Taylor Swift’s relationship with Travis Kelce is the biggest cultural moment of 2024, according to Global brand tracking partner Tracksuit. Tracksuit surveyed 21,000 people about which pop culture events and brands they’d seen and heard most about over the last twelve months.
Taylor Swift’s relationship with Travis Kelce saw her go one better than last year when she lost out top spot to Barbie. This year her relationship with Travis claimed number one, with 43% global prominence, followed by fellow musicians Kendrick vs Drake in second place and the Oasis reunion in third equal to Jools Lebron’s ‘very demure, very mindful’ phenomenon .
The real winners of the global biggest brand moments of 2024 according to Tracksuit’s research were the likes of the Olympics, Ozempic and Temu which achieved results of 37%, 23% and 8% respectively when consumers were quizzed separately on which brands rather than pop culture icons they recalled.
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The top three brands avoided the wild swings across generations that were seen in pop culture moments where Gen Z (18-24) had a very different top three pop icons to Baby Boomers and the Silent Generation (60+). Gen Z’s top of the pops had Kendrick vs. Drake in first (28%), with Taylor Swift and a very demure Jools LeBron in joint second. In contrast, more than half of over 45s put Taylor top, followed by Oasis.
Tracksuit surveys thousands of people globally each week to track consumer awareness, consideration, usage, preference and perceptions of a brand on behalf of over 600 modern consumer brands.