Need I go on? You already know the cultural impact these had. This is what we mean by "cultural relevance".

So what does it take for a brand to reach this level? Well, cultural relevance happens when consumers actively talk about and champion your brand. Not because you're running ads, but because your brand genuinely resonates with what's happening in their world.

You get to that point by building real connections that make your audience feel understood. This means paying attention to the cultural shifts around your consumers. Reading the room. Then creating messaging that hits on reach, relevance, hype, and depth.

Just look at classic examples like Nike's "Just Do It" and Spotify's "Wrapped". Or more recent wins like SKIMS' "Redefining Shapewear" and BeReal, the anti-social social media app.

Nike's "Just Do It" rallied people to challenge their limits. Spotify Wrapped turned listening data into social currency and an annual tradition. SKIMS genuinely reimagined what shapewear could be, pushing body positivity forward in the process. BeReal challenged the polished Instagram aesthetic and got people posting authentically.

These brands didn't chase trends, but created them. They pushed boundaries and sparked conversations that extended far beyond typical advertising. That's what happens when you're genuinely plugged into culture: you're not trying to be everywhere. You're strategically positioned where culture is headed.

And in 2026, earning it is no longer optional. It's essential. Because consumers expect brands to have values. Because cultural relevance builds loyalty that protects you when things get rocky. And things are always rocky now.

Cultural relevance isn't won through viral stunts. It's consistently showing up in ways that feel genuine to what's happening around us. It's becoming part of the conversation, not watching from the sidelines. Brands that understand this won't just survive, but lead the pack.

You need to rethink your strategy. Consider how your product, brand culture, audience, and business model work together.

Figure out what makes you different and how you fit into your audience's world. You can't do this by following a checklist.. You have to truly understand the movements that matter to your people and position your brand accordingly.

Get this right, and you're building something that lasts. Otherwise, you're just adding to the noise. In practice, this looks like:

1. Listening before you speak.

Don't jump on every trend. Pay attention to what your audience genuinely cares about.

Use social listening to understand the broader conversations happening. And this is not just mentions of your brand, but the cultural topics your audience engages with. Then build messaging that feels authentic, not forced. It should naturally align with who you are as a brand.

2. Actually showing up for your community.

Find ways to contribute that matter to the people who support you.

Support local initiatives. Partner with grassroots organisations. Amplify voices that don't usually get heard in your marketing. Make it clear you're invested in your community, not just extracting value from it. Patagonia and Telfarm, for example, do this consistently by backing up their words with action.

3. Owning what makes you different.

Stop trying to appeal to everyone. That's impossible anyway.

Instead, double down on what sets you apart. The brands that connect deepest are the ones unafraid to have personality. Take positions on issues that align with your values, even if it means some people won't agree with you. Being meaningful to the right people beats being forgettable to everyone.

4. Partnering with people who shape culture.

Not necessarily celebrities. Look for influencers, artists, and creators who drive real conversations in their spaces.

Follower count isn't what matters. Instead, think in terms of cultural impact. These are the people who start movements, not just participate in them. They can connect your brand to communities that align with your audience. Look at how Crocs worked with Post Malone and Bad Bunny. Not just because they're famous, but because they embody a specific energy that younger audiences connect with.

5. Rethinking who your audience actually is.

Sometimes, your biggest fans don't match your target demographic at all.

They're using your products and telling everyone about them (even though you've never officially marketed to them). Like Timberland becoming a hip-hop staple, or Nike dominating grime culture.

Your target might be too narrow. Look at who's actually engaging. You might discover unexpected communities that connect with your brand in powerful ways.

6. Building culture into what you sell.

Don't just talk about culture in your ads. Reflect it in your actual products.

When Nike created Black History Month sneakers, it wasn't just aesthetic. It honoured heritage. Think about how your products themselves can demonstrate cultural awareness, whether through limited drops or meaningful collaborations.

7. Playing the long game.

Anyone can create a moment. Staying relevant requires consistency.

So keep showing up. Keep supporting your audience. Keep evolving with cultural conversations. Don't just chase viral wins. Build lasting relevance, the way Dove has done with their ongoing commitment to real beauty.

Get this right, and cultural relevance becomes your competitive advantage.

It means you're not just reacting to the world - you're actually helping shape it.

-Charlotte Ellis, Editor ♡