Key takeaways:

• Just 35% are familiar or very familiar with this trending aesthetic.
• 18 – 24s are most likely to recognize the trend, while few over 55s do.
• Two-thirds see it as a short-term trend.

Objective:  Lime green and lowercase are in this summer, as the Charli XCX ‘Brat’ aesthetic goes viral, influencing even Kamala Harris’s presidential campaign. We wanted to know how far-reaching this trend was, and whether people expect its influence to last.

Question one: How familiar are you with the trending ‘Brat’ aesthetic, popularized by Charli XCX?

• Very familiar
• Familiar
• Neither familiar nor unfamiliar
• Unfamiliar
• Very unfamiliar

Question two: Do you believe the ‘Brat’ aesthetic trend will be short-term or long-lasting?

• Very short-term (lasting a few weeks)
• Short-term (lasting a few months)
• Long-term (lasting a year or more)
• Very long-term (perpetually influential)

Audience: A general panel of American consumers aged 18 – 64.

Overall Results

• Just 35% are familiar or very familiar with this trending aesthetic.
• Two-thirds see it as a short-term trend.

How familiar are you with the trending ‘Brat’ aesthetic, popularized by Charli XCX?

Do you believe the ‘Brat’ aesthetic trend will be short-term or long-lasting?

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Gender Breakdown

• Women are twice as likely to be very unfamiliar with this trend (33% vs 17%)

Men

How familiar are you with the trending ‘Brat’ aesthetic, popularized by Charli XCX?

Do you believe the ‘Brat’ aesthetic trend will be short-term or long-lasting?

Women

How familiar are you with the trending ‘Brat’ aesthetic, popularized by Charli XCX?

Do you believe the ‘Brat’ aesthetic trend will be short-term or long-lasting?

Age Breakdown

• No surveyed 18 – 24s were very unfamiliar with the ‘Brat’ aesthetic.
• Almost 70% of over 55s are very unfamiliar with this trend.

18 – 24

How familiar are you with the trending ‘Brat’ aesthetic, popularized by Charli XCX?

Do you believe the ‘Brat’ aesthetic trend will be short-term or long-lasting?

25 – 34

How familiar are you with the trending ‘Brat’ aesthetic, popularized by Charli XCX?

Do you believe the ‘Brat’ aesthetic trend will be short-term or long-lasting?

35 – 44

How familiar are you with the trending ‘Brat’ aesthetic, popularized by Charli XCX?

Do you believe the ‘Brat’ aesthetic trend will be short-term or long-lasting?

45 – 54

How familiar are you with the trending ‘Brat’ aesthetic, popularized by Charli XCX?

Do you believe the ‘Brat’ aesthetic trend will be short-term or long-lasting?

55 – 64

How familiar are you with the trending ‘Brat’ aesthetic, popularized by Charli XCX?

Do you believe the ‘Brat’ aesthetic trend will be short-term or long-lasting?

Conclusion

For those living on the internet, the ‘brat’ aesthetic may seem ubiquitous, but brands need to recognize that only younger demographics are familiar with this trend. And in the branding trend cycle, ‘brat summer’ may be more of a meme than a lasting influence.

If you’re interested in digging deeper into our findings, or asking your own questions on consumer, branding and worklife topics, contact thom@atomradar.com to learn more.

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About The Author

Thom Davies

Thom Davies is a researcher at AtomRadar and content strategist for Atom.com. His background in quantitative and qualitative analysis is the foundation for data-led brand strategy.

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