Your ATTN Please || Wednesday, 5 March

In the attention economy, space travel's just as much about PR as it is about innovation.

That’s why Jeff Bezos' space tech company, Blue Origin, is launching the first all-female flight since the first woman went to space back in 1963. Passengers include our girl Katy Perry and Gayle King (alongside actual astronauts, of course). Well, that's one way to make headlines, Jeff.

- Charlotte, Editor ♡

WHAT’S HAPPENING IN MARKETING TODAY?

Katy Perry’s going to space, The internet hates Shrek 5 trailer & MAFS Australia suffers brand damage

Jeff Bezos is sending Katy Perry into space.

You can’t make this sh*t up. Gayle King, Katy Perry and Lauren Sánchez will join three other women on the next mission from Jeff Bezos' rocket company, Blue Origin announced Thursday. This will be the 11th crewed flight of the New Shepard rocket. This time, however, the crew is all-female.

Previous notable names who have gone on such flights include company founder Bezos, "Star Trek" actor William Shatner, former New York Giants great Michael Strahan and astronaut Alan Shepard's daughter, Laura Shepard Churchley.

The journeys are super quick, lasting around 11 minutes. Passengers reach an altitude of just over 100 kilometres, which is considered the boundary between Earth and space. Then, three large parachutes ensure its safe descent. To me, that sounds scary as hell – but good luck, y’all.

The Shrek 5 trailer was released – and the internet is having a whole tantrum (myself included.)

Listen, the original Shrek is a masterpiece. True art in every sense of the word. The upcoming film is produced by DreamWorks and distributed by Universal – as per usual. It sees much of the main cast return: Mike Myers, Eddie Murphy and Cameron Diaz playing Shrek, Donkey, and Princess Fiona, respectively.

So, what have they done to cause such outrage? Created a MESS, that’s what. The characters all look like someone tried to draw them from memory. This has, of course, sparked an outcry and calls to fix the animation.

But here’s my theory: this happened with Sonic the Hedgehog in 2019. It received so much backlash that Paramount literally got bullied into changing it. So, what if, this is just a publicity stunt? The last film we saw from the franchise was in 2010, with Shrek Forever After (and it flopped). Maybe the team thought they better not risk fading into irrelevancy? Let’s hope so.

MAFS Australia has fallen from grace this season.

Once perceived as a highly entertaining mixture of drama, love and comedy has somehow turned into a psychological sewer. And the show is now being investigated by workplace safety.

I’m not going to fill you in on all the toxic chaos that has ensued this season. But it includes a groom punching a hole in the wall (uh, scary), another groom catfishing women on dating apps (also scary), and the experts making one of the wives apologise to her verbally abusive, manipulative groom.

Basically, it’s a psych ward, hell, and your worst nightmare all in one and begs the question: how far is too far in the name of entertainment? And will this tarnish the brand once and for all? Only time will tell.

Anyway, that’s all folks!

-Sophie, Writer

DEEP DIVE

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.

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 brands evolve without looking like they’re just hopping on the 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

TREND PLUG

They say shooters shoot

Today’s trend comes from "ILBB2" by Jorjiana, where GloRilla raps: "Uh, uh-huh, they say shooters shoot. Uh, uh-huh, Duke Dennis, what's up with you?"

Originally, this was a playful shoutout to streamer Duke Dennis. But TikTok quickly ran with it, turning it into a meme about just going for it—whether that’s with a crush, a goal, or something totally unhinged.

Some creators are using this sound to shoot their shot with someone they like, swapping “Duke Dennis” for their crush’s name. Others are using it as a way to manifest something they really want but probably won’t get (sorry), like good health, money, or a verified check.

How you can jump on this trend:

Using the sound, swap out “Duke Dennis” for something relevant to your niche or audience. Keep it relatable by picking a goal, dream, or struggle that people will instantly get. The best versions of this trend lean into irony or overconfidence, making it funny even if the shot being taken is obviously a long one.

A few ideas to get you started:

• "Email open rates above 50%, wassup with you?"

• "Going viral without posting 5 times a day, wassup with you?"

• "Clients approving creative on the first try, wassup with you?"

-Abdel, Social Media Coordinator

FOR THE GROUP CHAT

😂Yap’s funniest home videos: Bro did his own foreshadowing
❤How wholesome: i need an afghan hound omg
🎧Soooo tingly: Cupping but violent?
🍝What you should make for dinner tonight: Tortilla Pull Aparts

TODAY ON THE YAP PODCAST

Want even more “YAP”ing? Check out the full podcast here.

ASK THE EDITOR

Q - I've just started a financial consulting business. How do I start building a professional network of potential clients? -Austin

Hey Austin!

As you're a service-based business, my advice is to start with LinkedIn! The platform is a goldmine for connecting with potential clients. Create as much content as you can so you start showing up on people's feeds. 

At the same time, begin building your network. Use the LinkedIn search bar to find people who would be an ideal client for you. Create a spreadsheet with information like their name, job title, company, and then link their profile. Once you've got this database, use it to find and interact with these people's posts on a regular basis. 

Make sure your comments are thoughtful, not just "nice post" or something generic. Over time, they will begin noticing you, and hopefully interacting with your content, too. It will take a few months for you to grow a real presence on LinkedIn. But being super intentional about who you engage with will help you connect with the right people much faster.

- Charlotte, Editor ♡

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