Amid Fierce Ad Competition, How Can Brands Truly Take Root?

Ad costs are soaring. Social engagement is fading. Old traffic-driven tactics barely work.

But the problem isn’t that people stopped spending.

 It’s that they stopped trusting. Gen Z now buys twice as often from friends' recommendations than Millennials. The demand is still there—just with new rules.

Consumers now ask:

 – Does this brand fit my life?

 – Are people I trust using it?

Big reach doesn’t mean big results.

 What matters is being part of someone’s everyday routine.

Familiarity beats fame.

Nielsen shows 88% trust friends over ads. Platforms know it:

• Xiaohongshu pushes “Nearby” content, showing what people around you are using.

• TikTok lets creators tag products in videos—people buy what friends casually mention.

The message is clear:

 Brands don’t need mass exposure.

 They need to show up, often, where it matters.

Gymshark proves the point.

No celebrities. No big ads. Just constant presence in the fitness world:

•  Posts real workouts, not polished campaigns.

•  Hosts in-person events like “Lift Miami.”

•  Builds a feedback loop through its Insiders community.

That consistency built a £1B+ brand. Not loud. Just familiar.

Don’t go wide. Go deep.

Mass targeting is easy to forget.

 Brands that thrive focus on smaller groups, show up where they live, and speak their language.

Examples:

• Lululemon runs community hubs in Tokyo and Shanghai with yoga and fitness meetups.

• Baby Mori serves only mom communities, building loyalty through parenting support and real perks.

To stay relevant, shift the strategy:

✅ Serve fewer, serve better

 Start with one city, one group. Build relevance before reach.

✅ Sell the feeling, not the features

 Don’t say “waterproof.” Say “walked all day in the rain—still dry.”

✅ Be seen often, not just once

 Show up in LINE chats, local cafés, gym lockers. Become part of the routine.

✅ Let real users speak

 “Used it three times already” beats any influencer post.

🔍 This article is part of the series: "Strategies Brands Must Learn in the Fifth Consumption Era."

Curious about how consumer behavior is shifting in 2025? Read the trend-focused companion piece: [“Why ‘Slow Consumption’ Is Winning in 2025 – And What Consumers Want”]