Here’s the thing: anti-woke marketing works… until it doesn’t.

It’s the marketing equivalent of eating nothing but candy, sure, it gives you a quick sugar rush, maybe a stock bump, maybe even a bunch of free media coverage — but it leaves you queasy and doesn’t build a healthy brand. We’ve seen this play out with Bud Light, Target, and most recently Cracker Barrel. The data is undeniable: when anti-woke consumers get angry, they vote with their wallets, and it moves markets.

I am a pioneer of the internet. Literally one of the early ones who discovered new land and how to make a career because of it. I was there with Mitch Joel, Chris Brogan, and others and while I admire these people and hang on their every observation to this day, now I am not sure they will tell you what I am about to say. A long time ago, on what feels like a planet far far away, “social media” was about connection, and it was beautiful. In high school, I met other They Might Be Giants fans online and realized I wasn’t the only person in the world obsessing over accordion-driven nerd rock, and it made me feel less alone. Later, I met people who were doing the kind of work I wanted to do, and they gave me tips and encouragement. It was human, messy, and, yeah, sometimes even weird in a way that felt authentic.

Here’s the thing: I absolutely, 100%, without hesitation, hate everything about what’s happening with AI clones of creatives. This isn’t innovation. It’s creative extinction dressed up as "progress."

Let’s talk about a trend that’s managed to be both hilarious and deeply revealing at the same time: the ChatGPT action figure.

At first, it was clever. An unexpected and playful way to anthropomorphize AI, something that lives entirely in the ether, by giving it a tangible, toy-like form. It was commentary. It was pop art. It was a joke that worked on multiple levels.

In the fast-paced world of marketing, trends come and go like passing storms. But amidst the ever-changing landscape of buzzwords and metrics, there's one constant that successful companies prioritize: the human element. In an era where bounce rates, impressions, and data analytics reign supreme, it's essential to remember that behind every number and acronym, there's a human being with emotions, desires, and needs.