Vice President Kamala Harris has already taken a surprising turn in her presidential campaign, capturing the hearts and minds of younger voters in a way few could have anticipated. Following President Joe Biden’s announcement that he would not seek re-election and his endorsement of Harris for the Democratic nomination, a wave of endorsements, including one from pop star Charli XCX, has catapulted Harris into the spotlight as the “meme queen” of the US Presidential Elections 2024.
The pop sensation known for her edgy, rebellious persona, Charli XCX declared on X (formerly Twitter) that “Kamala IS brat,” — a statement that quickly went viral. The term “brat” stems from Charli’s titular sixth studio album, which features a distinctive lime green cover and a rebellious, carefree ethos. This concept of being a “brat” — someone who is unapologetically themselves, even if a bit messy or chaotic — seems to have had fans in a chokehold all summer.
Harris’ campaign has cleverly capitalized on this trend: her campaign’s social media presence has been overhauled to reflect the “brat” aesthetic, with lime green visuals and references to Charli XCX’s album art. This rebranding effort has made Harris more relatable and appealing to a Gen Z demographic that seems to value authenticity and defiance of traditional norms.
Another viral moment from Harris’ past has also resurfaced, contributing to her meme queen status. During a White House ceremony in 2023, Harris recalled a phrase her mother often used: “You think you just fell out of a coconut tree?” This phrase has since been embraced by her supporters. Politicians like Senator Brian Schatz of Hawaii and Colorado Governor Jared Polis have joined in, using coconut and palm tree emojis to signal their endorsement.
The “coconut tree” meme has become a standout in Harris’ campaign and has since taken on a life of its own, leading to the creation of the hashtag #OperationCoconutTree and a slew of coconut-themed posts across social media platforms. The endorsement from Charli XCX sparked a flood of memes, merchandise, and social media posts that have positioned Harris as a pop culture icon. The official campaign account, @KamalaHQ, now sports a banner in the style of the “Brat” album cover, further extending her embrace to this viral trend.
This strategic use of memes and social media trends seems to have breathed new life into Harris’ campaign. By aligning herself with the “brat” culture, Harris has tapped into a movement that values self-acceptance and imperfection, qualities that resonate with the under-30 demographic. As the race progresses, it will be interesting to witness how the strategy evolves and whether it can translate into tangible electoral success.
.
The focus on younger voters aligns with a larger trend in the political landscape where candidates are increasingly leaning on social media platforms and pop culture references to galvanize support. Harris’ approach appears to be twofold: leveraging the relatability and rebellious spirit of the “brat” aesthetic while also ensuring that her policies address the core concerns of Gen Z voters. Selina Meyer, a political analyst at the Pew Research Center, notes, “It’s a calculated risk that seems to be paying off. Gen Z voters are known for valuing authenticity and are more likely to engage with a candidate who appears genuine, even if unpolished.”
Moreover, the “coconut tree” meme demonstrates the campaign’s ability to create and sustain viral content that resonates with a young audience. The term “coconut tree” is flexible enough to be used in a variety of contexts, making it a versatile tool for meme generation. Having such a memorable and quirky phrase allows the campaign to maintain a constant presence in the digital sphere, where engagement can often be fleeting.
Harris’ digital team has also been instrumental in ensuring the campaign’s messages and memes maintain their relevance. Their strategy involves not only creating original content but also actively engaging with popular trends and contributing to ongoing online conversations. By doing so, they keep the campaign fresh and continuously at the forefront of voters’ social media feeds.
However, it remains to be seen if this wave of digital support will translate into electoral success. While social media trends are influential, the ultimate test will be whether these digital efforts can mobilize young voters to turn out on Election Day. The coming months will be crucial as Harris will need to balance her digital charm offensive with concrete policy proposals that address issues like climate change, student debt, and job creation—concerns that are particularly salient to young voters.
As the race for the Democratic nomination heats up, all eyes will be on Kamala Harris to see if she can convert her meme-driven popularity into a meaningful advantage at the polls. For now, however, it’s clear that Harris has managed to break through the digital noise, engaging a demographic that has historically been difficult to reach. By embracing both the rebellious “brat” attitude and the playful “coconut tree” meme, Harris has positioned herself as a political figure who is not only aware of the cultural zeitgeist but is actively shaping it.
