Why Brands Need Cultural Literacy, Not Just Trend Awareness

dangers and importance of short-term relevance over long-term resonance

For many brands, staying “on trend” is often considered the gold standard. Companies seek employees who can identify what is currently popular across social media platforms and anticipate emerging trends before they fade. However, the emphasis on short-term relevance often comes at the expense of long-term resonance. In today’s socially and politically charged environment, consumers are more informed, passionate, and discerning than ever. As a result, a lack of cultural literacy can significantly undermine even the most visually compelling campaigns.

Cultural literacy goes beyond simply recognizing what is popular. It involves understanding and acknowledging the social, political, and historical forces that shape public consciousness. This distinction often determines why one version of a trending audio clip resonates deeply with audiences while another falls flat. A culturally literate approach helps brands avoid tone-deaf messaging and superficial displays of inclusivity, fostering instead a sense of trust and loyalty that can grow over time.

My academic background in sociology and political science has shaped the way I approach brand strategy and copywriting. These disciplines emphasize the roles of power, language, and identity in shaping meaning and behavior. That foundation consistently informs my professional work, encouraging me to ask critical questions during the creative process: Who is speaking in this campaign? Who is being spoken to? What assumptions are being made?

Brands that understand culture are better equipped to engage with it authentically. They produce messages that are grounded rather than opportunistic. They are more likely to align their public statements with meaningful action. And ultimately, they tend to maintain a stronger, more enduring presence in the public imagination.

While trend-chasing may offer a temporary visibility boost, it is cultural literacy that builds a brand’s integrity. In an era where attention spans are short but values matter more than ever, that difference is not just important — it is essential.