How Brands Can Engage In Culture Without Being Cringe

As the marketing landscape continues to evolve, brands are increasingly recognizing the importance of participating in culture to engage with their target audience. This approach makes sense, given that culture is a powerful connector that brings people together. By tapping into cultural moments and trends, brands can build relationships with their communities, increase visibility, and stay relevant in a crowded market.

However, not all brands succeed in their attempts to engage with culture. While some manage to strike the right chord, others come across as insincere or try-hard. The key to successful cultural engagement lies in authenticity and a deep understanding of one’s brand identity. When brands try to force relevance or adopt trends that don’t align with their values, they risk alienating their audience and damaging their reputation.

Authenticity is Key to Successful Cultural Engagement

So, what sets successful cultural engagement apart from failed attempts? The answer lies in authenticity. Brands that stay true to their voice and values are more likely to resonate with their audience and create meaningful connections. For instance, when Taylor Swift and Travis Kelce announced their engagement, several brands seized the opportunity to comment on the news in a way that felt natural and authentic to their brand. The Oakland History Museum’s participation in the “six-seven” trend is another example of successful cultural engagement, as it was done in a manner that was consistent with the museum’s brand and values.

Oreo’s iconic “You can still dunk in the dark” tweet during the 2013 Super Bowl blackout is a classic example of cultural fluency in action. The tweet was witty, relevant, and perfectly aligned with Oreo’s brand voice, making it a huge success. These moments work because they are genuine and don’t feel like an attempt to force relevance.

The Pitfalls of Inauthentic Cultural Engagement

On the other hand, brands that try to engage with culture in an inauthentic way often end up missing the mark. Using slang or terminology that doesn’t feel natural to the brand can come across as insincere or even cultural appropriation. For example, using African American Vernacular English (AAVE) or LGBTQ+ culture terms without proper understanding or context can be seen as disrespectful and alienating.

Additionally, commenting on trending posts solely for visibility can also backfire. Instead of feeling like a meaningful contribution, it can come across as clout-chasing or attention-seeking. The line between good and cringe is thin, and brands need to be mindful of this when engaging with culture.

Shaping Culture, Not Just Participating

So, how can brands tap into culture in a way that feels authentic and meaningful? The answer lies in shaping culture, rather than just participating in it. By adding to the conversation or moving it forward, brands can create a lasting impact and build strong relationships with their audience. This requires a deep understanding of the brand’s values and voice, as well as a willingness to take risks and be creative.

Prebiotic drink brand Agua de Kefir’s collaboration with Love Island USA stars Nic VanSteenberghe and Olandria Carthen is a great example of shaping culture. By featuring the couple in an ad campaign and providing fans with exclusive content, the brand was able to create a buzz around the partnership and build a loyal following. The brand’s efforts were successful because they were authentic and aligned with the brand’s values, rather than trying to force relevance or chase trends.

Ultimately, cultural relevance is not about chasing trends or trying to be relevant; it’s about staying true to who you are and the communities you serve. Brands that lead with authenticity and focus on building lasting relationships don’t have to perform relevance – they naturally create it.