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A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
“She deserved the purse” 👛
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What It Is: A wholesome new trend has emerged on TikTok with people giving back to moms in a major way. It all started with Denaesha Gonzalez who spotted a $20 silver purse abandoned in the Target baby aisle. The Nashville mom recognized this as a clear sacrifice, nodding to “the mother who chose themselves last” that day, noting that they “deserved the purse.” This powerful moment has since resonated with the internet, sparking an initiative to pay it forward thanks to one influencer, Cecily Bauchman. Her trip to Target slipping a $100 gift card into a package of Huggies diapers has inspired others to do the same to spark joy for a mother putting their family’s wants/needs above their own. The response has been overwhelming, with many moms ultimately feeling seen & supported by this online community.
The Brand Takeaway: “She deserved the purse” is a true testament to the power of social media. While the internet can be a trash fire, it, too, can be a force for good that bolsters solidarity. It’s through this trend that moms nationwide have opened up, connecting over their joint sacrifices & struggles. While many have documented this anonymous act of kindness, others have shown its impact in real-time with strangers bonding in the aisles. The conversations had in each video’s comment section further prove how meaningful dialogue & empathy can unite individuals online. The takeaway for brands is to note the ways people want to be philanthropic and feel connected, providing for those around them. Though consuming social has become a solo activity we do in transit, in bed, or let’s be real, on the toilet, its root use stems from wanting to connect with the wider world. “She deserved the purse” is a prime example of how the internet can move past our screens and into physical spaces, sparking tangible movements.
Four must-click links that crossed our feeds today.
🐧 Move over Moo Deng, baby King Penguin Pesto has entered the scene. And guess what, he’s an absolute unit.
🐈 The bodega cats are finally getting the love they deserve thanks to social-first TikTok show Shop Cats.
🔮 Brat summer may be phasing out, but dark femininity & “whimsigoth” are in for fall.
🥐 R u ok babe? You barely touched your *cursed* TEMU croissant lamp.
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