From World Environment Day to National Pizza Day – there are awareness days for everything and every industry. They can prove to be powerful tools for engagement and storytelling, but can also backfire when used superficially.
So, when should you hop on an awareness day and trend? And when should you back off? We explore in this blog!
Relevance and resonance
Awareness days can offer a great way to connect with consumers and brands on topics and values that are important to your brand. For example, a construction company or contractor making progress towards equality in the workplace might have a meaningful message to share on “Women in Construction Day”
Or for instance, October sees “National Pet Obesity Awareness Day”. For most companies, this would be an odd thing to post about – but it could be a useful prompt for a veterinary surgery to remind their customers of the importance of pet nutrition.
At RED, we highlight ‘Yorkshire Day’ every year. As a team, we are proud to live and work in the area. A large proportion of our social media followers also live in Yorkshire.
This year, we centred the conversation around food in Yorkshire and where we would recommend to friends and clients. Particularly appropriate since several of RED’s international clients have visited the county in 2025 and reached out for recommendations – and a catch up, of course!
Authenticity is vital
However, hopping on trends that don’t align with your brand can come across as inauthentic and opportunistic.
Your audience can also spot this and view posts as ‘filler’ which can damage your reputation and result in customers unfollowing and therefore not viewing any future content.
Thankfully, there are easy ways of spotting an awareness day that isn’t right for your social media audience. Firstly, if you have to spend a lot of time considering what to post that would tie your brand in with that specific day – it’s probably not the right trend for you. Equally, if it clearly stands out from your other content, then it’s best to give it a miss.
Do your research
If you are planning on highlighting a specific day, it’s important to research it first and be certain that your brand can prove any claims.
For example, the internet is saturated with “International Women’s Day” and “World Environment Day” posts every year. So take a step back and ensure your brand is genuinely actioning policies to ensure gender diversity and making positive environmental changes all year round. If not, these could open your brand to criticism and highlight shortcomings.
Should I use an awareness day calendar?
When used thoughtfully, awareness days can be a valuable part of your marketing strategy. It can help your brand show personality, highlight purpose, and engage with audiences in a genuine way. The key is to choose days that truly resonate with your brand’s values and your audience’s interests, rather than posting for the sake of visibility.
By being selective, doing your research, and adding something meaningful to the conversation, you can turn awareness days from calendar fillers into impactful opportunities.