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You think you just fell out of a coconut tree?
You exist in the context of… a femininomenon, big sister general, brat.
For those of you not chronically online, these references might make no sense. Let's get you up to speed.
Meme Culture - What it is and it's evolution
Meme culture isn't just part of the internet—it's its DNA, evolving from simple image captions to the complex, lightning-fast dialect we see today. It's the quick-witted, satirical lifeblood that pumps through the veins of the internet, and our social media feeds. No audience quite absorbs (and shares) meme's quite like Gen Z, the first generation truly fluent in "meme" from its inception.
They don't just use memes;
they think in memes,
communicate in memes
… and probably dream in memes too.
Social media platforms like TikTok, with trend and sound bias algorithms, engaging UX design and global reach, create the perfect storm and central hub for meme creation, and amplification. The result becomes a swirling vortex of synthesised inside jokes and layered pop culture references, consumed and recreated at dizzying speeds.
As Gen Z gets older, they not only become the target market for many businesses, they also enter the workforce, and so we see a pattern of bizarre linguistic collision emerge where Fortune 500 companies are suddenly speaking 'meme' in their marketing, suddenly we're all engaging in a never-ending game of online one-upmanship with literal teenagers. It's the meme-pocalypse. Hope you brought your reaction GIFs.
The Power of Virality: How brands are leveraging meme culture
Memes thrive on their ability to spread rapidly across social media, gaining momentum through likes, shares, and comments. So it's no surprise that savvy corporations embrace these trends, hoping to ride the wave of viral fame, or at least capitalise off the engagement. It's the marketing jackpot - maximum awareness, minimum investment.
One of the strengths meme culture has is its ability to create a sense of community by tapping into shared experiences, making it a crucial element for brands to build loyal followings. From Formula 1 teams to language learning app Duolingo and even plastic surgeons such as Dr. Miami, companies of all sizes and across diverse industries are embracing this style of content.
These entities recognise that in the attention economy, standing out often means embracing the absurd, relatable, and playful aspects of internet culture. By doing so, they're not just participating in meme culture but actively shaping it, transforming corporate accounts into must-follow entertainment channels.
This approach is revolutionising traditional branding and digital marketing strategies.
As audiences become increasingly ad-savvy and the lines between content creators and brands blur, authenticity and relatability have become crucial for maintaining relevance. The currency of cool is now measured in likes, shares, and how many people are ‘in on the joke.’
There’s a New Meme in Town
A 'meme-driven' approach isn't unique to just companies. While Biden and Trump have long been meme fodder, Kamala Harris has now emerged as the internet's latest sensation. Sparked by a meme of her speech quoting her mother's advice, the “coconut tree” sound bite went viral.
It hasn’t stopped there. Upon the announcement of Biden not seeking re-election, Harris was front and centre as the preferred Democratic presidential nominee, and quickly became the unexpected queen, cool girl and ‘brat’ of the internet.
Banking on a Brat Summer
What started as a tweet by singer Charli XCX, who claimed Harris as a brat in reference to her latest album, quickly blended with her existing coconut tree meme amongst internet users, taking a life of its own. It wasn’t long before KamalaHQ, Harris's campaign, jumped on the trend, with her accounts covered in the "brat green" colour.
They embraced the essence of Gen Z humour—self-aware, slightly ironic, and unafraid to be a little cringe—to lead a "femininomenon" (another pop culture reference to upcoming artist Chappell Roan's song), with Harris seen as the ultimate "big sister general" and President Barbie. This approach is resonating with an audience often left alienated in political campaigns, even by Biden’s camp.
Trump had previously transformed politics into entertainment, but with other politicians now embracing memes and internet culture to gain popularity, it marks a seismic shift in political campaigning.
“When you think about why and how Trump got elected and why he’s making inroads with younger audiences, it’s because he’s memeable, and when you’re memeable, you’re a bit more personable,” Chi Ossé, a progressive activist told Politico.
For Harris, it’s paying off. Her engagement skyrocketed, with young voters flocking to her social media in droves. KamalaHQ — formerly BidenHQ before its rebranding — amassed over 40 percent of the likes the account has ever received in just three days, despite the account having been active since February for Biden’s campaign.
Gevin Reynolds, a former speechwriter for Harris, told the Guardian, he believes it’s “extremely smart for her to lean into the meme”. “It shows a recognition of how critical young voters are to winning in November, and a commitment to meeting them where they are.”
Of course, with meme culture and the internet, there's a risk of looking inauthentic or cringe. So far, Harris and her team are walking the line between relatable and ridiculous, to create an entertaining and approachable demeanour. In a world where the internet and meme culture reign supreme, it may just be the winning strategy.
The ROI's on a GIF
So you're not about to post TikTok's of your CEO falling out of a coconut tree - we get it. But before you write off the whole meme-culture thing as "not for us," hear us out.
Think less "embrace the chaos" and more "strategic relatability."
It's about reading the room - or in this case, the feed. Maybe your firm can't go full Duolingo owl unhinged, but you can certainly take a page from their playbook.
- Find yours, or your brand's authentic voice.
- Share those behind-the-scenes moments.
- Break down complex concepts into bite-sized, scroll-stopping content.
Why? Because even if your clients aren't dreaming in memes, they're definitely living in a world shaped by them.
The key is to translate that energy into something that resonates without compromising your professional integrity. It's a delicate balance, like explaining derivatives to your grandma - challenging, but not impossible. Just have a quick scroll on LinkedIn will show you those who are embracing these tactics, and if you need support on developing that messaging, get in touch.
