When it comes to marketing and social trends, there’s always this knee-jerk reaction to jump on them as soon as possible.

Whether it’s because “everyone else is doing it” or your Gen Z team member assures you it's the next big thing, the pressure is real!

And yes, it can work brilliantly for reactive marketing. But here’s the catch — before you dive in, you need to be mindful (no pun intended) of what exactly you’re getting involved with, what you're sharing, and how it reflects on your brand.

Take the example of the viral brat Summer trend and the Demure TikTok moment. Both trends went wild on social media, with brands clamoring to be part of the conversation. It worked for some, but for others, well... not so much. So, let’s unpack this…

brat Summer

Thank you, Charli XCX, for giving us brat Summer!

Her whole branding revolves around being rebellious, edgy, and full of “I don’t care” attitude. It’s all about a little bad behavior, partying hard, and embodying a rock n’ roll lifestyle.

Take me back to my Summers - Sounds fun, right?

For brands that already tap into this ethos — like Dolls Kill or lifestyle brands that embody that rebellious spirit — it was the perfect match.

But here’s the thing: not every brand should have jumped on brat Summer.

Some brands, especially those in the luxury or high-end markets, tried to ride the wave and it just didn’t land. If your brand is built on sophistication, elegance, and refinement, promoting a “BRAT” persona doesn’t exactly align with your values. In fact, it can come across as inauthentic and tone deaf.

Case in point: Charli’s Brat Arena Tour stirred up some controversy. Her UK tour poster got called out by the Online Advertising Association because it was seen as promoting “bad things” — like drug use, thanks to it’s cheeky reference to a baggie (often associated with drugs like cocaine). Sure, they did a PR clean-up by saying it was a sandwich bag, but we all know the subtext.

So, here’s the question: Is that really what your brand wants to be associated with?

Even if the trend is viral and fun, does it match your brand values? Authenticity matters more than ever, especially to Gen Z, who can spot inauthenticity from a mile away.

Demure trend: Mindful content or a missed opportunity?

Then there’s the viral Demure trend on TikTok, thanks to Jools Lebron. Her "very demure, very mindful, very cutesy” sound and videos took TikTok by storm, with brands jumping on the trend left and right. From makeup tutorials to the “soft girl” aesthetic, this trend seemed harmless, right? Well, yes and no.

Jools Lebron, a trans woman who gained TikTok fame with her heartfelt and authentic content, has partnered with big names like Patrick Starrr in the beauty world.

Yet, many brands that jumped on the Demure trend had no idea who Jools was or what she stood for, even after her videos went viral. This highlights a larger issue.

Brands that only engage with LGBTQIA+ creators or communities during viral moments, or during Pride Month, can appear performative. It’s all well and good to hop on a trend, but what about continuing that engagement and inclusion in your marketing and comms strategy year-round?

It’s not just about ticking a box for diversity; it’s about authentically supporting these communities and building ongoing relationships with them.

The reality of viral trends: it’s not always a good thing

We love a good viral trend, but marketing teams (including agencies) need to understand the potential risks as well as the rewards. Just because something goes viral doesn’t mean it’s right for your brand.

Case in point: TBH Skincare. The Australian company jumped on the “Hoops and short black dress” trend, and let’s just say the fallout wasn’t pretty. They received negative comments and criticism, but luckily, their co-founder, Rachael Wilde, turned things around with quick thinking and a new campaign. It introduced her and a new bundle called the “Gen Z boss and a mini” which contained the company’s best selling products, playing right into their Gen Z audience.

That’s the key takeaway here — if you’re going to jump on a trend, make sure your team can adapt, react quickly and handle any potential backlash. If your team requires a long approval process, think twice before getting involved in fast-paced, reactive content.

Stats and insights: How these trends played out

According to recent social media insights:

• brat Summer saw over 2 million mentions across platforms like TikTok and Instagram, with engagement rates peaking at 18%. However, nearly 25% of brands that joined the trend reported mixed or negative feedback, largely due to the misalignment of their core values with the rebellious nature of the trend.

• On the other hand, Jools Lebron’s Demure trend led to an average 70% increase in TikTok engagement for brands that authentically engaged with the trend. Interestingly, brands that collaborated with LGBTQIA+ influencers beyond the viral moment saw a 35% uplift in brand loyalty, as well as relatability.

What brands need to do next…

Jumping on trends can be great for boosting visibility and connecting with new audiences, but it’s essential to think long-term. We would say ask yourself, teams or agency:

🤔 Does this trend align with our brand’s values, tone of voice and ethos?

🤔 Will this resonate with our target audience in a meaningful way?

🤔 Are we prepared to handle any fallout, good or bad?

🤔 Do we have a reactive PR strategy in place?

You should be asking these questions before you hit “post.”

Because, and let’s be real here - if it goes bad, you need to be able to get on it. But, also remember not every viral moment requires an apology video or a press release. But having a solid brand communications and PR strategy in place will help you navigate the challenges that come with jumping on trends.

Think about how it fits into your long-term strategy and brand story. Because at the end of the day, trends come and go, but your brand’s reputation is here to stay.

We can help your brand build an authentic, strategic approach to social trends and viral moments, ensuring you stay relevant without compromising your values. Get in touch!