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In an era of ‘baddies,’ companies are racing to keep up with the influencer economy
ResMed says its customer-led campaigns reached 4.2 million views in 30 days as brands seek more authentic ways to reach Gen Z audiences.
- ResMed hosted its first official CPAP Baddies influencer-style event in Vancouver, Canada, complete with merchandise and photobooths for sleep apnea device users. The initiative launched this spring and has attracted 6,200 followers across Instagram and TikTok.
- Chief Marketing Officer Katrin Pucknat said the company works with regular customers rather than cultivated influencers to market CPAP machines, aiming to reach younger, female audiences through authentic engagement. The strategy prioritizes real users over polished campaigns.
- Other brands adopted similar tactics: the Staples Baddie trend featured employee Kaeden Rowland earlier this year, while the Baddies of Polymarket page used employee-created social media content last year. Both initiatives targeted Gen Z audiences.
- Keith Bendes, chief strategy officer at Linqia, told CNN that "normal people content outperforms polished campaigns," though critics argue these are "essentially brands spinning up a fan account that they themselves operate." The tactic blurs authenticity lines.
- ResMed faces headwinds from recent Food and Drug Administration approval of a GLP1 drug for treating sleep apnea in adults with obesity. Analysts estimated this could reduce annual device sales by up to $300 million over the next decade.
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Leaning Left1Leaning Right1Center9Last UpdatedBias Distribution82% Center
Bias Distribution
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82% Center
C 82%
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