Brands Embrace 'Demure' as the New Marketing Hot Topic

Just when you thought the internet couldn’t surprise you anymore, it flips the script—again. The chaotic “brat energy” that ruled social media has been dethroned by something softer, quieter, and, dare we say, cuter: demure. Yes, being “very demure, very mindful, very cutesy” is the vibe now, and brands are taking notes. But why are brands from all industries so eager to hop on this train?

Stick around, because we’re about to break down how ‘very demure’ has become the new marketing darling and what that means for you.

Traditionally, "demure" describes modesty and reserve, but in 2024, it’s become a fresh aesthetic—soft pastels, calm energy, and mindful actions that contrast the chaotic “brat energy” of the past. The trend began in August 2024 when Chicago-based TikTok influencer Jools Lebron (@joolieannie), released a viral video titled “How to be demure at work.” Her playful, deadpan delivery, paired with the tagline “Very demure. Very mindful,” quickly captured the attention of Gen Z on TikTok and Instagram.

Lebron’s video gained millions of views and thousands of comments within days, inspiring her to produce numerous follow-up videos showcasing everyday tasks done in a “very demure” manner. The trend has been widely embraced, with notable engagement from influencers and celebrities. Brands like TacoBell and Maybelline have incorporated the ‘cutesy, mindful, demure’ vibe into their marketing strategies, while celebrities such as Lily Collins and Jennifer Lopez have mentioned or engaged with the aesthetic in their social media posts.

It seems like the internet churns out trends faster than you can blink, but is demure bigger than the last wave of viral crazes? If Taco Bell and Tinder’s recent marketing shifts tell us anything, it's a strong yes. Brands are starting to pivot away from the loud, in-your-face approach to something softer, quieter, and yes, more mindful. 

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The beauty of this trend is that it taps into the current marketing trend of authenticity. Consumers, especially younger ones, are looking for brands that feel real, and adopting the demure aesthetic might just be the ticket.

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Unlike fast-moving trends like “Goblin Mode,” which thrived on chaos, demure offers something sustainable and lasting. It’s not just about a single campaign, but a whole rebranding of how companies connect with their audience. And while it might seem subtle, this mindful approach can pack just as much punch, especially when it comes to forming meaningful, long-term relationships with consumers.

Ready to embrace the 'demure' trend to truly resonate with today’s mindful audience? Start creating a lasting connection with your customers by building a brand persona for your business.

• Authenticity Sells: Consumers today are tired of over-the-top, performative marketing. They're craving brands that feel genuine and aligned with their values. Demure taps into this by emphasizing calmness, thoughtfulness, and care.

• Emotional Connection: Demure allows brands to foster deeper emotional connections instead of just selling a product. It shows that companies are committed to offering meaningful experiences, not just flashy campaigns.

• Shift from Loud to Mindful: Look at Taco Bell—a brand known for its bold, loud marketing. They've recently embraced a more "cutesy" and "mindful" vibe, showcasing how even the boldest brands can adapt to resonate with today’s conscious audience.

  

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• Meaningful Messaging: Tinder is another example, shifting its focus from fast swipes to meaningful connections, aligning with the demure trend to meet the needs of its users.

• More Than a Trend: Demure isn't just another viral moment. It’s an evolving strategy that offers brands a sustainable way to stay relevant by embracing authenticity and mindfulness in their marketing.

So, does demure have staying power? If you look at the rise of mindfulness in content creation and the growing interest in wellness, the answer is yes. In a world where consumers are bombarded with information 24/7, demure offers a respite—a breath of fresh air amidst the digital noise. The future of marketing trends will likely see more brands embracing this soft, calming energy, especially as consumers continue to prioritize mindful living and conscious choices.

Of course, it's not just about adopting this aesthetic superficially. Brands must align their values with what demure represents thoughtfulness, intentionality, and authenticity. When these values are woven into the fabric of a brand's identity, they can create a powerful narrative that attracts and retains consumers. The demure trend isn't about making the loudest statement—it’s about making a meaningful one.

Now, the million-dollar question: how can your brand make the most of this trend? First, recognize that demure is all about subtlety. If your brand has been all about bold marketing strategies, now might be the time to dial it back. Focus on creating content that feels intentional and thoughtful.

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Brands that go beyond surface-level adoption will thrive. Consider implementing sustainable practices, transparent operations, or charitable efforts that reflect the calm, mindful energy of demure. Align your actions with what consumers value most to ensure this trend becomes part of your long-term strategy.

Ready to bring a thoughtful, intentional approach to your brand’s social media presence?

Hence, as marketing evolves, demure is emerging as a key strategy for brands to stay relevant. In 2024, consumers are craving connection, calm, and authenticity, and demure is the perfect vehicle to deliver just that. Whether you're a fast-food brand or a tech app, embracing this mindful trend is crucial to connecting with today’s audience. Being “very cutesy, very mindful, very demure” might just be the winning formula.