Ah, millennial culture. The land of chevron prints, owl necklaces, Mason jar everything, and inspirational quotes like “She believed she could, so she did”… embroidered on a pillow you bought at Target during your “treat yo’ self” phase. Although at the elder end of the millennial spectrum (born in 1985), I, too, identify as a millennial.
And full transparency, it was fun while it lasted. Now? Gen Z has declared it cringe. And millennials themselves? We’re laughing, crying, and nervously sipping LaCroix while pretending we never said “doggo.”
So, should brands lean into this cloudy mess? Or is “millennial cringe” the marketing equivalent of skinny jeans; still around, but no one’s really sure if it’s socially acceptable?
Millennial Cringe 101: A Syllabus Nobody Asked For
- The Pumpkin Spice Industrial Complex
Starbucks essentially built its empire on a seasonal latte that millennials defended as if it were a personality type. And for the record, I don’t dislike PSL’s—not even a little bit. - Live, Laugh, Love
A motto, a mindset, a lifestyle… and now the biggest punchline on TikTok. - Harry Potter as a Religion
“Not all millennials, but definitely your coworker Jessica who still says she’s a Gryffindor in PowerPoint intros.” - Skinny Jeans & Side Parts
Gen Z saw them and said: “No. Next slide.” And really, this is fair. - Millennial Gray
My dining room was recently featured on TikTok for being “Millennial Gray.” I soon learned that the younger generations deemed the color gray itself as “only something people in their 30s and 40s decorate with.” Well, joke’s on your youngins, I will always like my gray hues.
Why This Cringe Matters for Brands
Because cringe = culture. And culture = cash.
Gen Z roasts it, millennials self-roast it, and brands that know how to laugh with their audience instead of at them are reaping the benefits of increased engagement. Just ask Crocs. They went from “mall mom footwear” to collaborating with Balenciaga. Not my cup of tea, but still: Iconic.
Market Research: The Cringe Translator (trademark pending)
Here’s how SMARI can save you from looking like that uncle who still says YOLO when offered a shot of Fireball:
- Audience Vibes Check
Is your core customer laughing ironically (Gen Z) or buying earnestly (millennials)? Knowing the difference = not embarrassing yourself. - Meme Testing
Run A/B tests: does your audience want a parody PSL ad, or should you go full nostalgia with a heartfelt ode to Ugg boots and buffalo plaid? - Cringe Meter Tracking
Market research helps you tell the difference between “funny cringe” (pumpkin spice memes) and “career-ending cringe” (brands still tweeting about “bae goals” or “humble brag”). - Tone Alignment
Research stops you from making a TikTok that screams: “How do you do, fellow kids?”
The Winners & Losers
- Winners:
- Crocs (cringe, but now stylish chic).
- Duolingo’s owl (mastermind of a marketing ploy—look it up).
- Anything that admits “yeah, we’re cringe, but at least we’re self-aware.”
- Losers:
- Brands still clinging to hashtags like #Adulting.
- Companies earnestly posting wine memes like it’s 2012. (Still looking at you, Gryffindor Jessica)
- Your cousin’s new Etsy shop named “Whimsical Wanderlust Creations.”
The Last Word
Millennial cringe is kind of like boxed wine: cheap, messy, but surprisingly effective when used right. With market research guiding the “vibe check,” brands can turn irony into serious ROI. Without it? Congratulations, you’ve just gone bad-viral for the skinny jeans again.
Lean into millennial cringe strategically. Use research to figure out whether your audience wants a wink, a roast, or a PSL in a gray chevron mug. Otherwise, you’re just another brand lost in the Millennial Hunger Games.
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SMARI is an award-winning, Indiana-based market research consultancy founded in 1983 with the goal of guiding change and inspiring confidence. We are proud to work with SMEs as well as a variety of Fortune 500 brands. We are powered by our core values: integrity, community, perseverance, trust, passion, curiosity, and innovation. SMARI’s expertise includes full project scopes, including instrument design, sampling & fielding services, reporting & analysis in Healthcare, CPG, Retail, Food & Beverage, Manufacturing, Financial Services industries, and beyond. Much has changed in our 40+ years, but our tagline and overarching mission remain the same—to guide change and inspire confidence. Start a conversation with us at www.SMARI.com.
