A Love Letter to Gen Z: Breaking the Stoic Walls of Professional Marketing
Dear Gen Z,
Let’s take a moment to appreciate the fact that you’ve done the impossible. You’ve managed to get some of the most stoic, buttoned-up industries—law firms, hospitals, and other pillars of “seriousness”—to loosen their ties, roll up their sleeves, and finally have some fun with their marketing.
Gone are the days of cold, grey professionalism being the only acceptable tone. Thanks to your audacious embrace of humor, irreverence, and brainrot aesthetics, these institutions are realizing that relatability sells. Let’s dive into the magic you’ve unleashed—and celebrate the bold brands that dared to join the party.
Breaking Through with Fun: The Examples We Love
1. Harding Mazzotti (Albany, NY):
The personal injury law firm is infamous for its straight-faced tagline: "Call 1-800-LAW-1010." But now? Their billboards feature lawyers with 8-bit sunglasses slapped over their faces, riffing off the “deal with it” meme. It’s playful, unexpected, and reminds people that even legal help can have a personality. It’s a small step, but a huge leap for the professional services world.
2. William Matar’s Social Media Glow-Up:
When you think of car accident lawyers, you probably don’t think of TikTok trends—but William Matar is here to change that. His law firm’s posts are unapologetically absurd, embracing trending audios like “girl dinner” or lip-syncs from the most chaotic corners of TikTok. The result? A law firm that feels approachable, human, and maybe even a little fun.
3. Duolingo: The Gateway Villain of Brand Brainrot
While not a law firm, Duolingo deserves credit for setting the tone for professional institutions experimenting with offbeat humor. Their unhinged owl on TikTok paved the way for industries that once thought playfulness was beneath them. Duolingo showed that even educational tools could become a pop culture icon—and that opened the floodgates.
4. Hospitals Leaning into Memes:
Some hospitals are getting the memo, too. TikToks of staff doing silly dances, engaging in lip-sync challenges, or even turning mundane health advice into funny, shareable moments show that relatability works. The Mayo Clinic has even jumped on trending sounds to humanize their brand. Who knew “wash your hands” could be so catchy?
5. The IRS Meme Makeover:
Even the IRS, the least relatable government agency, hopped on Twitter with tongue-in-cheek humor. Their tweets remind us to file our taxes while poking fun at their own unpopularity. This self-awareness is an unlikely yet effective marketing strategy that even suits-and-ties can’t resist.
Why This Works (And Why We’re Here for It)
1. Relatability Drives Engagement
Audiences—especially Millennials and Gen Z—are tired of faceless corporations. A little humor, self-awareness, or trend-savviness goes a long way in making professional services approachable and trustworthy.
2. Humor is Memorable
Would you remember another stoic Harding Mazzotti billboard? Or one with meme-worthy sunglasses? Fun sticks.
3. Risk-Taking Equals Relevance
Professional industries are realizing they don’t have to sacrifice credibility to be relevant. When brands embrace humor and creativity, they remain top of mind while still delivering value.
Lessons for Brands in "Serious" Industries
Loosen Up: Professionalism doesn’t have to mean boring. Let your personality shine.
Be Self-Aware: Acknowledge your industry stereotypes—and have fun with them.
Stay Human: People trust brands that feel human. Humor builds connection and trust.
Don’t Fear Trends: Being part of the cultural conversation doesn’t diminish your expertise—it amplifies your relevance.
So, Gen Z, thank you for shattering the stoic walls of these institutions. Your unapologetic love of memes, humor, and chaotic energy is inspiring even the most traditional industries to step into the light and laugh a little.
Because at the end of the day, we all want to feel connected. And sometimes, connection starts with a lawyer wearing 8-bit sunglasses on a billboard.
