This post was created in partnership with Collectively
Brands that can capitalize on cultural moments will find new ways to engage consumers, but how can they keep up while also being authentic?
During a Brandweek 2026 fireside chat co-hosted with Collectively, panelists sat down with Chelsea Bakken, head of audience development and social at ADWEEK, to discuss how brands can strategically position themselves in cultural spaces that resonate with consumers.
Defining ‘culture’ and finding permission
Natalie Silverstein, chief innovation officer at Collectively, kicked off the panel by defining “culture” as it relates to marketing. “It’s what people are talking about unprompted by brands. It’s what bubbles up.”
She elaborated by saying that culture is often “sparked by a piece of intellectual property,” like a TV show or TikTok trend, that then takes on a life of its own.
“The flames are fanned by people just doing what they’re going to do, and a lot of the most magical stuff comes from people being creative and collaborating in these online spaces in really unique ways,” Silverstein added.
By understanding how culture moves, Silverstein said brands can find the permission to engage with consumers.
Mindy Murray, director of social and content for General Mills, shared a recent example of culture leading to permission. She explained that Lucky Charms is a popular theme for sorority house bid days. Rather than a traditional promotion, her team built a giant Lucky Charms display for the Kappa Delta chapter at the University of Arkansas to celebrate the moment.
“We added the value for them by making that day magical, and then the girls spoke for us,” Murray shared. So, we actually didn’t put any paid behind that—the girls were our amplifiers, and they did a kick-ass job.”
Engaging with culture without being ‘cringe’
Culture can feel like a double-edged sword, with stories of brands being burned for overreaching with their marketing. Murray suggested marketers know their brand well so they can understand which cultural moments to engage with.
“It goes back to knowing your brand ethos, knowing your personality, and then also knowing what conversations you would not enter,” Murray explained.
Silverstein said that Collectively clients find success by trusting their staff to engage in culture marketing, whether it be responding to a comment or engaging in a social media post. She acknowledged that it’s also important to act fast, as the moment will pass, and that it’s not easy.
