The rise of "Brat" and "Brat Summer" from Charlie XCX’s album BRAT is more than just a pop culture moment; it’s a trend that’s still making waves and offers some serious opportunities for brands looking to connect with younger audiences and a rebellious vibe.

What’s the Deal with Brat?

The "Brat" vibe from Charlie XCX is all about being bold and rebellious. It’s a celebration of breaking the mold and showing off a fierce, carefree and authentic attitude. With more than 90% of Gen Z rating authenticity as very or extremely important, this persona really hits home for this unedited, nonconforming generation.

While Brat Summer takes this energetic, rebellious spirit and ramps it up for the summer – is this trend strong enough to follow us into fall?

BAV Group's Top 5 “Brat” Brands

We measure all brands, regardless of category, across 48 “imagery attributes.” As we explored “Brat,” we felt that the way to understand brands’ brat-ness was through the following imagery attributes: Authentic, Daring, Energetic.

We analyzed the brands in our current USA study, and found that some brands that rank high on Brat-energy, other than Charlie XCX, include (🥁drum-roll please🥁):

1. Simone Biles
2. James Bond
3. Harley-Davidson
4. The Olympic Games
5. Deion Sanders (aka Coach Prime)

Why Should Brands Care About This Trend?

 

Hitting the Right Note with Young Audiences

The Brat persona is a perfect match for younger generations and those who are young at heart that value individuality and want to stand out. By tapping into this trend, brands can connect with these consumers on a deeper level. Integrating Brat elements into campaigns or products can help a brand feel more in tune with current cultural vibes, making it more appealing to a demographic that’s all about self-expression and breaking free from the norm.

Riding the Pop Culture Wave

Charlie XCX’s Brat trend isn’t just a musical fad; it’s a reflection of wider cultural shifts. When brands get a little Brat, they’re not just riding the wave of a popular trend—they’re making a statement. For example, a brand could launch a Brat-inspired fashion line or run a summer promotion that embodies the Brat energy. This kind of alignment can boost a brand’s visibility and make it stand out in a crowded market.

Building Genuine Connections

Today’s consumers can easily spot when brands are trying too hard or coming off as inauthentic. The Brat trend provides a way for brands to engage in a more genuine and relatable manner. By embracing the fun and rebellious aspects of Brat, brands can create campaigns that feel real and resonate with their audience. This could mean launching special promotions, designing edgy products, or producing content that captures the Brat spirit, even if they don't go bright brat green.

Leveraging Social Media Buzz

Social media is where trends like Brat really take off. By connecting with the Brat vibe, brands can create content that taps into ongoing social media conversations and engages users effectively. Running subtly Brat-themed campaigns, working with influencers who embody the trend, or encouraging fans to get involved with interactive content can help brands make a splash online and build a lively community around their products.

Even if Charlie XCX wasn't the first Brat, the trend represents a shift in how younger (and some older) people express themselves and interact with brands. For businesses, embracing this trend can offer a chance to connect with consumers who care about practicing genuineness in a fresh and unprecedented way. By aligning with the Brat vibe and using the seasonal buzz of Brat Summer, companies can boost their relevance, engage more effectively, and create stronger connections with their audience.

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Do you want to know how BRAT your brand is or isn't?
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Author: Dor Katz, Sr. Analyst

Dor is a Senior Analyst who joined BAV Group in August of 2022. Prior to joining BAV Group, Dor attended the University of Pennsylvania, where she completed her Masters of Behavioral and Decision Sciences.

Dor is driven by research and data in creating insightful branding strategies that help clients shape their business and purpose. She is passionate about psychology, consumer decision-making, and the gripping art of storytelling – and has leveraged her position to develop and strengthen her ability to curate and tell brand stories.

Dor is originally from Israel and grew up in Prague, Czech Republic. In her free time, she enjoys playing the guitar and hosting dinners with gluten-free goods.

Connect with Dor on LinkedIn.