Read time: 6 minutes
I pity the poor AP Gov student in 2053 having to study for this section of the exam. The past few weeks have included an attempted presidential assassination, Joe Biden ending his campaign, Kamala Harris’ ascension as Democratic presidential nominee apparent — and all of this on top of arguably the most influential historical event of our time, “brat summer.”
What is brat summer? And what is the relationship between Harris, brat, and coconuts? If you need a refresher, check out this comprehensive explainer or this informative segment for folks who still remember dial-up internet. This is more than mere amusement — it represents a critical surge of energy for Democrats whose presidential ambitions were on life support just a week ago.
One of the reasons these memes work so well and have stayed fresh for as long as they have is that they’re fun. They’re the joyful antidote to a crisis moment in our democracy. It’s no coincidence that most of the memeing has come from Gen Z, a crucial voting bloc that was lukewarm on Biden. After months of hand wringing about the lack of enthusiasm among young voters, it seems we finally have liftoff. What can we learn from this moment for ourselves and our organizations?
Be Authentic
This only works because, in the words of Charli XCX herself, “Kamala IS brat”. It fits her image as young, cool, and more in touch with younger Americans. (Another part of this is Harris’ lack of public acknowledgement of the meme-ry, which gives it space and life online and prevents the dreaded cringe.)
The “brat” branding would definitively not work for someone like, for example, JD Vance. Cosplaying as an aggrieved Appalachian, supporting union busting, and advocating for a total ban on abortion? Very un-brat. If his team posted a brat meme, he would likely (and deservedly) be cyberbullied into the ground. It’s like trying to make “fetch” happen — just don’t.
The lesson: Find ways to engage that make sense for you, your organization, and your mission.
For example, if your content typically focuses on serious humanitarian aid issues, posting content from a refugee camp overlaid with a lime green filter and “365” would likely be insensitive and tonally wrong. However, if you’re working on environmental issues and trying to combat climate fatalism through joyful organizing, sure! Have fun! Do the “Apple” dance while talking about regenerative food systems! Internet memes and trends are just that: trends. You don’t need to jump on every single one.
Partnering with influencers can be a great way to show up online in a way that is slightly different from your normal brand but amplifies your message. Influencers are content experts and function as trusted messengers with often difficult to reach audiences. Trust and amplify their voices. (Psst — want to talk to us about how you can utilize influencers in your digital program? Get in touch!)
Timing is Everything
We can’t always predict trends or memes, which is why we need to be able to move nimbly and quickly and seize the moment when it’s there. A lot of us do rapid response when it comes to legislation or current events, often with different systems for creative review and editing. We clearly have the muscle. Now is a great time to assess whether you’re fully flexing it when it comes to social media and digital content.
Don’t be afraid to jump on the bandwagon! But also know when to get off. By the time you’re reading this, we may have already hit peak brat Kamala meme saturation, and the moment may have passed. If the joke is stale, it will not eat.
In other words, recycling old humor can be tonally wrong, like branding the Harris campaign as #ICanHazPresidency or pasting her face into a rage comic. (If you have no idea what these words mean, do not worry but do drop us a line so we can talk about your social media strategy.)
All of this is to say, your digital presence should show that you have a pulse on what’s going on in the world. Because if you don’t, why should voters, constituents, members, or donors listen to you?
Meme with a Purpose
Much like in my beloved city of Chicago, there are too many aspiring comedians on the internet. We don’t need more. If you’re hopping on the meme bandwagon, have a purpose and a clear call to action, like this meme carousel from Sunrise Movement.
Are you trying to recruit more donors or volunteers? Include a donation page or volunteer sign up form with your post. Otherwise, you’re just creating content to create content (and ask yourself, do we really need more content?).
If you take anything away from this moment, it should be this: we need long-term investments in young people in our movements. (You think this social media moment just fell out of a coconut tree??? It exists in the context of generational trends in internet usage!!!)
Hire Gen Z staff! Better yet, hire young Black and Brown folks who are most often the originators of internet trends and yet remain undercompensated. Trust them. Give them resources and decision-making power. Rethink hierarchies and editing processes that slow things down. Throw out editorial standards that just don’t make sense for the platforms you’re using. Experiment.
This isn’t just a fun, little meme box to tick. Our movements are more resilient and more effective when we engage with our most marginalized constituencies – and not in name only. This is a moment to re-evaluate how we’re showing up for young people, both online and offline, in this electoral cycle and beyond. How are you engaging on the issues young people care about in a way that is authentic, urgent, and purposeful? How are you uplifting young people’s voices and leadership for the long haul?
Young people who have power and agency over themselves, their politicians, and their futures? So brat.
If you want to chat more about using social media (or any media) to reach voters, realize your advocacy goals, and build a more equitable world, get in touch with us at hello@mrss.com.
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Sarah Chin is a zillennial and an Account Supervisor at M+R, working with progressive advocacy organizations on their political, digital, and organizing strategies. She lives in Chicago with the two loves of her life — her wife and her espresso machine. Her favorite song from the “brat” era is “The girl, so confusing version with lorde”.