I know this isn't a new thing and it's endemic so probably a losing battle... but it makes me so ragey.
Like most people my personal hotmail accumulates loads of semi-spam from retailers, organisations, charities, sports clubs etc (stuff that I want to be vaguely across so don't want to unsubscribe from or delete but I only read every third or fourth communication and rarely engage with).
So much of it has my first name in the subject header and then in the address line and sprinkled liberally all over the place and its drafted as if the company/charity was my mate. Then a load of guff about "we know you and your values/beliefs and we know you care about the homeless/the war in the Middle East/Ukraine/Cost of Living Crisis/environment etc etc".
I find it so cringeworthy and patronising. I'd far rather people just sent me an honest bit of marketing/sales communication asking for my money and be done with it than pretend to be doing it because we're all part of some "tribe" who share the right "values".
It makes me far less likely to engage. Marketers out there is there any evidence that people respond better to this? or is it just people's idea of speaking accessibly? I really hate the faux matiness of it.
I know IABU to give a shit really I just want it all to stop.