‘Jennifer Lawrence Bravely Steps Out in Millennial Socks’, writes Vogue.

And it is not just high fashion media covering this red hot topic…

‘Gen Z Has Officially Canceled Ankle Socks: They’re For Old People’, according to this Huff Post article.

And Millennials are fighting back, on TikTok and elsewhere.

Who knew that this humble fashion item could ever cause such heated debate?

It might seem like an inconsequential furore, but it reminds us of three key facets of modern pop culture.

Let’s dig into what these are and why they matter…

Send me a Signal

What you wear - and how you wear it - is one of the biggest signals of your demographic and interests (real or aspirational, for those clinging on to groups they may no longer automatically be part of).

Brands must consider whether these status signals have been weaved into the content they create to target the audience they are after. If not, your missing a trick.

I’m Different

This quote from a piece in The New York Times sums up the point (paywall):

“I think part of growing up is people trying to separate themselves from what came before them.”

That will never change, even as Gen Alpha one day grow old and grey. So brands should use this to their advantage and find a way to be part of the sock wars or any other fashion trend (read to the bottom for one I guarantee you have not heard of).

It’s Cultures, Not Culture

Debates like what socks to wear depending on your age might seem too nuanced or niche to matter for a mainstream brand; however, it supports a bigger shift. There is no such thing as a singular pop culture because people have such different interests, which is - typically - much more relevant than broad generational generalisations.

It is also as true for individual cultural moments. Take the sock skirmish as an example. Some people will read it in Vogue and take it very seriously. Others will find it unbelievably silly and there will be every variation in between.

Why does this matter for marketers?

If your brand sells socks, this is a slam dunk creative opportunity and you can help customers signal what side they sit on.

But even if your brand isn’t involved in clothing at all, this type of cultural moment is a great way to share funny or educational content (or both). It shows you are on the pulse of what people are seeing in their feeds and likely discussing with friends and family.

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Bonus Trend Link… meggings, anyone?!?