Welcome to Culture Talk, where we don’t just discuss marketing—we explore the stories that move us and define the zeitgeist. In today’s rapidly evolving digital landscape, where the lines between culture, marketing, and individual expression blur, keeping a pulse on the latest trends is crucial. But more importantly, it’s about understanding their deeper implications. That’s our mission here in “Culture Talk.” This column is dedicated to dissecting the moments that shape our world, from viral sensations to subtle shifts in societal norms. It’s a space where we delve into what’s driving our conversations, our creativity, and our communities.
From Brat to Demure: The Quiet Revolution Shaping Our Culture
Move over, Brat Summer—there’s a new cultural phenomenon taking over, and it’s all about being “Very Demure, Very Mindful.” What began as a clever, tongue-in-cheek trend by creator Jools Lebron (@joolieannie) has quickly captured the internet’s imagination, signaling a significant shift in how we engage with culture and each other.
Jools Lebron first introduced us to the art of being cutesy, demure, and mindful in everyday situations—marking a stark contrast to the bold, loud energy of the Brat aesthetic. This softer, more introspective approach resonated deeply with audiences, offering a refreshing change that many were craving.
Brands were swift to pick up on this shift, with Patrick Ta leading the charge through a collaboration that blended humor with mindfulness. The American mobile provider Verizon quickly followed, crafting rapid-response content that struck a chord with viewers, while Netflix curated a “Very Demure, Very Mindful” row, and the Emily in Paris cast joined in. The trend gained further traction with contributions from celebrities like JLo and even a memorable appearance by Jools on Jimmy Kimmel Live alongside Ru Paul. Even the White House chimed in, solidifying the trend’s place in the zeitgeist.
The speed at which Demure spread is a testament to the power of digital culture. It’s a trend that offers a serene alternative to the brashness of Brat Summer, yet as with any trend that rises quickly, there’s already a growing sense of fatigue. Social media users are beginning to express their weariness, signaling that the lifespan of trends is becoming increasingly compressed.
This rapid shift from Brat to Demure underscores the fluidity of today’s cultural landscape. It highlights the challenges brands and creators face in staying relevant without overwhelming their audiences. As Jools Lebron continues to navigate her journey, both personal and professional, she reminds us that in the fast-paced world of digital culture, success lies not just in riding the wave of the next big thing, but in understanding when it’s time to pivot.
The Rise of the Demure Trend
Demure showcases the power of queer creativity, turning what could be seen as a negative into a statement of empowerment and cultural commentary. The “demure and mindful” mantra doesn’t dwell on victimhood or point fingers—it’s a modern echo of the classic protest chant, “We’re here, we’re Queer, get used to it.”
Jools didn’t just start a trend; she coined a term that’s become household, resonating deeply across different communities. And with the brand collaborations she’s secured, the success of ‘Demure’ is set to finance her transition, marking a rare moment where a Black and Brown creator not only shapes pop culture but also reaps its rewards.
Even when the trend fades and the slang starts to lose its edge, “demure and mindful” will have secured its place in the Queer lexicon. It’s a testament to how Queer voices continually shape and redefine our cultural language.
Why Culture Matters
Culture is the stage on which all marketing plays out. From the latest viral meme to global movements, cultural relevance is key to staying ahead of the curve. But tapping into culture isn’t about chasing every trend that comes along. It’s about understanding the deeper currents of change, the shifts in societal values, and the new definitions of identity that drive consumer behavior.
At MYTHOSMKRS, we believe that culture isn’t just a backdrop for marketing—it’s the very fabric that shapes how we see the world. Culture informs our values, influences our decisions, and drives the stories that connect us. It’s why we’re committed to not just following trends, but understanding them, dissecting them, and sometimes even challenging them. Because in the end, it’s not just about being part of the conversation—it’s about shaping it.
Stay tuned to “Culture Talk” as we continue to explore the trends and cultural shifts that are shaping our world. Whether it’s the next viral sensation or a subtle yet powerful movement, we’ll be here to break it down, analyse its impact, and discuss what it means for the future of culture and creativity.
