In an era of ‘baddies,’ companies are racing to keep up with the influencer economy

In an era of baddies companies – Thinking Process: 1. **Analyze the Request:** * **Role:** Professional editor. * **Task:** Rewrite the provided article into a new, unique version with proper HTML formatting. * **Source URL:** https://www.cnn.com/2026/07/11/business/influencer-economy-marketing-baddies * **Original Title:** In an era of ‘baddies,’ companies are racing to keep up with the influencer economy * **Source Language:** English (must be preserved). * **Formatting:** Clean HTML using `

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`. * Minimum length: 600 words (mandatory). If source is under 600, expand naturally without adding false info. * Output ONLY the rewritten HTML. 2. **Analyze the Source Text:** * **Topic:** Companies adopting “baddie” culture (Gen Z slang for fashionable/confident people) for marketing, moving away from polished campaigns to “normal people” content. * **Key Examples:** * ResMed (CPAP devices): Hosted “CPAP Baddies” event in Vancouver. Employees posting content. Pages reached 4.2M views/30 days, 6,200 followers. Facing FDA GLP1 competition ($270-300M reduction). * Polymarket: “Baddies of Polymarket” on Telegram/X. Not posting since April. Scrutiny for deceptive tactics. * Starbucks: Employees creating social media content. * Staples: “Staples Baddie” Kaeden Rowland (TikTok user). * **Quotes:** * Keith Bendes (Linqia): “normal people” content outperforms polished campaigns; brands spinning up ‘fan accounts’. * Katrin Pucknat (ResMed CMO): Never seen on linear TV, running experiments. * Kaeden Rowland: No formal training, opinionated with cheekbones. * **Stats:** GoDaddy survey (1,000 consumers, 2024): 40% Gen Z trust influencer posts over business posts; more likely to buy from influencer than friend. * **Current Date Context:** Source URL says 2026/07/11. I should keep the timeline consistent (e.g., “last year” refers to 2025 relative to 2026, or just state the years clearly). The source text mentions “Last year” multiple times. Since the source date is July 2026, “last year” implies 2025. However, to be safe and accurate to the source text’s narrative flow, I will maintain the relative timing or specify years if mentioned. The source says “Last year, Polymarket started…” and “Starbucks announced last year…”. I will adjust slightly to ensure clarity without changing facts. Actually, looking closely at the source text provided: “Last year, Polymarket started… last year for girlies…” (repetition in source). “Starbucks announced last year…”. I will treat “last year” as 2025 based on the 2026 source date, but to avoid confusion, I can say “in 2025” or keep “last year” if it fits naturally. Let’s stick to the source’s “last year” but ensure the word count is sufficient. * **Word Count Check:** The source text is roughly 550-600 words. I need to ensure I hit the 600-word minimum. I will expand on the implications of the “baddie” trend and the specific examples to add depth without inventing facts. 3. **Drafting Strategy:** * **Structure:** * H2: Main Title (Rewritten). * Intro: The CPAP Baddies event in Vancouver as a hook. * Section 1: The Shift to “Normal People” (ResMed, Starbucks, Polymarket). * Section 2: The “Baddie” Definition and Audience (Gen Z, female focus). * Section 3: Statistics and Consumer Trust (GoDaddy survey). * Section 4: Challenges and Competition (FDA GLP1, Polymarket issues). * Section 5: The “Staples Baddie” Example. * Section 6: Community and Offline Engagement. * Conclusion: Summary of the trend. * **Expansion Points:** * Elaborate on the Vancouver event details (merch, photobooth). * Explain the “baddie” concept more fully in context. * Discuss the nature of “fan accounts” vs. traditional influencer marketing. * Detail the GLP1 impact on ResMed more clearly. * Expand on Kaeden Rowland’s role and content style. * **HTML Formatting:** Use `

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`. Ensure no markdown code blocks around the final output. 4. **Drafting – Step-by-Step (Mental or Scratchpad):** * *Title:* Companies Embrace the ‘Baddie’ Phenomenon to Capture the Influencer Market. * *Intro:* Start with the Vancouver gathering. ResMed hosted it. It wasn’t just a medical meeting; it felt like a pop-up shop or concert. Attendees got invites via Instagram. * *Quote 1:* Bendes on “normal people”. * *Body:* ResMed’s strategy. Employees with fuzzy mics. Not just influencers. * *Stats:* 4.2 million views. 6,200 followers. * *Other Brands:* Polymarket (Telegram/X). Starbucks (employee content). * *Definition:* Baddies = fashionable, confident. Gen Z slang. * *Survey:* GoDaddy 2024 data. 40% Gen Z trust. * *Challenges:* Polymarket stopped posting. Deceptive tactics scrutiny. Bendes quote on fan accounts. * *ResMed Specifics:* Pucknat quote. Linear TV absence. GLP1 threat ($270-300M loss). * *Staples:* Kaeden Rowland. Upstate NY. Direct mail, passports, mugs. Quote: “opinionated with cheekbones.” * *Community:* Offline meetups. Building loyalty differently. * *Closing:* How to become a CPAP Baddie (use device, sleep next to one, support apnea). 5. **Refining for Word Count and Constraints:** * Need to make sure I don’t use 8+ consecutive words from the source. * Need to ensure quotes are exact. * Need to check word count. If it feels short, I will elaborate on the *meaning* of the trends described. For instance, explaining *why* anti-marketing works (consumers outgrew TV). * *Self-Correction on Date:* The source URL has 2026. The text says “Last year” for Polymarket and Starbucks. If today is July 2026, last year is 2025. I will use “2025” to be precise and avoid ambiguity, or keep “last year” if it flows better. The source text actually says “Last year, Polymarket started… last year for girlies…” (typo in source). I will fix the flow. * *Quote Verification:* * “normal people” content outperforms polished campaigns (Bendes) * “essentially brands spinning up a ‘fan account’ that they themselves operate” (Bendes) * “You’ve probably never seen (our ads) on linear television” (Pucknat) * “I don’t have any formal training in marketing,” (Rowland) * “I’m just opinionated with cheekbones.” (Rowland) * *Number Verification:* 4.2 million views, 6,200 followers, 1,000 consumers, 40%, $270 million to $300 million. 6. **Writing the Content (Iterative expansion):** * *Intro:* In Vancouver, Canada, a unique gathering took place where users of CPAP machines came together. This wasn’t a standard medical conference. Instead, ResMed, a leader in sleep apnea technology, organized an influencer-style meetup. Guests enjoyed hors d’oeuvres, merchandise, and photo opportunities. * *Event Details:* A host conducted interviews at a podcast corner. Attendees, who secured invitations through a public Instagram link, shared their thoughts on the term “CPAP baddie.” These responses were subsequently shared across social platforms. * *Strategy Shift:* ResMed is part of a broader movement among corporations to utilize influencer-style videos. However, they are featuring everyday customers and staff members rather than famous internet personalities. This approach involves employees recording videos with handheld microphones during work hours and hosting events similar to those for social media stars. * *Target Audience:* These strategies specifically target “baddies,” a term popular among Generation Z to describe stylish and self-assured individuals. The goal is to connect with younger demographics, particularly women. * *ResMed Stats:* Since launching its dedicated baddies page in the spring, ResMed has seen significant engagement. The pages accumulated 4.2 million views within a thirty-day period and garnered 6,200 followers on Instagram and TikTok combined. * *Other Companies:* Polymarket launched “Baddies of Polymarket” pages on Telegram and X in 2025, aiming to attract female bettors. Similarly, Starbucks revealed plans for employees to generate social media content for official brand channels. * *Expert Opinion:* Keith Bendes, the chief strategy officer at Linqia, noted via email that brands are realizing authentic content from regular individuals performs better than highly produced advertisements. * *Nuance:* While this content appears genuine, it is backed by substantial marketing budgets. Some participants receive compensation through brand deals or ad revenue, though CPAP Baddies at events did not get extra money. * *Risks:* Influencer marketing is not foolproof. The Polymarket baddies page has been inactive since April, and the company recently dealt with criticism regarding its use of paid creators. Bendes explained that these efforts are essentially companies creating their own fan accounts. * *Consumer Behavior:* Anti-marketing is currently trending. People have moved past traditional billboards and television spots. A 2024 GoDaddy survey of 1,000 people indicated that 40% of Generation Z respondents trust product recommendations from influencers more than those from businesses. They are also more inclined to purchase items suggested by influencers compared to recommendations from friends. * *ResMed Leadership:* Katrin Pucknat, ResMed’s chief marketing officer, stated that their advertisements are rarely seen on linear television. She mentioned that the company is conducting numerous trials to determine effective methods. * *Market Challenges:* Paid influencer marketing may have peaked. Not all products are inherently trendy. ResMed is finding success with organic ambassadors despite challenges. One major hurdle is the recent FDA approval of a GLP1 medication for treating sleep apnea in obese adults. Analysts predict this could reduce annual device sales by between $270 million and $300 million over the next ten years. * *Staples Example:* Earlier this year, the internet fell for the “Staples Baddie,” Kaeden Rowland. A print specialist at a New York location, Rowland used TikTok to show viewers various uses for Staples, such as sending direct mail, renewing passports, and buying discounted mugs. * *Rowland Quote:* Rowland previously told CNN that she lacks formal marketing education. She described herself as opinionated with cheekbones. * *Community Focus:* To combat these challenges, ResMed is emphasizing offline meetups and community pages. These initiatives foster brand loyalty differently than traditional advertising. Influencers and influencer-like figures can actively participate in these communities. * *Conclusion:* Becoming a CPAP Baddie is accessible. According to the Instagram account, certification requires using the device, sleeping beside someone who does, or simply supporting sleep apnea awareness. 7. **Review and Refine:** * Check for 8+ consecutive words from source. * Source: “The first official hangout for users of the sleep apnea treatment device was an influencer-style event hosted by medical company ResMed” * My draft: “In Vancouver, Canada, a unique gathering took place where users of CPAP machines came together. This wasn’t a standard medical conference. Instead, ResMed, a leader in sleep apnea technology, organized an influencer-style meetup.” -> Good. * Source: “ResMed, which dominates the market for the medical devices, is among the companies shifting towards influencer-style videos” * My draft: “ResMed is part of