Just a few months ago, we asked the question, ‘What comes after Brat Summer?’ The answer wasn’t immediately clear. While there were a few early contenders, nothing stuck in the same way, or at least, nothing that truly defined a movement. Fast forward to today, and the cultural moment dominating the conversation isn’t a fashion trend or a micro-aesthetic. It’s Kendrick Lamar’s Super Bowl halftime performance.

It’s plastered all over social media. The flares. The memes. The sheer spectacle of it. The impact was instant. But as brands rush to capitalise on trending topics, it raises a bigger question: Should every brand jump on every trend?

Because in a world where virality is currency, the hardest thing to do isn’t engaging with culture, it’s knowing when to stay silent.

The Fine Line Between Relevance and Opportunism

Social media thrives on immediacy, and brands often feel pressured to be part of the conversation. But forced participation rarely pays off. If a trend doesn’t align with your brand’s values, voice, or audience, it can feel hollow, or worse, cringe-inducing.

An example of a brand attempting to jump on a viral moment was Gucci’s #TFWGucci campaign. Attempting to tap into meme culture, Gucci created a series of fashion memes featuring their products, trying to mimic the “That Feeling When” (TFW) format. But instead of resonating with audiences, it felt like a forced attempt to appear relatable, proof that even luxury brands with huge budgets can misfire when trying too hard to be part of online culture.

There’s a reason some of the most memorable brand moments are the ones that feel intentional, not opportunistic. Think Nike’s partnership with Colin Kaepernick, controversial, yes, but it aligned with their long-standing message of pushing boundaries in sport and culture. Compare that to a random brand posting about the latest viral meme just to chase engagement, and the difference is obvious.

Jump In or Sit It Out?

The pressure to stay relevant online is constant, and viral moments are fleeting. But before a brand rushes to post a meme, recreate a trending moment, or jump into the latest discourse, it’s worth pausing to ask:

Does it align with who you are as a brand?

If your brand never talks about sport, why suddenly weigh in on the World Cup? If you’ve never engaged with pop culture before, why now? The best moments feel like an extension of a brand’s personality—not a desperate grab for likes.

Is it adding value, or are we just joining the noise?

Some brands take a trend and make it their own, contributing something fresh (think Specsavers’ witty takes on viral news). Others just repeat the joke and add nothing to the conversation. Which one are you?

Will it make sense tomorrow?

Some viral moments disappear overnight. If your brand is still talking about last week’s meme while everyone else has moved on, it can make you look out of touch.

Playing the Long Game

The brands that truly stand out aren’t the ones that jump on every viral moment; they’re the ones that create cultural moments of their own. When trend participation is done right, it builds brand equity, strengths identity, and sparks genuine engagement. But the best marketing isn’t just about reacting to what’s happening today, it’s about shaping what comes next.

Look at brands that have successfully carved out their own space in culture. Instead of waiting for the next viral moment to latch onto, they create campaigns, content, and conversations that naturally become part of the cultural zeitgeist. Whether through humour, innovation, or bold storytelling, they don’t just follow trends, they influence them.

Consider Corteiz, a London-based streetwear brand founded in 2017 by Clint 419. In January 2022, they launched ‘Da Great Bolo Exchange,’ inviting fans to trade in high-end jackets from brands like The North Face, Moncler, and Supreme for their unreleased ‘Bolo’ puffer jacket. This initiative not only generated significant buzz but also reinforced their unique brand identity. The collected jackets, valued at £16,000, were donated to the homeless, showcasing a blend of innovative marketing and social responsibility.

That’s the real challenge: not just keeping up, but leading.

So, next time a trend tempts a response, take a step back and ask: Are we just part of the noise, or are we building something that lasts? Because brands that play the long game don’t just chase culture, they define it. In the end, authenticity always outlasts virality.