Friday night, we had to explain the Six-Seven (6-7) trend to a friend and were pleasantly surprised to find a Google Easter Egg when searching for the origins of the trend. Great job, Google, you had us in stitches over dinner after we all thought our screens were tweaking. Six-Seven! (For exasperated parents or teachers looking for the correct response to 6-7, it’s Eight-Nine!)
That scenario last week not only made me feel like I had my finger on the pulse of today’s youth (hooray!), but it also reminded me of an important trend about the various touchpoints audiences need before brand recall. The long-held marketing principle started when television began to rule the media. In today’s saturated media environment, people now need 20 touchpoints or more, and, more importantly, one message is simply not enough.
This is where professionals in Communications and Public Relations add value and take on this challenge as a strategic opportunity for brands.
Public Relations has never been about one-off announcements. The 6–7 trend reinforces the importance of consistency, repetition and narrative across multiple channels. A press release might introduce a story, but it is the follow-up interview, social media commentary, thought leadership article, media mention, podcast appearance and stakeholder email that collectively shape perception. It is the same company and the brand is consistent with various key messages (not just ONE message). Each touchpoint adds credibility and context, gradually moving audiences from awareness to trust.
In Communications strategy, this trend also highlights the need for message alignment. If audiences encounter conflicting tones or narratives across those six or seven (or 20) interactions, trust erodes. Strong PR ensures that every touchpoint, whether earned, owned, shared, or paid, reinforces the same core message while adapting to the platform and audience.
The 6–7 trend also reflects changing audience behaviour. People are more sceptical, more distracted and more selective in today’s AI, fake bots and “fake news” era. It’s hard to know if what you are seeing is true. Effective communication requires patience and planning, not just creativity, to ensure that messages are seen on reputable sites and channels. For communicators and PR practitioners, success lies in designing campaigns that think long-term, nurture relationships, and respect the audience’s journey.
Ultimately, the 6–7 trend reminds us that trends go viral quickly, but true influence is built over time and strategic communication is the bridge that gets us there.