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In a world of endless scrolling and digital noise, what makes a brand actually stick? That’s the question we’ve been quietly obsessing over at Genie Goals for the last year. Marketing has shifted. It’s no longer about what you’re selling, and more about how you show up. And while revenue still matters, we were far more interested in something harder to measure: cultural resonance.
So following the success of Home Goals, we are excited to introduce the second volume in our annual series: Life Goals. A celebration of brands who understand that a customer is more than just a conversion; they are a runner, a gardener, a football fan, or a traveller.
Life Goals is a love letter to the hobbies, passions and pastimes that make life rich. We dug through hundreds of campaigns to find the 75 brands that aren’t just selling products - they’re fueling passions, building communities, and earning a place in people’s lives.
Just genuinely smart marketing that works because it means something.
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To help you try to make sense of the current landscape, Life Goals is organised into six core themes that every marketer should have on their radar:
These 75 campaigns weren’t picked just because they performed well. We looked for patterns and the shared behaviours that define what excellent marketing looks like right now.
From global giants to ambitious challengers, a few clear north stars kept popping up. These weren’t one-hit wonders; they were signs of a broader shift in how the best brands are choosing to show up.
After a lot of debate, coffee and ruthless editing, four takeaways rose to the top.
It’s fair to say consumers are more cynical than ever about corporate motives. But here’s the interesting bit - the brands winning right now aren’t dodging that cynicism. They’re meeting it with empathy.
The strongest campaigns move beyond features and benefits to tap into real emotions and real communities. HOKA is a great example. Yes, it’s a performance-led brand, but its marketing has evolved to focus on the joy of movement, not just the mechanics of a shoe.
By championing inclusivity and emotional freedom (and surviving a far few mattress-sole jokes along the way), HOKA has shifted from niche athletic credibility to a full-blown cultural community phenomenon.
Innovation doesn’t have to look futuristic or flashy. In fact, the best tech often goes unnoticed, because it just makes life easier. Retail returns are a perfect example. They’re costly, frustrating and environmentally grim.
Merrell tackled this head-on by introducing an AI-powered sizing tool that helps customers get the right fit, first time.
No gimmicks. No buzzwords for the sake of it. Just smart tech that builds trust, reduces friction and improves the overall brand experience. That’s the kind of innovation we love.
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The scattergun approach to advertising is officially past its sell-by date. Today’s audiences expect relevance, and they notice when it’s missing.
Castore nails this by using data to create genuinely tailored experiences. Instead of blasting out generic sports content, they segment intelligently so fans receive updates specific to their team.
That context matters. It turns a marketing email into something useful - even welcome - and helps fans feel part of something bigger.
As digital channels fill up with increasingly generic, AI-generated noise, people are gravitating towards brands that offer real expertise. It’s no longer enough to show the product. Brands need to add value - education, insight, guidance - that helps customers succeed in their chosen lifestyle.
Ancient + Brave does this brilliantly. By pairing science-backed content with clear explanations of why their supplements work (plus an excellent partnership with Davina McCall for good measure), they’ve positioned themselves as a trusted guide in the wellness space.
Life Goals is more than a book; it’s a cultural barometer for what matters to people right now. Whether you’re a global name or a tiny team, these stories are designed to spark inspiration and give you practical, adaptable ways to make your marketing feel meaningful again.
Ready to get inspired? Get your free copy of Life Goals here!
