In an era of ‘baddies,’ companies are racing to keep up with the influencer economy
In an Era of ‘Baddies’
In an era of baddies companies - As social media reshapes how consumers interact with brands, the term “baddies” has become a defining force in modern marketing. This Gen Z slang, rooted in confidence and individuality, now drives companies to reconfigure their strategies in order to connect with younger audiences. The phenomenon is not just a trend—it’s a cultural shift that demands businesses adapt their messaging to reflect the authenticity and relatability that these influencers embody.
The Strategic Shift in Brand Engagement
ResMed’s recent “CPAP Baddies” event in Vancouver, Canada, exemplifies this transformation. By creating an influencer-style experience complete with branded merchandise, interactive photo zones, and social media integration, the company aimed to bridge the gap between medical products and lifestyle appeal. Attendees, who secured invites through a public Instagram link, were encouraged to share their first impressions of the campaign, which not only boosted visibility but also highlighted the growing importance of user-generated content in shaping brand narratives.
From Polished Campaigns to ‘Normal People’ Content
While traditional influencers still play a role, businesses are increasingly turning to everyday users as brand ambassadors. This includes employees who post content during work hours, community-driven events that highlight real customers, and collaborations with micro-influencers who resonate more deeply with niche audiences. The strategy hinges on the idea that “baddies” are not just figures of style but cultural representatives who can amplify a brand’s voice through personal storytelling.
“Brands are realizing that content created by ‘normal people’ resonates more than polished ads,” said Keith Bendes, chief strategy officer at Linqia. “It’s about tapping into the authenticity of lived experiences rather than scripted messages.”
This shift is evident in campaigns like Starbucks’ employee-led social media initiatives, where baristas and store managers share their perspectives on products and services. Similarly, Polymarket’s “Baddies of Polymarket” page on Telegram and X targets young audiences interested in financial betting, using relatable language and visuals to foster engagement.
Challenges and Backlash in the ‘Baddies’ Movement
Despite its appeal, the “baddies” approach isn’t without challenges. Some campaigns have faced criticism for over-reliance on paid partnerships or ad revenue, which can blur the line between genuine advocacy and corporate manipulation. For example, Polymarket’s Baddies page has been inactive on X since April, raising questions about the sustainability of such strategies. Meanwhile, ResMed’s efforts must contend with the FDA’s approval of GLP1 drugs for treating sleep apnea in obese adults, a development that could impact their annual sales by up to $300 million over the next decade.
“It’s easy to create the illusion of authenticity,” noted Bendes. “But if the content feels too curated, audiences may question its credibility.”
This dilemma underscores the need for businesses to strike a balance between strategic curation and organic engagement. While calculated content can drive measurable results, it must align with the values and aesthetics that define the “baddies” culture to avoid alienating the very demographic it seeks to attract.
Expanding the ‘Baddies’ Ecosystem
As the influencer economy evolves, the “baddies” concept is gaining traction beyond niche industries. For instance, TikTok user Kaeden Rowland, a Staples print specialist in upstate New York, became a viral sensation by showcasing how customers can use their local stores for tasks like passport renewals and direct mail campaigns. Her “Staples Baddie” persona blended everyday utility with a relatable, empowering message that resonated with millions.
ResMed’s campaign reflects this broader trend, aiming to humanize its CPAP machines through the lens of confident, everyday users. However, the success of such initiatives depends on how effectively brands can integrate into the “baddies” ecosystem without overshadowing its grassroots appeal. By prioritizing community-driven storytelling and fostering a sense of shared identity, companies can turn the “baddies” phenomenon into a sustainable strategy for long-term brand loyalty and growth.