Participating in culture has always comes with risks. But today, the consequences of getting it wrong feel different. Brands operate in a faster, more fractured attention economy shaped by a relentless news cycle, political polarization, and the constant churn of social media and AI-driven moments. Marketers face constant pressure to stay visible and relevant, whether by jumping on a trend or weighing in on a social issue. Participating in culture today requires more nuance, balancing creativity, insight, and a clear sense of what makes a brand timeless. 

What Brands Are Getting Right and Wrong 

When brands take a measured approach to cultural relevancy, they can drive engagement and purchase intent. But when done poorly, participation in culture creates confusion about what a brand stands for. That’s because digital never forgets. One misstep can leave behind a trail of headlines, screenshots, and consumer skepticism that linger long after the moment fades. Chasing attention without alignment to brand values can gradually erode the very consistency and trust that brands work hard to build. In this climate, reacting without a clear sense of identity is a fast way to lose long-term credibility. 

Who is showing up in ways that build brand trust, and who is not? And what lessons can brands take away as they navigate these decisions? 

Anheuser-Busch: Heritage Drives Credibility   

As U.S. tariffs on imports have intensified, Anheuser-Busch has leaned into its heritage with a “Made in America” campaign for Budweiser and Michelob Ultra. While the move aligned with the political climate, it resonated because it echoed the brands’ longstanding identities rooted in American traditions. The campaign was bolstered by a $300 million investment in U.S. manufacturing and workforce development, including support for veterans, reinforcing the authenticity of the message. Anheuser-Busch has navigated the cultural moment by aligning its messaging with historical brand values.    

LVMH: Sports Culture, Done the Luxury Way   

Being culturally relevant also means reading and connecting with lifestyles such as sports culture. Louis Vuitton Moët Hennessy (LVMH) continues to build brand credibility by investing in global sports, most notably through Formula 1 and the FIFA World Cup, to connect with younger audiences. But this is no departure from luxury. LVMH has aligned with precision-based, prestige-driven sports like Formula 1 and in doing so has reinforced the qualities that define the brand: artistry, heritage, and exceptional craftsmanship. Whether it’s the World Cup trophy emerging from a customized Louis Vuitton case or a Monaco Grand Prix podium flanked by TAG Heuer and Moët & Chandon, these moments embed the brand within a global arena of high performance and prestige. The result is relevance, achieved without compromising its core identity.   

Popeyes: A Smart, On-Brand Play   

Everyone loves a good newsjacking story when it works well, but does newsjacking really help a brand strengthen its identity? Yes, it can, as the Popeyes “pope yes” X post shows. Commenting on anything related to religion is inherently risky, but Popeyes read an opportunity carefully. The election of Pope Leo XIV, an American from Chicago with a down-to-earth persona, generated widespread goodwill. Popeyes seized the opportunity with sophisticated simplicity. By inserting a single space into its name, the chain created a clever play on words that nodded to the papal announcement while staying true to its brand identity. The pun required just enough mental processing to feel clever without being confusing. It also matched Popeyes’ established social media tone, a blend of New Orleans charm with a healthy dose of humor and shade. The result felt authentic.   

Jaguar: Lost in the Look   

By now it seems as though anyone who follows marketing has heard about Jaguar’s controversial “Copy Nothing” campaign, but it bears discussion here. The problem with Jaguar’s attempt to reposition the company as an all-electric luxury brand was not being different and bold, per se. The issue was that Jaguar chased design trends with its minimalist, fashion-inspired aesthetic that featured models but no vehicles. The result felt more like a confusing lifestyle brand relaunch than an automotive campaign. The campaign became a widely discussed case study in how chasing cultural relevance without staying grounded in product and heritage can erode brand credibility. The lesson: evolve the brand but stay anchored to what makes it meaningful and real: your product. 

How to Participate without Losing Yourself 

The masters of cultural relevance know how to engage in a way that strengthens, rather than erodes, brand credibility. That requires structure, foresight, and restraint. Here’s what should be in every brand’s toolkit. 

1. Build a Cultural Sensing System  

Effective participation starts with understanding. Invest in tools that monitor cultural sentiment in real time, such as AI platforms that analyze volume, velocity, and emotion across media channels. But don’t stop there. Pair machine analysis with human interpretation. Diverse internal teams and cultural consultants provide the context and nuance AI can miss. Use this intelligence not to chase headlines but to assess alignment. 

2. Filter Every Opportunity Through a Cultural Fit Matrix 

Not every conversation is yours to join. Before jumping in, ask: