Brands are no longer the only storytellers in the digital landscape. In marketing, relevance isn’t determined by budgets or scale. It is shaped by connection. Consumers, especially Gen Z, are reshaping how brand stories are told, challenging long-held norms in advertising, media, and content strategy.

The shift is forcing marketers to re-evaluate not just how they communicate, but who they involve in the process. From KFC’s ‘humbling’ shift in tone to Quaker’s embrace of messy authenticity, a new playbook is emerging. One that’s built on co-creation, emotional intelligence, and meaningful simplicity. 

The old social media model of “create and broadcast” is losing steam. Today’s successful brands are embracing collaboration and emotional resonance to maintain relevance in a content-saturated world.

KFC Is Now Listening To Gen Z

Once crowned as a titan of Twitter (now called X), KFC UK and Ireland found itself out of touch by 2024. The platform that once rewarded quick-witted one-liners and reactive banter had evolved. Gen Z wasn’t looking for static text. They craved rich, immersive experiences. And KFC’s content, though sharp, no longer stood out in the sea of short-form video and highly visual storytelling.

Faced with declining engagement, the brand reimagined its approach. Instead of creating content for its audience, it started creating content with them. According to Leo Sloley, head of brand and retail at KFC UK and Ireland, the business adopted a more “humble and co-creative” mindset. This meant elevating younger voices internally and externally and empowering them to shape the brand’s digital presence.

TikTok became the new testing ground. KFC began collaborating with creators who already had clout among Gen Z. This shift not only improved reach but also authenticity. By letting go of rigid brand control and leaning into the messiness of collaboration, KFC positioned itself as a relatable, self-aware voice in a fast-moving landscape.

The results speak volumes. KFC is no longer simply broadcasting. It’s co-creating cultural moments. Gen Z doesn’t want to be sold to. They want to be included, respected, and represented. KFC’s transformation is a prime example of how that inclusion drives impact.

Quaker’s “Deliciously Ugly” Success

While fast-food chains tap into trend-led engagement, heritage brands like Quaker are breaking through with a different strategy: self-deprecating honesty. In a world obsessed with perfection, Quaker leaned into imperfection, and it worked.

The brand’s magazine ad showing a messy bowl of porridge with the line “Easy to make. Impossible to make beautiful” struck a chord. Instead of striving for food-styled perfection, Quaker highlighted what most people already know. Real breakfast is messy. And that’s okay.

According to Kantar’s ‘The Works’ study, the ad landed in the top 1% of UK ads for credibility and emotional connection. It wasn’t just funny. It felt authentic. Consumers saw themselves in that mess. In a culture of curated feeds and aesthetic overload, Quaker’s bold honesty offered a refreshing counter-narrative.

This campaign extended far beyond print. Quaker collaborated with influencers during London Fashion Week, showcasing a porridge-inspired outfit. The oat-covered garment, worn unapologetically by TikTok creator Lily Rose, further solidified the campaign’s tone, radical honesty, humor, and creativity.

What worked here wasn’t just the message, but the brand’s willingness to go against the grain. In doing so, it earned consumer trust and attention, two of the hardest currencies in modern marketing.

Disney Values Quality Over Quantity

The race to fill platforms with content has led some brands to confuse volume with value. Disney’s CEO Bob Iger recently admitted that the company lost focus in its rush to populate Disney+ with content. Particularly with Marvel’s content sale, this drive diluted the impact of individual titles. 

Rather than building long-term emotional equity, Disney found itself sacrificing depth for speed. In Iger’s own words, they “turned to all our creative engines” in a bid to flood the platform. The result? A noticeable dip in storytelling quality, audience satisfaction, and brand distinction.

This serves as a cautionary tale. While consistency matters in digital content, overproduction can harm credibility and fan trust. Audiences today are discerning. They don’t just want more content. They want meaningful content. And in the streaming age, loyalty is fragile.

Brands that win in the long term are those who resist the temptation to churn. They build stories with care, not speed. And they measure success not just in clicks, but in how their stories make people feel.

TikTok and the Science of Emotional Creativity

TikTok’s influence on marketing is undeniable. But it’s not just about trends. It’s about tapping into emotional resonance. Recent research from System1 and TikTok reveals that emotionally rich ads on the platform drive higher brand awareness, recall, and association.

Five-star ads on TikTok generated 2.9 times higher brand association than average content. These ads didn’t just sell a product. They told a story that people remembered. The key ingredients? Humor, empathy, and boldness.

This echoes a larger truth: effective creativity is not defined by format, but by feeling. Whether it’s a 15-second clip or a magazine ad, what matters is how the audience responds. Emotion is the multiplier in digital marketing.

The challenge is that emotional content requires risk. It demands that brands drop the hard sell and instead focus on connection. The ones that do reap the rewards, not just in engagement metrics but in long-term brand equity.

Coty and the Pivot to Advocacy

Beauty giant Coty is grappling with declining revenue but remains optimistic. Its solution? A “multi-pronged attack” focused on social media advocacy, Amazon integration, and TikTok Shop.

Social advocacy allows Coty to hand its messaging to creators and influencers who already have trust with their communities. By leveraging these relationships, the brand hopes to reverse its sales slump and rebuild trust with younger demographics.

Coty’s strategic pivot reinforces a vital lesson: when consumer trust wanes, advocacy can provide the bridge. The future of influence lies not in celebrity endorsements but in authentic voices rooted in real communities.

Popeyes and the Power of Leadership

Meanwhile, Popeyes is investing in leadership to drive brand scale. With the appointment of its first UK chief marketing officer, the fast-growing fast-food brand aims to double its store count and cross £200 million in UK sales.

Behind this expansion is a marketing-first mindset. Popeyes understands that growth isn’t just about product. It’s about positioning. The brand’s heritage, flavor, and personality have helped it cut through in a crowded QSR category.

What makes this appointment notable is its timing. Popeyes recognizes that brand growth depends on marketing leadership. As competition in the chicken QSR space intensifies, smart, culturally connected marketing will be the difference-maker.

Staying Relevant In This Noisy World

Today’s marketing landscape rewards the brave. It favors brands that lead with emotion, embrace imperfection, and co-create culture with their audience. The common thread across every story this week, from KFC to Quaker to Disney, is a clear evolution in marketing’s purpose.

This is no longer about broadcasting value. It’s about creating belonging. Marketers now face a choice: keep chasing attention or start earning it through substance and story.

Relevance is no longer handed down from brands to consumers. It’s built together in messy bowls of porridge, in TikTok duets, in late-night scrolls through honest, emotional stories. The brands willing to listen, adapt, and co-create will be the ones that last.