Charlotte AMA | September 2025
Dear Charlotte AMA Community,
Culture has a way of reminding us what really matters in marketing. This past month, we’ve seen how nostalgia, community, and authenticity aren’t just buzzwords—they’re the drivers of connection. At the final stop of her Cowboy Carter tour, Beyoncé brought out Kelly and Michelle for a Destiny’s Child reunion, creating a moment that transcended music. It wasn’t simply a performance—it was a reminder of the emotional power of shared history. Similarly, The Paradox, an all-Black pop-punk band from Georgia, has exploded in popularity, recently teaming up with Travis Barker to bridge generations of punk energy. Both stories show us that when brands (or bands) lean into cultural memory and pair it with something fresh, they build bridges that feel timeless.
On the flip side, there are lessons in what happens when brands miss the mark. American Eagle’s denim campaign with Sydney Sweeney stumbled badly when its “great jeans/genes” wordplay drew criticism for eugenics undertones—and the brand stayed silent. Contrast that with The Gap’s clapback campaign that leaned into nostalgia with a choreographed dance ad, celebrating diversity and joy. The difference? The Gap tapped into the emotions people actually want to feel—belonging, energy, and fun—while staying true to its heritage.
We’ve also seen headlines serve as cautionary tales. Target’s longtime CEO announced he would step down from the chief executive role but continue on as Executive Chairman after months of backlash around its DEI stance and disappointing financial performance. The story underscores that consumers expect more than statements; they expect follow-through, and leadership transitions can’t shield a brand from the consequences of losing trust.
These cultural snapshots point to two big takeaways for all of us in marketing:
1. People want to feel seen and included.
Whether it’s the resurgence of book clubs and libraries or Starbucks attempting to revive the idea of the “third space,” consumers are telling us they crave community. Marketing that works today is marketing that creates spaces—real or virtual—where people feel connected. That could be as simple as a brand fostering online dialogue, hosting in-person events, or building campaigns that invite participation.
2. Authenticity isn’t optional—it’s the baseline.
From Target’s leadership shift to American Eagle’s silence, it’s clear: when brands fail to act, they lose credibility. On the other hand, campaigns like The Gap’s denim ad or Beyoncé’s reunion moment resonate because they feel honest, human, and aligned with the story people want to be part of.
At Charlotte AMA, we see these lessons as universal. Whether your focus is digital marketing, social media, SEO, PR, paid media, or brand strategy, the threads are the same: build community, lean into authenticity, and don’t be afraid to embrace nostalgia when it aligns with your values. Our resources at ama.org—from SEO toolkits and brand playbooks to certification programs—are here to help you put these principles into action.
Thank you for being part of this community. Together, let’s continue designing marketing that doesn’t just reach people, but sees them, includes them, and connects them in ways that last.
With gratitude and purpose,
Lily Commander
President, Charlotte AMA
