Andrew Ettinger, a prominent brand marketer, recently highlighted the intricate relationship between advertising, cultural trends, and brand authenticity in a social media post. Ettinger's commentary addresses how effective advertisements serve as a mirror to societal culture, often driven by subtle profit-seeking motives rather than explicit values. He further notes the growing consumer skepticism towards ads perceived as inauthentic.
Ettinger, known for his expertise in brand strategy and growth marketing, with previous roles at Twitter Ads API and Product Hunt, brings a seasoned perspective to the discussion. His insights underscore the continuous challenge faced by brands in crafting messages that resonate genuinely with audiences. This perspective is particularly relevant in an era where consumers are increasingly discerning about corporate messaging.
The core of Ettinger's argument is that "good advertisements are a reflection of where the culture is." This aligns with broader industry understanding that advertising both reflects and subtly influences cultural norms and values. Successful campaigns often tap into prevailing sentiments, making them relatable and impactful, thereby fostering a connection with the target audience.
However, Ettinger points out a critical pitfall: "the worst ads get labeled as 'virtue signaling / pandering' (2021)." This phenomenon, which gained significant traction around 2021, describes instances where brands are perceived as expressing moral or social stances without genuine commitment, leading to consumer backlash. Research indicates that attempts at virtue signaling can backfire if they lack authenticity, as consumers are quick to detect disingenuous efforts.
The evolving landscape demands a refined approach from advertisers. Ettinger concludes by stating that "being able to stand for something without offending is an art (2025)." This emphasizes the delicate balance brands must strike between aligning with cultural values and maintaining credibility. Achieving this requires a deep understanding of audience expectations and a genuine commitment to the causes a brand chooses to support, moving beyond superficial gestures to foster lasting trust.