Content
Gen-Z
Speed of social
Why we are all in our 'Eras era'
Lately it seems we are all in our ‘eras era’. Whether you were a part of the rebellious ‘Brat Summer’, the more dimmed ‘demure fall’, or anything else that came along the line, people are claiming ownership of their identity through temporary, themed eras. Whether it's on social media or in casual conversations, phrases like 'I'm in my party era' or 'I'm in my fit girl era' are popping up everywhere. These fleeting phases feel both empowering and trend-driven. What’s the reason these eras and trends exist and pop up? Where do they come from, and what’s in it for you as a brand?
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Why Do These 'Eras' and Trends Exist?
In today's digital landscape, identity is more fluid than ever. With social media being a platform for self-expression, everyone can try on different personas, moods, and aesthetics in a way that feels temporary yet significant. The concept of ‘eras’ aligns perfectly with this shift, as it allows people to lean into a vibe or attitude for a period of time, then evolve into something new without the pressure of being defined by one specific thing. One moment, you might be in your ‘Brat Summer’ focusing on confidence and fun, next, you're embracing your ‘Demure Fall’ enjoying cozy nights in. It celebrates self-exploration and flexibility. Stepping into a particular era can give you the feeling of control and direction. It’s like taking on a persona that allows you to navigate through life with a new view. For example, stepping into your ‘health era’ to motivate yourself to workout more and eat healthier. By putting yourself into a category, it’s easier to live up to a certain lifestyle.
The popularization of the eras concept can be traced back to Gen Z's and Millennials' desire to personalize their experiences in this fast-paced digital world. These generations like to create mini-narratives around their lives and align themselves with broader cultural movements, they also really value being part of a community.
How Charlie XCX created the Brat movement
Charie XCX her album ‘Brat’ is a marketing masterclass with the artist creating a cultural movement. Pop star Charli XCX's album ‘Brat’ has gone completely viral last summer. Brat was absolutely everywhere, online and offline. It created a movement, the ‘Brat Girl Summer era’. This movement rejected the “clean girl era” and celebrated the life of the party girls. With the marketing of her album, she’s a great example of creating an online community, and getting her fans involved in every single part of it. From speculating collabs to responses to the audience through her songs. She knows how to keep up and listen to her community.
The album cover, featuring a lime green background with the word Brat in a simple font, inspired many brands to jump on the Brat trend. Here are some examples of brands that went absolutely brat:
Juice brand Moon Juice created a Bratty Summer Smoothie, and dopper created a brat summer starter pack.
The speed of social is fast, and so are these eras. It's fast, but it doesn’t mean that brands have to jump on every trend to be relevant. Sometimes that's exactly what kills the vibe, especially if too many other brands have already got there first.
The rise of trends and the concept of 'eras' on social media offer valuable opportunities to connect with audiences in more personalized ways. But the key isn’t just to chase every trend, it’s about using the right moments to boost your brand identity and drive engagement. By tapping into cultural moments and personal 'eras', marketers can create content that resonates on a personal level, aligning their brand with certain moods, interests, and values. It builds relevance, emotional connection, and brand love. The right participation in a trend can make your brand stand out, if your doing it authentically. Social media is fast-paced, but timing is everything. Marketers who can respond quickly and strategically to relevant trends, while staying true to their brand, show they’re in touch with the culture, keeping their brand top-of-mind and engaging with their community in real-time.
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Creative Strategist Robin Komin about hopping on trends with your brand:
“Brands should not force jumping on a trend. Don't think too hard. As soon as you have to start puzzling about how to convert the trend to your brand, most of the time it’s either not relevant for your brand, or no longer spontaneous, and viewers will feel that. A small reference to a trend as a brand can sometimes be enough. And of course, the most important thing: jump on it quickly. Did you jump on the trend too late? Then it's probably already cringe. When are you too late? You have to feel it, there's no telling these days.”
What’s in it for the Marketer?
For marketers, it’s about using trends as tools for engagement while staying true to the brand’s core values. Success lies in knowing when to act, making sure that timing, context, and authenticity are always in line with your brand. Brands should aim for a balance between reactive content that taps into trends, and content that builds on their bigger brand narratives. Think about the social context behind a cultural moment and ask yourself: does this align with my brand and what's valuable to our audience? If the answer is yes, GO! And be quick or die trying. Timing is everything.
