Very Demure, Very Viral: How Brands Should Approach Trend Participation

See how creators from historically-marginalised communities are finally coming to the fore to kickstart some of pop culture’s most notable trends? Very mindful. Very demure.

The ‘very demure’ trend has engulfed our entire lives, and we’re not mad about it. Not only is it refreshing to see viral trends headed by small creators rather than huge conglomerates, but brands are finally starting to respond to the call and see the value of putting these people on a pedestal as opposed to blindly hopping on the trend. 

But being demure isn’t the only goal this season. In fact, one might argue that it was a brat summer that paved the way for a demure fall. Charli XCX ushered in the perfect musical counterpart to the resurgence of Y2K-era aesthetics this summer, offering a palette cleanser for those experiencing Tortured Poets fatigue (Taylor fans don’t come for us). From there, Gen Zers up and down the country had their hearts set on making this a brat summer they’ll never forget, documenting it all on social media (out of their parents’ reach, of course).

For brands, hopping on viral trends of this magnitude can be incredibly beneficial for credibility and awareness purposes, but should it be the goal of all of them just to appear relevant?

Read on as explore the demure vs brat phenomenon and how it’s encouraged brands and consumers of social media alike to stop and think about the benefits and disadvantages of trend implementation.

HOW DEMURE VS BRAT TOOK OVER THE INTERNET

Where trends often endured a 5-10 year cycle, and were mostly headed by prestigious fashion houses, today’s trend cycle moves fast and almost everyone with access to the internet now feels the whiplash.

With social media users increasingly turning to cultural moments online to fuel their understanding of themselves and prompt the discovery of a new identity, there is little space left for moments that can’t fulfil this. This is where the success of the demure vs brat phenomenon stems from, as both trends contribute something personal to the lives of participants.

It’s a brat summer

The chaotic, fun, and messy nature of a brat summer prompts participants to “accept their imperfections while embracing the chaos”. Spearheaded by Charli’s album release, brat summer crossed the bridge from pop culture to social media phenomenon due to its distinct branding and easily embraceable summer philosophy. 

Being brat isn’t just a shift in lifestyle choice. It’s a new identity. You only have to look at the long list of previous TikTok trends to know that identity-led-trends are a cult favourite among Gen Z as they fulfil their desire to categorise themselves. For brands within the beauty, fashion, and lower-ticket spaces, hopping on these identity-led trends is like striking gold. Not only do you have something fresh and relevant to bring to the table, but also a pre-existing audience raring to get started on purchasing the necessary items to complete their desired identity.

@thenewsmovement

Friday marked the start of 💚Brat Summer💚 and we’re living for it. Charlie XCX released her 15 song album on Friday, but then went on to surprise fans with 3 more songs on an extended version released on Sunday 🤯 #bratgirlsummer #bratsummer #charlixcx #music #brat

♬ original sound – The News Movement

Becoming demure and mindful

Similarly, the ‘very demure’ trend speaks to users’ desire for originality. The saying itself refers to one as being “not like you other girls” – acknowledging a common trope popularised by the Gen Zers who yearn for rejecting stereotypes associated with their generation. 

Popularised by Jools Lebron on TikTok, the trend skyrocketed to popularity so quickly that, within days, people were already sick of seeing and hearing it the moment they opened any app. It’s generally understood that the faster a trend rises to popularity the faster it crashes, and demure became popular almost overnight. The fall of a trend resembles the inverse of its rise, and demure’s growth was an incredibly steep ‘j’ curve. 

However, the come down hasn’t proved as harsh as we may think.

In fact, Jools continues to reap the success of the trend. This is largely due to Jools’ own face and voice being the key to capitalising on this trend. Demure doesn’t work without establishing Jools as the face and voice. The only successful commercialisation of the trend we’ve seen so far from a business is Verizon’s, and even that is created in the style of the original video. Other brands who’ve tried their hand at hopping on the trend have only been accused of being ‘cringe’ or ruining the trend altogether.

@joolieannie

#VerizonPartner divas trade in your crusty old phone for a shiny new one with @Verizon link in bio

♬ original sound – Jools Lebron

Which begs the question, should every single brand be hopping on the demure vs brat trend in a bid to remain relevant?

HAS HOPPING ON THE DEMURE VS BRAT HYPE RUINED REPUTATIONS?

Whilst aligning brands with pop culture is a time-honoured tradition, today’s fickle zeitgeist demands a more nuanced approach. The challenge is no longer deciding whether to participate, but how to participate effectively. For the demure vs brat hype, this couldn’t ring more true.

As alluded to above, the brands we typically see ‘fail’ in their attempts to participate are those who try to force a connection between their identity and the messaging of the trend in question. For example, the essence of a fun, chaotic, and reckless brat summer isn’t exactly going to align with a spa business, nor is the art of being demure going to align with brands who are known for being edgy and opinionated, such as Jaded London. 

Moreover, the modern consumer isn’t foolish. They are the first to call a brand out on a poor show and, potentially, keep them at arms-length as a result. 

So how can brands ensure effective participation in trends such as the demure vs brat phenomenon going forward?

Don’t be late to the party

If you do decide that hopping on a trend is in alignment with your brand’s image and messaging, then you’ll want to do so in a timely manner. Remember, today’s viral sensation is already tomorrow’s dated reference. 

Remain agile and audacious. Where you see a gap where your brand can play a role, act on it. Plant-based brand, Field Roast, did exactly that with a timely, tongue-in-cheek social and OOH activation. Its brat-green bratwurst billboard dropped over Pride weekend, successfully integrating the product into cultural conversation. 

Keep it real and relevant

Authenticity is at the epicentre of every successful trend activation. To achieve genuine cultural relevance, it’s imperative to identify the trends that amplify and build into your brand’s story.

Embrace your social USP to help develop a strong online identity. This way, when your brand participates in trends, every engagement feels authentic and distinctly you. Zaria Parvez exemplifies this with her transformation of Duolingo from a language app to a beloved TikTok personality, growing the brand’s following from 50K to 5M in just a year.

@duolingo

SEPT 1 #firstofthemonth

♬ Sky x Walk Into Da Prty – kniqhtdevil

Read the room

We understand the excitement of hopping on trends as big as the demure vs brat phenomenon, but first ask yourself: will your audience know what you’re talking about? More critically, what is the overarching sentiment around it? There’s nothing worse than being in a joke your own audience won’t understand. You don’t want to run the risk of alienating your ideal core customer.

Consider adapting to what already exists. Flaunt what you already have rather than trying to create something new. Walgreens has several successful examples of this, with its animated apple cider vinegar dance being the most perfect example of a brand’s participation in brat summer without overdoing it. 

@brightwavecreative

love when brands activate just right on trends with relevance to their product! @Walgreens #greenscreenvideo #brandmarketing #socialmediamarketing #branding #brat

♬ Apple – Charli xcx

Remember, don’t sacrifice your brand’s core values for the sake of trendy messaging.

Mitigate risks

The internet is forever. We know, terrifying. This means brands need to navigate digital culture with a strong emphasis on safety. While brands can’t control what their content will show up alongside, they can consider the potential cost of virality and engaging with trends that could lead to long-lasting reputational damage.

Wendys does a great job of setting itself up with a contingency strategy, should things ever go south, by adopting a meme-heavy, confrontational social media presence upon which to lean on should the team ever need to send out proactive, witty responses in response to a sticky situation.

@wendys

Could just do this forever

♬ original sound – Wendy’s

WHAT HAS THE DEMURE VS BRAT PHENOMENON TAUGHT US?

Aside from strategic approaches to trend participation – otherwise you can kiss goodbye to your brand’s reputation – and shifting the perspective by placing the trendsetter at the forefront, the demure vs brat phenomenon ultimately reminds us to have fun. Nowadays, we are all guilty of excessive contemplation. We just want to get it right. However, meme culture, by nature, promotes ease and fun.

As third spaces fade and prices continue to rise, the internet is increasingly becoming the main hub for community and belonging. Trends and memes emerge, spread, and often disappear just as quickly, serving as moments of light-hearted, communal entertainment. Rather than overanalysing every digital trend, brands should focus on telling their own stories, fostering genuine connections, and leveraging trends to engage their audience while reinforcing their core values.

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@sociallypowerful