smells like teen spirit (7.26.24)

What a decade this month has been. AMIRIGHT?

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Regardless of how you feel about the last few weeks, we can (hopefully) agree that one of the best examples of marketers leaning into real-time culture was Kamala Harris’ campaign embracing what seemed to be a public endorsement on X by musical artist Charli XCX (“Kamala IS Brat”) by leveraging the album’s signature specific green color and typeface in the Harris campaign’ social media profiles (or “Brat-coded”), as well as posting “Brat”-themed memes almost as quickly. Considering many already hailed summer 2024 as Brat Summer, down to the lifestyle, aesthetic, and vibe, the next part is historically the trickiest part of any cultural zeitgeist: watching or being a brand who wants to be relevant and has to walk the fine line between (in this case) BEING Brat and coming off as a brand trying (way too hard) to be Brat. And clearly that’s SO not Brat.

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As it was eloquently put (ironically via an article advising marketers on how to tap into Brat Summer), “Brat Summer is a masterclass in marketing for resonating with Gen Z. It’s more than a catchy song; it’s a cultural phenomenon built on authenticity, community, and a rejection of the ordinary.” But, in reality, you can substitute Brat or Brat Summer for nearly every other cultural trend we’ve seen come and go month after month, year after year. Remember last year’s Barbiecore? Or winter’s Mob Wife Aesthetic?

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What these labels have in common is the Gen Z need to go beyond the subcultures many of us grew up with and create seemingly instantaneous labels for everything. And why the label obsession? As analyst Alice Crossley explains, “Gen Z are born copywriters because they have spent their entire lives on the internet. They’re able to group a couple of different style choices and come up with a witty, clever name to categorize it, to capture a specific moment. Then they put a song to it and it will go viral.” Even more important to understand is the insight that these micro moments and trends – which older generations often brush off to comments like “kids these days,” comes from a true human desire: the desire to feel connected. As Crossley noted, “Gen Z feel like loads of their life has been lived online because of Covid. They’re lonely and seek out moments of collective belonging.” Feeling a part of a movement or in on the joke is a form of community. “It is silly, but it’s nice when you hear an internet reference. You’re like, ‘I get that.’”

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A few things marketers should consider:

1-Culture is happening with or without you.?Social media, streaming services, and other digital platforms can create, shape, and drive culture forward quickly—sometimes as fast as it takes to create a TikTok. It's essential to stay engaged with your consumers to understand who, what, where, when, and why they turn to certain sources for information and insight, whether it's the news or the latest fashion trend.

2-You don't have to understand it; you just can't ignore it.?It's easy to dismiss something as silly or irrelevant, especially if it doesn't resonate with you. However, this isn't about you; it's about your consumer. At the heart of every TikTok dance, fashion fad, or cultural moment, there's often a human insight beneath the surface. Whether your audience is discussing "girl math," "rotting," "labrador tendencies," or "Brat Summer," these trends are rooted in shared cultural insights. Focus on tapping into these insights, and the resulting human understanding can help you navigate how to engage with (or avoid) the risks and rewards of culture-driven communications.

3-It's okay to be a voyeur.?Not every brand needs to engage with or participate in every cultural moment. Sometimes, the difference between a brand genuinely connecting with its consumers and giving off an "ick" vibe from trying too hard lies in this choice. It's crucial to keep your team attuned to cultural shifts and understand why certain memes or terminologies are spreading. However, it's okay to be selective in deciding how (or if) your brand should engage.

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Staying true to you and your brand may, perhaps, be the most Brat.