Pharma Media Needs Its Own Brat Summer: Here’s Why and How

If you’ve spent any time online lately, you’ve probably seen the neon green haze of Brat Summer splashed across your feed. It was one of 2024’s viral cultural moments, sparked by Charli XCX’s Brat album, and it resonated far beyond the music scene. At its core, Brat Summer was all about embracing messiness, rebellion, and a little bit of chaos—whether that meant staying out late or lounging in bed unapologetically. It pushed people to reject perfection and embrace imperfection, wildness, and freedom. So, what on earth does this have to do with pharma media?

A lot, actually.

Pharma media, like much of corporate communication, is often stuck in a loop—cautious, buttoned-up, and typically a step behind when it comes to engaging with real people in the real world. While the industry has its reasons (regulations, compliance, accuracy), it’s high time pharma media shook off its old-school ways and embraced its own Brat Summer. It’s time to be more honest, more real, and more culturally in-tune, while still keeping the essentials—like safety and accuracy—intact.

What Being ‘Brat’ Really Means (And Why Pharma Needs It)

The idea behind Brat isn’t about breaking rules for the sake of it; it’s about cutting through the noise. It’s about being raw, fast, and unfiltered in a world that’s hungry for authenticity. People are tired of glossy, pre-packaged messaging that feels as disconnected as it is predictable. They want to see brands (and industries) that feel real, human, and—most...