You walk into a store looking for something specific, but nothing feels like it was made for you. The messaging on the signs doesn’t speak to your needs, the products seem out of touch with your lifestyle, and the advertisements feel like they were designed for someone else entirely. Frustrating, right?
This is what happens when brands take a one-size-fits-all approach to marketing.
For too long, businesses have relied on generic messaging—broad statements meant to capture the attention of the “average” consumer. But here’s the problem: The average consumer doesn’t exist. People come from different backgrounds, cultures, age groups, and lifestyles. When marketing fails to acknowledge those differences, brands don’t just miss the mark—they lose customers.
Let’s talk about why generic marketing is holding businesses back and, more importantly, how to fix it.
Why Generic Messaging Pushes Customers Away
A one-size-fits-all strategy might seem like a safe bet—it’s broad, it reaches a large audience, and it doesn’t require much adjustment. But in reality, it often does the opposite of what it’s supposed to: it alienates people.
1. It Feels Impersonal
People connect with brands that feel like they “get” them. When messaging is vague or generic, it lacks the personal touch that creates emotional connections. Consumers don’t just want to buy a product; they want to feel understood.
For example, a fitness brand using the same ad for a 20-year-old college student and a 60-year-old retiree isn’t going to connect well with either. Their goals, challenges, and motivations are completely different, yet they’re being spoken to as if they’re the same person.
2. It Ignores Cultural and Linguistic Differences
Language and culture shape how people perceive marketing. When businesses fail to acknowledge this, they risk alienating entire communities.
A classic example is brands using direct translations without considering cultural context. A message that sounds engaging in English might fall flat—or even offend—when translated word-for-word into another language.
Pepsi learned this the hard way when they expanded into China and used the slogan “Pepsi Brings You Back to Life.” The direct translation ended up meaning “Pepsi Brings Your Ancestors Back from the Grave.” Needless to say, it didn’t go over well.
3. It Doesn’t Speak to Different Abilities and Needs
Not every customer interacts with content the same way. Some rely on screen readers, some prefer visual storytelling over text-heavy ads, and others need accessibility features like captions and high-contrast visuals.
Yet, many brands still create ads, websites, and social media posts without considering these needs. The result? Millions of potential customers feel left out simply because no one took the time to make the message accessible.
4. It Misses Life Stage Differences
A newlywed couple, a first-time parent, and a retiree all have different priorities. A generic marketing campaign that doesn’t acknowledge these differences won’t resonate.
For example, financial institutions often market their services the same way to young professionals and older adults. But while younger consumers might be looking for first-time homebuyer programs or student loan advice, seniors may be more focused on retirement planning. A single message trying to cover both loses effectiveness.
How to Fix It: Marketing That Speaks to Real People
Breaking away from generic messaging doesn’t mean making things complicated. It just means paying closer attention to who your audience really is and speaking to them in ways that matter.
1. Understand Who You’re Talking To
If you’re trying to reach everyone, you’re effectively reaching no one. Instead of using blanket messaging, businesses should invest in understanding their different customer segments.
- Who are they?
- What challenges do they face?
- What motivates them to buy?
- Where do they spend their time?
Digging into these questions helps create targeted campaigns that actually resonate.
A great example of this is Nike’s approach to marketing. Instead of pushing a single message to all athletes, they tailor campaigns based on specific needs—whether it’s women’s sports, adaptive apparel, or grassroots running communities. Each group gets messaging that feels made for them.
2. Create Culturally and Linguistically Relevant Content
Speaking someone’s language—literally and figuratively—goes a long way in building trust.
Brands that want to engage multilingual communities should go beyond direct translations and invest in culturally relevant storytelling. That means working with native speakers, using visuals that reflect diverse experiences, and understanding cultural nuances.
McDonald’s, for example, tailors its advertising for different regions by featuring familiar faces, local food variations, and language that feels natural. Instead of forcing a global message onto every audience, they adapt it to make sense locally.
3. Make Accessibility a Standard, Not an Afterthought
Accessibility in marketing isn’t just about checking a compliance box—it’s about making sure everyone can engage with your content.
Some simple ways to do this include:
- Adding captions and transcripts for videos.
- Using clear, high-contrast visuals.
- Ensuring websites are screen-reader friendly.
- Avoiding jargon-heavy language that excludes certain audiences.
Apple is one brand that does this well. Their commitment to accessibility isn’t just in their products—it’s in their marketing. Their ads feature people of all abilities using their technology, reinforcing the idea that their products are designed for everyone.
4. Personalize the Experience
Consumers expect personalization. They want brands to remember what they like, anticipate their needs, and recommend things that actually matter to them.
Retailers like Amazon and Netflix have mastered this through recommendation engines that tailor content to each user. But personalization doesn’t have to rely on algorithms—it can be as simple as crafting different ad variations for different demographics or offering tailored email campaigns based on customer interests.
The key? Making customers feel seen, not like they’re just another name on a mailing list.
Connecting Back to the Bigger Picture: Who Are We Missing?
If this topic hits home, it’s because it ties directly into the bigger question: Who are we missing?
Generic marketing doesn’t just mean weak messaging—it means entire communities get overlooked. In our previous blog, “Who Are We Missing? Overlooked Communities with Big Impact,” we explored the specific demographics often left out of marketing efforts—multilingual speakers, seniors, individuals with disabilities, and rural consumers.
Breaking free from one-size-fits-all messaging is the next step in fixing this problem. It’s about moving from surface-level representation to real engagement.
How The it Crowd Can Help
At The it Crowd, we help brands move beyond cookie-cutter marketing. Whether it’s crafting personalized campaigns, creating multilingual content, or ensuring accessibility, we focus on making sure brands connect with the right people in the right way.
Because good marketing isn’t just about being seen—it’s about making people feel understood.
It’s Time to Get Specific
The days of generic marketing are over. Customers expect more, and businesses that take the time to create targeted, meaningful messaging will be the ones that win.
So, the next time you plan a campaign, ask yourself: Who is this really speaking to? And who are we leaving out?
Because when people feel like a brand understands them, they don’t just buy—they stay.
