7 ways to build a culturally relevant brand

'It’s Britney, Bitch,' in 2007.

Twilight in 2008.

TikTok in 2020.

Pete Davidson and his trail of lovers in 2022.

Hollywood strikes, Barbenheimer, and Beyoncé’s Renaissance in 2023.

Kamala and Trump in 2024.

I don’t need to explain the sheer impact any of these had on society at the time.

This is cultural relevance.

But what does it mean for a brand to achieve this level of relevancy?

According to ADWEEK, cultural relevance 'refers to a brand state when people feel compelled to talk positively about that brand and advocate for it, at any time (and not only during the campaign cycle) because it deeply connects with them within the context of what is happening in the world.'

And how does a brand embed itself into the culture like this? By creating an authentic connection that makes their community feel seen as they are.

We must understand, read, and analyse the cultural shifts that happen around our consumers.

Then, we've got to tailor our messaging to achieve reach, relevance, hype and depth.

Famous examples of this include Nike’s 'Just Do It,' or Spotify’s 'Wrapped.' More recently we had SKIMS' 'Redefining Shapewear,' and Be Real, the anti-social social media app.

These campaigns weren’t just marketing stunts. They tapped into something bigger than the brands themselves, becoming a part of the wider cultural conversation.

Nike’s 'Just Do It' was a CTA for those looking to push their limits and challenge the status quo. Spotify Wrapped gave its users bragging rights, causing an annual cultural event in itself.

Skims literally redefined shapewear. The brand genuinely expanded what the product could be, moving the needle in the body positivity movement. Be Real flipped the script on curated Insta moments and encouraged users to post real, unfiltered content.

These brands did more than just follow trends. They shaped them, challenging norms and creating buzz in ways that went beyond traditional marketing.

That’s the magic of being culturally plugged in. It’s not about being everywhere. It’s about being exactly where the culture is moving.

This is the kind of relevance you can’t manufacture. You have to earn it.

And in 2024, earning it isn’t just a 'nice to have' for brands. It’s essentially a survival skill.

Why?

Because consumers crave authenticity now more than ever.

Because people expect brands to actually stand for something these days.

Because cultural relevancy builds brand loyalty, protecting you through uncertainty. And, boy oh boy, are times uncertain.

In 2024, being culturally relevant isn’t about chasing clout. It’s about showing up in a way that feels aligned with what’s happening in the world.

It’s about making your brand a genuine part of the cultural conversation, not just a spectator. The brands that 'get it' will not only survive, but thrive.

So, how do we earn such relevance?

To really nail this, it’s time you flip your approach on its head. Think about how your product, culture, consumers, and commerce all fit together like a well-assembled puzzle.

Get clear on what makes your brand unique and how it can carve out its own special spot in the world for your audience and community. This isn’t just about checking boxes. It’s about navigating the global shifts that matter to your people while giving your brand that all-important edge.

When you pull this off, you’re not just playing the game. You’re setting yourself up for sustainable, meaningful success that resonates long after the hype fades.

Now, let's talk about what this looks like in practical terms.

1. Be a listener first, then a talker.

Instead of jumping on every trend, listen to your audience and understand what they’re genuinely passionate about.

Use social listening tools to get the scoop on the conversations people are having, not just about your brand, but around broader cultural topics. Then, craft your messaging in a way that doesn’t feel like you’re trying too hard to fit in. It should be a natural extension of what you already stand for.

2. Show up for your community (and mean it.)

Contribute to the communities you’re part of in ways that actually matter.

Whether it’s supporting local causes, partnering with grassroots organizations, or spotlighting under-represented voices in your marketing, show that you’re not just selling a product—you’re investing in the people who support you. Prove you’re more than just a faceless company.

Brands like Patagonia and Telfar are the gold standard here. They put their money where their mouth is, and it shows.

3. Embrace your unique POV.

Stop trying to be liked by everyone. You don’t even like everyone.

Lean into what makes your brand different. After all, brands that aren’t afraid to have a distinct personality are the ones that really hit home.

Don’t shy away from taking a stand on issues that resonate with your core values either, even if it risks alienating some people. It’s better to be loved by a few than ignored by many.

4. Collaborate with cultural shapers.

And I don't just mean big names. Partner with influencers, artists, and creators who are actually driving conversations in their communities.

It’s not about follower counts; it’s about cultural influence. These are the people who set trends, not just follow them. They're the ones who can help your brand tap into subcultures that align with your audience.

Think of how Crocs teamed up with artists like Post Malone and Bad Bunny—not because they’re just 'popular,' but because they represent a certain cultural energy that resonated with younger consumers.

5. Expand the definition of your audience.

Sometimes, brands have a dedicated following that doesn’t fit the typical mould of their target audience. These consumers may be using your products and raving about them, even though your brand hasn't officially recognised or marketed to them. (Think, Timberland and hip-hop, or Nike and grime.)

Your current target audience might be too narrow. When you look at who’s actually engaging with your products, you might find diverse groups who connect with your brand in unexpected ways.

6. Integrate culture into your offerings.

Go beyond basic messaging and embed cultural insights directly into what you offer.

When Nike dropped sneakers celebrating Black History Month, it was about more than just looks—it was a way to honour a rich cultural heritage. Think about how you can show you get it through your products, whether that’s through limited-edition releases or collaborations that make sense.

7. Think long-term, not quick wins.

Almost anyone can pull a stunt to grab attention. But staying relevant is about being consistent.

Keep showing up, supporting your audience, and evolving as cultural conversations shift. Look beyond the flashy moments. Instead, think about how you can remain relevant in the grand scheme, just like Dove has done by advocating for real beauty over the years.

Done right, cultural relevance can ultimately future-proof your business and your brand.

It can foster curiosity about the happenings on the world stage– and the role your brand plays within it.

-Sophie, Writer