How brands can ride (not resist) shifting attitudes

Culture shapes commerce – and vice versa.

Culture also doesn’t sit still (duh.) What resonates with audiences today might feel outdated, tone-deaf, or even offensive tomorrow. As societal values shift, consumer expectations change. As technology accelerates cultural conversations, brands have two choices: evolve or get left behind.

We’ve seen it happen time and time again. Brands that once felt untouchable suddenly find themselves on the wrong side of history, struggling to maintain relevance. On the flip side, the brands that understand cultural momentum thrive.

Cultural attitudes aren’t static; they evolve alongside generational values, world events, and technological advancements.

What was considered aspirational, funny, or acceptable ten years ago might not land the same way today. Some major cultural shifts we’ve seen in recent years:

• The rise of sustainability. Consumers are holding brands accountable for their environmental impact, leading to shifts in packaging, production, and messaging.

• Shifting gender norms. The fashion and beauty industries have moved toward more inclusive, gender-neutral campaigns, recognising that younger consumers reject rigid labels.

• The decline of blind brand loyalty. Millennials and Gen Z care less about legacy brands and more about authenticity, ethical practices, and real engagement.

These shifts don’t happen overnight, but they do create a new reality that brands either adapt to—or ignore at their own risk. Culture isn’t just a collection of trends. It’s shaped by ideologies, which are always in tension. Dominant beliefs clash with emerging ideas, creating a constant negotiation between the familiar and the novel. This dynamic is what drives cultural change.

For marketers, understanding cultural ideology is key.

It’s not just about what you say, but how it fits into the broader conversation. Why do some messages resonate deeply while others miss the mark? The answer lies in recognising where your brand sits within this ideological push-and-pull. Successful brands don’t just reflect cultural shifts; they contribute to them in meaningful ways.

So why do some brands struggle to adapt?

• Clinging to past success. Blockbuster refused to believe streaming would replace DVDs. Victoria’s Secret ignored changing beauty standards for too long. The result? They lost relevance, and in some cases, their entire business model.

• Fear of alienating legacy customers. Brands sometimes hesitate to shift messaging because they worry about losing their existing audience. But refusing to evolve often means losing future customers instead.

• Tone-deaf attempts at relevance. Then there are brands that recognise cultural shifts but completely fumble execution (think: Pepsi’s infamous protest ad). Jumping on trends without true understanding can backfire spectacularly.

Marketers aren’t just passive observers of culture—we literally help shape it.

Every ad, campaign, and brand message contribute to the broader cultural narrative. With great influence comes responsibility – or whatever Uncle Ben said. So, how do we shape culture for good?

• Move beyond surface-level messaging. Token gestures or one-off campaigns won’t cut it. Consumers expect brands to engage with culture in a way that feels genuine and sustained.

• Challenge harmful norms. Brands that take a stand against outdated or harmful cultural narratives can drive real change (and build strong loyalty in the process).

• Balance innovation with authenticity. It’s not about jumping on every cultural moment. It’s about aligning with shifts that genuinely connect with your brand’s identity and audience.

• Understand the weight of your influence. Advertising and branding don’t just reflect culture; they actively shape it. Be mindful of the narratives you’re reinforcing.

• Take a long-term view. Cultural shifts aren’t fleeting trends. Brands that engage in cultural conversations with a long-term strategy—rather than reactive marketing—are the ones that build lasting impact.

So how do brands evolve without looking like they’re just hopping on a bandwagon?

• Listen more than you speak. Pay attention to what your audience cares about through social listening, trend analysis, and real engagement.

• Build flexibility into your strategy. Your brand identity should be solid, but your messaging and execution should have room to evolve.

• Understand the trends. Jumping on a viral moment without real alignment can make your brand seem opportunistic. Instead, focus on long-term cultural shifts that align with your values.

• Test and learn. Experiment with new approaches, campaigns, or partnerships in small doses before fully committing to a major shift.

• Commit authentically. If you take a stance on a social or cultural issue, back it up with action. Consumers see through performative branding.

Staying culturally relevant isn’t about chasing every new trend.

Instead, it’s about recognising when a shift is significant enough to impact how people see your brand. Adaptability is a survival skill in marketing. And in an era where consumer expectations evolve rapidly, the brands that embrace change will always be the ones leading the conversation.

In the end, cultural shifts aren’t something brands should fear—they’re an opportunity to evolve.

-Sophie, Writer