Remember "Brat Summer" and “Hawk Tuah,” the viral internet sayings that dominated the internet's consciousness for a hot second? The chaotic ‘brat energy’ has now shifted to something new and intriguing—the 'demure' trend. Brands are taking notice of this shift, with phrases like 'very demure, very mindful, very cutesy' becoming the new catchphrase on social media platforms and marketing gold for brands looking to ride the latest wave of internet culture.
The Birth 'Demure': A TikTok Origin Story
The 'demure' trend, often embraced within LGBTQ+ spaces like drag culture, has deep cultural roots. It has recently been propelled into the spotlight thanks to TikTok creator Jools Lebron, now known as “Miss Demure.” With her unique brand of humor and exaggerated poise, Lebron’s videos, which often feature a combination of deadpan delivery and over-the-top reactions, have racked up tens of millions of views.
Lebron’s influence is undeniable. In her videos, she often transforms everyday activities—applying makeup, sipping water, or simply walking down the street—into dramatic performances. Her signature tagline, “Very demure. Very mindful,” has become a meme and a cultural reference, with thousands of videos on TikTok and other platforms using the #demure hashtag. It’s not just social media users who are in on the trend; even celebrities like Jennifer Lopez have joined in, sipping her Delola co*cktail with performative elegance, further cementing the trend's mainstream appeal.
Brands Embrace 'Demure' as the New Marketing Hot Topic
Brands have been jumping on the "very demure, very mindful" trend to refresh their marketing strategies, recognizing its potential to connect with a younger, trend-savvy audience. Companies like Taco Bell, Tinder, Netflix, and even Zillow have all tapped into the hype to leverage this viral appeal.
For example, Taco Bell has embraced the "demure" trend by creating a playful TikTok video with a Crunchwrap Supreme using the “Very demure, very mindful” audio. Similarly, Tinder’s video with Lebron’s audio involves a tip on how to set a date by picking a time and place and confirming the date on the day of, which cleverly aligns with the app’s evolving branding strategy focused on meaningful connections.
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The trend shifts from the bold, in-your-face "Brat Summer" marketing style to a more nuanced, ironic elegance that appeals to the current cultural mood, “Demure Fall.” Brands see this as an opportunity to foster deeper engagement with audiences who appreciate a more mindful and self-aware form of humor.
The Power of Influencer-Led Trends in Brand Marketing
Lebron's viral videos and the subsequent brand capitalization on this trend highlight a broader theme: the power of influencer-led marketing to drive cultural relevance. Her collaborations with Verizon, Lyft, and Zillow demonstrate how brands can authentically insert themselves into ongoing cultural conversations by leveraging trending aesthetics.
These collaborations aren’t just about attaching a brand to a viral moment; they’re about using that moment to tell a story that resonates with modern consumers. For example, Verizon's campaign with Lebron urges girlies to ditch their ‘musty diva’ phones for a ‘demure diva’ upgrade, turning a technical selling point into an entertaining, memorable, and shareable narrative.
Is 'Demure' Bigger Than Past Trends?
While the internet is no stranger to viral trends, "demure" feels more substantial than its predecessors. Unlike "Brat Summer" or similar short-lived crazes, "demure" taps into a more profound cultural desire for irony, elegance, and a certain level of self-awareness. This trend doesn’t just reflect a moment; it speaks to a broader shift in how people, mainly Gen Z and Millennials, navigate and critique societal expectations.
The trend’s commercial viability is underscored by its ability to cross multiple sectors—from food to dating apps to streaming services. Brands are not just participating in the trend; they’re amplifying it, each adding their unique twist that feeds back into the cycle of virality.
The Risks of Jumping on the 'Demure' Bandwagon
However, not all attention surrounding the trend has been positive. An unrelated individual’s attempt to trademark the phrase "very demure, very mindful" caused a stir, sparking conversations about who owns viral content and who gets to profit from it. The backlash that followed serves as a reminder that while brands may benefit from jumping on trends, there are potential pitfalls if they aren't perceived as authentic or stepping into legal gray areas.
Cultural Roots of 'Demure': From Drag to Gilmore Girls
Interestingly, "demure" isn't entirely new to mainstream culture. The term has long been part of LGBTQ+ vocabulary, particularly in drag culture, where it is used both ironically and sincerely. Additionally, a reference to being “demure” was famously made in Gilmore Girls during a scene where Rory is praised for taking a more reserved and “ladylike” approach at a family function, further showing how deep and varied the cultural roots of this term are. And even before Gilmore Girls, Fran on the 90s hit show, The Nanny, references “trying to be more demure.”
Does 'Demure' Have a Future in Marketing?
As more brands leverage the "demure" trend in their short-term marketing strategies, it becomes clear that this is more than just a passing fad. It represents a shift toward a more conscious, tongue-in-cheek approach to consumer engagement that recognizes the power of irony and elegance in a digital age dominated by authenticity, humor, and, ultimately, humanity.
For brands, the challenge will be to tap into this trend without over-commercializing it, maintaining the sense of authenticity that has made it so appealing in the first place. As we look forward, "very demure, very mindful" could well become the blueprint for the next wave of successful, culturally relevant marketing strategies for at least the remainder of the 2024 fall season.
