Want your brand to participate in a cultural moment? New People Pulse findings give three keys to win: connection, utility, and timing.
By Chad Nicholson
EVP, Strategic Intelligence
Cultural moments used to be defined by scale.
The biggest game. The biggest show. The biggest drop.
But our latest *People Pulse survey suggests something more personal is taking shape.
We surveyed over 200 consumers to understand how they engage with cultural moments, how they’re spending their time, and what role brands should play.
What emerged is a portrait of a public seeking connection, but on their own terms.
Connection is the real driver.
Across all responses, one theme surfaced again and again: people don’t engage with culture for the content itself.
They engage for each other.
“I love to engage with these moments so that I can relate to family, friends and coworkers.”
“I like being a part of the conversation”
“Shared social experiences – it is nice to have something to talk about with other people and to root for something together with other people.”
Even the choice of which moments matter, sports, music festivals, local events, reflects identity more than interest.
Culture works best when it reinforces belonging.
And increasingly, that belonging is smaller, more niche, and more personal than the monoculture moments of the past.
“If I laugh, it’s memorable.”
When asked how they engage with cultural moments, one format stood above the rest: humor.
56% of respondents said that they actively engage with memes and humor.
Participants consistently described humor as a shortcut to connection. A way to instantly bond without the effort of deeper interaction.
“Memes are such a huge thing… it’s a form of communication.”
“If I laugh, it’s memorable.”
Humor allows people to participate in a moment without watching the whole thing and to feel connected without overinvesting.
Passive consumption is out. Participation is in.
At the same time, consumers are shifting away from screens altogether.
87% of respondents say they’ve picked up a new hobby this year. And not digital ones.
Pickleball. Gardening. Pilates. Crocheting. Language learning.
“I joined a book club… instead of doomscrolling.”
“I’m learning how to crochet and a new language.”
“Started going to a stained glass workshop and getting back into the hobby after 20 years.”
People are investing in communities, rituals, and shared experiences that exist beyond the screen.
Which creates a paradox:
People still engage with cultural moments…but increasingly on their own schedule, in between living their lives.
And when they do engage, they’re opting for content that connects back to those real-world identities and interests.
It’s all about timing and utility, not opportunistic bandwagon-jumping.
44% of respondents say they enjoy and appreciate brand participation in cultural moments.
But for the majority, the impact is less certain. 21% notice it but say that it doesn’t have an impact, 24% say it’s hit or miss depending on the brand, and 10% find it irrelevant, forced, or annoying.
When it comes to cultural moments, brand participation is welcome, but only when it builds real connection.
Brands are expected to take a genuine interest in the moments and communities they participate in. And to stay invested.
When brands simply sponsor, drop in, and move on, it can actively damage perception. Consumers are quick to call out participation that feels transactional rather than meaningful.
“I don’t like how brands try to exploit culture for profit.”
“They need to have a similar theme or message… not forced.”
What resonates instead is consistency, intention, and a clear history of showing up in ways that feel aligned. Consumers look for brands that are as invested in the moment as the fans and communities driving it.
“They enter cultural moments early enough to be relevant, but not so fast that they feel opportunistic. Nike waits until athletes or communities are already leading the conversation, then amplifies those voices. Spotify uses real listener data to creatively mirror culture back to people. McDonald focuses on familiar rituals and symbols rather than big conceptual statements.”
“I think tone and usefulness. Like I said, a brand does well when they follow through with their value set. But timing is also important, I think jumping on opportunity is important regardless of your brand/product. Cultural support, if obtained, can supplement a lot of marketing initiatives.”
“Nike. As someone who owns everything Nike you can think of, their mission is bigger than athletics”
The ultimate question for brands.
This data paints a picture of consumers balancing two forces:
A desire to connect…and a desire to disconnect.
Consumers want to be part of culture, but not consumed by it. They want to engage, but efficiently. They want brands involved, but only when it feels real.
So the next time you’re creating a new campaign, ask yourself:
Does this idea help our consumer connect with our brand, others, and themselves?
If not, you’re interrupting it.
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*BarkleyOKRP People Pulse, fueled by Vytal, is an always-on intelligence platform that captures what modern consumers think, feel, do, and choose as they move through their daily lives. Not in a lab. Not in a months-long study.
Through a mix of methodologies, we translate real-time signals into clear, strategic, creative, and category-specific implications, helping brands stay in step with the chaos of culture and shifting consumer priorities.
Get closer to your consumer than ever before. Let’s talk.