How the pursuit of perfect sleep can backfire
Winding down after a long day looks different for everyone, but there’s nothing quite like the feeling when your head finally hits the pillow. Laying to rest the old mantra, “sleep when you’re dead,” many Americans have now taken their sleep regimen very seriously, with some coining the name ‘sleepmaxxers.’ These are individuals who proudly share the lengths they go to in their pursuit of the perfect night’s rest. This shift in mindset has proven to be true as overall sleep time has increased over the past two decades with a more recent uptick over the last few years. While the basic recommendations stay the same—aiming for seven hours of sleep on a routine basis—how to advance the quality of that sleep has taken on new dimensions.
Takeaways
While we can’t say for certain, TikTok trends seem to play a role in the shift. People are now adopting elaborate 12-step routines before bed, all in pursuit of waking up even more refreshed. Although some individuals stay true to a simple nighttime routine, others practice different methodologies, often leaving them wrapped up like mummies before their morning shed. Influencers on TikTok have played a significant role in fueling the ‘sleepmaxxing’ trend by promoting a wide variety of products and hacks to improve sleep quality. From mouth tape and nostril expanders to magnesium foot sprays and “sleepy girl mocktails,” they showcase their elaborate bedtime routines, often turning them into viral trends. These posts feature everything from budget-friendly tips to high-end gadgets like sunrise alarm clocks, red light therapy lamps and the infamous sleep-tracking Oura ring, all of which claim to optimize sleep patterns. Their influence has driven the sleep industry’s growth, making sleep improvement a popular focus for both wellness and tech marketing. But, has this obsession with achieving the perfect sleep gone too far? Not everything works for everyone. While some found mouth taping and jaw straps beneficial, in some cases, they can cause risks such as reduced oxygen in people’s breathing or developing jaw pain. We have all heard the phrase “don’t believe everything you read on the internet,” and it applies now more than ever. Sleep is a natural process. While viral trends are fun to hop on, know when it’s time to lay down your Oura ring and get back to the tried-and-true basics.
@maurslives the chin strap + mouthtape combo is lethal…#morningshed #skincareroutine ♬ Carrie Bradshaw – Gal Matza
Has responsible AI passed us by?
With summer winding down and schools back in session, debates around AI and its ethical implications are returning to the classroom. The technology’s educational applications have found it under fire in the past, especially given its ability to generate convincing written content like essays. Educators have clamored for a way to readily detect AI-generated work, and Vox reports that OpenAI has such a “watermarking” solution, but has refused to release it thus far, possibly as it awaits regulatory frameworks.
Takeaways
Ever since ChatGPT hit the scene, responsible AI has been a problem rooted in urgency, and at this point, Pandora’s box may have been open too long. Regulators have moved at a snail’s pace to install restrictions, and tangible harm has already been done, with low barriers to entry fueling the spread of misinformation in a year when critical elections are set to take place.
AI companies share some of this blame as well. While key figures in the space may have outwardly encouraged precautions and responsible regulation, their actions have told a different story. OpenAI’s unwillingness to release its “watermarking” tool is not only inconsistent with its mission to “benefit all of humanity,” but is a tacit admission that its market standing is the utmost priority, even if it means blurring truth and turning a blind eye to plagiarism along the way.
‘Maybe It’s Maybelline’ returns, reworked for TikTok era of beauty marketing
Maybelline is bringing back its well-known “Maybe It’s Maybelline” line in the form of a song that’s tailored for social media and is being promoted by celebrities like Gigi Hadid and Storm Reid. The new jingle is reworked in platforms like TikTok and speaks to the growing importance of connecting through social platforms for beauty and cosmetics marketers. By combining modern elements with their brand classics, they aim to re-engage with loyal customers and gain attention from younger audiences.
Takeaways
I remember this slogan growing up, and it’s exciting to see how Maybelline is evolving their brand marketing while still honoring the past. In today’s day and age, many people – especially younger consumers – are influenced to purchase a product if it goes “viral,” and the makeup brand is adapting to this trend while staying true to what they were known for years ago. In leveraging social media and influencer partnerships, their strategy helps them remain relevant and appealing. L’Oréal’s sales rose 5.3% in Q2, which is considered double-digit growth in the makeup segment, reflecting the power of harnessing social media’s potential. This revival of Maybelline’s tagline emulates how established brands can integrate nostalgia with modern techniques and stay relevant in today’s digital landscape.
@maybelline Get ready to have this stuck in your head. 24/7 🔁 🎶 The iconic “Maybe it’s Maybelline” jingle is back with a fresh new vibe featuring @gigihadid, @Shay Mitchell, @Storm Reid and @Peggy Gou 페기 구 🔥 What’s your maybe? Share your looks using the hashtag! #maybeitsmaybelline #maybellinepartners ♬ original sound – Maybelline NY
Nearly half of Americans feel ignored by advertisers
A recent study released by iHeartMedia and Pushkin highlights a disconnect between advertisers and their target audiences, where nearly half of Americans feel ignored by the ads that they see. Based on the findings of the study, this misalignment stems from advertisers allowing their personal biases to influence their advertising and marketing strategies, leading to a misunderstanding of what audiences actually value and look for. For example, while advertisers often live in coastal cities and overemphasize trends such as vegetarianism and cold plunges, many consumers (across a wide swath of geographies and demographics, not just those in rural areas) prioritize values such as family, religion, and traditional pastimes such as hunting. The study also found that marketers over invest in tactics such as social media, streaming, and influencer marketing, while ignoring other channels that might reach an untapped audience.
Takeaways
While certain parts of the study are somewhat self-serving to iHeart (one takeaway is that more investment should be made in radio), the findings are nevertheless a fresh reminder that advertisers need to take a more objective, data-driven approach when formulating their strategies. Marketers need to place themselves in the shoes of their target audiences and rely on data and research, rather than gut instinct. While there’s more access to data than ever before, the bias that seeps into advertiser decision-making leads to irrelevant targeting and over-investment in platforms. It’s critical that those in the industry leverage more robust research studies, audience panels, and research tools, while also applying more critical analysis to whether their targeting and investments are actually paying off – allowing marketers to better approach strategies objectively. By listening to audiences and broadening media reach, more inclusive campaigns can be developed that resonate with a wider range of potential customers.
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