… but there’s no budget for it. What lessons can brand marketers derive from this kind of ‘memetic activity’?

Across the world, brands are waking up to the need to be part of larger cultural narratives. But being ‘woke’ brings its own challenges.

In a conversation with the TikTok team on their campaign, #WaitASecToReflect. As part of this initiative, the brand is urging users to "wait a second and reflect" before posting any content online.