The Reckless Swing: Advertising Is One Big Pendulum Swinging Out Of Balance

It’s 2025, and yet the advertising industry often feels like it’s stuck and clinging to outdated playbooks. The entire industry pushes too hard one way, then scrambles desperately back the other. We need real balance, genuine integrity in how we connect with people. 

Today? Advertising feels confused, forced and disingenuous. Some may even say… a bit cheesy. 

Too many marketers are still chasing culture, or worse, fearing it. They treat the evolving landscape of the human experience like a trend to exploit or a danger to avoid. Why? Because, let’s be honest, too many of them aren’t truly part of the culture they’re trying to reach. They’re outsiders looking in. 

Consider this: by the end of this year, 2025, projections indicate that over 50% of the U.S. population under the age of 40 will identify as part of the New Majority. This isn't just a segment; it's the dominant demographic shift. Yet, the teams crafting the messages aimed at them often don't reflect this reality. We’re seeing this play out in real-time, in how brands are navigating this complex climate.

At Hero Collective, we talk about building Hero brands – brands with backbone, brands that stand on their values. And while some are starting to understand the power of truly inclusive engagement, too many others are folding like flimsy paper, afraid to slow that pendulum and figure out the actual “right thing” to do, the human thing, when it comes to connecting with the New Majority. 

Furthermore, studies consistently show that campaigns that authentically resonate with the diverse segments of the New Majority see a 23% higher lift in brand affinity compared to generic, "multicultural" or "total market" approaches that often flatten crucial cultural nuances. 

This isn't just about being ethically sound; it's about building a sustainable and profitable future. This isn’t about fleeting campaigns or simply acknowledging "multiculturalism" as a separate box to tick. It’s about fundamentally understanding that the New Majority is the mainstream. 

Their cultural experiences, values, and aspirations are shaping our world. Until this industry stops reacting like a startled deer and starts building teams and strategies that are genuinely reflective of this demographic reality, that pendulum will keep swinging, missing the mark, and ultimately, missing the people who hold the real power. It’s time to step off the ride and plant our feet firmly on the ground. It’s time for balance, and frankly, it’s time for integrity in how we engage with the New Majority.