Why branding is in its delulu era

There was a time when a snack brand was just a snack brand.

A bank was just a bank.

A candle company was just...a candle company.

But somewhere along the way, brands collectively lost the plot and decided they weren’t just selling products anymore—they were selling a lifestyle.

Now, every brand wants to be a movement, a mindset, a whole personality trait.

And honestly, some of y’all need to chill.

So, how did we get here?

Blame the rise of consumer “tribes.” Modern shoppers, particularly Gen Z and Millennials, want to buy from brands that align with their values, aesthetic, and personality.

Enter the era of hyper-personalised, emotionally-driven branding. Companies no longer market their products; they market a way of life.

We see it everywhere:

• Food brands pushing "cult-like communities" (looking at you, Poppi). Sparkling probiotic soda is great, but do we need Instagram captions about it “changing lives”?

• Bank apps trying to be your financially-savvy BFF (why does Chase think it needs a TikTok presence?). I want a mortgage, not a meme about "grindset culture."

• Toothpaste brands claiming to boost your confidence and “change your aura” (like, it’s minty, calm down).

Some brands have pulled it off brilliantly.

Apple, Lululemon, and Glossier didn’t just create products. They built entire aspirational worlds that customers genuinely wanted to be part of.

But now? Every brand wants in, whether it makes sense or not.

Here's the problem with trying too hard.

Not every brand can (or should) be a lifestyle. When it works, it’s gold. When it doesn’t, it’s painfully cringeworthy.

The ones that flop tend to make one (or all) of these mistakes:

• Overreach into way too much personality. (Why does my bank want to give me dating advice?)

• Forcing an aesthetic that doesn’t fit. (Corporate attempts at “cosy girl” culture need to stop.)

• Creating “community” out of thin air. (No one is making a fan cam of your paper towel brand, bestie.)

And let’s be real—most consumers can smell the try-hard energy from a mile away. When everything is over-personalised and emotionally charged, it starts to feel…fake. At some point, we just want chips, not a spiritual awakening.

So, what's a marketer to do?

Before jumping on the lifestyle-brand bandwagon, ask yourself:

1. Is my product actually something people want to incorporate into their identity? (Spoiler: not everything is.)

2. Does this make sense for my audience, or am I forcing a narrative?

3. Would my marketing still hold up if I took away all the “lifestyle” fluff?

The brands that truly succeed at this aren’t faking a lifestyle—they’re naturally part of one.

If you’re selling dish soap, that’s great! Just don’t try to convince us it’s a revolutionary act of self-care.

Otherwise, you’re just another brand in its “delulu” era, hoping to be the next Supreme when you’re really just selling napkins.

Because at the end of the day? Not every brand needs to be a lifestyle. And that’s okay.

-Sophie, Writer