Why cultural relevance is the real driver of brand evolution

Cultural relevance isn’t something a brand earns once and keeps forever. It’s something you have to work at, constantly. And right now, the biggest risk for established brands isn’t getting it wrong. It’s standing still and assuming what worked before will keep working now.

Familiarity can feel like safety. Over time, brands build recognition, trust and a set of cues people know how to read. But we’re operating in faster, noisier and more fragmented cultural landscapes than ever before.

Attention shifts quickly. Contexts change overnight. What once felt dependable can start to feel invisible.

The challenge, therefore, is to stay current without losing what makes you recognisable.

That balance is where brand evolution either succeeds or quietly stalls.

The first mistake brands make is looking for culture in the wrong places.

By the time a trend hits a slide deck or a LinkedIn carousel, it’s usually already moved on. Instead, culture lives in unfiltered spaces where people talk freely, argue, defend their views and dismiss what doesn’t matter to them. Comment sections. Community forums. Peer-to-peer platforms. Physical spaces where people gather without an agenda.

These are the environments where culture is actively shaped, rather than retrospectively summarised. And when we observe and decode these behaviours, we uncover more than trends – we understand how audiences think, what motivates them, and the cultural signals that influence their choices.

That insight is what makes our clients’ brands feel alive and relevant.

But listening alone isn’t enough.

Cultural relevance only becomes valuable when paired with strategic clarity.

Culture is made by audiences – the era of brands as tastemakers has passed. Today, the role of a brand is to respond meaningfully to the narratives people are already living, and, in doing so, add emotional or tangible value.
‍
That means being honest about where you have permission to show up. Chasing cultural moments without credibility is worse than silence. Not every brand needs to comment on everything. The strongest brands decide where they can add value and commit to doing that well, consistently.

It also means looking beyond category boundaries. People don’t experience brands in neat silos. Their preferences shift by mood, moment and community. Cultural signals rarely sit in one place. They echo across contexts.

Brands that only watch their own category miss the deeper patterns shaping behaviour and, in turn, the opportunity to influence it themselves.

Coherence over time is the final piece. ‍

Too many brands treat relevance as a refresh problem: new campaign, new tone, new look. In reality, relevance comes from continuity. Question assumptions about who your audience is today. Reassess the role your brand plays in their lives now, not five years ago. Refine how you show up, rather than constantly reinventing yourself.

By observing and responding to real consumer needs, brands not only remain relevant, but they shape what people expect, talk about and choose. Continuous loops of listening, testing and refining let brands both reflect culture and gently nudge it, creating experiences that feel authentic, valuable and timely.

The commercial impact is tangible. Brands that understand culture are front of mind. They create stronger emotional associations. They reduce reliance on price promotions and earn the right to charge a premium. Demand follows relevance, not the other way around.

In essence, brand evolution comes from understanding the world your audience is living in, responding thoughtfully, and showing up in ways that matter. Stand still, and you fade.

Move deliberately, and you not only survive, but you can be part of the culture that shapes your success.