From trendspotting to trendsetting: Build cultural capital that outlasts the hype

In today’s fast-moving world, relevance is everything. Brands that shape culture - rather than chase it - build deeper connections and drive sustainable growth. Cultural vibrancy is a measure of how well a brand connects with, energises and shapes the culture around it. Kantar BrandZ data shows that culturally vibrant brands grow nearly six times more than those that don’t. This works because culturally vibrant brands are more likely to be seen as meaningful and different – and Meaningful Difference is a proven route to growth.  

Culture is the shared language of our lives. From values to viral videos, it’s how we connect, express, and evolve. It’s what we talk about, how we dress, where we eat. It’s all culture, and it’s all connected. 

But here’s the challenge: culture is not only vast, it’s also intangible, and constantly evolving. To truly play a part in it, brands need an always-on approach and a deep, on-the-ground understanding of what’s shaping people’s lives. That means tuning in to everything from mainstream movements to niche subcultures – and crucially, being selective in where they create connections.  
 

From trendspotting to trendsetting

Chasing trends won’t cut it. Marketers need to distinguish between the cultural signals that are significant and those that are passing fads. That means looking beyond surface trends to understand the tensions and human truths driving them. To do this, they need a big picture view, considering cultural developments alongside the tensions behind these shifts and the enduring human constants that underpin them.  

The other way to be selective is to use your strategy a filter - guiding where and how you connect authentically. To be authentic and build brand memories effectively, brands must find ways to connect that align with their identity, set them apart and resonate with their audiences.  

Own your cultural role 

Success starts with unambiguous brand identity. Owning and shaping a role in culture that’s rooted to unique brand DNA. Creating a clear emotive tone of voice that transcends time and touchpoints is a way to create consistency and build brand clarity. As strong brands like Nike, McDonalds and Dove demonstrate, a clear link to consistent emotion can help brands to show up to meet new cultural moments in a way that reinforces people’s expectations, connecting with what they’ve experienced before, cementing brand associations. 

Kantar’s NeedScope framework enables brands to explore how they can harness emotion to underpin sharp, positioning clarity. Its psychology-based framework and tools support businesses to build Meaningful Difference by clarifying their emotive tone of voice. It’s about understanding your brand’s essence and expressing it consistently across every touchpoint. 

In Nike’s case, the brand consistently conveys a bold, fearless, empowering feeling. Nike’s successful cultural connections have amplified this, typified by activity challenging stereotypes and championing minorities. A great example of this was their 2025 Super Bowl campaign featuring star female athletes like Caitlin Clark, Sha’Carri Richardson, and Alexia Putella. This cultural statement amplified the brand positioning, celebrating Nike’s relentless ambition, empowerment and defiant attitude. When you understand your brand DNA in this way, it can act as a powerful Magnetic North – making sure cultural activation is aligned with strategic positioning and goals. 

Taking this approach also means that brands connecting to the same cultural codes can do so in Meaningfully Different ways, avoiding getting caught in a sea of sameness. In the chart below we have used Kantar’s NeedScope framework to organise the way different brands have activated against the need for Micro Glimmers – little treats that uplift and provide comfort (for more detail watch the webinar) – in distinct ways that align with their relative positioning. While Jellycat offers Micro Glimmers that deliver playful nostalgia, Clarins leans into mindfulness with theirs. 

 

 

Make culture work for your strategy 

Harnessing culture as a catalyst for growth starts with being clear on what you are trying to achieve. Connecting to culture can help brands build Meaningful Difference, Predispose More People, Find New Space and even Be More Present. Cultural touchpoints are a key part of making brand strategy live and breathe with consumers. Building them without strong foundations in unambiguous brand DNA and audience focus risks lack of credibility as discussed above. And building them without clear business strategy risks diminishing their potential return on investment.  

In Kantar’s VIBE framework, we’ve identified four key components of cultural vibrancy which can be used to assess cultural impact and guide cultural strategy creation. They are set out below, with examples of brands that epitomise them.  Culturally vibrant brands are: 

Visionary – They lead in a way that transcends the category and gets attention. Uber Eats has worked with partners such as Twitch and Disney+ to powerfully connect with new audiences, expand credibly from their roots in rides and convey a sense of dynamism. 

Inspiring – People want to engage with them and be associated with them. Zara has encouraged people to feel pride in buying from Zara by dialling up their tech and collaborating with brands that have equity in hot fashion areas like athleisure and vintage, driving Meaningful Difference in competitive high street fashion. 

Bold – They have unmistakable identity and influence. Guinness has successfully stretched into new occasions like at-home drinking and summer, by imbuing their DNA into every touchpoint, driving perceptions of difference. 

Exciting – They shake things up and create momentum. Monzo is shaking up business banking through an innovative focus on the needs of startups and sole traders, this means that this challenger brand is slowly inching its way up the rankings vs. its traditional business banking rivals. 

 

 

Activating effectively in culture isn’t just for new brands.  Hilton exemplifies how an established brand can also be culturally vibrant. It’s worked with Paris Hilton to create a virtual “metaverse” on the Roblox platform, where participants can collect limited-edition digital fashion items and unlock real-world Hilton rewards. Further enhancing its connection to younger consumers, the hotel brand is also using TikTok effectively to refresh its identity and deepen its cultural impact. 

 
 

Build a cultural strategy that lasts 

Effective connection with culture can catalyse growth by amplifying Meaningful Difference.  
To shape culture, brands need strong foundations and strategic clarity. To ensure you’re maximising the potential impact of cultural connection for your brand, ask yourself: 

1. What’s your start point? How culturally vibrant is your brand today? 
2. What are your strategic aims? What do you want your cultural engagement to achieve? 
3. What’s your brand’s Magnetic North? What values and attributes define your brand and set your brand apart? 
4. Who do you need to connect with? What matters to your audiences? 
5. What cultural platforms can your brand springboard from long-term? Which cultural territories can you legitimately shape and own? 

By working through these questions, you’ll find a structured, authentic path to cultural influence — not just participating, but leading. 

To learn more about building a culturally vibrant brand, watch our webinar Everything, everywhere, all at once: how to win cultural capital from chaos, and register for our free Brand Strategy Masterclass.