Consumers want brands to participate in social media trends

Key stat: 41% of US consumers want brands to participate in meme culture and social media trends, according to M Booth. But just 25% want to see brands using popular phrases, expressions, and slang in their content, meaning brands need to be careful their voice doesn’t seem forced or corporate when posting online.

Beyond the chart:

• When posting memes, brands need to make sure they add to the conversation in some way, rather than simply regurgitating a trend.
• Brands aiming to connect with Gen Z online should make sure they have Gen Zers on their marketing teams, according to Shaina Zafar, executive at UTA Marketing’s Next Gen Practice.

Use this chart: Marketers can use this chart to make the case for taking risks online or to pitch partnerships with celebrities and influencers. They can also use it to caution against posting “cringe” or dated content.

Related EMARKETER reports:

• How CMOs Balance Brand Integrity and Bravery (EMARKETER subscription required)
• Data Drop: 5 Charts You Need in 2025 (EMARKETER subscription required)

Methodology: Data is from the November 2024 M Booth "Cultured: How Brands Can Make Their Mark In Culture And Why It Matters." 3,015 US consumers ages 18-55 were surveyed online during August 24-September 6, 2024 by Savanta. Respondents were nationally representative of gender, race/ethnicity, age, geographic regions and household income. The margin of error of the total sample at a 95% confidence interval is +/-2 percentage points.