ICYMI*: Very demure, very appropriative
The Future Laboratory
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The overnight success of Jools Lebron, the Latina plus-size trans content creator behind the ‘very demure’ TikTok trend, is a joy to watch. She has been leading online culture for the past few weeks and was commissioned by Netflix , Southwest Airlines , Verizon and Fenty Skin for partnerships. Lebron says she can now afford to transition thanks to the money generated by this global attention. She also made her television debut on none other than Jimmy Kimmel Live! Campaign deemed the trend to be ‘marketing gold’.?
However, the immediate appropriation of Lebron’s work by brands , creators and LinkedIn commentators riding her coattails by representing ‘demure’ as a whitewashed autumn girl Instagrammable aesthetic is worrying. As Meta’s art director Fayethe Vongsouvanh writes: ‘Jools filmed these TikToks while getting ready for her shift at Mariano’s in Illinois! It resonated because it was accessible and relatable to the working-class divas. Why have we, as a culture and an industry of marketers post-2020, accepted this digital gentrification?'
Back in 2023, in our analysis of Yassified Marketing , we highlighted how dance moves, aesthetics and soundbites created by Black women on TikTok sometimes only go viral or succeed when they’re repurposed by white creators. Brands must do better to avoid this cultural appropriation trap.
Become a member now to read Yassified Marketing and access more insights in the Pop Culture & Media sector.?
ICYMI* Curated
(By deputy foresight editor Dan Hastings )
#WeSawItComing: The Rise of the Expert Influencer
As seen in Wired , NBCUniversal’s strategy of using 27 popular influencers to promote the 2024 Paris Olympics largely fell flat. Audiences gravitated toward content from authentic athlete creators instead – such as witty posts from USA rugby star Ilona Maher. The public preferred the genuine connection and exceptional skills of athletes over the more generic, staged content from influencers, underscoring a shift in what viewers find compelling.
Back in May 2023, we analysed how The Rise of the Expert Influencer signalled that social media users were craving authenticity and relatability over perfection. Online audiences now want function over fluff and meaning over marketing.?
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Art Director @ Meta (Creative X)
2 个月thanks for the shout!
Game Changer
2 个月eclectic wordage's scenic poetry