Millennials once revered their favorite brands for being trendy, cutting-edge, and hip. But now, these same brands are struggling to survive as consumer tastes shift.
Midea, a brand of air conditioners popular among millennials, recently faced a major recall due to potential mold exposure. This news sent shockwaves through the millennial community, with many feeling let down by their beloved brand.
The issue highlights a broader trend: millennials’ sway has shifted in the larger consumer market. What was once considered cool and desirable is now seen as old-fashioned. The era of trendy brands like Glossier, Casper, and Warby Parker is coming to an end, replaced by more mainstream options.
Marketing experts point to several factors contributing to this shift. Direct-to-consumer models, which were once a hallmark of millennial brands, are no longer effective. Brands that relied too heavily on cause or purpose as their main differentiator also struggled.
In contrast, successful millennial brands have managed to adapt and evolve. Glossier, for example, has shifted from being a trendy startup to a mainstream makeup brand sold at major retailers like Sephora. Its focus on quality products rather than just a cool image has helped it endure.
As millennials continue to age and their tastes shift, they’re beginning to realize that their beloved brands are just that – brands. They no longer have the same level of influence and cultural relevance as they once did.
The rise and fall of millennial brands is a signpost that this generation may be becoming old and boring. As consumer preferences continue to evolve, it’s clear that the era of trendy millennial brands is coming to an end.
Source: https://www.businessinsider.com/millennial-brands-aging-middle-age-dying-turning-boring-companies-2025-8