Can We Be Friends?

I had a shower thought this morning: Advertising should be friend-making.

Have you ever noticed how brands act like that flaky friend who only texts you when they need something? “Heyyyy, you up?” Yeah — for a promo code. Gross.

That’s advertising in a nutshell. One-sided. Self-serving. Transactional. That’s why people hate it.

We’re not wired for transactions. We’re built for friendship. Real ones. The kind where someone gets you. Where you share the same jokes, the same obsessions, the same late-night stories. Friendship is what we’re all aiming for, and brands that still think their audience wants to “engage” instead of connect are missing the entire point of being alive in 2025.

Can We Be Friends?

Let me break it down: You don’t click with someone because they shouted at you enough times. You click people who share your taste. Your values. Your vibe. You click with people who show up, again and again, in ways that feel natural and real. Not forced.

Friendship is built on affinity. Shared interests. Shared experiences. You build closeness by doing things together, not by sending a bunch of messages with “Buy Now” at the end.

So ask yourself: Who’s closer? the friend you DM once a week, or the one you actually go out with, laugh with, experience life with?

Exactly.

Brands Make Friends, Not Consumers

In case anyone forgot, people don’t like being sold to. But they do love being understood. That’s what good brands do. They make people feel seen. They create environments, rituals, moments that feel like us. They don’t chase consumers. They attract friends.

And friends refer you. They talk about you. They bring other friends into the mix. There’s no better acquisition strategy than being someone people want to hang out with.

So instead of forcing another cold campaign into someone’s feed, try this: Plan a friend event. Throw a rooftop night. Host a weird workshop. Sponsor a dinner party. Build something interactive that doesn’t ask for anything; it just gives. Not everything has to be a funnel. Some things are just vibes. And the ROI on vibes is brand loyalty you can’t fake.

The Deeper the Experience, the Stronger the Bond

Brands that invest in experiences are building relationships. Not likes. Not impressions. Real bonds. Because memories beat messaging. Always.

So if you're a brand still trying to "capture attention," just stop. Attention isn’t something you capture. It's something you earn.

Start earning it by being real. Being fun. Being helpful. Being human.

Start earning it by acting like a friend.

Wanna grab a drink?