41% of US consumers desire brand participation in meme culture and social media trends. However, only 25% appreciate brands using popular phrases, highlighting the need for authenticity.
The data from M Booth emphasizes that while consumers encourage brands to engage with current trends, they caution against forced integration of slang, which might seem inauthentic.
Marketers can leverage findings to argue for calculated risks in online campaigns, notably partnerships with celebrities or influencers, while being wary of creating 'cringe' content.
The research methodology revealed a comprehensive survey of 3,015 U.S. consumers, ensuring insights are representative across demographics, reinforcing the validity of the findings.
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