Kevan Barber, associate insight and creative director at PR firm Launch: "If a brand jumps on this trend, it’s instantly not very demure, very mindful because a very demure, very mindful brand wouldn’t try and profiteer from this trend. Verizon went direct to the source, becoming the first brand to jump on the bandwagon with Jools LeBron. Was it a success? Like a lot of these brand partnerships off the back of a trend the message from followers is clear – go get that bag (not very demure, or is it?). There are dozens or even hundreds of comments saying it. Fans love the influencers profiteering off their trendsetting, but is the brand getting much out of it? Probably not as much as they hoped."

Stuart Tongue, senior social media manager at digital marketing and PR agency, Tank: “Many businesses may not see the value of tapping into trends like the 'very demure' sound clips, or concepts like 'brat summer', but this form of marketing can be incredibly impactful when used in the right way. Newer brands, targeting younger audiences on social, often have success in this area because the content naturally resonates with their following, but that's not to say more-established brands don't make waves with it too, invoking a ‘did they really just do that’ reaction, which often leads to a spike in engagement and follows. However, there’s a fine line between using these trends for fun and letting them become your entire brand personality. A lot of brands have jumped on the 'very demure' trend, oversaturating the original message. While brands should always make use of viral trends, they should only look to do so if the trend fits into their tone of voice, identity and their overall mission as a business.”

Tristan Van Den Berg, account manager at PR firm SPA Communications: "There are many angles you can take with trend-based content. Our clients sit in the digital infrastructure and wider B2B technology industry. We strongly advocate for trend-based content in a “traditional” sector like ours. We have yet to receive pushback from our clients and have always responded positively when bringing trending content to the table. PR Moment mentioned in a recent article that 77% of marketers plan to increase trend-based content over the next 12 months. As a PR agency, we have a responsibility to ensure our clients stand out amongst their competitors through engaging and popular content that will reach a broader demographic and attract audiences such as Gen Z entering the workforce. Trends like very demure, very mindful give insights into a company's personality and culture and not be used as a direct selling tool."

Lindsey Crompton, freelance PR consultant: "There has to be some level of caution when leveraging cultural trends and news hooks. While being seen as ‘relevant’ is important, aligning to trends that speak to a brand’s core values should be prioritised. If a client insists on jumping on an irrelevant trend that doesn’t resonate with the brand (let’s face it, this happens a lot and it can be tempting to try and craft a pitch, especially when needing to hit those final few KPIs), it’s important to push back and show your value as a trusted PR consultant. Doing so ensures their brand image remains consistent and credible. ‘Chasing trends’ that don’t fit can dilute messaging, not to mention harm relationships with journalists, ultimately damaging both yours and your client’s reputation. Not very demure. Certainly not very mindful…"