You can Still Dunk in the Dark

Pop culture is based on the culture of the people, such as ideas, perspectives, attitudes, images, and any other phenomena that are in the "mainstream" of any given culture. Sometimes pop culture is well known and other times its is limited to small groups, localities, and even individuals (Browne, P. & Browne, R., 2005. pg. xi). Western culture is among the more well known pop cultures because the western culture is heavily influenced by mass media. People use pop culture to find consensual acceptance throughout the mainstream from having the hottest item on the market to talking about popular current events.
Pop cultures relevance to business is extremely important because it is the main stage for almost all business's.  Other than current events, business's basically create pop culture through marketing and advertising, they control and set trends. Business's also take advantage of pop culture through current events as well, a good example is this past years Super Bowl. During the Super Bowl there was a power outage and the popular cookie company Oreo used this event to promote their product. The following image is the ad Oreo tweeted shortly after the power outage.

During the time the "live" ad was posted it was timely and somewhat relevant to America's most watched show the Super Bowl. 

References 

Browne, P. & Browne, R.B.  (2005). Profiles of popular culture. Madison, WI.

  **Picture from Google pictures