Moving at the Speed of Culture: Why Depth Matters in Brand Marketing

By Ruth Bennett

For brands, ‘moving at the speed of culture’ has become a modern mantra. Social platforms reward agility, and the pressure to jump on viral moments is stronger than ever. But as we know, the faster you chase culture, the easier it is to trip over it. In a digital-first age, culture-led marketing requires more than just speed; it demands relevancy, credibility, and long-term listening. So, what can we learn from the brands that have stumbled, and those that have managed to strike gold?

The Culture Bandwagon Problem

Brands that rush into cultural conversations without real understanding often mistake visibility for relevance. We saw this famously with Pepsi’s 2017 Kendall Jenner ad, which attempted to insert the brand into the protest movement conversation but ended up firmly in tone-deaf territory. More recently, we’ve seen fast-fashion retailers chase ‘clean girl’ and ‘mob wife’ aesthetics overnight. Because these brands failed to recognise the cultural and racial undertones those aesthetics carry, the backlash was swift. It proves that online audiences have a high-definition radar for hollowness.

Where Depth Makes the Difference

The brands that get culture right take the time to earn their place in the conversation, even when they are being reactive. For instance (and not just because I’m Irish), Ryanair’s snarky social tone feels authentic because it reflects the brand’s actual personality and audience expectations. They aren't desperately trying to ‘sound Gen Z’; they are simply being themselves, which is arguably the most ‘Gen Z’ thing a brand can do.

Lidl is another example of a brand that stays fresh by blending its grocery heritage with clever, tongue-in-cheek cultural stories. Their recent limited-edition trolley bag, launched to coincide with London Fashion Week, was a stroke of genius. It allowed a brand known for everyday utility to playfully insert itself into a cultural moment usually reserved for elite labels. By not taking themselves too seriously, they broadened their associations beyond the supermarket aisles and into lifestyle relevance.

Similarly, Currys has perfected the art of jumping into cultural moments that resonate. Their ‘Ibiza Final Boss’ riff from last summer is a masterclass in culture-tapping. Rather than slapping a forced caption on a viral clip, they turned the iconic Henry Hoover into the ‘real’ final boss. It landed because it was fast, rooted in what they actually sell, and felt like a brand-right version of a shared joke. They weren't trying to own someone else’s culture; they were just joining the fun.

The Bottom Line

Ultimately, the culture game isn't about sprinting to the latest trend. For brands and marketers, it’s about earning your seat at the table with real roots and a genuine understanding of the room. If you haven't done the work to understand the context, you aren't participating in culture, you're just interrupting it.

Need strategic PR and marketing support that delivers real impact? Let’s talk! hello@visiblepr.co.uk