If you're chronically online like me, it's easy to slip into the mindset that the hours of doom-scrolling are detrimental to, well, everything about our mental health (and, to be fair, the experts would probably agree). But while others roll their eyes at our hyperfixation on TikTok slang or our obsession with our favorite influencer's morning routine, we're actually gathering the intel needed to crush it in branding.
You might have already decided to close out this blog page, but hear me out. Are we ever going to forget the cultural phenomenon that was "
Brat Summer"? What was originally a simple album name from the genius of Charli XCX evolved into an entire movement of empowerment that was easy for marketers and industry experts to grab onto. It showed just how powerful cohesive branding can be. Sure, Gen Z might now label it cringe, but let's be real—when you see neon green,
brat lives on.
Being immersed in pop culture—whether through social media, music, movies, or memes—equips you with the tools to craft campaigns and brand activations that resonate, trend, and inspire.
It's Like You're My Mirror
Justin Timberlake said it best when he sang, "it's like you're my mirror (oh), my mirror staring back at me." Pop culture reflects what's happening in society, staying in tune with major trends and subtle shifts in generational attitudes. For brand builders, it's an essential source of insight into what people care about, what they aspire to, and what's shaping their world.
For example, let's dissect the recent rise of the "
fisherman aesthetic," a direct evolution of our beloved coastal grandmother aesthetic. In a world full of polished feeds,
Martha Stewart, and the lore of a Northeastern summer, this trend taps into the aspirations of our generation—think oversized knit sweaters, waterproof boots, and an effortless, outdoorsy charm.
By staying tapped into these cultural shifts, brands can uncover the deeper meaning behind audience preferences. The fisherman aesthetic isn't just about fashion; it's about a yearning for an unpolished, grounded lifestyle. When brands understand and align with these motivations, they create campaigns that stick.
Nostalgia Wrapped
If we've learned anything about the ever-evolving world of aesthetics and cultural moments, it's that pop culture thrives on the feeling of nostalgia to forge a deep, emotional connection with consumers. Cue Spotify Wrapped.
There's nothing like the high of waking up on Wrapped release day, turning the year's nostalgia into an insatiable need to tell every living creature just how good your music taste is. This yearly roundup doesn't just take data and turn it into pretty, easily shareable graphics, it highlights the users individuality and need to feel seen, driving social media engagement and reinforcing Spotify as a cultural cornerstone.
Combining personalization with a hint of nostalgic storytelling is a tip out of Spotify's playbook that we should all be paying attention to.
If you thought I was going to make it through this piece without mentioning
the branding genius that is Taylor Swift, you are sorely mistaken. She is the ultimate case study in building a loyal audience through expert storytelling. Brands, take note.
Calling Taylor a musician is shallow; she's a masterful narrator who has created an entire ecosystem around her work. Each album is an era in her life (or, if you engage with Moxie, we swap eras for brand archetypes—more on that another time) with its own story and aesthetic. From secret listening sessions to Easter eggs in nearly everything she releases, she immerses her audience in her story, creating an unbreakable connection while still feeling deeply personal and authentic.
The (Trend) Circle of Life
Pop culture trends are fleeting. One day we're lamenting about
cottagecore picnics, and the next, we're cherry girls pretending that using red lipstick as blush is an entirely new concept. Staying on top of these shifts is like having a cultural compass, guiding you along this (consumer) journey called life (in branding).
But, there's a catch: not every trend is meant for your brand.
It's Giving Balance
While it's tempting to hop on every viral trend, not every moment aligns with your brand's voice, values, or audience. Consumers can spot a forced attempt at relevance from a mile away. If a trend doesn't align with your brand's core purpose or mission, it's okay to love it and let it go. The goal isn't to be in every conversation—it's to be in the right ones.
The next time your grumpy coworkers groan when you accidentally slip "slay" into a professional conversation, remember these words: for those of us in branding, pop culture is a powerful toolkit. It teaches us to stay attuned to cultural shifts, master the art of storytelling, and engage our audiences in ways that feel meaningful. When done right, you can turn your brand into a cultural phenomenon.
