In 2025, cultural moments are the new currency of attention. Every trending headline, viral video, or celebrity announcement can dominate the digital landscape within hours. The brands that move fast, stay authentic, and join the conversation meaningfully are the ones people remember. Just look at the past year: Taylor Swift’s engagement and her new era, “The Life of a Showgirl,” sparked a wave of brand reactions that blurred the line between entertainment and marketing. Meanwhile, The Summer I Turned Pretty inspired one of the most emotional viral trends of the season, with users sharing “The Summer That I…” stories in a collective moment of nostalgia and reflection. Using pop culture marketing as part of your strategy can help your business stand out and appear more authentic.
Audiences today don’t engage with static, one-size-fits-all marketing. They want brands that react, connect, and participate in the culture unfolding around them. Pop culture isn’t just background noise; it’s the rhythm of conversation your brand needs to move with. We’ll break down why recent cultural trends worked, how smart brands leveraged them, and what upcoming pop culture moments marketers can prepare for to keep their business fresh, relevant, and impossible to ignore.
Why Cultural Relevance Drives Brand Growth
In an age of infinite content, attention has become the most valuable and most fleeting commodity in marketing. Every second, your audience scrolls past hundreds of ads, videos, and posts. Pop culture creates attention because it reflects what people are already thinking, feeling, and talking about in real time.
Brands that successfully connect to cultural trends, whether through movies, music, sports, or memes, don’t just sell products; they build relationships. They appear human, aware, and relatable. When a brand participates in a conversation their audience is already having, it feels less like advertising and more like belonging.
That’s why many marketers are turning to “cultural listening” tools and real-time trend tracking to identify opportunities the moment they surface. These insights allow brands to respond to cultural moments with agility and relevance, before the conversation moves on.
But here’s the golden rule: react fast, but stay on brand. Authenticity always beats speed. Jumping on every trend risks diluting your voice and confusing your audience.
The goal is to use pop culture as a storytelling framework that amplifies your brand’s personality. When done right, cultural marketing doesn’t just grab attention.
Case Study #1: Taylor Swift — The Life of a Showgirl and the Power of Pop Culture Dominance
Few figures in modern culture command attention and sustain it, like Taylor Swift. She’s more than a musician; she’s a masterclass in branding, storytelling, and cultural influence. Every era she creates ripples far beyond music, influencing everything from fashion and media to marketing trends. Her ability to reinvent herself while maintaining an authentic connection to her core narrative has made her one of the most consistent cultural touchpoints of the decade.
1. Her engagement.
Swift’s engagement announcement wasn’t just a celebrity headline. It was a global event that transformed social media for days. Brands and fans alike jumped into the conversation. Etsy curated a “Swift-inspired engagement” collection featuring custom rings and love letters. Kay Jewelers launched a campaign celebrating “every kind of love story.” Even Dunkin’ chimed in with playful posts about “finding your perfect blend.” Each brand managed to stay relevant by tying its message back to themes of love, partnership, and celebration without feeling forced.
2. The release of The Life of a Showgirl.
With this album, Swift trades in her folklore forests for stage lights, sequins, and spectacle. The album’s visuals and themes, confidence, transformation, and showmanship gave brands an entire aesthetic to align with. Fashion houses leaned into glitz and glamour in campaign shoots, beauty brands launched limited-edition glitter collections, and lifestyle brands used her motifs of empowerment and reinvention in their storytelling.
Why it worked: The cultural overlap between music, emotion, and marketing creates instant resonance. Swift’s success is about how she turns every release into a cultural chapter that audiences can see themselves in. She doesn’t just sell albums; she sells emotion, identity, and belonging.
Takeaway: Tell stories, not slogans. Swift’s power lies in her emotional storytelling, and brands that follow this model can do more than market products; they can build communities. When your brand narrative taps into feeling rather than function, you don’t just attract attention.
Case Study #2: The Summer I Turned Pretty — Emotional Nostalgia and the “The Summer That I…” Trend
Every generation has a story that defines its summers, and for Gen Z, that story is The Summer I Turned Pretty. The series, with its wistful tone, coming-of-age emotions, and Taylor Swift–infused soundtrack, became more than just a streaming hit in 2025. It became a cultural mood. But its biggest impact wasn’t on TV screens; it was on TikTok, where the show sparked one of the most emotionally resonant trends of the year: the “The Summer That I…” trend.
This trend invited users to complete the phrase with their own personal reflection: “The summer that I bought a car,” “The summer that Ubered food,” “The summer that I fell in love.” It was simple, cinematic, and deeply human.
Why did this trend have stopping power?
- It wasn’t about selling. It was about reflection and emotion.
- It invited participation, not passive consumption.
- It tapped into universal feelings of growth, change, and nostalgia, making it perfect for storytelling.
How brands used it: Savvy marketers recognized the emotional depth of the trend and found creative ways to tie it back to their brand stories.
- Lifestyle, beauty, and wellness brands leaned into themes of self-discovery, self-care, and transformation. Using the format to connect with audiences in a more personal, relatable way.
- Service-based businesses like photographers, travel planners, and fitness coaches embraced it too, turning the format into mini-narratives about their own journeys or the memories they help clients create.
Why it worked: Emotional trends have higher engagement because they allow people to see themselves in the narrative. The “The Summer That I…” trend permitted users (and brands) to be vulnerable, and vulnerability builds trust.
Takeaway: People connect through shared emotion, not polished marketing. Suppose a trend invites your audience to tell their own story. Authentic participation beats perfection every time.
Case Study #3: Wicked — Building Anticipation and Emotional Loyalty
Few upcoming films have generated as much cultural excitement as the long-awaited adaptation of Wicked. With its all-star cast, beloved Broadway roots, and universal themes of friendship and self-discovery, Wicked is already shaping up to be one of 2025’s biggest pop culture events.
The song “For Good,” already a timeless anthem of gratitude and transformation, is expected to become one of the most referenced emotional soundbites of the year. Whether through TikTok trends, Instagram captions, or brand storytelling, audiences will be drawn to its core message: the people who change us for the better.
How brands can prepare:
- Incorporate emotional themes. Build campaigns around friendship, transformation, empowerment, and gratitude. Ideas that resonate deeply with Wicked’s story.
- Use visual cues. Think emerald greens, gold tones, and a touch of sparkle to mirror the film’s aesthetic without being literal. A balance of sophistication and magic keeps content fresh, not kitsch.
- Embrace optimism. The Wicked narrative centers on growth and personal change. Perfect for year-end reflection campaigns or new beginnings in early 2025.
Why it works: Cultural anticipation builds momentum before the moment happens. When brands align with a story that audiences are already emotionally invested in, they benefit from built-in awareness and excitement. Wicked’s message of transformation and connection makes it a natural fit for brands that champion growth, inspiration, and authenticity.
Takeaway: Don’t just react to cultural moments. The brands that plan creative assets before the conversation peaks will own the moment when the spotlight hits.
Pop Culture Marketing Moments to Prepare For
The secret to cultural marketing success isn’t just reacting to what’s trending, but anticipating it. The brands that stand out are the ones that prepare creative assets, storylines, and visuals before the cultural moment peaks. Here are a few upcoming pop culture events and recurring trends to build into your content calendar for the next year.
Stranger Things (Final Season)
As one of Netflix’s most iconic series comes to a close, Stranger Things will dominate the conversation again. Expect waves of nostalgia, 1980s aesthetics, and emotional tributes to endings, friendship, and growing up. This is a golden opportunity for brands to lean into themes of resilience, change, and transformation. Perfect for storytelling campaigns that reflect on evolution or new beginnings. Bonus: retro design, neon accents, and synth-inspired soundtracks are sure to make a visual comeback.
Mariah Carey “Defrosting” Moment
Each November, the internet collectively agrees, ”it’s time.” The annual Mariah Carey “defrosting” meme marks the official start of the holiday marketing season. Brands can use this playful moment to launch holiday sales or festive campaigns early, using humor and timing to stand out. A wink to this tradition (“We’ve defrosted too—it’s holiday time!”) instantly makes your brand part of the seasonal fun.
Emily in Paris (New Season)
With its new season on the horizon, Emily in Paris continues to be a cultural touchpoint for fashion, lifestyle, and aspirational creativity. The show’s confidence, color, and luxury aesthetic make it ideal for campaigns about personal style, self-expression, and empowerment. Think bold color palettes, Parisian chic visuals, and content that celebrates confidence and flair.
Thanksgiving “Whatcha Say” Trend (Gossip Girl Scene)
Every November, TikTok resurrects the “Whatcha Say” Thanksgiving meme. A recreation of the dramatic Gossip Girl scene set to the Jason Derulo track. It’s humorous, nostalgic, and widely recognizable. Brands can use this moment for team culture content, office skits, or lighthearted holiday posts that show personality. It’s relatable, shareable, and human.
NFL Highlights
Football season remains one of America’s strongest unifying cultural forces. Around big games and rivalries, focus on community, teamwork, and local pride rather than just sports references. Highlight shared experiences, watch parties, snacks, and celebration moments. Align your tone with camaraderie and inclusivity to connect with a broad audience.
Wicked; “For Good”
With Wicked’s release on the horizon, prepare to tap into one of the most emotionally rich cultural moments of 2025. Build content around friendship, gratitude, and personal transformation. The phrase “For Good” will dominate captions and soundbites, giving brands a ready-made emotional anchor for campaigns about giving back or ending the year on a meaningful note.
How to Use Pop Culture Marketing Without Losing Your Voice
Not every trend is your trend, and that’s okay. The key to long-term marketing success isn’t chasing every viral moment; it’s learning how to stay on-brand while staying relevant. Joining a cultural conversation only works if it feels natural for your business and resonates with your audience.
Before jumping on the latest meme, hashtag, or TikTok trend, ask yourself three questions:
- Does this connect to my brand values?
- Can I participate authentically, or would it feel forced?
- Does this serve my audience, or am I just chasing attention?
Trends should act as creative frameworks, not personality replacements. You can use them to express your brand voice, not rewrite it. For example, a law firm could reference pop culture moments in clever copy or light humor to appear approachable, without resorting to memes. Meanwhile, a local café might go all in on TikTok sounds, aesthetic videos, or challenges to show off personality and community. The difference lies in tone and intention. Your trend participation should always enhance your brand identity.
Takeaway: Cultural connection is powerful, but authenticity builds loyalty. When your voice stays consistent, your audience learns to trust you, not just for a single viral moment, but for the long haul.
Pop Culture Moves Fast, But Smart Strategy Lasts
The best marketing connects emotion, timing, and storytelling. Pop culture gives businesses a constant stream of ready-made moments to engage with, but without a strategy, those moments disappear as quickly as they trend.
Smart marketers know how to balance planning and spontaneity. That means building marketing calendars that include space for real-time creativity, preparing flexible content, and training your team to respond when the right moment hits. Pop culture moves fast, but strategy keeps you in the conversation long after the hashtag fades.
Want to make your brand part of the cultural conversation? Contact our team to create campaigns that connect your business to the moments everyone’s talking about.
