"Consumers are very tired of being sold to. They see hundreds of ads every single day, and most of these ads look the same. They have bright lights, perfect models and loud music. Because of this, our brains have learned to ignore them. We call this 'banner blindness.' If it looks like a professional ad, we scroll past it instantly."
"High-gloss marketing feels like a wall. It is very pretty, but it is not relatable. When a small business tries to look like a giant corporation, it loses its soul. Gen Z and millennial shoppers, especially, value 'vibe' over 'perfection.'"
"The problem with high-gloss perfection is that it feels fake. If a photo is too sharp, people think it is AI-generated or heavily photoshopped. They lack urgency, as a professional commercial takes months to make, while a quick phone video feels like it is happening right now."
Consumers are increasingly rejecting high-gloss marketing in favor of authenticity and relatability. Professional ads often feel fake and lack urgency, leading to banner blindness. Entrepreneurs are encouraged to adopt 'low-effort' marketing strategies, using simple, honest content that showcases the reality of their businesses. This approach resonates more with Gen Z and millennial shoppers, who prioritize genuine connections over polished perfection. Spending on professional production may actually hurt sales, as consumers seek relatable and immediate content.
Read at Entrepreneur
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