We all know the drill: one minute, your favorite brand is everywhere—on billboards, social media, and probably even your cereal box. The next? They’re a distant memory, just another company that couldn’t keep up with changing times. This kind of decline can happen quickly and surprisingly, even to the most well-established brands.
Whether it’s because of a PR blunder, shifting consumer preferences, or a failure to stay relevant, losing popularity is every brand’s nightmare. But the question remains—why do some brands seem to lose their shine while others manage to keep up with the ever-evolving market?
Let’s find out why brands lose popularity, explore real-world examples, and show how programmatic advertising platforms can help brands bounce back by staying connected with their audience in smarter ways.
Why Do Brands Lose Popularity?
Failure to Adapt to Cultural Shifts
Imagine seeing an ad for your favorite clothing brand’s new collection, and instead of feeling excitement, you think, “That’s not really my vibe anymore.” It’s a common scenario when brands fail to adapt to cultural and societal shifts.
Today’s consumers are increasingly aware of the world around them, and they demand more from the brands they support. They want companies that reflect their values—whether rooted in sustainability, inclusivity, or social justice.
For example, a Forbes study shows that more than 40% of Americans want to see more racial diversity in ads, with even higher numbers for Hispanic (85%) and African-American (79%) consumers. Millennials, who are increasingly calling the shots, are also more likely to trust brands that emphasize diversity and inclusion in their marketing (77%).
Brands that continue to push outdated ideals or ignore movements like body positivity and racial equality risk alienating a growing portion of their audience. As consumer expectations shift, brands that embrace diversity, sustainability, and social responsibility are leading the way. Those slow to evolve alongside these changes risk becoming irrelevant, losing touch with the very consumers they aim to serve.
Shifts in Consumer Behavior and Market Trends
The rapid pace of technological advancement has made consumer behavior a constantly shifting landscape. In a world where new trends emerge almost overnight, brands that don’t stay ahead of the curve can quickly find themselves irrelevant.
Take the rise of digital services and tech innovations. Whether it’s virtual reality, AI, or the growing demand for seamless digital experiences, brands that fail to integrate new technologies into their strategy can easily get left behind.
Moreover, consumers today have more options than ever before. The internet has made nearly every product or service just a click away, giving consumers an unprecedented level of control over their choices. This also means brands are competing for attention. A product that was popular last year could easily be forgotten today if it doesn’t keep up with evolving consumer preferences.
That’s why it’s essential for brands to not only keep an eye on market trends but actively shape and respond to them.
Poor Marketing Decisions and PR Missteps
In the age of social media, brands don’t just have to worry about their marketing campaigns—they also need to be cautious of how they communicate with their audience. A single marketing blunder, tone-deaf statement, or poorly executed campaign can spiral into a PR nightmare.
With the speed at which information spreads online, brands need to be especially careful when crafting their public image.
If a brand launches a controversial ad or makes a statement that offends a segment of its audience, the backlash can be swift and damaging, sometimes leading to irreparable damage to the brand’s reputation.
Competition and Innovation from Newer Brands
Time waits for no one, and marketing is no exception. While long-established brands may have enjoyed years of dominance, newer, smaller, and more agile competitors are out there innovating at a faster pace.
Younger brands are particularly adept at tapping into the preferences of Millennials and Gen Z consumers—two demographics that have different expectations and desires than older generations. With their ability to quickly adapt to trends, make bold moves, and connect with younger audiences, up-and-comers often make established brands look outdated and slow to evolve.
Additionally, nimble brands are great at creating a sense of authenticity and relatability, something that larger, more traditional companies may struggle to achieve. Younger generations crave brands that speak to them directly, rather than relying on generic marketing tactics.
For older, established brands, it’s no longer enough to coast on legacy. To remain competitive, they need to continuously innovate, stay on top of emerging trends, and foster deeper connections with their audiences.
Case Studies: Famous Brands That Have Lost Popularity
Victoria’s Secret
Remember when the Victoria’s Secret Fashion Show was the pinnacle of glamour? Models strutted down the runway in iconic wings, larger than life, commanding attention. However, as society and consumer expectations evolved, so did the values surrounding what was considered beautiful and desirable.
In 2019, Victoria’s Secret made the bold decision to cancel its Fashion Show due to a shift in consumer values, especially around inclusivity. As more and more women began to demand diversity and body positivity, the show’s lack of representation began to feel out of place.
By 2024, the brand attempted to make a comeback with a more inclusive version of the show. However, while they introduced a few models who didn’t fit the traditional “stick-thin” mold, the change toward body positivity felt more like a token gesture than a genuine transformation.
In other words, Victoria’s Secret’s long-standing emphasis on the “perfect body” no longer resonated with a market that was embracing a broader range of beauty standards. The brand that once embodied the epitome of desire now seemed out of touch with its audience.
Harley Davidson
Harley Davidson, the king of motorcycles, has been feeling the heat lately. Millennials are choosing ride-hailing apps and public transportation over owning personal vehicles, which makes this iconic motorcycle brand struggle to stay relevant. It’s hard to be the “rebel” when most of your target audience is too busy catching a ride or opting for an electric scooter.
As a result, Harley Davidson might just become a luxury item of the past—a trophy for the rich rather than the symbol of freedom it once was. They’ve got a tough road ahead, and connecting with younger riders is going to take more than just nostalgia.
Facebook used to be the place to be, but now? Well, not so much. Facebook lost its “cool” factor with younger audiences, who flocked to Instagram, WhatsApp, and TikTok. The platform, once synonymous with connecting friends, is now seen as a bit boomer-ish.
Add to that the privacy concerns and the whole “fake news” debacle, and you’ve got a recipe for brand decline. Younger users have left, and it doesn’t seem like they’re coming back anytime soon.
Kellogg’s
When Kellogg’s CEO Gary Pilnick suggested in 2024 that families consider “cereal for dinner” to combat rising food costs, the backlash was swift. People weren’t having it. The internet was quick to point out how tone-deaf the suggestion was, especially considering inflation was making food prices skyrocket.
Sure, Kellogg’s had been promoting the “cereal for dinner” idea for months before Pilnick’s comments, but his tone-deaf delivery hit a sore spot. Consumers saw it as a desperate attempt to boost sales rather than a genuine attempt to help families. In a world of rising prices, cereal wasn’t quite the solution they had in mind.
Bumble
In May 2024, Bumble ran an ad campaign that poked fun at celibacy, featuring a woman trying to become a nun but failing when she’s attracted to a convent gardener. It was supposed to be lighthearted, but instead, it offended a lot of people who felt that it trivialized their decision to avoid hookup culture.
Bumble, once known as the feminist alternative to Tinder, was trying to be edgy, but ended up stepping on some serious cultural landmines. The company quickly pulled the ads and apologized, but the whole episode highlighted a deeper issue: dating apps are becoming impersonal, transactional, and plain frustrating.
How Programmatic Advertising Can Help Brands Recover
Precise Audience Targeting
Forget traditional advertising, where you hope someone in the crowd notices your message. With programmatic advertising, brands get to play detective—tracking down their perfect audience with precision.
You can hone in on exactly who you want to reach, based on everything from location to interests and demographics. Every ad lands where it matters most.
Optimized Ad Spend
Why waste money on a broad campaign when you can optimize your ad spend with programmatic? With real-time bidding, every penny goes toward reaching the people who are most likely to convert.
Instead of paying for exposure to anyone and everyone, you’re ensuring that each dollar works hard for you, reaching a handpicked audience that’s already primed for action. It’s smart, efficient, and way more satisfying.
Authenticity
Consumers today can spot inauthenticity from a mile away. Start by embracing transparency. Share the behind-the-scenes, show the people behind the product, and don’t be afraid to admit when things aren’t perfect.
Instead of bombarding customers with ads that scream “BUY NOW,” focus on telling a compelling story. Talk about the values your brand stands for, whether that’s sustainability, social causes, or craftsmanship.
Embracing Inclusivity
The days of “one size fits all” marketing are over. Brands have to actively represent different races, sizes, genders, and abilities, both in ads and within company culture. Inclusivity also means understanding your customers’ needs and speaking to them in ways that show respect and empathy.
Here are some actionable steps to take:
- Use diverse models and voices in your campaigns, ensuring everyone feels represented.
- Tailor your products and messaging to meet the needs of different communities.
- Build an inclusive brand culture by promoting diversity at all levels of your organization.
Unlock Your Brand’s Potential with Programmatic Advertising Platforms: Start Reaching the Right Audience Today
If your brand has fallen behind or is struggling to connect with today’s consumers, it’s time to think about programmatic advertising as your secret weapon. At KPAI, we specialize in AI-driven programmatic advertising that helps brands not just recover but thrive in today’s fast-paced market.
Want to learn more? Book a meeting with us today and see how KPAI can help you get back on track and win over your audience once again.
