Todd Kaplan, CMO of Kraft Heinz, emphasizes the importance of integrating culture into marketing strategies to enhance brand relevance and consumer engagement. He highlights successful campaigns that leverage cultural moments, such as collaborations and social media interactions, as well as strategies for fostering creativity and consumer connection. Kaplan advocates for a consumer-obsessed approach to marketing that drives conversations and meets audiences where they are.

Understanding the lifecycle of social media trends is crucial for any team, regardless of their function, as trends reflect cultural movements. The lifecycle includes stages from emergence to death, where awareness of these phases can guide effective social strategies. Additionally, recognizing the ease of recreating trends can help predict their potential success.