For Gen Z, the line between what’s cool and what’s cringe is razor-thin—and brands are constantly walking it. Young consumers are hyper-aware of how everyone, including companies, presents themselves online. We know this gen prefers content that feels imperfect and unfiltered. But, sometimes, when brands lean into personality, they can get roasted in the comments for trying too hard—and getting labeled “cringe” is tough to bounce back from. What makes it even harder is that the same content that wins big for one brand might totally flop for another. The cringiest or coolest things a brand could do could be...