The 'It's Cool When They Do It' meme stems from a lyric by rapper Future in the 2020 hit song 'Life Is Good' featuring Drake. In the lyrics, Future laments the hypocrisy of others being allowed to do certain things while he is criticized for the same actions. The meme gained traction on Twitter and Instagram as a relatable way to describe double standards in relationships, workplace dynamics, or social media trends. Typically featuring a still of Future in the recording studio, users customize the text to highlight specific situations where rules seem to apply differently to different people. It has since become a staple reaction image for calling out blatant inconsistency and unfair treatment.