Have trends lost their meaning?

Trends once meant meaningful social change: an emerging and defining collective thought, behaviour, value, or attitude. They signified a shift in society and significant consumer change. But now, thanks to social media, the nature of culture and consumer desires is rapidly changing, rendering trends meaningless and nonsensical. The top trend for this summer? ‘Mermaid-core’!

TRENDS ARE RAPIDLY CHANGING

Trends move at a lightning-fast speed now. The number of published trends reported has tripled since 2016 in the UK and 64% of people feel the pace of culture accelerating.[1]  Trends on TikTok last less than 3 weeks and by the time they are on Instagram reels, they are already considered dead. TikTok has contributed to our culture of short attention spans and quick consumption. From the millions of videos on TikTok, users expect to see something new every day meaning that once they’ve seen a few videos with the same trend, they quickly disengage. Current trends are now looked upon as fast-fleeting fads with nearly 75% of people believing algorithms can make anything go viral nowadays.[2]

‘No one is sure exactly what a trend is anymore or if it’s just an unfounded observation gone viral. The distinction doesn’t seem to matter, since TikTok — and the consumer market — demands novelty.’

NICHE TRENDS AND ECHO CHAMBERS

Social media platforms have become powerful tools for amplifying and disseminating trends but their algorithms often lead to trends being reinforced by like-minded individuals. This means many trends go unnoticed by the wider population. NicheTok, for example, refers to a TikTok aesthetic and culture that consist of stylised compilations and nihilistic video clips making reference to multiple fandoms, subcultures and memes. In order to fully understand or appreciate the videos, one would need a niche literacy of TikTok trends and its algorithm. In a recent global study, 43% hadn’t heard of the ’top’ trends marketers are engaging with and even fewer participated[3].

CONFUSING A TREND WITH WHAT IS TRENDING

Brands joined the conversation on social media en masse, setting up accounts to participate in these discussions, with the hope of ‘winning’ culture (and sales!). We have seen many brands engage in popular trends such as the Wes Anderson trend and Barbie related content. But are they clinging onto what’s trending on social media, as opposed to following genuine consumer trends? Are brands confusing a trend with what is trending? A recent study found that 70% would rather brands service their needs by understanding what they care about vs. 30% who’d rather brands appear relevant by leaning into the latest trends[4]. As trends are beginning to be seen as nothing more than frivolous entertainment, brands may need to re-evaluate ‘keeping on top’ of the latest consumer trends.

References;
[1] https://www.contagious.com/news-and-views/trends-have-lost-all-meaning

[2] https://www.contagious.com/news-and-views/trends-have-lost-all-meaning

[3] “Modern Movements > Trends” Reddit & Attest, Jan 2023, n=1,500 (US, UK, FR & AUS)

[4] “Modern Movements > Trends” Reddit & Attest, Jan 2023, n=1,500 (US, UK, FR & AUS)