Rethinking Marketing Trends Five Misplaced Obsessions and What Brands Should Focus On Instead

Authenticity is everything

In the rapidly evolving marketing industry, it's common to become engrossed in fashionable buzzwords and temporary ideas. From Johannesburg to New York, We have consistently encountered the same narrative: CMOs are sidetracked by appealing new trends, causing their brands to overlook what is genuinely important.

After over a decade of building successful campaigns across diverse markets, it’s time to admit: We are focusing on the wrong things.

Here are five trends that dominate marketing discussions today, along with what brands should prioritize instead.

1. "AI Will Personalize Everything"

The Obsession:

Many brands believe that AI will be the solution to personalized marketing. They invest heavily in dynamic content, predictive analytics, and chatbots designed to "know" customers inside and out.

The Reality Check:

Humans want to feel understood, not just tracked by machines.

I've seen brands blow their budgets on AI tools that result in disconnected, even uncomfortable interactions. For instance, a major retailer spent $5 million on AI and ended up offering customers irrelevant product recommendations that were more awkward than engaging.

What to Do Instead:

Instead of rushing into AI, focus on gathering human insights first. Train your team to recognize emotional triggers and cultural nuances. The most effective personalization comes from understanding your customers’ everyday lives. A personal story can resonate far more than refined algorithms ever could.

An intricate data pattern highlighting the complexity of AI.

2. "Authenticity Is Everything"

The Obsession:

"Authenticity" is a buzzword that every brand seems to be using these days. Companies strive to appear "real," "transparent," and "genuine."

The Reality Check:

Authenticity loses its meaning when it becomes merely a marketing tactic.

I have observed several brands attempting to portray vulnerability, only to come off as insincere. Audiences can often tell when a message feels crafted instead of natural. For example, a snack brand recently faced backlash for producing a campaign around "authenticity" while their entire narrative felt overly scripted.

What to Do Instead:

Shift your focus from performing authenticity to building consistency. Consistency fosters trust faster than any scripted approach could. Make realistic promises and follow through on them. When customers see a dependable brand, they are more likely to become loyal supporters.

A peaceful bench in a tranquil park symbolizing consistency and stability.

3. "Sustainability Is a Marketing Must"

The Obsession:

With growing climate concerns, many brands feel they must position themselves as sustainable. Eco-conscious branding often appears as just another checkbox to tick in marketing strategies.

The Reality Check:

Customers can easily see through greenwashing tactics.

Rushing to jump onto the sustainability bandwagon can damage a brand’s reputation if there is no real commitment. A recent study found that 86% of consumers expect companies to be transparent about their sustainability practices. Brands that fail to deliver on these expectations risk losing customer trust.

What to Do Instead:

Invest in genuine sustainable practices because they resonate with your brand's core values. Share your journey towards sustainability with customers. Form partnerships that align with your audience’s values, and demonstrate a real commitment to the cause, not just a false front.

4. "Content is King"

The Obsession:

In today’s market, the mantra seems to be "more content equals better visibility." Companies publish everything from blogs to videos to stay relevant.

The Reality Check:

Not all content is beneficial.

Overloading your audience with average quality content can drown out your brand voice and overwhelm potential customers. For example, brands that produce frequent blog posts often find that 70% of their articles receive little to no engagement. Quality should always take precedence over quantity.

What to Do Instead:

Focus on creating valuable content for your audience. Understand their needs and tailor your messaging to address them. A single well-researched piece earning significant engagement can have far more impact than a multitude of lackluster articles.

5. "The Latest Social Platform is the Future"

The Obsession:

Each time a new social media platform surfaces, brands scramble to establish a presence everywhere.

The Reality Check:

Not all platforms fit every brand.

Chasing the hottest new trend can scatter efforts and dilute your messaging. Many brands spread themselves too thin by trying to maintain posts on platforms that don’t resonate with their audience, leading to a 50% drop in engagement.

What to Do Instead:

Concentrate on building a strong presence on platforms where your target audience is most active. Invest time and resources there. Engaging genuinely on the right platform will yield better results than half-hearted attempts across multiple new networks.

Cut Through the Noise

Trends will come and go. But timeless marketing truths remain:

✅ Human insight > tech hype

✅ Consistency > curation

✅ Substance > slogans

✅ Depth > noise

Your brand’s soul matters more than a trending tactic. Reconnect with what truly matters and build something enduring.