We live in a world where everything is content. A gesture, a joke, even a hug on a jumbotron can become front-page news before you’ve had time to process it. Just ask Andy Byron, now-former CEO of Astronomer, who resigned last weekend after a viral video taken of him and a colleague at a Coldplay concert threw his personal life, and professional future, into chaos.
This wasn’t a campaign. This wasn’t a PR stunt. This was a human interaction, broadcast live, turned into a meme and then into a moral drama played out on social media and global news sites. And just like that, the whole world knew about it.
Within 48 hours, memes were everywhere. Some brands, eager to prove they are up-to-date with the latest trends, started referencing the moment with jokes, mocking videos and recreations. While some found clever or light-hearted ways in, others risked engaging without fully understanding the context. And that’s where the real risk lies.
As hard as it is for a comms person to say – not every trend is a marketing opportunity.
In the rush to stay relevant, it’s easy to mistake virality for value. But just because something is being talked about doesn’t mean it’s appropriate for every business. A private incident becoming public doesn’t automatically make it something every business should jump on. There’s a difference between tapping into a trend and capitalising on someone else’s crisis.
The situation shows how one out-of-context situation can explode into a career-ending controversy – especially when brands and media outlets amplify it without perspective. When a moment becomes a meme, the people in it are often dehumanised in the process.
Before joining a viral trend, brands should ask themselves:
- Are the circumstances sensitive, unresolved or controversial?
If there’s any doubt, pause, or at the very least, proceed with care.
- Are there innocent parties who could be negatively affected by this (e.g. children) involved – and are they at risk of harm?
If the trend centres on an identifiable person, remember: they’re not a character, they’re a person.
- Do we understand the context fully?
Acting without context is a shortcut to backlash.
- Can we add value, not just volume?
Engagement should mean more than just jumping on a bandwagon. Can your brand offer insight, compassion or a fresh, constructive take?
If there are any doubts, maybe the right move is to sit this one out.
That said, there are ways to engage thoughtfully. Some brands find ways to contribute humour or perspective without targeting individuals or exploiting pain points. Done with care, participation can still feel relevant – without feeling opportunistic.
This incident and the response teach us to keep humans at the centre of our marketing, they’re the people who we’re speaking to but they’re also the people who are potentially affected by a viral trend – families, partners, colleagues.
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