Remember all those advertisements you’ve forgotten?

Forgetting is as much a part of the human condition as remembering.  It’s in our nature to let things slip, especially in a world where distractions multiply by the second.  Even this headline — moments after you’ve read it — is on its way to being replaced by something newer, something louder ¹.

We live in a world where the meme rules supreme ².  Digital-first generations — who will soon hold the majority of discretionary income and commercial decision making power — see things through a different lens entirely.  For them, knowledge isn’t found between the covers of textbooks or even the democratic pages of Wikipedia.  Instead, it’s assembled from thousands of fragmented voices, each contributing to a mosaic of ideas.  Their beliefs are fluid, constantly shaped by connections and corroborated by trusted opinions ^3,4,5.  And the common sense of style has evolved beyond the semiotics of bold claims, photoshopped perfection, or costly media placements to one of cadence (were you there), consistency (were you recognised), and community (did you contribute).  The singular authority of the past has been replaced by a chorus of decentralised influence, ever-evolving ⁶.

With this change, authenticity and self-expression are increasingly found online.  This isn’t a disconnection; it’s where many feel most valued and understood ^7,8.  Older generations may be unsettled by this digital immersion, but it's nothing new.  The established have always responded anxiously to new technologies.  And what we’re witnessing isn’t a loss, but a transformation.  Virtual spaces are now just as significant as physical ones for personal and collective identity — they deliver on the promise of globalism in all areas of our lives: hopes and dreams, relationships and careers, our public image and our deepest secrets.

So, what does this mean for marketers and their agencies?  That campaign we poured our energy into last quarter?  It’s already slipping into obscurity, caught in the froth of fashion.  The influencer we couldn’t wait to align with?  Forgotten with yesterday’s mood.  In today’s world, ideas don’t fade; they evaporate as quickly as they form.  Staying relevant means racing against our own obsolescence.

But this isn’t new either.  Fads have always burned brightly and then burned out.  The difference today is the speed and scale at which it happens ⁹.  A newer, faster, lighter version of whatever device keeps us connected will be here soon enough.  Consumers are nudged to upgrade their gadgets; marketers are nudged to reinvent themselves — again and again.

Branded content, once novel, is now white noise.  We’ve reached the saturation point, and people have become experts at ignoring it.  Doom-scrolling through the algorithm, they latch on to only what resonates before remixing it ^10,11.  In this frenzy, our greatest challenge is simple:  How to be remembered in a world designed to forget ¹².

Cleverness alone won’t save us.  Wit, overplayed, lands like a sermon.  True brand power comes from creating meaning that lingers.  And in that fleeting moment when they bother to pause on your content in their feed, an opportunity appears:  You have the chance to change someone. To shift their thinking, nudge their preferences ¹³.  They may not remember exactly how or why they changed, but you'll leave your mark.

Of course these messages will continue to fade, but if we do our job well the subtle, indelible impact remains.  But we can only do that when we realise brands no longer dictate culture; they participate in it.  Brands born into this era don’t try to control the narrative.  Instead, they align with the right people at the right time.  It’s not about dominating the conversation but being invited into it.  This is where long-term, sustainable engagement takes root — beyond the fireworks of short-term attention-grabbing stunts.

Showing up where audiences congregate is par for the course.  But it’s not enough to simply be there; you must be welcomed.  We need to learn when to lean in and when to step back ¹⁴.  Don’t chase culture; anticipate it.  The future belongs to those who realise marketing isn’t just about presence — it’s about being wanted when you are.  A large budget will only provide cloud cover for so long.  Unless it's big enough to acquire the challenger who beats you to playing this new game we've found ourselves in.

Footnotes
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1. Constant distractions in the digital age:
   Modern digital environments are rife with distractions that make it harder to retain information. Journal of Marketing Research: Impact of Digital Distractions on Memory London School of Economics: How Digital Distractions Affect Cognition Forrester: The Business Cost of Digital Distractions
2. The rise of visual memes:
   Memes have become dominant forms of communication, offering rapid, easily shareable content. New Media & Society: Memes as Tools for Digital Communication National University of Singapore: Meme Culture and Its Role in Communication The Drum: Harnessing Memes in Brand Strategy
3. Millennials and Gen Z: Digital-first and economic power:
   Digital-first generations are gaining economic power. Journal of Consumer Research: The Growing Economic Power of Digital Natives World Economic Forum: How Gen Z Is Shaping the Global Economy Campaign Magazine: Key Insights Marketers Should Know About Gen Z
4. Digital skepticism towards traditional sources:
   Wikipedia and traditional knowledge sources have lost influence among younger digital natives. New Media & Society: The Changing Trust Landscape for Digital Natives Brookings Institution: Gen Z's Growing Distrust of Traditional Media AdNews: How Brands Can Overcome Gen Z’s Distrust in Ads
5. Fluidity of beliefs in the digital era:
   Younger generations increasingly form fluid beliefs shaped by social networks. Social Media + Society: The Fluidity of Beliefs in Digital Networks University of Oxford: How Digital Networks Shape Changing Beliefs Marketing Week: How Fluid Identity Is Rewriting Marketing Strategies
6. Fragmented knowledge sources:
   Knowledge now forms through fragmented online sources rather than singular authority. New Media & Society: The Fragmentation of Knowledge in the Digital Era University of Essex: Fragmented Knowledge in the Age of Information Overload Ehrenberg-Bass Institute: The Importance of Media Fragmentation for Marketers
7. Online spaces and self-expression:
   For younger generations, authenticity and identity are shaped largely online. Social Science Computer Review: Exploring Online Self-Expression and Identity Nanyang Technological University: Understanding Online Identity and Self-Expression Campaign Magazine: How Consumers Use Digital to Redefine Self-Expression
8. Digital engagement and feeling valued:
   Younger generations find value, creativity, and engagement in online platforms. New Media & Society: The Role of Digital Platforms in Engagement and Creativity International Monetary Fund: How Digital Engagement Is Shaping Consumer Behavior Forrester: Unleashing the Power of Digital Engagement
9. Increased frequency and scale of trends:
   The internet accelerates the spread and burnout of trends. Social Media + Society: How the Internet Drives Trend Acceleration and Burnout University of Cambridge: The Speed of Trend Evolution in the Digital Media Landscape Marketing Week: The Impact of Trend Fatigue on Modern Brands
10. Branded content saturation:
    Branded content has become so common that consumers filter it out. Marketing Theory: Consumer Filtering and Branded Content Saturation University of Warwick: Saturation of Branded Content and Consumer Attention Campaign Magazine: Strategies for Cutting Through the Noise of Branded Content
11. @ahSHEEK on Twitter.com:
    anxious about the weather "thank u for breaking the spell of my doom-scrolling down my feed"
12. Brands struggling to be remembered:
    The challenge of making a brand memorable amidst overwhelming content. Journal of Brand Management: Challenges of Brand Recall in a Saturated Digital Market University College London: How to Make Brands Memorable in the Digital Era The Drum: Strategies to Enhance Brand Recall in the Digital Age
13. Shaping consumer preferences and choices:
    Branding can subtly influence consumer behavior over time. Journal of Consumer Research: The Subtle Impact of Branding on Consumer Preferences University of New South Wales: Long-Term Influence of Branding on Consumer Behavior Marketing Week: How Branding Continues to Shape Consumer Choices
14. Knowing when to lean in or step back in marketing:
    Effective marketing requires understanding when to step back and let consumers engage. Social Media + Society: The Subtle Art of Engagement in Marketing University of Sydney: When to Step Back in Marketing to Boost Consumer Engagement Campaign Magazine: Why Brands Need to Know When to Step Back