Written by Meg Asaro, Head of Strategy. A version of this article was originally published on The Marketing Insider @ MediaPost.
Anyone working with or for brands right now will have read a lot about ‘Cultural Relevance’. But, is the reason we are all obsessing over culture because we’re worried about our own relevance? With culture moving so fast, I hypothesize that we fear we will get left behind – or even worse, that we become irrelevant. This is the emotional squishy center at the heart of the next big cultural shift: Eternal Relevance.
Once upon a time, Trend Forecasters were Gods. They defined the culture, telling us what ‘tomorrow’ would look like. Today, we ALL have the world at our fingertips. Every topic is covered by a multitude of people, angles and platforms. We swim in an endless sea of trends and passing fads as we watch TikTok at 2x speed in the hopes of absorbing more, #IYKYK.
Add to this that we live in a world where new ideas are rare, as we remix old songs, stories, and images to find something fresh. The ‘power of the new’ has now become a deep-rooted aspiration that feels less and less attainable.
Ultimately, we wish we could be Eternally Relevant – people and brands alike.
5 ways brands can leverage Eternal Relevance
- See ‘brands as people’
Humanizing your brand builds meaning through evolving expressions and behaviors. - Stay true to your ‘brand self’
Build distinction by crafting a persona that evolves with culture, but stays true to itself. - Lead in culture through this authenticity, never follow
Imitating competitors weakens cultural viability. - Age isn’t everything when it comes to your consumers
Develop products and messages that appeal to lifestyle rather than life stage. - Foster loyalty through engagement
This connects people to each other, and to your brand.
Eternal Relevance Drivers
So why is this happening now? We’ve identified five key drivers of this shift:
Trendification
Culture evolves at a dizzying speed, with trends emerging and fading almost instantaneously. The relentless cycle of new ‘cores’ and ‘eras’ has birthed a new generation of trend forecasters, fighting over the new and the next, highlighting the need for brands to stay ahead or risk being left behind. While this might seem like a young person’s game, we’re all ‘sold’ trends in our individual echo chambers, regardless of age.
Reclaiming Stolen Youth
It’s no secret that COVID stole our time. Time that could have been spent experiencing life in the real world and connecting with real people. In what should have been the “pivotal years” of late high school and college, Gen Z mostly started and/or finished higher education online, only to be thrust into the ‘real world’ missing some of those essential life experiences and skills. As a result, many now cling to youthful cultural elements well into adulthood. Brands are tapping into this desire to reclaim lost time.
Anti-Aging For All
Aging used to be women’s mortal enemy. Now, ironically, older women are less fixated on anti-aging products, while younger generations are diving in. With 7.4 billion #antiaging views on TikTok alone, products like Frownies and “baby botox” continue to gain momentum.
And it's not just women. The male grooming industry is thriving, with the global men’s skincare market set to hit $28 billion by 2029. As a mother of a teenage boy, it’s fascinating to see the dance between the sexes for my teen today. Girls seem to hold more power than ever, and dudes are looking for ways to rewrite the dating ritual. Nobody wants to admit it, but humans are visual creatures and looks matter. Everyone is seeking ways to be relevant through their own grooming and beauty rituals.
Millennial Core
Millennials, the ‘owners’ of relevance for years, have been dethroned. Once the epitome of relevance, they now face mockery from younger generations. Their once-cool cultural references are now seen as passé, illustrating the need for brands to continually evolve.
Kidulthood
Whether it's 50-somethings wearing sneakers to meetings or 20-somethings embracing gray hair, the concept of age is becoming more fluid as we calibrate our own individual ‘relevance’. Navigating the complexities of #adulting, there's a growing recognition that age is more a mindset than a number, allowing us to define our age based on our moods and life stage. This ‘timeless’ approach challenges antiquated age-based rules and expectations.
Who’s doing it and what can we learn from them?
LEGO: Embracing the Creative Kid in Us All
LEGO has successfully refocused its brand to appeal to adults, doubling its revenue to almost $10 billion in 2023 (Business Insider). By capitalizing on sub-trends and fan groups, LEGO creates highly sought-after sets, fostering a community of enthusiasts. This approach proves that LEGO is not just for kids, offering a therapeutic and creative escape for anyone living in a fast-paced world.
How to achieve Eternal Relevance
Instil flexibility in your product // tap into different fan bases.
LULULEMON: Unmatched Community Centricity
Lululemon stands out by fostering community rather than just selling products. Hosting local yoga events and featuring community ambassadors, they build organic growth through word-of-mouth. The combination of high-quality products (as the Official Outfitter of Team Canada in the Olympics) and unique community approach creates a strong sense of belonging.
How to achieve Eternal Relevance
Embrace an authentic, community-focused strategy // use the 80/20 rule: speak to the 20% to capture the aspiration for the other 80%.
LIQUID DEATH: Embrace Irony
Liquid Death isn’t just water; it’s rebellion. Ingraining itself into the perceived status of consumers, Liquid Death avoids functional category tropes. It’s refreshing to see a brand that isn’t afraid to take a stand through a strong personality, with a bit of irreverence. Through its distinctive style and cult appeal, this brand has transcended ‘product’ to ‘identity’. Not an easy feat.
How to achieve Eternal Relevance
Cultivate a unique identity by borrowing relevance from other categories. Punk + water? Why not?!
How to be Eternally Relevant
Eternal Relevance isn't just about adapting; it's about embedding your brand into the fabric of diverse and changing consumer identities. By addressing the deep-seated fear of irrelevance, brands can forge lasting connections across a broad spectrum of demographics and need-states. As brands increasingly seek to broaden their reach, showing up in culture and tapping into timeless relevance is crucial. This strategic pivot is not just beneficial, it's essential.