With the sun setting on 2024’s defining cultural moment, brat summer, we’re left asking the all-important question: What comes next? For brands and marketers, staying ahead of these shifts is essential—those who understand and tap into cultural movements before they reach critical mass can capitalise on an entire season’s worth of influence.
The messy, carefree vibe of brat summer, led by Charli XCX, ignited a wildfire of expression. It was loud, unapologetic, and absolutely everywhere. The defining element, brat green, emerged as the colour of the season and its influence extended far beyond pop culture, even impacting the 2024 US election when Charli XCX dubbed Kamala Harris “brat.” Kamala HQ leaned into the trend by adopting a brat aesthetic across X (formerly Twitter) and Instagram, sparking a new kind of political branding. However, on 2nd September, Charli tweeted a simple, “goodbye forever brat summer.,” signalling the end of this era. The cultural space is now wide open, and brands should be asking: What will fill the vacuum?
Early Contenders for Autumn’s Defining Trend
Very Demure, Very Mindful
TikTok star Jools Lebron has recently gained massive viral attention for her “Very Demure, Very Mindful” trend. This phrase first appeared in early August 2024, where she humorously instructed her audience on how to appear demure and mindful in everyday situations, like getting ready for work. With cheeky humour and pop culture references, the trend quickly exploded, resonating with millions for its satirical take on appearance and behaviour.
While brands could leverage this trend to create campaigns around minimalist aesthetics, clean lines, and self-care, its longevity remains uncertain. For now, it offers an opportunity for advertisers to appeal to an audience looking for calm after the chaos of brat summer.
Feeling Supersonic?
The announcement of the Oasis reunion has sent shockwaves through the cultural landscape, and brands have been quick to jump on the opportunity to align themselves with the nostalgia and energy of the iconic Britpop band. Take Lick Paint, which recently incorporated Oasis lyrics into their social media marketing. Similarly, Levi’s launched a special collection of Oasis-themed band tees, perfectly timed with the reunion announcement.
For marketers, this resurgence could signal a broader cultural shift back to 90s Britpop nostalgia, mod fashion, and rebellious attitudes. Could we be on the verge of witnessing a full mod revival? With fans scrambling for tickets and brands tapping into this wave of nostalgia, the Oasis reunion offers a rich narrative for campaigns that blend old-school cool with modern-day relevance. Aligning your brand with this movement now could capture the attention of consumers nostalgic for the era, while also drawing in younger audiences discovering Oasis for the first time.
A Cultural Void Waiting to Be Defined
As we wait for the next big trend to emerge, there’s a noticeable void in the cultural landscape—one that brands should be eager to fill. After the mania of brat summer and the excitement of the Oasis reunion, the question remains: what’s next? While movements like “Very Demure, Very Mindful” have gained traction, none have yet captured the full momentum or scale of past cultural shifts.
For marketers, this lull presents both a challenge and an opportunity. It’s a chance to anticipate and shape the next cultural wave, whether through early adoption of smaller trends or by creating campaigns that encourage new movements. Brands that seize this moment, aligning themselves with the right cultural cues, could define the autumn of 2024 and beyond.
As an agency at the forefront of trend analysis and cultural insight, Rebel Lion Advertising is uniquely positioned to help your brand navigate the shifting cultural landscape. Don’t wait for the next big trend to emerge—be part of shaping it. Contact us today to explore how we can elevate your brand to the next level.
