The latter is to have “cultural relevance”, something more profound than creating trends that burn bright, but burn out fast. Think about how “Barbenheimer” defined cinematic experiences in 2023, or how Netflix's Adolescence stoked real-world policy debates. We remember these moments years down the line because they spoke to the real world, resonating with the culture in ways impossible to forget. But what does it take to make a brand that not only fits in this world, but helps reshape it?

- Devin Pike, Guest Editor 💜

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Ever wanted to quit your corporate job and go work for an AI agent?

Well, now you can... introducing the RentAHuman platform. Their pitch is "AI can't touch grass. You can. Get paid when agents need someone in the real world." Dystopian enough for ya? Well, a Wired reporter tried it out and (spoiler alert) found it's basically just AI startups paying people to do their marketing for them.

One "task" involved delivering flowers to Anthropic as a thank-you for creating Claude (with the name of an AI startup conveniently featured at the bottom of the note). Another gig involved paying people to hang "AI paid me to hold this sign" posters around San Francisco. The reporter applied for multiple gigs, got micromanaged by a bot sending 10 messages in 24 hours, and never made a cent. Turns out, "autonomous AI agents" hiring humans is really just humans using bots as middlemen for marketing stunts. Looks like it will still be awhile before we're working for AI agents, eh?

In other news, The US Federal Reserve found Americans are paying 90% of Trump's tariff costs (no surprises there). Newly released research shows that US businesses and consumers paid nearly 90% of the cost of tariffs in 2025. So, not foreign companies? Welp.

Last year, the average tariff rate jumped from 2.6% to 13%, and the costs were passed directly to Americans through higher prices. In fact, the Tax Foundation estimates tariffs amounted to an average $1,000 tax increase per US household in 2025. For brands, this means margins are getting squeezed. And many are facing tough decisions about whether to absorb costs or pass them along to consumers.

Meanwhile, Apple's jumping on the AI wearables bandwagon. The brand is reportedly planning to launch AI-powered smart glasses, an AI pendant you wear as a necklace, and camera-equipped AirPods. The glasses will compete with Meta's Ray-Bans and are rumoured to launch in 2027. The pendant, which is the size of an AirTag, would act as an "always-on camera" connected to your iPhone. So, what I'm hearing is "cameras everywhere". Apple's positioning this as convenient AI assistance (Siri can identify what you're looking at!). But it's hard not to feel like we're sleepwalking into a surveillance-heavy future where every tech company wants a lens pointed at your life.

-Charlotte Ellis, Editor ♡

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 ♡

The trend comes from former Peloton instructor Kendall Toole's viral 2023 class moment. During a live ride, she spotted someone with an offensive username and immediately said with the sternest face:

"Get 'em banned. We don't do that here. Oh, now I'm pissed ... I ain't the one, baby. I take no disrespect."  

The clip resurfaced in early 2026 and became an instant meme. Kendall even leaned into it, changing her display name to include #getembanned and declaring 2026 "the year of #getthembanned because we are not the ones". 

People are lip-syncing to the audio to call out petty annoyances, boundary violations, and just general disrespect. My fav examples include:

Use the Kendall Toole "Get 'em banned" audio. Lip-sync while adding text describing whatever or whoever crossed the line and needs to be immediately shut down.

A few ideas to get you started:

-abdel khalil, brand & marketing exec

😂Yap’s funniest home videos: a friendly little shove
❤How wholesome: a surprise visit that meant the world
😊Soooo satisfying: perfectly satisfying shots
🍝What you should make for dinner tonight: Easy Mongolian Beef

Hey Alex,

Yep, this is a tough one. Because you can't really force people to be in content if they really don't want to. Even some people in our team struggle with this. Back when we were just starting to make videos, we didn't force anyone to be in content. We just used the couple people who were willing to be in it. But once we started doing hundreds of thousands of views, suddenly everyone wanted to get involved.

The same goes for you. If your team thinks you're just making silly TikToks, they might not see the value. But once they see you're getting results and that it's positively impacting the business, I bet they'll be a lot more willing to participate. Until then, work with whoever’s willing and let the results speak for themselves. Sometimes it’s easier to just build with one or two consistent faces rather than trying to get everyone involved anyway.

- Charlotte Ellis, Editor ♡

We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.