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Title: Burnout, Bots, and Brand Trust: The Year Marketing Tried to Be Human Again
Published: January 2023
In 2022, marketing stopped trying to win the internet and started trying to win people back.
After a two-year sprint through pandemic pivots, remote chaos, and digital everything, the mood shifted. Customers were burned out. Teams were burned out. And somewhere in the noise, a quiet message emerged:
“Don’t try to be everywhere. Try to be real.”
It was the year of rebuilding brand trust. Of cutting through automation sludge. Of rethinking the funnel. And for many of us—of remembering why we got into this work in the first place.
Here’s what actually happened.
Consumer Behavior Changed—And Got More Selective
78% of consumers unfollowed brands in 2022 due to “inauthentic” messaging
(Source: Stackla, “Bridging the Gap” Report)
Trust in social ads dropped for the third straight year—down to 43%, with Gen Z showing the sharpest decline
(Source: Edelman Trust Barometer)
Email open rates held steady at 21.5%, but click-throughs declined by 5%
People opened out of habit, not curiosity.
Reviews, UGC, and peer-led content outperformed branded ads in 73% of A/B tests
Trust shifted to real people, not stylized creatives.
We Over-Automated, Then Regretted It
Martech stack bloat peaked: the average mid-sized marketing team used 91 tools
(Source: ChiefMartec 2022)
Chatbots replaced contact forms on 62% of B2C websites—but customer satisfaction dropped by 11%
The human touch was missed more than expected.
AI-generated content became trendy—but conversion rates were 37% lower when used without human editing
You can’t automate authenticity.
What Did Work? Anything That Felt Human
Influencer marketing spend rose 42% year over year
Especially micro-creators (under 100K followers), who delivered better ROI and engagement.
SMS campaigns saw a 35% click-through rate—with 98% open rates
Text isn’t dead. It’s just underused.
Podcast ad revenue jumped to $2 billion, and listener trust remained higher than any digital format
People still like voices more than headlines.
Brands that publicly admitted mistakes saw an 8% brand trust lift
Honesty scaled.
So What Do We Do With This?
The lesson of 2022 wasn’t “be everywhere.” It was:
Be somewhere real. With something worth saying. To people who might actually care.
We learned (again) that automation should support communication—not replace it. That being human still scales when done right. That trust still matters more than targeting.
And that the brands who won last year weren’t louder. They were clearer.
Five Takeaways From 2022
For CMOs, marketing leads, and teams who want to make smarter moves in 2023:
Cut your stack. Most teams don’t need 90 tools.
Edit your AI. Machine content is only as good as the human who sharpens it.
Trust is the new KPI. If your customers don’t believe you, your reach is meaningless.
Get personal again. SMS, podcasts, micro-creators—small formats built real engagement.
Real is rare. That’s why it still works.
Let’s get this out of the way: I like AI. I use it. I even talk to it more than some of my friends. But let’s not pretend it’s Don Draper.
What AI is great at? Vomiting out a rough idea so you can sharpen it. Rewriting headlines until one of them doesn’t suck. Spitting out 20 variations of something you weren’t even sure how to start.
But it doesn’t know timing. Or tone. Or how to write a line that makes you pause, not scroll.
A lot of brands are skipping the human part. They’re posting AI-generated sludge and calling it “content.” That’s not innovation. That’s
laziness dressed up in automation.
The good news? If you still have a voice, your own. You can make AI your assistant, not your replacement. But it starts with knowing who you are before you press “generate.”
So, let me share some intel you may not know – trying to buy a house in Seattle is terrible right now. I’ve heard about some people losing 7, 8, 9 bids in a row. That’s brutal.
We were not the unfortunate. We went scared into the home-selling process, and got a bid well over asking and about as high as any reasonable person would be willing to pay. So we were happy with what we got, but then we immediately had to take the money we were overpaid, and use it to overpay for another house.
Our first attempt was an absolute dream home. Truly immaculate in every sense of the word. We would have been able to move in, and not touch a thing for 15 years. The problem – just competing for it was sending us out of our budget. We were able to generate a little more capital by selling naming rights to the baby and peddle MyPillows door to door for 12 years, but end the end we still lost to someone with less financial restrictions. If only we’d have bought Bitcoin in 2010!!!!
But, having been on the winning side when we had the supply to sell, and now being on the losing end when we were the people with the demand, we had a pretty good sense on what to do next. So here’s our advice:
Do you have any stories or suggestions?
For a long time, I thought I was a decent writer. But I learned more about writing today from Amanda Gorman than I have in 20 years of practice. I’ll find a full transcript at some point, but the San Diego Union Tribune has some of the prose. What a writer.
I don’t really have anything poignant or eloquent to say about the events of Jan 6, 2020. To be honest, I just feel like I need to write something that I can refer back to in 5, 10 or 20 years.
Just recapping the day in my head seems like I am writing a fictional story.
This has to be the low point. In a few weeks, we will have real adults running the country again. They won’t be perfect, and some people will hate them, but they will at least be adults.
In some way, my biggest takeaway from these last four years, is that this is how the country would be run if we had no President. It’s like if you were 12 and your parents went away for four years, and yet you survived. When a new relative came to take care of you, think of how much better off you’d end up.
I don’t know what to say. Storming the Capitol is something I never imagined could happen. Now I wonder what unbreakable barrier comes down next.
What a year. Like 1929, 1941, and 2000, this was one that will take up extra space in the history books of the future.
So what did we learn? I polled a few people and here were some responses.
I’m sure there are more lessons that we learned. Add yours below!
I cannot claim to be the world’s most charitable person. But if you are considering spending $133 on a DNA test for your dog while unemployment is still at a near all-time high due to COVID, may I suggest donating that $133 to a food bank instead. Or make a donation to an animal shelter or any organization providing needy pet owners with free pet food. Thank you.
It’s crazy to think how a person you never met could have a huge influence on your life.
It’s spring of 1988 and I’m a high school sophomore. It’s just about that time for me to begin thinking of where I might want to apply to college.
I knew I really didn’t want to go to UW (ironic since I ended up teaching there later), and WSU seemed really really really cold. Since I had grown up in New Orleans, schools in the south seemed like a reasonable option.
Somehow I got tickets to the NCAA Sweet 16 weekend in the Kingdome. My friends and I went to the games, and this school I had never really heard of was clearly the class of the group. Steve Kerr was lighting up threes. Sean Elliott was doing whatever he felt like doing. And leading the whole charge was this older gentleman with white hair named Lute Olson.
I don’t know what it was about that Arizona basketball team that made me look into the school as an option. Why would a New Orleans kid living in the Pacific Northwest want to move to the desert? But something took Arizona from obscurity to a front runner, and it all started with that basketball team. And years and years later, the friends I made there are people I still talk to almost daily.
So RIP Lute Olson. You personally had nothing to do with my life decisions, yet somehow the success of your team got me interested in the school I ended up attending and resulted in me meeting people I ended up having lifelong relationships with. Thank you.
So, imagine for a moment, that you are the leader of the free world. You have made some mistakes, but you also have fervent supporters. As you enter your re-election year, an alien spaceship materializes out of nowhere and begins to attack the entire world, your country included.
This is clearly unexpected. One might even say unprecedented. You would have to carefully consider what to do next.
Now, as the leader of the free world, you have some advantages on your side. For example, if you wanted to, you could assemble the smartest collection of individuals on the planet to be your closest advisors. On a daily basis, you could be interfacing with intellectuals from around the world, who collectively are focusing on the most advanced technologies known to man. On top of that group, you could also assemble a “tiger team” of people whose single role is to disagree with your first-team’s initial analyses, creating a dialogue of debate based on facts and science. And then, after all of the math and logic has been debated, you might have a cadre of close advisors – long-time allies and confidants who you have shared success with. A group of people you trust to help you understand the words the intellectuals have thrown at you.
So knowing that you have this all-star team of brainpower and creative ideas at your full disposal, and staring in the eyes of a global catastrophe, one might think to themselves, “Hmm. Well, this is going to take a while to solve. I probably should have my people pull together an 18-36 month plan. In fact, I should probably call all the leaders of other large nations, and coordinate how we want to work together. And then, I should probably assemble all the governors, and implement a national organization that will address the issues over the next 1-3 years.
At this point, your campaign manager may come up to you and say, “Well do you realize that if you implement an 18-36 month plan to address a global crisis during an election year, you’ll basically be forcing voters to abandon a war-time plan if they vote for your opponent? The other candidate will literally have no chance of beating you. That doesn’t seem fair at all.”
You might look at your adviser and say, “Politics be damned. I care about the American people. Let’s show our world leadership, and then unite the country so we all fight this battle together. If history says I didn’t fight a fair campaign because I united a nation during a campaign year to fight a common enemy, then well, I’ll just have to deal with those ramifications down the road.”
In some parallel universe, this logic occurred. Unfortunately, in ours, these paragraphs are a work of collective fiction.
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