We see it on client briefs every day: “We want to be part of culture. How can we tap into Gen Z and cultural moments?” Every brand wants to be part of the zeitgeist, the hot brand everyone’s talking about. They point to E.L.F., Liquid Death, and other breakout brands and say, “We want that energy. We want that connection.” 

Those brands make it look easy, but it’s not. You don’t become part of the conversation by jumping on every meme trend or hiring the influencer of the moment. Brands earn a place in culture by showing up where fans already live and authentically adding something of value to the conversation.

Ready to stop chasing and start thinking differently? Below we offer five ways for marketers to approach audience building through culture.

1. Stop chasing culture. Start earning it.
   Culture isn’t a trend you hijack; it’s a community you earn your way into. The smartest brands aren’t scrambling to jump on memes or piggybacking on the latest craze. They’re asking a harder question: Why do we deserve to exist in this cultural moment? The answer isn’t in a logo drop at second three; it’s in the value you bring to real people and their passions.
   
2. Trade best practices for bold creativity.
   Algorithms don’t fuel culture, people do. That means burying the formulas: the forced meme posts, the CGI tricks, the “optimize everything” playbook. Today’s audiences can smell a stunt a mile away. What they want is risk, originality, and the kind of creativity that makes them say, “This brand gets it.” The future belongs to brands that stop acting like brands and start behaving like fans.
   
   
   
   
3. Fandom is the new audience.
   Forget targeting demographics. The new brief is about energizing fandoms and becoming part of communities built on passion and joy. And here’s the trick: the strongest fandoms often live in the “in-between” moments. Not at Coachella and not at the Super Bowl, but niche premieres, drops, and cultural crossovers where the energy is raw and unscripted. That’s where culture feels alive, and where brands have the best shot at becoming part of the crowd.
4. Plan to be spontaneous.
   Being ready for cultural moments doesn’t mean being everywhere. It means building a rolling calendar of opportunities, listening hard, and knowing when there’s an authentic overlap with your community. Smart brands set the stage for spontaneity so when the right moment hits, they can show up with work that feels natural and authentic, not manufactured.
   
   
   
   
5. Build experiences, not interruptions.
   The new era isn’t about branded content, it’s about culture-powered experiences. Think influencer-led web series, long-form storytelling, or IRL activations that let fans celebrate what they already love. The goal isn’t to steal the spotlight, it’s to set the table, invite the community in, and party with them. Because culture doesn’t happen when you push harder. It happens when you create the infrastructure for fans to play and make it their own.

Culture doesn’t need another brand shouting for attention. It needs brands human enough to show up as part of the crowd. Reach out today to learn how we can help your brand capture attention…and keep it.