IN DEFENSE OF SOFTNESS: BRANDS, COMMUNICATION, AND THE END OF CERTAINTY AS AUTHORITY

Summary from the TLDR Marketing newsletter

Optimization-first branding is saturating. People are pushing back on constant self-improvement and performance pressure. That creates whitespace for brands that feel less demanding. “Softness” isn't an aesthetic. It's a shift in behavior toward lower pressure and more emotional range. Most brands still compete on authority and optimization. The opportunity is to act like a companion, not a coach.