Written by Iris Guo

Jumping on popular cultural trends has become a way for brands looking to capitalise on a viral moment. In a digital era with algorithms and hashtags, for better or worse, trending content can spread like wildfire.  

From Taylor Swift’s Eras Tour to Brat summer to the “very demure, very mindful”, businesses can find it difficult to keep up.  

When done well, it can boost a brand’s image and strengthen the connection with a target audience in a way that feels authentic and fresh.  

However, navigating the landscape of trending pop culture references requires balance and an assessment of the benefits and risks. 

When is a trend worth jumping on?  

There are three vital questions to ask when considering if a trend is right for you. 

1. Is it authentic? 

Ensure the trend aligns with your brand identity and key messages. This step is crucial to avoiding a backlash, which may see your attempt as cringey or attention seeking. Not to mention potential damage to your reputation. 

2. Is it relevant to your audience?  

Be mindful of the target demographic. While it can be a great way to draw new audiences, ensure it doesn’t offend or alienate your current followers. Being all things to all people is rarely an effective strategy.

3. Is it timely?  

Trends have a shelf life and can change rapidly. Whether it’s a flash in the pan or is something that has more longevity, be sure to take note of how fast you need jump on the opportunity to create content.  

Just because something is trending does not mean it will work for your brand. Here’s are some examples of current trends and how they’ve been adapted.  

Taylor Swift’s Eras Tour 

Love her or hate her (but why would you?), Taylor Swift is one of the biggest names of our generation. She is not only a musical icon, but a cultural phenomenon. So much so, that she effectively broke the internet when her Eras Tour tickets went on sale.  

With her world tour kicking off in March 2023 and her Australian dates announced in June of that same year, marketers were given almost a year to prepare for her arrival. 

Vegemite welcomed her to our shores with an OOH billboard featuring a jar of the iconic spread adorned with a friendship bracelet.  

Arnott’s released a limited edition Tay Tam caramel-flavoured chocolate biscuits in time for her Melbourne shows.  

Even Trump has jumped on the bandwagon posting AI-generated photos of Swifties wearing supporter t-shirts on his Truth Social platform. 

Going retro 

Sentimentality for pastimes is an innately human condition that has now given way to a retro revival. In the 21st century, we are fusing the past with the present to build a new cultural identity. We see this in fashion with upcycling and the appreciation for vintage clothing.  

After a hiatus of nearly two decades, ABC is bringing back the blue shades, serif font and the iconic ABC TV News theme song.  

More than 80 per cent of the broadcaster’s demographic are 55 years old or older, representing a large cohort of people who grew up with the tune. However, with nostalgia a hit with younger millennials and Gen Z, it provides an opportunity to draw in new audiences and achieve greater market saturation.  

As the great Peter Allen sang: everything old is new again! 

Kamala Harris’ Brat Summer  

When jumping on socials, you won’t have to look very far to find the Charlie XCX’s ‘Brat’ phenomenon. The popstar’s latest record, Brat, has now evolved into an aesthetic lifestyle, embraced by Gen Z and millennials and defined by ‘cool-girl’ style and its lime-green album cover.  

The trend is the opposite of the “clean girl” aesthetic; it rejects the idea that women need to fit a mold, rather bold and unapologetic behaviour. It has also been described as digital equivalent of giving a middle finger to polite society.  

While US Vice President Kamala Harris may not fit the aesthetic of “brat”, she embodies the attitude. When Charlie XCX expressed her support for the Harris, the VP’s team “leaned into” the endorsement, changing her X banner to mimic the lime-green album cover.  

While the trend may be lost on an older demographic, it was a successful attempt to capitalise on the viral cultural moment, reaching Gen Z voters in a way that felt authentic and genuine.  

On the other hand, when British supermarket chain, Asda, changed its TikTok bio to include #bratsummer simply because the brand is also green, it felt like an attempt to jump onto the trend without fully understanding it.  

So, the next time you are thinking about jumping on a cultural trend ask yourself, is it relevant, timely and authentic to my audience?  

To learn more about how IMPACT can help you navigate cultural trends or leverage social and influencer opportunities, contact Trish McGee trish@impactagency.com.au.