Brat vs Brand: Embracing Trends Without Losing Your Identity
As the chartreuse glow of brat summer fades, and we’re all starting to feel a little more demure, marketing professionals can’t relax just yet if they’re aiming to connect with Gen Z. It often feels like we’re on a digital trend hamster wheel, desperately trying to keep up with what’s hot and what’s, well, cringey.
Gen Z are equal parts elusive and influential, rewriting the rules of engagement and forcing brands to adapt faster than ever. But here’s the kicker: simply keeping up isn’t enough. Gen Z can spot inauthenticity from a mile away. So how do you embrace trends while staying true to your brand’s identity?
The Gen Z Dilemma: Fast-Paced and Fiercely Authentic
Gen Z isn’t just another consumer segment - they’re a cultural powerhouse. Raised on a steady diet of TikToks, memes, and virality, their attention spans are shorter, their expectations higher and they demand authenticity. They’re not just consuming content; they’re creating and curating it, driving trends across platforms like TikTok, Instagram, and probably the latest obscure app you haven’t even heard of yet.
For brands, the stakes are high. One wrong move, and you’re not just out of favour - you’re a trending example of what not to do.?
The Winners in Trend-Led Marketing
A prime example of nailing trend-led marketing comes not from a consumer brand but from the chaotic U.S. political landscape. Kamala HQ, the TikTok presence for presidential candidate Kamala Harris has both embraced and been embraced by Gen Z, with Charlie XCX herself stating “Kamala is brat”.
This Femininomenon has catapulted Harris into TikTok fandom and into the hearts and minds of Gen Z. Creating a community for Gen Z to not only consume Harris HQ content but create and become part of a political movement, a shared purpose and a moment in history.
On the brand side, Chipotle stands out for its mastery of TikTok. Instead of merely following trends, Chipotle creates them, setting the pace for others. Their viral challenges like #ChipotleLidFlip and #GuacDance didn’t just boost engagement - they reinforced Chipotle’s fun, approachable image. By tapping into what resonates with their audience - humour and fun - Chipotle has shown that trend-led marketing, when done right, is about understanding your audience and staying authentic.
A Word to the Wise
Burger King and H&M, however, show how trend-led marketing can go wrong.?
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Burger King UK’s attempt to highlight gender disparity in the restaurant industry on International Women’s Day backfired when they tweeted, “Women belong in the kitchen.” The tweet, intended to provoke discussion about the low percentage of female chefs, sparked widespread backlash for its sexist overtones. Despite follow-up tweets explaining their intention and promoting a new scholarship program for female chefs, the initial message was widely criticised as tone-deaf. They eventually deleted the tweet and issued an apology, acknowledging their mistake and promising to “do better next time.”
Similarly, H&M’s #HMxMe hashtag campaign quickly turned into a PR nightmare, with users criticising the brand over issues like unethical labour practices and greenwashing. Instead of boosting their image, H&M faced calls for boycotts, proving that even well-intentioned trend-led marketing can spiral into disaster if a brand’s reputation isn’t in check.
These flops underscore the importance of understanding your audience’s values, staying aware of your brand’s public perception, and ensuring your marketing efforts are grounded in authenticity and social awareness.
Finding the Sweet Spot
So, how do you strike the right balance? It all comes down to blending trend-led marketing with strong, self-assured brand values.
Before jumping on any trend, ensure your brand’s identity is crystal clear. Know what you stand for, what’s non-negotiable, and make that your ‘True North’. Not every trend is worth chasing - focus on those that align with your brand’s values and truly resonate with your audience. Quality over quantity is key, and sometimes, knowing when to walk away is just as important.
Your marketing strategy should be solid, yet flexible enough to accommodate trends. Remove red tape and empower your team to act quickly when the right opportunity arises. Authenticity and vulnerability are your allies, with Gen Z valuing brands that are real, even when they stumble. If something doesn’t work, own it, learn from it, and move forward.
Remember, Gen Z isn’t a monolith. Tailor your efforts to different segments, recognising their diversity. Balancing trends with your brand identity is an art, meaning you need to stay grounded in your core values while being agile enough to ride cultural shifts. Trends should make your brand more relatable, not dilute your identity.
In the end, success in Gen Z marketing comes from being both structured and spontaneous. Staying true to who you are, and using trends to enhance, not overshadow your brand. Don’t be afraid to ride the wave, keeping your brand’s essence intact while embracing the new and the now. It’s not just about staying afloat; it’s about making a splash.
If you want to dive deeper into these topics, join us for our upcoming panel discussion on 17th October @ 11am, with experts from top FMCG brands. It’s free, so grab your spot today!