that too.

The Success of Disruptive and Unconventional Strategies in a Crowded Market

In a world where everyone’s shouting to be heard, you’ve got to be a little unhinged to stand out. Disruptive and unconventional strategies are not just buzzwords; they’re the keys to success in a crowded market. Gen Z is not interested in the same old, same old. They want something different, something that resonates with them.

Is Unhinged Marketing for Everyone?

Absolutely not. Unhinged Marketing is like that crazy roller coaster at the amusement park that makes even the most seasoned thrill-seekers think twice. It’s wild, it’s unpredictable, and it’s not playing by the rules. Sound like fun? Maybe. But it’s not for everyone.

Why Some Brands Should Stay Away

First things first, if you’re a new brand or one that’s struggling with trust issues, going unhinged might just unhinge your entire business. You need trust, credibility, and a solid foundation before you start breaking the rules. Otherwise, you might end up like that one-hit-wonder band that everyone forgets about after a summer.

Remember RadioShack’s wild stunt last year? Yeah, it got attention, but where are they now? Exactly.

The Platforms and Algorithms: A Nightmare in Disguise

Think you’ve got social media figured out? Think again. With platforms constantly shifting and algorithms turning into complex beasts (I’m looking at you, TikTok), traditional marketing is like trying to dance in quicksand. But going unhinged? That’s like adding a blindfold and spinning around first. It’s not for the unprepared or the risk-averse.

Who’s It For, Then?

Gen Z, disenfranchised millennials, and anyone sick of the same old marketing spiel. If your brand speaks to the rebels, the misfits, the ones who communicate with memes and emojis, then maybe, just maybe, Unhinged Marketing is for you.

Why Isn’t It Going Away?

Because who gives a darn about playing it safe anymore? The world’s a wild place, and traditional marketing is like that old guy yelling at the clouds. Unhinged Marketing is a way of coping, a way of standing out, a way of being human in a world that’s anything but.

So, Should You Go Unhinged?

That’s up to you, my friend, but first let’s look at the benefits and drawbacks of this type of marketing.

The Benefits of Embracing Unhinged Marketing

Creates Deeper Engagement and Emotional Connections with Consumers: Unhinged Marketing is about authenticity and connection. It resonates with consumers who crave something real and different, building relationships that go beyond mere transactions.

Encourages Innovation and Creativity within Marketing Teams: This approach fosters a culture of experimentation and risk-taking, allowing marketing teams to break free from conventional boundaries and explore new, disruptive ideas.

Standing Out in a Crowded Market: In a world filled with noise, Unhinged Marketing offers a way to be noticed. It’s a colorful mohawk in a sea of corporate suits, grabbing attention where traditional methods may fail.

It resonates with Millennial and Gen Z Values: These generations demand authenticity and alignment with their values. Unhinged Marketing speaks their language, using memes, gifs, and irreverent content that they relate to.

It’s about adapting to the Chaotic World: Reflecting the wild and unpredictable nature of today’s world, this marketing approach offers a way to cope and connect, saying, “We’re in this together.”

Harnesses the Power of Authenticity: Unhinged Marketing is real and raw. It’s not polished or perfect, but it’s genuine, and that resonates with people who are tired of the same old marketing fluff.

Aligns with Technology and Social Media Trends: Embracing the platforms and tools that the new generation thrives on, Unhinged Marketing is in tune with the digital landscape, maximizing engagement and impact.

High Risk, High Reward: While it’s a bold move that may not be suitable for every brand, when it lands right, Unhinged Marketing can create a buzz and loyalty that traditional marketing might struggle to achieve.

Encouraging Brand Loyalty through Shared Values and Humor: By aligning with the values and humor of the target audience, Unhinged Marketing can foster a sense of community and loyalty that goes beyond the product or service.

Flexibility and Responsiveness to Market Changes: Unhinged Marketing is adaptable and can quickly respond to trends and changes in the market, keeping the brand relevant and engaging.

Potential Risks and Pitfalls of Unhinged Marketing

The Risk of Reliance on Partners in Social Media: Unhinged Marketing is about breaking the rules, but there’s a fine line between innovation and chaos. As HubSpot’s 2023 Marketing Trends highlight, “Influencer marketing will evolve into a common marketing tactic.” But what happens when influencers go rogue? The risk of alienating your audience is real.

Ethical Dilemmas: More companies are prioritizing social responsibility. Unhinged marketing can clash with brand values, leading to a loss of trust. Remember, “50% of Gen Z-ers and 40% of Millennials want companies to take a stance on social issues.” Don’t lose sight of what matters.

The VR and AR Mirage: Virtual reality (VR) and augmented reality (AR) are slow to adopt in the marketing sphere. Jumping on the unhinged bandwagon without proper planning can lead to wasted investments.

Misaligning Your Brand with Your Brand Voice: Coloring outside the figurative lines of Unhinged Marketing means doing something that shakes up the status quo. But that means knowing what the status quo is. You need to have a very solid brand understanding before you go playing with the way your brand interacts with the consumer, and there’s a chance that this tactic will not align with your customers and ultimately alienate them.

Strategies for Balancing Disruption with Ethical Considerations and Brand Values

• Know Your Audience: Millennials and Gen Z are savvy. They want authenticity and social responsibility. Align your unhinged strategies with these values
• Embrace Short-Form Video: “Short-form video has taken the marketing world by storm.” Use it to create engaging, disruptive content without crossing the line.
• Collaborate with Micro-Influencers: They’re trusted and can boost brand awareness without going overboard.

Proceed with Caution or Throw Caution to the Wind?

So by now we know what this type of marketing is and some of the benefits and risks, but should your brand do it? Here’s some examples of what type of brands could go the “unhinged” route and who might want to reconsider this tactic.

10 Groups Who Could (or Should) Go “Unhinged”:

• Startups Targeting Youth Culture: If you’re young, hip, and targeting the meme-loving crowd, go wild. Unhinged is your middle name.
• Activist Brands: Fighting for a cause? Break the rules and make some noise. The world needs to hear you.
• Gaming Companies: Gamers love a challenge, and they love brands that aren’t afraid to be different. Level up with Unhinged Marketing.
• Alternative Fashion Labels: If your clothes break the mold, your marketing should too. Be bold, be different, be unhinged.
• Tech Innovators: If you’re inventing the future, why stick to the past? Go where no brand has gone before.
• Artists and Musicians: Creativity is your game, so play it like you mean it. Unhinged Marketing is your stage.
• Fitness Brands Targeting the Extreme Crowd: If your audience loves pushing the limits, push the limits of your marketing too.
• Eco-Friendly Rebels: Saving the planet isn’t for the timid. Be loud, be proud, be unhinged.
• Edgy Food and Beverage Brands: If your flavors are wild, let your marketing be wild too.
• Travel Companies for Adventurers: If your trips are off the beaten path, your marketing should be too. Take the road less traveled.

10 Groups Who Might Want to Stay the Traditional Route:

• Financial Institutions: Trust is key, and going wild might just scare your clients away.
• Healthcare Providers: You’re dealing with people’s lives here. Keep it steady, keep it safe.
• Luxury Brands Targeting Older Demographics: If your audience values elegance and tradition, don’t rock the boat.
• Educational Institutions: You’re shaping minds, not breaking rules. Stay the course.
• Government Agencies: Let’s face it, bureaucracy and Unhinged Marketing don’t mix.
• Legal Firms: You uphold the law; don’t break the marketing rules.
• Real Estate Targeting Families: Families want stability, not chaos. Keep it traditional.
• Children’s Products: Parents want safety and reliability, not wild marketing stunts.
• Non-Profit Organizations Focused on Sensitive Issues: Handle with care. Unhinged might be too much.
• Utility Companies: You keep the lights on. No need to set the marketing world on fire.

So there you have it. Unhinged or traditional, the choice is yours. Just remember, know your audience, know your brand, and whatever you do, do it with conviction. Because whether you’re going unhinged or staying the course, authenticity is key.

Conclusion

So here we are, at the end of this wild ride through the world of Unhinged Marketing. You still with me? Good, because I’ve got a few more things to say.

Remember when I said this blog was gnawing at my brain, demanding to be written? Well, it’s out there now, and I hope it’s got you thinking. Unhinged Marketing isn’t just a trend; it’s a revolution. It’s a rebellion against the stale, the boring, the utterly forgettable world of traditional marketing. And it’s about darn time someone said it.

But let’s be clear: Unhinged Marketing isn’t for everyone. It’s not for the faint of heart, the risk-averse, or the ones clinging to the past. It’s for the bold, the brave, the ones ready to make a statement. It’s for the brands that know their audience, know their values, and aren’t afraid to break the rules.

The choice is yours, my friend. But whatever you choose, do it with conviction. Do it with authenticity. Do it because you believe in it, not because it’s the latest trend.

Unhinged Marketing is here, and it’s not going away. It’s shaking up the marketing world like never before, and it’s resonating with a generation that’s tired of the same old, same old.

And I wrote it, because… well… I could.

To learn more about the author please visit HaileyMClark.com