by Miriam Hara | Feb 4, 2025 | Branding, Communications, Content, Creative, Marketing
The marketing space is totally immersed with buzzwords that seem to dominate the collective thinking for a few years and then eventually fade away. Over the past decade, “authentic” has been that word—a term so pervasive that its over use has now made it obsolete and un-authentic.
‘Authentic’ in Marketing
I can distinctly remember that I first came across the Authentic word, in 2015, while working on a re-branding project. I also distinctly remember thinking that if something is authentic, then why do we need state it? But that was just me, remembering one of the creative writers telling me that ‘ if we have to say we are cool, maybe we aren’t?’
All musing aside, pinpointing the exact moment when the marketing world collectively embraced “authentic” as the new buzzword is difficult. Suffice to say, the rise of ‘authentic’ coincides with emerging consumers‘ growing desire for genuine, transparent interactions with brands. Forbes cited in a 2017 article, that consumers didn’t just want a product; they wanted a story, a purpose, and a brand they could believe in.
The Emergence of the Generational Shift
Brand marketers recognized that the up and coming consumers, Millennials and Gen Z, valued transparency and honesty. This word encapsulated the direction and the winds of change of how brands needed to evolved to maintain relevance (another buzzword).This shift led to marketing strategies that showcased behind-the-scenes content, user-generated stories, and missions aligned with social causes. The term “authentic” became synonymous with trustworthiness and relatability.
The Word of the Year 2023
Authentic. I remember writing an article on Merriam-Webster declaring “authentic” as the Word of the Year in 2023. And not only an article, but vlogs as well. The dictionary noted a substantial increase in searches for the word, driven by discussions around AI, celebrity culture, identity, and social media. That same year, Harvard stated “rizz” was the word the year 2023, but that word never gained the notoriety of Authentic.
The Kill of the Buzz
As every brand jumped on the ‘authentic’ bandwagon, the term began to lose its impact. When “authentic” is used to describe everything, it starts to mean nothing. When the emerging consumers no longer are emerging, but becoming the generation with biggest consumer power, reflection and change is natural. As Millennials and Gen Z take leader ownership, questioning the sincerity behind brands’ claims of its ‘authentic state’ was bound to happen.
After all, actions always speak louder than words.
The very essence of being authentic—being true to one’s own personality, spirit, or character—was overshadowed by a promotional approach to appear genuine.
Beyond this Buzzword and the Next
So, what’s beyond this buzzword and the next? It’s to recognize that saying a word doesn’t it make it so. There’s work to do behind any word that becomes the next coined term. In reflecting over the last year, I do believe that there is a shift. Many brands have done the heavy lifting and are really embracing the actions that are synonymous with the concept of authentic. From sustainable packaging to embracing causes that reflect the values of consumers.
The Buzz Kill of Authentic
Although the word may have reached its saturation point in the marketing space, the principles it represents remain vital. It’s time to let go of the jargon and embrace the real essence of the next buzzword in practice, not just in jest. After all… if you are cool, do you need to say you are?
by Miriam Hara | Jan 7, 2025 | Communications, Content, Social Media
The 2024 Word(s) of the Year
I don’t know if you feel the same way as I do, but there’s something oddly satisfying about seeing an entire year—its ups, downs, and collective quirks—wrapped up in a single word. But 2024? This year instead of one word stepping forward and claiming the crown, there’s an entire parade of words, each vying for its claim to the throne! Maybe it’s just a sign of the times. Or maybe there’s just too many dictionaries and publications weighing in on “the word” claim.
For your convenience…I’ve compiled a list, citing the word, its origins and why it’s considered the 2024 word of the year…and by which “governing body”. Enjoy!
Much Ado About Brain Rot
Oxford University Press handed the crown to ‘brain rot’ as the 2024 word of the year. Defined as “the supposed deterioration of a person’s mental or intellectual state, especially viewed as the result of overconsumption of trivial or unchallenging online content,” it captures the glazed-over feeling we all know too well after scrolling endlessly through cat videos, conspiracy theories, and dance trends we’ll never attempt.
The origins of the term date back to 1854 when Henry David Thoreau Walden. I haven’t read the book myself, but from my endless scrolling(ha!) to fact find this article, it is where the term ‘brain rot’ was first cited, Brain rot refers to the modern resurgence points to our collective obsession with low-effort content. Usage spiked by 230% in 2024, and honestly, I’m surprised it wasn’t higher. As Generation Alpha’s screen habits came under scrutiny, ‘brain rot’ has now become the term we reach for, part diagnosis, part cultural self-drag.
Manifest: Dream It, Do It, Post About It
Cambridge Dictionary gave us ‘manifest’—a word that’s been simmering quietly in the corners of self-help books and crystal shops but exploded this year thanks to social media influencers. Defined as “to imagine achieving something you want,” it became less about cosmic alignment and more about curating your life like it’s a Pinterest board.
It’s optimistic, it’s proactive, and let’s face it—it’s also a little exhausting. But in a year where uncertainty seemed to hang in the air like fog, ‘manifest’ was a small reminder that intention still holds power.
Demure: Quiet Luxury Goes Viral
Dictionary.com brought us ‘demure,’ and not since Jane Austen’s heyday has the word felt so relevant. Traditionally describing modesty or reservation, ‘demure’ got a TikTok glow-up thanks to influencer Jools Lebron and her catchphrase, “very demure, very mindful” in a series of videos posted to the platform in early August.
Suddenly, demure wasn’t just about avoiding the spotlight or being modest—it is used to describe refined and sophisticated appearance or behaviour and owning it, quietly. Usage spiked by 1200%, and if you didn’t at least try to pull off a “demure airport outfit” in 2024, were you even paying attention?
Polarization: The One Thing We Can All Agree On
Merriam-Webster brought us ‘polarization’—a word heavy with the weight of our times. Defined as “the process or state of dividing into sharply contrasting groups or sets of opinions or beliefs,” it was less a word and more a diagnosis.
Every headline, every debate, every family dinner seemed to circle back to it. And while understanding polarization is easy, fixing it?…well not that easy it seems!
Kakistocracy: A Word You Didn’t Know You Needed (But Did)
The Economist dusted off ‘kakistocracy’—a mouthful of a word that means “government by the least qualified or most unscrupulous individuals.” It’s not exactly subtle, and neither were the political moments that catapulted it into relevance.
It sounds sharp, like glass breaking. I don’t know about you…but that doesn’t sound like a good thing.
In closing… or reflection.
Words are important – at least to me they are. Specific words, such as these, define our collective state of mind (the borg comes to mind!). From ‘brain rot’ to ‘kakistocracy,’ 2024’s words are sharp, reflective, and sometimes a little too on the nose.
Here’s to 2025—may the words be kinder, the screens a little dimmer, and our collective brain rot kept in check. And if not… well, there’s always 2026.
by Miriam Hara | Oct 29, 2024 | Content, Marketing, Social Media
What is Curiographics?
Curiographics refers to the segmentation of audiences based the curiousity-driven content they engage with, rather than their demographic or psychographic characteristics. This term recognizes that in the age of social media, curiousity transcends generational boundaries, and audience behaviour is now driven by the subjects or topics that pique their interest.
Not Just Another Buzz Word
I can see you the rolling of the eyes. Here’s yet a new word that business and marketers, specifically can spool out at a drop whenever and where ever possible. But all kidding aside. There is a reason for new terminology. Words like metrosexual, influencer marketing, user generated content, sustainability and omnichannel, (to name only a few!) are in our vernacular because there was a shift and enough momentum around that shift to merit a term.
I believe curiographics is such a word. As with the blending of gender identification, the proliferation of so much diversity, it is impossible to think of any audience based on generations (Boomers, X, Y, Z) alone. That’s too rigid for our increasing social world.
The social landscape has exploded thanks to technology. With it, the blending of interests, content and information has created audience contextual niches. With this in mind, targeting must be viewed through a more holistic lens in order to capture its entire market, without leaving any generation out of the mix.
Curiographics Transcends Generations
Whether it’s Gen Z or Baby Boomers, Curiographics recognizes that shared curiousity (interests) across generations create more relevant audience clusters than demographic lines alone. Rather than just understanding the why behind audience actions (psychographics), Curiographics digs into the what—what topics are sparking curiousity. What engages them most? And how that reflects their deeper preferences. Brands can leverage Curiographics by crafting campaigns around specific interests that attract their ideal audience, no matter the demographic group. It helps brands understand where they need to be in the conversation to reach their most engaged audiences.
As the landscape of audience segmentation continues to evolve, so must we. Curiographics emerges as a cutting-edge approach that redefines how brands understand and target their audiences. It focuses on the topics and interests that drive engagement across generations.
Assessing Content in Context:
We’ve all heard the saying Content is King! With Curiographics, however, the perspective of content as a topic is way too limiting and confining. Content needs to be viewed as a catalyst or a town crier, gathering the masses to come and hear what your brand has to offer.
Audience Segmentation by Interests:
Curiographics focuses on grouping individuals by the topics they are curious about; lifestyle themes, entertainment preferences, educational content, and more. It goes beyond traditional methods that rely on age, location, or behavioural patterns and what topics would interest them. It’s driven by what captures their curiosity It has to be the other way around…that’s how you open up a brand’s potential!
Content Type as a Driver of Engagement:
The format of the content, whether video, written posts, or podcasts, becomes secondary to the actual topic. For example, whether it’s food, wellness, or technology, audiences connect with the subject matter, and their curiousity ultimately defines their engagement.
Flexible Targeting for Social Media:
Social media’s algorithmic nature favours content that appeals to specific topics, allowing Curiographics to help brands dynamically target groups based on what’s currently resonating with their interests.
As brands continue to navigate the ever-evolving marketing landscape, embracing Curiographics offers a fresh and innovative way to connect with audiences on a deeper level, proving that in today’s world, it’s the topics that define the targets.
What are your thoughts on this Curiographicss approach? I would love to hear them. Let’s Chat!
by Miriam Hara | Apr 26, 2024 | Business Success, Content, Marketing
Think about your local business around the corner when you’re about to click on the buy button on an online shopping property. It can’t be said enough. Just think about everyday expressions about the way of the world today or actually…the ‘perceptional’ size of our world. Expressions like, It’s a wild world out there, or actually it’s a small world, or better yet, the world is your oyster are only a few examples. These expressions all direct us to thinking of our world in a very global sense. Our world is definitely evolving rapidly – and in many ways, “thinking local” is no longer the in-thing to do.
Technology Threatens the Local Fabric.
I see the technology advancement as a good thing, for the most part. From the inception of cars, trains, planes, to the first flight to the moon. Add the adoption of the internet, email and smart phones. Sprinkle in the proliferation of online shopping properties (amazon!). Blend in all the social media platforms like LinkedIn, Facetime, Instagram and business communications like Zoom…
Our world is small and getting increasingly smaller by the minute.
We can talk, no actually, we can see, anyone instantly that lives across the globe…we claim to have contacts and access to professionals that we’ve never shared a handshake with and partner with them. Yet, in spite of all this advanced technology making us feel that the world is shrinking, it’s also becoming more far reaching. Perhaps the term is that I’m searching for is “accessibility”.
Our world has become uber-accessible for us all. And for the most part that’s a good thing.
With the availability of our world being at our fingertips, comes a responsibility to set our sights a little closer. Actually, a lot closer…to the corner store; to the cool boutique or consignment shop quite literally, around the corner or the local cheese boutique or butcher or _________________(fill in the blank). Don’t get me wrong, I get it…it’s so easy to scroll, autofill and click to purchase without leaving the couch. It’s so accessible.
But it’s not very local-minded…nor is it very community-focused. When COVID happened, admittedly, there was a surge in online shopping, However there was also a renewed sense of supporting the retail stores around our neighbourhoods which I believe is starting to wane. With COVID, there was a shared commitment and responsibility to invest in the community where we lived. People recognized the importance of supporting their neighbourhood stores and restaurants. This shift wasn’t just about convenience and I would also say, it wasn’t about costs; it was about preserving the unique character of local communities.
Think Local: The ripple effect to each and every one of us, is well worth it.
Supporting local businesses bolsters the resilience of our communities. When we spend our money locally, we contribute to the economic vitality of our neighbourhoods. Local businesses employ our neighbours and help sustain our local economies.
Neighbourhood shops add flair and style to each community… they often propel a community’s vibrancy and identity. Small community businesses offer products and services that are original and unique…adding richness and and an emotive connection to their communities.
Shopping at your favourite local retailer may enable you to walk to the store, making you more physically active…You’ll get your steps in …and even if you have take a car, it often involves shorter rides, reducing carbon emissions associated with further distance transportation (not to mention that your local store won’t contribute logistically, in the same may as your giant big box retailers).
Local business is good for the soul and our mental well being. Local business fosters personal connections…a hello on the way in, a tid-bit of conversation, a familiar smile….getting to know people behind the counter or other patrons… provides all of us with a sense of community that that online properties an big box stores can’t replicate.
By choosing local you’re investing in your community, enhancing its unique character, and strengthening the bonds that hold it together. And you get the product or service that you need. That should make you feel very good. And that’s just a win for everybody.
What are your thoughts about supporting the local community?
by Miriam Hara | Apr 18, 2024 | Branding, Content, Marketing
In today’s world, where digital noise is louder than ever, having a brand story that feels real and authentic can truly set you apart. It’s more than just about selling something; it’s about sharing why you’re doing what you’re doing, who you really are, and the principles that guide you. Crafting a brand story that people can relate to is like building a bridge of trust and loyalty, and yeah, it pretty much shapes how you talk to your audience through your marketing.
Before we dive into the ‘how’, let’s talk about a few authentic brands that truly get it.
These stories are more than just business talk. They show that when a brand story comes from the heart, it can form a unique connection, help your brand be its own, and keep customers coming back for more.
Patagonia, the outdoor clothing and gear company. Their love and concern for the environment is stitched into every part of their story. Whether you’re on their website to their Instagram, you’ll see them sharing moments of environmental and social goodness. It’s clear – they’re not just here to sell you outdoor gear; they want to spread love for nature and make a difference.
Warby Parker, the eyewear company, has built its brand around the promise of stylish, affordable eyewear coupled with social responsibility. This company has built their brand around the idea of offering stylish yet affordable glasses and doing good along the way. Check out their website or social media, and you’ll see their “Buy a Pair, Give a Pair” program making waves. It’s not just about fashion for them; it’s about making a positive impact in the world.
Dove, a personal care brand, launched its very successful ‘Real Beauty’ campaign to challenge beauty stereotypes, a narrative which continues to shape their brand story. Their ‘Dove Self-Esteem Project’, as seen on their website and Instagram, emphasizes their commitment to body positivity and self-esteem, positioning Dove as a brand that cares about more than just selling personal care products.
Everlane, the clothing and accessories retailer, has rooted its brand story in ‘Radical Transparency’. On their website and Instagram (@everlane), they detail their transparent practices, from showcasing their factories to explaining their pricing model. Everlane’s story appeals to ethically-minded consumers who value knowing where their clothes come from and how they’re made.
Follow these few tips to create your brand’s story.
- Identify Your Core Values: What does your brand stand for? What principles guide your decisions in regards to your brand? Identifying the core values of the brand will naturally build a foundation for your brand’s story.
- Know Your Audience: Understanding your target audience is PARAMOUNT! Without the critical ‘knowing’ coupled with genuine target empathy, your brand will go nowhere. It is imperative that “the story” of your brand resonates with your audience’s values, aspirations, and challenges.
- Be Authentic: Here’s that word again, Authentic. It’s the word of the 2023 according to the Merriam Webster Dictionary. Needless to say authenticity builds trust. This word in context of social media has been at the core of social engagement. Social media is a platform to your brand’s voice and persona… SO authenticity starts at the core of the brand’s story. Be transparent. Be honest. Share your brand’s successes and hurdles. Authenticity makes your brand relatable and trustworthy.
- Show and Tell: Use visuals, narratives, and experiences to share your brand’s story. Remember, your brand’s story should be experienced, should engage and should connect… it’s necessary!
- Evolve: As your brand grows, your story should evolve too. Brand is a living organism. Keep it relevant and fresh, but ensure it remains consistent with your core values.
Developing a compelling brand story is not a destination… it’s a journey. If you’re in the midst of developing your brand’s story or need help refining it, we’re here to help. Get in touch and let’s start crafting a story that resonates.
by Miriam Hara | Jul 18, 2023 | Business Success, Communications, Content, Marketing, Social Media
Ah, social media – the double-edged sword of our time for individuals and brands alike! On the upside, it serves as a potent platform to engage audiences, enhance visibility, and cultivate loyalty. Yet, it also conceals a complex maze of potential hazards that can rapidly tarnish a brand’s reputation. Let’s dive into the ways social media can elevate or damage brands, and share some thoughts on navigating this ever-changing landscape effectively.
The Upside: Social Media’s Power to Elevate Brands
Unprecedented Visibility
Utilizing the power of social media, your brand now has the potential to reach and engage with your target audience in unprecedented ways. Share valuable, relevant, and engaging content to amplify your brand’s visibility, extend its reach, and attract new customers.
Building a Community
Social media creates a space for people to connect, share, and interact with brands and one another. Actively participating in these online communities, fostering meaningful relationships, and nurturing a loyal following can work wonders for your brand’s long-term success.
Real-Time Customer Service
Providing real-time customer service via social media allows brands to address concerns and resolve issues promptly. This proactive approach to customer care not only enhances your brand’s reputation but also demonstrates your commitment to customer satisfaction.
Influencer Collaborations
Partnering with influencers can help your brand tap into new audiences, boost credibility, and generate buzz. By aligning with the right influencers, your brand can leverage their existing followers and create a strong, authentic endorsement.
The Downside: The Perils of Social Media for Brands
Negative Publicity
A single negative news story, review, or incident can quickly spiral out of control on social media. If not addressed promptly and effectively, this negative publicity can leave a lasting impact on your brand’s reputation and how customers perceive it.
Inconsistent Messaging
In the fast-paced world of social media, it’s easy for brands to lose sight of their messaging. Inconsistent or off-brand content can dilute your brand identity, confuse your audience, and ultimately harm your brand’s image.
Crisis Management Gone Wrong
Crisis events can quickly intensify on social media, potentially putting your brand’s reputation at risk. Ineffective crisis management can lead to a loss of trust, credibility, and customer loyalty.
Ignoring Feedback
Failing to engage with or address customer feedback on social media can result in a damaged brand reputation. Brands need to actively listen and respond to feedback, showing their customers that their opinions matter.
To effectively harness the power of social media while sidestepping potential pitfalls, it’s imperative for brands to craft a robust and detailed strategy. Additionally, investing in captivating content, maintaining vigilant oversight of their online presence, and fostering active dialogue with audiences is key. By managing social media effectively, your brand can leverage its power to connect with customers, build loyalty, and drive growth. For a quick and easy reference, you can download our Social Media Understood ebook here.
I’d love to hear your thoughts or experiences on how social media can make or break brands. Please share your insights by leaving a comment below.
The marketing space is totally immersed with buzzwords that seem to dominate the collective thinking for a few years and then eventually fade away. Over the past decade, “authentic” has been that word—a term so pervasive that its over use has now made it obsolete and un-authentic.