{"id":81783,"date":"2026-11-10T01:35:21","date_gmt":"2026-11-10T06:35:21","guid":{"rendered":"https:\/\/digital.hec.ca\/?p=81783"},"modified":"2026-11-10T21:11:40","modified_gmt":"2026-11-11T02:11:40","slug":"when-brands-try-to-be-gen-z-why-meme-marketing-can-backfire-and-how-to-fix-it","status":"publish","type":"post","link":"https:\/\/digital.hec.ca\/en\/blog\/when-brands-try-to-be-gen-z-why-meme-marketing-can-backfire-and-how-to-fix-it\/","title":{"rendered":"When Brands Try to Be Gen Z: Why Meme Marketing Can Backfire"},"content":{"rendered":"\n<p class=\"has-medium-font-size wp-block-paragraph\">Why do brands use Gen Z&#8217;s language in advertising? And why does meme marketing so often backfire? A guide to using internet culture without losing authenticity.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<p class=\"wp-block-paragraph\">Picture this: It is 11 p.m. on a Tuesday night, you\u2019re cuddled up in bed scrolling on TikTok and come across a brand account doing something strange: a language app\u2019s mascot threatening users, a country making memes about itself, or fast-food chains fighting in the comments of a video in lower case. This, ladies and gentlemen, is meme marketing, or in other words, the practice of using internet jokes and trends to promote a brand.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You might ask yourself: Why would a brand waste time doing this? For marketers, internet memes are nothing but a massive opportunity. Gen Z is a generation famously known for ignoring traditional advertising, lacking trust in corporate language, and spending hours daily on the internet. However, if a brand uses a meme badly, the internet notices immediately (and is unforgiving about it). In a matter of hours, the comment section would be filled with criticism and people accusing the brand of \u201ctrying too hard\u201d. This article therefore explains what meme marketing is, why it works, when it backfires, and how brands can participate in internet culture without losing the authenticity that makes them valuable.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"483\" src=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/pexels-ketut-subiyanto-4901990-edited-1024x483.jpg\" alt=\"Two young adults looking at their smartphones while standing together.\" class=\"wp-image-81937\" srcset=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/pexels-ketut-subiyanto-4901990-edited-1024x483.jpg 1024w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/pexels-ketut-subiyanto-4901990-edited-300x141.jpg 300w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/pexels-ketut-subiyanto-4901990-edited-768x362.jpg 768w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/pexels-ketut-subiyanto-4901990-edited-1536x724.jpg 1536w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/pexels-ketut-subiyanto-4901990-edited-2048x966.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Social media plays an important role in how younger generations interact with internet culture and meme marketing.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What is Meme Marketing?&nbsp;<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Meme marketing is the use of internet memes (such as recurring jokes, videos, images, or trends spread throughout the internet) as a part of a brand\u2019s content strategy. Meaning, instead of simply conducting traditional advertisements, the brand adopts the humour of platforms like TikTok, Instagram, X, or even Reddit as their advertising.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A few key terms to understand first:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"text-decoration: underline\">Brand authenticity<\/span>: The perception that a brand is genuine and honest rather than opportunistic and strategic. In fact, Gen Z constantly seeks authenticity in a brand and rewards it highly.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"text-decoration: underline\">Social listening<\/span>: Keeping a close eye on social media conversations and trends to understand what an audience is talking about. &nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"text-decoration: underline\">Cultural relevance<\/span>: A brand\u2019s ability to feel present in conversations its audience actually cares about.&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why do Brands Use Memes to Connect With Younger Consumers?<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The answer is simple and direct: attention. Gen Z spends an average of four hours a day on social media with meme content dominating what they share and engage with. In fact, academic research on Gen Z\u2019s social media behaviour found that the generation\u2019s content preference is \u201cdeeply rooted in their online experiences\u201d. All this to say: Brands are urged to speak the language of memes to earn relevance among Gen Z.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For brands, the main benefits would include:&nbsp;&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><span style=\"text-decoration: underline\">Engagement and shareability<\/span>: Studies of meme marketing identify, without fail, that humour and relatability are among the main factors that help increase brand visibility.&nbsp;&nbsp;<\/li>\n\n\n\n<li><span style=\"text-decoration: underline\">Humanization<\/span>: Playful brand-to-brand banter in comment sections and meme replies make brands feel human-like, enforcing an emotional connection and purchase intent from a consumer point of view.&nbsp;&nbsp;<\/li>\n\n\n\n<li><span style=\"text-decoration: underline\">Reducing ad avoidance<\/span>: Let\u2019s be honest, Gen Z filters out anything that looks like an ad. Therefore, a meme that makes them laugh earns the three seconds of attention an ad never gets.&nbsp;&nbsp;<\/li>\n\n\n\n<li><span style=\"text-decoration: underline\">Cost efficiency<\/span>: Since memes use existing formats, production costs are close to nothing (when compared to traditional campaigns). For instance, Mars Snacking gum brands (Orbit, Extra, Excel) recently built an entire global campaign, \u201cTotal Overthink of the Head\u201d, around borrowed memes and nostalgia.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Case study: Mars Snacking\u2019s \u201cTotal Overthink of the Head\u201d Ad Campaign.<\/strong>&nbsp;<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"483\" src=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/gabriel-dalton-8iBwoc3NcGs-unsplash-1-edited-1024x483.jpg\" alt=\"A retail shelf displaying Mars Snacking gum and mint products, including Extra and tic tac.\" class=\"wp-image-81954\" srcset=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/gabriel-dalton-8iBwoc3NcGs-unsplash-1-edited-1024x483.jpg 1024w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/gabriel-dalton-8iBwoc3NcGs-unsplash-1-edited-300x141.jpg 300w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/gabriel-dalton-8iBwoc3NcGs-unsplash-1-edited-768x362.jpg 768w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/gabriel-dalton-8iBwoc3NcGs-unsplash-1-edited-1536x724.jpg 1536w, https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/11\/gabriel-dalton-8iBwoc3NcGs-unsplash-1-edited-2048x966.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Mars Snacking products on display, representing the brand behind the meme marketing campaign discussed in this article.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Mars snacking\u2019s &#8220;Total Overthink of the Head&#8221; campaign, launched in 2026, is a perfect illustration on how far brands go to borrow internet culture (and if they know how to use it). The campaign remixes Bonnie Tyler\u2019s 1983 hit \u201c<em>Total Eclipse of the Heart<\/em>\u201d into a 90 second video about Gen Z. In fact, the ad shows Gen Z\u2019s overthinking mindset: whether it\u2019s about being left on read, having posts that flop or sneezing in gym class. And to comfort them, the ad showcases a parade of internet memes, including the <span style=\"text-decoration: underline\">Chill guy<\/span>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The chill Guy meme is worth mentioning, and I\u2019ll tell you why. Created by artist Philip Banks and posted on Twitter in 2023, the meme depicts an anthropomorphic brown dog in a grey sweater, blue jeans and red sneakers, smirking calmly with his hands in his pockets. Captioned \u201cjust a chill guy\u201d, it&nbsp;exploded on social media in 2024 and was a funny symbol for staying chill amongst chaos. This is precisely why the Mars Snacking ad falls flat: the joke is no longer funny. The meme peaked in 2024, and by the time the campaign aired in 2026, people have already moved on. Essentially, the character being dropped into a polished, agency produced 90 second ad as a comfort character stops him from being a joke and makes him a mascot. &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Mars case shows two main failures with meme marketing: the use of&nbsp;a meme that is already old, and a context that strips the meme of what made it funny. A broader question therefore comes to mind: When does meme marketing cross the line from feeling culturally relevant to feeling forced?&nbsp; &nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>When Does Meme Marketing Backfire?<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The main problem is timing and intent. Internet culture operates on two important unwritten rules, that brands unfortunately often break: &nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><span style=\"text-decoration: underline\">Speed matters more than anything.<\/span> Memes have a very short life cycle, often measured in days. When a brand needs three approval meetings before posting the ad, it tends to be too late. Meaning, no one will be interested in the ad, and it will be automatically labeled&nbsp;\u201clame\u201d. &nbsp;<\/li>\n\n\n\n<li><span style=\"text-decoration: underline\">Participation is not exploitation.<\/span> Many brands miss the mark because they don&#8217;t understand that there is a difference between adding to a joke and slapping a logo on it. Memes are owned by everyone and no one: they are silly and aren&#8217;t meant to be taken seriously. The moment they are repurposed in a \u201ccorporate\u201d way to sell something; users\u2019 perception shifts from \u201cthey get us\u201d to \u201cthey\u2019re using us\u201d. Research on meme marketing supports this fact and warns of the risk of misinterpretation and the need for cultural sensitivity.&nbsp;<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\">When Brands Get Internet Culture Wrong (and Right)<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Returning to the Mars campaign already discussed. This campaign, as mentioned, fails both unwritten rules at once: a meme that peaked in 2024 used in a 2026 ad, and the introduction of the meme character in a context where it feels totally out of place. However, the campaign\u2019s tone is also mismatched with its own messaging: offering a piece of gum to young people that are overwhelmed by the demands of online life (a \u201cbrand insight\u201d that Gen Z is skilled at detecting and mocking). Overall, Mars is betting that a generation will not notice the difference between a brand that earns its place and one that rents it. &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Another example of a cautionary tale is Duolingo. Its owl mascot was arguably the most successful meme driven brand persona of the last couple years. However, by 2025, users on Reddit complained the account was \u201ctrying too hard to blend with Gen Z\u201d, and with the rise of controversy surrounded by the brand and its use of AI, its&nbsp;joke-first communication style backfired.&nbsp;In fact, the brand discovered it cannot joke its way through a backlash. The takeaway? Having a relatable online presence does not protect a brand from criticism when it fails to meet its audience\u2019s expectations.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, not all brands struggle to connect with internet culture. Some have managed to use humour in a way that surprisingly feels natural. For example, Ryan Air\u2019s social media accounts regularly make fun of the airlines\u2019 own well-known flaws (cramped seats, limited services, extra fees&#8230;). Rather than denying it, Ryan Air plays into the criticism and turns it into a part of its online personality. As a result, the jokes feel authentic, original, and playful.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Ultimately, How Can Brands Use Internet Culture Without Losing Authenticity?<\/strong>&nbsp;<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><span style=\"text-decoration: underline\">Be fast, but strategic<\/span>: Give social media managers pre-approved boundaries so they can respond to trends in hours, not weeks, and post without having to get approval.&nbsp;<\/li>\n\n\n\n<li><span style=\"text-decoration: underline\">Add to the joke, but don&#8217;t steal it<\/span>: The best brand memes always contribute to the joke in a playful way that sheds a new perspective on the brand\u2019s online personality. The secret is to be original and creative.&nbsp;<\/li>\n\n\n\n<li><span style=\"text-decoration: underline\">Punch down at yourself, never at customers<\/span>: Jokes should always be at the expense of the brand, not the customers. &nbsp;<\/li>\n\n\n\n<li><span style=\"text-decoration: underline\">Accept that you are a guest<\/span>: Brands don&#8217;t own internet culture; the audience does. Social listening should tell you when to post and when to stay quiet.&nbsp;<\/li>\n\n\n\n<li><span style=\"text-decoration: underline\">Match the voice to the substance<\/span>: A funny meme cannot replace good products, fair prices, or CSR initiatives. Humour surely gets you attention, but behaviour gets you trust. &nbsp;<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>FAQs<\/strong>&nbsp;<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1794331882911\"><strong class=\"schema-faq-question\"><strong><em>Q1. Why do brands use Gen Z memes in advertising?\u00a0<\/em><\/strong><\/strong> <p class=\"schema-faq-answer\"><br>Gen Z is known to ignore traditional ads and spends hours a day on meme-filled feeds. Memes offer low-cost, high engagement reach and make brands feel human (but only when the humor is timely and genuine).\u00a0<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1794331904140\"><strong class=\"schema-faq-question\"><strong><em>Q2. How can brands use memes without missing the mark?\u00a0<\/em><\/strong><\/strong> <p class=\"schema-faq-answer\"><br>Move fast (within hours, not weeks), use humor that matches the brand&#8217;s real identity, avoid dead trends, and never punch down. If the joke needs three committees to approve, it is already outdated.\u00a0<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1794331917205\"><strong class=\"schema-faq-question\"><strong><em>Q3. Does meme marketing actually work with Gen Z?\u00a0<\/em><\/strong><\/strong> <p class=\"schema-faq-answer\"><br>Absolutely. Research links meme marketing to a higher brand visibility and engagement among Gen Z, since they are often driven by humour and relatability. But it only works as an attention tool; not a trust tool: Gen Z still evaluates the brand on its actual behaviour.\u00a0<\/p> <\/div> <\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-default\" \/>\n\n\n\n<h2 class=\"wp-block-heading\">References<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mailchimp. (n.d.). <em>Meme Marketing: A Beginner\u2019s Guide | Mailchimp<\/em>. <a href=\"https:\/\/mailchimp.com\/resources\/meme-marketing\/\" target=\"_blank\" rel=\"noopener\">https:\/\/mailchimp.com\/resources\/meme-marketing\/<\/a>&nbsp;<\/li>\n\n\n\n<li>Williams, R. (2020, July 8). Gen Z wants brands to be &#8216;fun,&#8217; &#8216;authentic&#8217; and &#8216;good,&#8217; study says. <em>Marketing Dive<\/em>. <a href=\"https:\/\/www.marketingdive.com\/news\/gen-z-wants-brands-to-be-fun-authentic-and-good-study-says\/581191\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.marketingdive.com\/news\/gen-z-wants-brands-to-be-fun-authentic-and-good-study-says\/581191\/<\/a>&nbsp;<\/li>\n\n\n\n<li>Narwani, D. Dhingra, S. Batliwala, B. (2025). A Study on Gen Z Social Media Behavior: Consumer Preferences Towards Brands Adopting Meme Marketing. <em>International Journal of Advanced Research<\/em>. <a href=\"https:\/\/www.researchgate.net\/publication\/393632566_A_STUDY_ON_GEN_Z_S_SOCIAL_MEDIA_BEHAVIOUR_CONSUMER_PREFERENCES_TOWARDS_BRANDS_ADOPTING_MEME_MARKETING\" target=\"_blank\" rel=\"noopener\">https:\/\/www.researchgate.net\/publication\/393632566_A_STUDY_ON_GEN_Z_S_SOCIAL_MEDIA_BEHAVIOUR_CONSUMER_PREFERENCES_TOWARDS_BRANDS_ADOPTING_MEME_MARKETING<\/a>&nbsp;<\/li>\n\n\n\n<li>The rise of meme Marketing: Analyzing it\u2019s impact on brand engagement. (2025). <em>International Journal of Research Publication and Reviews<\/em>, <em>6<\/em>(6), 10945\u201310958. <a href=\"https:\/\/ijrpr.com\/uploads\/V6ISSUE6\/IJRPR49138.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/ijrpr.com\/uploads\/V6ISSUE6\/IJRPR49138.pdf<\/a>&nbsp;<\/li>\n\n\n\n<li>Lee, Z., Dineva, D., &amp; Mangi\u00f2, F. (2025). From M&amp;S to Duolingo: banter between brands on social media gets people buying \u2013 but there\u2019s a catch. <em>The Conversation<\/em>. <a href=\"https:\/\/doi.org\/10.64628\/ab.apch5unyh\" target=\"_blank\" rel=\"noopener\">https:\/\/doi.org\/10.64628\/ab.apch5unyh<\/a>&nbsp;<\/li>\n\n\n\n<li>Boston Institute of Analytics. (2026, June 25). The Psychology of Humor Marketing: Why Gen Z loves funny ads. <em>Boston Institute of Analytics<\/em>. <a href=\"https:\/\/bostoninstituteofanalytics.org\/blog\/the-psychology-behind-humor-marketing-and-why-gen-z-loves-it\/\" target=\"_blank\" rel=\"noopener\">https:\/\/bostoninstituteofanalytics.org\/blog\/the-psychology-behind-humor-marketing-and-why-gen-z-loves-it\/<\/a>&nbsp;<\/li>\n\n\n\n<li>Aspidistra. (2025, November 13). <em>Using memes in brand marketing without cringe<\/em>. Aspidistra. <a href=\"https:\/\/www.aspidistra.fi\/using-memes-in-brand-marketing\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.aspidistra.fi\/using-memes-in-brand-marketing<\/a>\/<\/li>\n\n\n\n<li>Staff, C. (2026, May 8). <em>Social Listening: Definition, tools, and Strategies for Business growth<\/em>. Coursera. <a href=\"https:\/\/www.coursera.org\/ca\/articles\/social-listening\" target=\"_blank\" rel=\"noopener\">https:\/\/www.coursera.org\/ca\/articles\/social-listening<\/a>&nbsp;<br><br><br><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Why do brands use Gen Z&#8217;s language in advertising? And why does meme marketing so often backfire? A guide to using internet culture without losing authenticity. Picture this: It is 11 p.m. on a Tuesday night, you\u2019re cuddled up in bed scrolling on TikTok and come across a brand account doing something strange: a language [&hellip;]<\/p>\n","protected":false},"author":2231,"featured_media":81926,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[62,1055,650,38],"tags":[],"class_list":["post-81783","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-digital-media-campaigns","category-marketing-strategy","category-social-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>When Brands Try to Be Gen Z: Why Meme Marketing Can Backfire<\/title>\n<meta name=\"description\" content=\"Why do brands use Gen Z memes in advertising, and when does meme marketing fail? 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Why do brands use Gen Z memes in advertising?\u00a0","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"<br>Gen Z is known to ignore traditional ads and spends hours a day on meme-filled feeds. Memes offer low-cost, high engagement reach and make brands feel human (but only when the humor is timely and genuine).\u00a0","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/digital.hec.ca\/en\/blog\/when-brands-try-to-be-gen-z-why-meme-marketing-can-backfire-and-how-to-fix-it\/#faq-question-1794331904140","position":2,"url":"https:\/\/digital.hec.ca\/en\/blog\/when-brands-try-to-be-gen-z-why-meme-marketing-can-backfire-and-how-to-fix-it\/#faq-question-1794331904140","name":"Q2. How can brands use memes without missing the mark?\u00a0","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"<br>Move fast (within hours, not weeks), use humor that matches the brand's real identity, avoid dead trends, and never punch down. If the joke needs three committees to approve, it is already outdated.\u00a0","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/digital.hec.ca\/en\/blog\/when-brands-try-to-be-gen-z-why-meme-marketing-can-backfire-and-how-to-fix-it\/#faq-question-1794331917205","position":3,"url":"https:\/\/digital.hec.ca\/en\/blog\/when-brands-try-to-be-gen-z-why-meme-marketing-can-backfire-and-how-to-fix-it\/#faq-question-1794331917205","name":"Q3. Does meme marketing actually work with Gen Z?\u00a0","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"<br>Absolutely. Research links meme marketing to a higher brand visibility and engagement among Gen Z, since they are often driven by humour and relatability. 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