True cultural relevance doesn’t come from creating noise, it comes from reflecting what’s already real. In a world where brands are constantly chasing the next trend or trying to manufacture a cultural moment, we like to champion a different approach: one rooted in listening.

In marketing, it’s natural to want to be part of the cultural conversation. But too often, that ambition leads to a scramble - chasing memes, mimicking Gen Z slang, or crafting moments that feel more reactive than real.

Culture moves fast. What feels relevant today can fade into irrelevance tomorrow. And the harder brands try to stay ahead of it, the more likely they are to fall behind.

We’ve all seen the misfires. Tampax waded into Twitter banter in 2023 and quickly faced backlash, with many calling out the brand for crossing a line on a topic as personal as menstrual health. Burger King’s attempt at shock-value feminism - tweeting “Women belong in the kitchen” on International Women’s Day - was widely condemned as tone-deaf and performative, sparking more anger than engagement.

The brands that resonate most reflect real experiences, emotions, and behaviours - often the ones no one else is spotlighting. Think of the beloved John Lewis Christmas ads. They work so brilliantly because they are completely and utterly human, not because they’re trying to be trendy.

When Rexona, known as Sure in the UK, launched its Whole Body Deodorant, it wasn’t about reinventing the wheel. It was about responding to a human need hiding in plain sight. Our research revealed a surprising disconnect: 72% of people say body odour makes them feel self-conscious, yet most only use deodorant on their underarms. The problem? Only 1% of body odour comes from underarms; the rest comes from other areas of the body.

Instead of forcing a cultural moment, we simply listened to one already happening. One in three people were quietly using deodorant beyond their pits. We broke the taboo and helped spark a conversation around something previously unspoken. The result was a relatable campaign that made people feel seen, not sold to.

To keep building that connection, we recently aired the ad during Gogglebox, a much-loved British telly favourite known for its unfiltered, joyful energy. Watching participants react to the campaign in real time brought an extra layer of relatability. The spirit of Gogglebox, fun, down-to-earth and unmistakably human, mirrored the energy of the campaign perfectly. This approach worked because cultural connection rarely comes from being loud.

The best campaigns, the ones that stick, aren’t chasing TikTok trends or trying to be edgy for the sake of it. They’re grounded in universal human truths. My advice? Choose insight over irony. Empathy over ego.

So instead of chasing the next big thing, let’s ask ourselves a different question. What are people already feeling, already doing, already navigating? And how can we reflect that with clarity and care?

Because when brands show up with truth, people care.

Emily will be writing a column for MAD//Insight throughout the year.