American Eagle’s recent campaign featuring Sydney Sweeney has drawn significant attention, sparking conversation about its creative direction and connection to the brand’s audience. The intent was clear: resonate with young women. The reaction, however, revealed a gap between nostalgic Americana tropes and the diversity and values that many Gen Z consumers prioritize.
The campaign’s focus on appearance and wordplay around “jeans” and “genes” raised questions about how brands can ensure their strategies connect authentically with the people they aim to reach. For communicators, it’s a reminder that message, messenger, and audience must align.
Importance of authentic partnerships
Consumers quickly identify when a brand–influencer collaboration feels mismatched. Public figures carry their own equity into any partnership, which makes the right fit essential. A strong match builds credibility; a weak one risks disengagement.
A positive contrast: Rhode’s Peptide Lip Shape campaign with singer Tate McRae. McRae’s background as a competitive dancer underscored the campaign’s emphasis on performance and authenticity, reinforcing Rhode’s “effortless beauty” positioning. The alignment between product and personality created credibility instead of skepticism.
Deeply understand your audience’s values
Brands looking to stay relevant often move quickly to secure partnerships, but speed can come at the cost of resonance. Understanding consumer expectations, and making sure campaigns reflect shared values, is the foundation of long-term trust.
Consider Ralph Lauren’s Oak Bluffs collection. More than clothing, the campaign honored a place of legacy for generations of Black communities. It incorporated storytelling, family histories, a documentary, and even a curated playlist. By embedding cultural context, the campaign became more than a product launch; it became a signal of respect, heritage, and optimism.
Prioritize cultural competence and sensitivity
Consumer PR operates in a social and cultural context. Narrow or one-dimensional portrayals create risk, while inclusive processes reduce it. Running creative through a diverse set of perspectives helps ensure messages are received as intended.
Nike’s “You Can’t Stop Us” illustrates this point. The campaign paired athletes from different backgrounds in a split-screen edit, showing commonality across gender, race, and ability. Released in 2020 amid the pandemic and heightened social justice movements, it became more than an ad — it was a statement of unity and resilience that resonated globally.
A Wake-Up Call for Smarter Consumer PR
American Eagle generated attention, but not the type likely to build trust. The lesson: virality and disruption are not always wins if they come at the expense of sensitivity and connection.
Other brands show what’s possible when consumer emotions and cultural awareness guide the strategy.
Going viral isn’t the goal. Building credibility is.
Need support refining your consumer PR approach? At Avenue Z, we help brands break through with clarity, alignment, and impact. Let’s talk.
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