Looks like I’ve been having too many thoughts this week – as I’ve gone and written my fortnightly edition, to realise it’s only been a week since my last one. Woops.
This week I’ve been having a LOT of very deep contemplating about the future of marketing (which you’ll probably read and wonder if I’m doing okay) – but there’s a common thread I realised when reading back through them all. Authenticity, trust, and alignment. As always, let’s dive right in.
what the hell is real anymore?!
The recent chaos surrounding Hurricane Milton highlighted something that’s becoming an increasing concern in the digital age – AI-generated content. As I scrolled through TikTok, Instagram, and even news platforms, I kept finding videos that made me pause and question: Is this real, or is it AI? The flood of fake news, alongside legitimate updates, made it genuinely frustrating to figure out what to believe. At one point I was about to send a video to my husband, before realising it was a snippet from ‘San Andreas’ (featuring The Rock, great movie if you haven’t seen it and love a good natural disaster flick).
This isn’t just a problem during major events. This past week we also saw an ad featuring Jennifer Aniston promoting a weight loss product. The twist? It wasn’t her at all. It was an AI-generated version, and it looked insanely real. The fact that this ad went viral raises critical questions for marketers: Where do we go from here? In a world where even video footage can be fabricated, how will consumers know what’s authentic?
For as long as I can remember – especially for B2B companies – video testimonials have been a gold standard for building trust in marketing. If you could get your customers on camera, speaking directly about their experience, it added credibility to your brand. But now, with AI capable of creating highly realistic deepfakes, those same videos may no longer hold the same power. It’s made me think a lot about the future. As a strong supporter of AI, I believe in its potential to do so much good. But I also find myself asking: What happens when people stop believing what they see? I told you this week had me getting deep.
In the coming years, authenticity will be harder to prove, and as marketers, we need to be ahead of the curve on this. How do we build trust when even the most “authentic” forms of content could be faked?
would you stay in a mandatory evacuation zone for clout?
Another issue that’s been taking up A LOT of space in my head is the role of influencers, particularly in the context of Hurricane Milton. I couldn’t believe how many TikTok creators were almost bragging about staying in dangerous areas just to capture content. The extreme lengths people will go to for a few extra likes or followers left me thinking: At what point did views become more important than personal safety?
Take Caroline Calloway as an example. She chose to stay in a mandatory evacuation zone during Hurricane Milton and is now enjoying massive media coverage and Instagram follower growth. But why is she being rewarded for making such a reckless decision? Is the message here that putting yourself in harm’s way for content is admirable? The growth in followers and media attention certainly seems to suggest so. If you didn’t see her content, it was… interesting:
This isn’t an isolated incident. It reminded me of Whitney from Secret Lives of Mormon Wives (which I binged this week, no regrets), who went viral for dancing on TikTok to explain her baby’s illness – while still in the hospital. If you haven’t heard about this, do yourself a favour and go and Google it. The need to document everything, even during deeply personal or life-threatening moments, has become a phenomenon, and it’s making me question the role influencers play in our culture. What kind of message are we sending when dangerous or deeply personal moments become viral content?
the best weekend of my life + some marketing lessons
Now, let’s pivot to something a little more personal – the AFL Grand Final. As a MASSIVE Brisbane Lions fan, the last weekend in September was already pretty amazing. But one thing left me a tad confused: the choice of Katy Perry for the pre-show entertainment.
Don’t get me wrong – I love Katy Perry. She’s had an incredible career and has put out some absolute bangers over the years. But her performance at the AFL Grand Final felt completely misaligned. Katy has been going through a bit of a brand identity crisis lately, from the flop of her most recent album to her recent attempts at a comeback. Then there’s the fact that she performed a song about female empowerment while collaborating with Dr. Luke, who’s been accused of sexual assault. On top of that, her media appearances around the event involved her playing up a “ditsy” persona, acting like she knew nothing about sport (which, honestly, seemed genuine!). Do AFL fans enjoy this? To me, it all felt a little out of sync.
From the AFL’s perspective, bringing in a global star like Katy Perry was probably an effort to broaden the audience, but it didn’t quite land. Instead of enhancing the event, the mismatch of values left people wondering why this partnership happened in the first place.
This is a great reminder for marketers: alignment is key. It’s not just about choosing someone popular to extend your reach – it’s about selecting partners who resonate with your brand and your audience. When there’s a disconnect, the whole effort feels disjointed and confusing.
I’d love to hear other perspectives on this. Everyone I’ve spoken to felt it was a big fail—but maybe that’s just my circle!
donating is the new selling thanks to chrishell x uber
On the other side of the spectrum, let’s talk about Uber. Their recent campaign featuring Selling Sunset’s Chrishell Stause for their clothing donation drive was, in my opinion, bloody EXCELLENT. Chrishell has become an honorary Aussie thanks to her marriage to G Flip, and her involvement in this campaign felt organic, relevant, and – most importantly – authentic.
Uber has consistently nailed their celebrity endorsement choices, selecting people who perfectly embody the tone and spirit of the brand. Chrishell is funny, charming, and trending at just the right moment, making her the ideal spokesperson for Uber’s campaign. The best part? The campaign managed to bring humour into a cause-driven initiative, which is often a delicate balance to strike.
It’s a great lesson in how important it is for a brand to choose a face that aligns with its values, audience, and message. Uber is an excellent example of how to do this right – there’s real alignment between the celebrity and the brand’s tone of voice, and that’s why it resonates. AFL – Take note.
goodbye woolies, hello aldi
Finally, let’s talk about trust. The Roy Morgan Most Trusted Brands list came out this week, and Aldi has officially overtaken Woolworths as the most trusted grocery brand in Australia. This might surprise some, but for those of us who’ve been watching the trends, it makes perfect sense. Woolworths, which used to rank highly, didn’t even make the top 30 this year, thanks in large part to the scrutiny it’s faced over price gouging during the cost-of-living crisis. Have you been watching the TikTok takedowns? The street interviews with the CEO trying to get an answer as to why they’re posting billions in profits while everyday Aussies struggle to afford groceries? Spoiler alert: people are PISSSSSSSED.
Meanwhile, Aldi a brand that was once seen as the “cheaper, lesser option” – has gained widespread trust by delivering consistent value to consumers (and after one of my favourite campaigns of all times – ALDIcore). In tough times, people are naturally drawn to brands that offer affordability without compromising too much on quality. Aldi has positioned itself as the go-to brand for budget-conscious Australians, and it’s paying off hugely.
The lesson here is clear: Trust is built through consistently delivering value, especially when your consumers need it most.
Bunnings, another trusted brand on the list, also makes sense for so many reasons. They’ve been there to meet consumer needs at every turn – helping us with our DIY projects through lockdowns, always having snags at the ready and consistently being the best value option (or they’ll beat it by 10%!). Throw in their recent Bunnings Rave show they listen to their customers in every way possible – and it’s pretty clear why people love the brand so much.
Trust is such an important part of what makes brands successful these days, so if you’re looking for some good strategies to study – I’d start making my way through this list!
There is SO much happening in the world of marketing right now (clearly, because I couldn’t wait another week to share my thoughts!), but whether you’re struggling with the challenges of AI, questioning the role of influencers, or choosing the right brand ambassadors, the core message is really simple: stay true to your values, and always prioritise trust and connection with your audience.
