Gen z script

The “let Gen Z write your marketing script” trend is all about brands using Gen Z’s fun, meme-filled way of talking to grab attention. Think casual slang, internet jokes, and lots of playful humor that doesn’t take itself too seriously - just like how people chat on TikTok. These ads are full of pop culture references, funny self-aware moments, and relatable language that makes them feel more real and authentic. Brands like Currys and the University of Oxford have embraced the trend, using cheeky, meme-worthy content to connect with younger audiences and create viral moments.

This trend has stuck around and expanded into letting Gen X and Millennials write the ad script. This trend will likely resurface repeatedly across social media platforms as each generation is called out based on their behaviour and traits.

Very demure, very mindful

The “very demure, very mindful” trend started on TikTok and has become a parody of a calm, reserved lifestyle, often linked to a soft aesthetic and an idealised attitude. This phrase was popularised by content creator Jools Lebron, who described her social behaviour in a way that mixes humility and self-awareness, often with a cheeky sense of irony. It quickly took off, inspiring loads of memes and videos that showcase its playful, sarcastic flair, highlighting a fun take on faux modesty and comic exaggeration.

Though the trend started from a single video it’s the prime example of how these trends can cement themselves into our culture with Demure now being shortlisted for word of the year.

Brat summer

“Brat Summer” was a viral trend and aesthetic inspired by Charli XCX’s ‘Brat’ album. Think manic energy mixed with millennial anxiety. The trend can apply to everything from fashion to a person's mindset and even reached the political realm. If we had to explain what it looks like, we'd say:

• Edgy sunglasses, even indoors
• Y2K lipgloss
• Lime green eyeshadow
• Messy hair
• Acid wash jeans
• Mini 90s shoulder bag

Ins and Outs

This trend emerged in January 2024 and does exactly what it promises: it provides a list of what isin and out for the upcoming year. People have been creating lists of things they want to embrace and things they want to let go of. These lists often focus on mental well-being and self-care, emphasising positive affirmations over negative self-talk. We expect to see this trend reemerge in the new year as users enter a reflective mood.

If you asked me on a deeper level

The “If you asked me on a deeper level” trend uses four photos or short videos. It starts by sharing a surface-level thought starting with “If you ask me about..” followed by “if you asked me on a deeper level” which dives into thoughts on the same topic. Often the deeper-level thoughts are profound and reflective. However, many have taken the lighthearted approach to express their love for a product or food.

Honourable mentions

There are also several notable trends that didn’t make headlines but still left their mark in 2024:

• I Feel Like You're Just Here For the Zipline - The phrase originated from a sketch in the comedy series I Think You Should Leave with Tim Robinson on Netflix. The trend stems from a meme about people visiting friends or attending events for something superficial. For example, the idea of someone only attending a wedding for the open bar.
• If I won the lottery - This trend became a funny way for users to share how people would spot signs of them having won the lottery if they didn’t tell anyone. For example, they’d adopt 20 dogs or suddenly start driving the Bat Mobile.
• Woo! 44 that’s me - The audio for this trend originated from a 2014 Geico commercial and resurfaced on TikTok to become a viral trend. The typical format involves a person standing in the foreground while another, hidden, jumps out and mimics the advert when the phrase plays.

Social media trends in 2024 move at lightning speed, offering a unique opportunity for brands to capture attention and connect with audiences—if they act quickly. The examples we’ve shared show how the right trending content can skyrocket engagement when it’s done in a way that feels timely and relatable. But the key is agility; waiting too long can mean missing the moment.

For brands, staying on top of these trends isn’t just about being relevant—it’s about creating content that resonates, sparks conversations, and keeps them in the digital spotlight.