Chasing Trends - the Do’s, the Don’ts, the Pitfalls, and the Benefits
- Published: 28/01/2025
- 24 minutes read
Chasing Trends - the Do’s, the Don’ts, the Pitfalls, and the Benefits
- Published: 28/01/2025
- 24 minutes read
Chasing trends can be challenging; they often emerge in the weirdest and most unexpected ways. Trends come from culture but can originate anywhere: viral memes, activism, political movements, you name it – and they often catch businesses off-guard. Those businesses that actively follow trends can stay relevant. But many companies do it wrong; they try to chase every trend, diluting their brand’s voice and confusing their audience.
To make matters worse, it’s not just about chasing trends – it’s about aligning your brand with them in a way that makes sense. Enter “Fastvertising.” Fastvertising is the art of responding to current events and trends in real time as they develop. But even then, not every trend is a good fit. And what kind of response does Fastvertising include? That’s the neat part – any! That is, any communication you do via your brand can be an instance of Fastvertising. However, combining the trends with the brand is now an issue for many multi-million brands, from Gucci and Zara to Pepsi, Gilette, and IHOP.
So, what’s the solution? The first step – the hardest one – is to say no to most instead of saying yes. The key is to choose trends that resonate with your brand’s values and messaging. This is a crucial strategy that successful brands use, and here’s how you can, too. The second step? Read further to find out!
What is trend chasing?
When a cultural phenomenon emerges, it gathers people from different backgrounds. The phenomenon carries behavior patterns, attitudes, values, language, and world views that many people potentially share. When they take shape, cultural phenomena become trends. Trend chasing is what companies and individuals do to become a part of that trend. When a cultural trend becomes marketable, it becomes a marketing trend. Where people’s attention goes, marketing trends follow.
Pressure is the problem when chasing trends
The pressure to follow trends has never been higher. With the speed of social media, what’s viral today might be old news by tomorrow. Businesses often fall into the trap of jumping onto every trend, desperately bidding for relevance. However, this approach can lead to:
- Inconsistent brand messaging
- Loss of brand identity
- Negative backlash when a trend misaligns with core cultural values
- Exhausted marketing teams who chase fleeting trends without a clear strategy
Most businesses don’t realize that not every trend is worth following. Some may even be damaging if not approached with caution and foresight. So, how do you keep your brand relevant without sacrificing its integrity? That is a complex task, but it is manageable if you know your brand values and how your audience perceives them.
Too Many Flops
Think about the last time you saw a brand flop because they jumped onto a trend without thinking it through. Maybe it was an awkward attempt to seem “woke” or a rushed meme that fell flat. It’s common for brands to misstep when they don’t consider the long-term impact of their actions. These missteps aren’t just embarrassing; they can damage your credibility and customer trust.
Our article on Fastvertising already covered Pepsi’s infamous ad that tried to incorporate social justice movements. It attempted to align with a cultural trend but backfired due to its tone-deaf approach, involving a celebrity with little connection with the social issue. This case underscores the importance of understanding your audience’s perception when following trends. Following trends without considering the bigger picture or your audience’s perception can lead to backlash, and that’s something no brand can afford.
Here, you will learn more about nine other infamous flops by big brands.
Dolce & Gabbana – “Chopsticks” Ad (2018)
Country: Italy
Trend: Cultural diversity and inclusivity.
What They Did: Dolce & Gabbana (D&G) launched a series of ads in China showing a Chinese woman struggling to eat Italian food like pizza and cannoli with chopsticks. The campaign was intended to highlight cultural diversity but was perceived as highly offensive and patronizing to Chinese culture.
Why It Flopped: The ads were seen as tone-deaf, reinforcing negative stereotypes about Asian culture. There was widespread outrage, especially on Chinese social media platforms, accusing the brand of racism.
Impact: The backlash was severe, with Chinese celebrities pulling out of events, buyers boycotting D&G stores, and major e-commerce platforms dropping the brand. The fallout cost the company millions in lost sales and tarnished its reputation globally, especially in the vital Chinese market.
Backlash:
Zara – “Love Your Curves” Campaign (2017)
Country: Spain
Trend: Body positivity and diversity.
What They Did: Zara launched a campaign with the slogan “Love Your Curves ” to align with the body positivity trend. However, the campaign’s models were thin and did not reflect the body shape diversity that the slogan was trying to celebrate.
Why It Flopped: The campaign was seen as disingenuous and out of touch with the body positivity movement. Critics pointed out the irony of featuring slim models in a campaign supposedly celebrating curves, calling it an attempt to jump on the trend without actually embracing its message.
Impact: The backlash forced Zara to pull the campaign and issue an apology. This is a classic example of a brand superficially engaging with a trend without understanding or respecting its audience’s values.
Backlash:
Balenciaga x Crocs Collaboration (2017)
Country: France/Spain
Trend: Ugly fashion and normcore.
What They Did: Balenciaga partnered with Crocs and released platform Crocs shoes as part of its Spring/Summer 2018 collection. The aim was to capitalize on the rising “ugly fashion” trend, in which deliberately unflattering and unconventional clothing was gaining popularity.
Why It Flopped: While some fashion insiders saw the move as bold and avant-garde, the general public widely mocked the collaboration. The high price tag (over $800) for what many viewed as ugly shoes made it seem like a gimmick, out of touch with both fashion and consumer sensibilities.
Impact: While the Crocs collaboration generated headlines, much of the attention was negative. It did little to enhance Balenciaga’s brand and left many consumers confused about the direction of its offerings. Ironically, Crocs did see some renewed interest in its shoes, though more for novelty than serious fashion appeal.
Backlash:
IHOP – IHOb Rebranding (2018)
Trend: Viral marketing stunts.
What They Did: To promote its new burger menu, IHOP (International House of Pancakes) temporarily rebranded itself as IHOb (International House of Burgers). The announcement was teased on social media, generating significant buzz.
Why It Flopped: While the campaign received considerable attention, most was negative or mocking. Fans of IHOP were confused and annoyed by the drastic shift, and it didn’t help that the whole rebrand was a temporary gimmick. People felt deceived, and the stunt did little to improve IHOP’s reputation in the long term.
Impact: Although the campaign was widely talked about, the increase in burger sales was minimal, and IHOP quickly reverted to its original brand name. The takeaway was that viral trends alone aren’t enough if they confuse or alienate your core audience.
Backlash:
Adidas “Boston Marathon” Email (2022)
Trend: Post-event marketing.
What They Did: After the 2022 Boston Marathon, Adidas emailed participants with the subject line, “Congrats, you survived the Boston Marathon!”
Why It Flopped: The wording was seen as insensitive, given the tragic bombing at the 2013 Boston Marathon. Survivors of the attack and others were outraged by the tone-deaf email, considering the trauma associated with the event.
Impact: Adidas quickly apologized for the email, but the incident highlighted the importance of cultural and contextual sensitivity in marketing, particularly around emotionally charged events.
Backlash:
Porsche’s 60th Anniversary Video (2023)
Trend: Celebratory brand heritage marketing.
What They Did: Porsche released a video to celebrate the 60th anniversary of its 911 model. However, the brand edited out a statue of Christo Rei, a monument overlooking Lisbon.
Why It Flopped: Many saw the removal of the iconic statue as disrespectful and unnecessary, especially in Portugal, where the landmark symbolizes the country’s identity. Porsche later explained that it was not intentional, but the damage had already been done.
Impact: The brand faced a social media backlash, especially from Portuguese audiences, forcing Porsche to reissue the video with the Christ the King statue restored and an official apology.
Backlash:
HBO Max’s “Integration Day” Email (2021)
Country: Worldwide
Trend: Transparency and fun corporate communication.
What They Did: HBO Max accidentally sent a blank test email with the subject line “Integration Test Email #1” to a large number of its subscribers. Later, they explained that an intern had made a mistake and turned it into a playful public apology.
Why It Flopped: While the brand’s initial response – acknowledging the intern’s mistake – was lighthearted, many found it unprofessional, especially considering the potential for privacy and security concerns related to such errors. Some people, even those who unsubscribed or had never been in the system, still received the email, which showed how HBO kept them in the database.
Impact: Though not a major crisis, the incident became a widely discussed blunder and reinforced the importance of technical diligence when handling customer communication, especially in the tech and entertainment industry.
Backlash:
Kylie Swim (2021)
Country: Worldwide
Trend: Direct-to-consumer (DTC) celebrity brands.
What They Did: Kylie Jenner launched her swimwear brand, Kylie Swim, as part of her growing beauty and fashion empire. The brand capitalized on the growing DTC trend, where celebrities bypass traditional retail to sell products directly to their fans.
Why It Flopped: When customers received the products, they complained about poor quality, including cheap materials, uneven stitching, and see-through fabric. Influencers and customers took to social media to show the faulty products, which were deemed unwearable.
Impact: The widespread negative reviews hurt the brand’s launch, causing significant reputational damage. It showed that even with a massive following, poor-quality products can result in an immediate failure.
Backlash:
Balenciaga’s Controversial Ad Campaign (2022)
Country: Worldwide
Trend: Balenciaga released a holiday ad campaign that featured children holding teddy bears dressed in BDSM-style harnesses, which drew immediate controversy. Another image showed court documents relating to a Supreme Court case about child pornography in the background.
Why It Flopped: The campaign was seen as inappropriate and disturbing, leading to widespread condemnation for seemingly sexualizing children. Many consumers accused the brand of crossing the line of decency in an attempt to be provocative.
Impact: Balenciaga faced massive backlash on social media, with many calling for brand boycotts. The company quickly halted the campaign and issued several apologies, but the damage to its reputation lingered.
Backlash:
Meta (Facebook) Horizon Worlds Ad (2022)
Country: Worldwide
Trend: Metaverse and virtual reality.
What They Did: Meta (formerly Facebook) launched Horizon Worlds, its VR social platform, heavily promoting the Metaverse concept as the future of digital interaction. Mark Zuckerberg posted a widely mocked selfie of his virtual avatar to celebrate the launch.
Why It Flopped: The graphics were widely criticized for needing to be updated and more impressive compared to the ambitious vision Meta had been selling. The public found the Metaverse concept hard to grasp and disinterested in embracing the platform.
Impact: Horizon Worlds received a lukewarm reception, and user growth was far below expectations. Despite Meta’s enormous investment in the Metaverse, the public response clarified that the company was pushing a trend that wasn’t ready for prime time.
Backlash:
Why these companies flopped
Cultural appropriation. Tone-deaf approach. The vision sold drastically different from reality. Many companies released unfitting products to ride the emerging trend. It is clear: aligning your brand with trends requires careful consideration. There are many pitfalls, and the brands we mention here show it.
Social Sensitivity:
Misjudging the tone of sensitive issues (e.g., Balenciaga, Adidas) can cause a swift backlash.
Overhyping Technology:
Pushing trends like the metaverse (Meta) before the public is ready can result in disinterest or ridicule.
Product Quality:
Even celebrity-backed brands (e.g., Kylie Swim) must prioritize quality or risk quick rejection.
When brands get the trend right
But when done right, jumping on trends can result in highly effective, culturally relevant campaigns that strengthen your brand and resonate deeply with your audience. Here are some brands that had a positive trend-chasing outcome.
Coca-Cola and GenAI – Create Real Magic
Coca-Cola embraced generative AI to create an innovative marketing campaign. One key initiative was the “Real Magic” platform, which allowed users to generate original artwork using Coca-Cola’s branded assets through GPT-4 and DALL-E. Coca-Cola also invited fans to participate in the “Create Real Magic” contest, where artists could submit AI-generated designs to be featured on iconic billboards in New York’s Times Square and London’s Piccadilly Circus.
Why It Worked: At first, Coca-Cola capitalized on the AI-driven creativity trend to enhance consumer interaction and brand storytelling. By allowing users to create personalized content using AI tools, Coca-Cola turned passive consumers into active co-creators. AI added a futuristic, innovative edge to the brand while maintaining familiarity through iconic brand assets like the Coke bottle and logo. Coca-Cola’s approach fostered a sense of community involvement, as consumers participated in creating art for global displays, making the brand feel more personal and inclusive.
Impact: The campaign helped Coca-Cola connect with younger, tech-savvy audiences drawn to AI innovation. The contests and AI-powered platforms generated substantial user engagement, leading to millions of social media impressions and user-generated content. Coca-Cola reinforced its image as a forward-thinking brand while amplifying its global presence through AI-powered billboards, AR experiences, and collectible digital art. This initiative drove brand loyalty and positioned Coca-Cola as a pioneer in integrating advanced technologies into marketing.
However, this initiative fell apart with Coca-Cola’s 2025 Christmas ad, as the visuals were sub-par and fell flat.
IKEA – Sustainability
IKEA aligned itself with the sustainability trend by focusing on eco-friendly furniture, sustainable sourcing, and circular economy initiatives. Their collaboration with Space10 to create sustainable living solutions resonated with environmentally-conscious consumers. They also launched the Buy-Back initiative, allowing customers to return used IKEA furniture in exchange for store credit, promoting reuse.
Why it worked: This initiative capitalized on the growing global trend of consumers becoming more eco-conscious and expecting companies to address their needs. IKEA’s integration of circular economy principles into its business model proved timely and practical.
Impact: It reinforced IKEA’s reputation as a forward-thinking, environmentally responsible brand, increasing customer loyalty and driving sales by showing that IKEA cares about both affordability and the planet.
Fenty Beauty
Fenty Beauty was groundbreaking when it launched in 2017 with 40 shades of foundation, which expanded to 50 later. The brand capitalized on the trend of inclusivity, offering products for a wide range of previously underrepresented skin tones.
Why it worked: Fenty Beauty tapped into the growing demand for diversity in beauty products. Rihanna’s celebrity status and strong personal brand, combined with the inclusivity of the products, created a wave of consumer excitement.
Impact: The “Fenty Effect” led to significant changes in the beauty industry, pushing competitors to expand their shade ranges and focus more on diversity. Fenty Beauty saw a meteoric rise in popularity, doubling its revenue in 2022.
Milk Bar – Local Bakery on TikTok
Small bakeries have gained millions of views by jumping on trending TikTok challenges, but with their own flavor. Rather than copying viral dances, they’ve used the platform to show behind-the-scenes work videos or create trend-inspired pastries. One of them is MilkBar, a popular bakery founded by Christina Tosi. Christina leveraged TikTok to share behind-the-scenes footage of its unique creations, such as its famous “Crack Pie” (now renamed Milk Bar Pie) and birthday cakes. During the pandemic, it jumped on trending TikTok challenges and created viral content showing fun, engaging, and playful baking processes. These videos were short but informative and entertaining and quickly gathered a large following.
The bakery’s authentic engagement and creativity attracted millions of views and orders, the most famous one being making a birthday cake for Taylor Swift. And, Christina’s story was recently covered by Fortune.
Why It Worked: People were keen to see what operating a bakery behind the scenes looks like. The owner also allowed their personality to shine through the videos, providing a more personal feeling to the viewers.
Impact: They increased their brand reach among younger audiences, boosting online sales and enhancing engagement during the pandemic.
LEGO’s Embrace of Adult Fans (2020-2023)
LEGO launched its “Adults Welcome” campaign, which promoted LEGO sets as a creative outlet and stress-relief tool for adults. The brand introduced more complex sets designed specifically for adults, such as the LEGO Creator Expert range, featuring iconic buildings, vehicles, and botanical collections. The company marketed these sets as a form of mindfulness and relaxation.
Why It Worked: As adults looked for stress-relieving activities, especially during the COVID-19 pandemic, LEGO effectively positioned itself as more than just a toy brand for kids. The focus on creativity, relaxation, and nostalgia resonated with Millennials and Gen Z, who grew up with LEGO.
Impact: LEGO saw a substantial increase in sales among adult consumers, and its sets became a popular form of adult play. The company strengthened its appeal across multiple generations while also broadening its product lines.
Ocean Spray & Nathan Apodaca’s Cranberry Juice Skateboard Video (USA, 2020)
Nathan Apodaca posted a TikTok of himself skateboarding down a highway, sipping Ocean Spray cranberry juice, and lip-syncing to Fleetwood Mac’s “Dreams.” The video went viral, with millions of views in just days. Nathan got coverage on several major media outlets, further increasing the video’s reach. He managed to monetize the video’s virality by getting a part in a TV series and making a music video with Snoop Dogg.
However, the company whose cranberry juice Nathan was seen drinking in the video also benefited from the video’s virality. Ocean Spray became a household brand seemingly overnight, and people bought their juice in large quantities, completely emptying the shelves.
Why It Worked: The video’s combination of nostalgia (Fleetwood Mac), simplicity (just a man on a skateboard), and relaxed, feel-good vibe captured people’s attention during the height of the pandemic. Ocean Spray capitalized on the trend by embracing the video and gifting Nathan a new truck filled with cranberry juice.
Impact: The viral moment caused a massive surge in Ocean Spray sales, particularly cranberry juice, and revived interest in Fleetwood Mac’s music. Ocean Spray’s quick response helped reinforce the brand’s relevance with younger audiences, making the video one of the most iconic viral moments of 2020.
Tokyo Treats (Japan, 2021)
Tokyo Treat, a subscription box service that delivers Japanese snacks and candies, capitalized on the unboxing trend on YouTube and TikTok. Customers would film themselves unboxing their Tokyo Treats and react to the unique and quirky snacks.
Why It Worked: The subscription box trend, combined with the visual appeal of brightly colored and unique Japanese snacks, made for entertaining unboxing videos. The brand encouraged influencers and customers to post their reactions on social media, further fueling the viral nature of its product.
Impact: Tokyo Treat became a popular subscription service worldwide, with thousands of unboxing videos on social media, driving more sign-ups and increasing global brand recognition.
Don’t Transform - align
So, how do the most prominent brands stay on top of trends without compromising their identity? That’s somewhat easy since they have teams who focus on trends. It starts with active trend listening, a systematic approach that ensures you know what’s happening in your industry, pop culture, and broader societal movements.
How Big Brands Follow and Listen to Trends:
Constant Monitoring
To stay ahead, big brands use social listening tools, monitor hashtags, track influencers, and follow cultural shifts. Platforms like Twitter, TikTok, Reddit, and even niche forums often signal the early emergence of a trend.
Data-Driven Insights
These brands also use data analytics to understand which trends are gaining traction and which are fading. It’s not just about identifying what’s popular now but also about predicting what will be popular tomorrow.
Cultural Alignment
Successful brands don’t just follow any trend. They ask, “Does this trend align with our brand’s values and message?” If the answer is no, they move on and find a different trend that resonates with their values.
Creative Application
Once a brand commits to a trend, it puts its unique spin on it. This keeps the brand’s identity intact while participating in the larger conversation. It’s never about the company – it’s about adding value.
However, small businesses have a secret advantage over big ones: cultural involvement. International companies must follow many trends simultaneously, while small ones just need to listen to the people they interact with daily. Big businesses are from the outside looking in, while small businesses are already within the culture, and that’s what gives them the edge. Here is how to use that edge.
Formula/Workflow of Trend Listening:
- Define your Audience: Get to know the people who interact with your brand and understand their cultural background. The audience is much more than demographics; it’s a collection of people with similar interests, who are exposed to similar media, or who hold similar world views. Treating the audience as a homogenous mass is a surefire way to alienate them.
- Discover: Stay active on platforms where trends emerge: TikTok, Instagram, Reddit, and Twitter. Use tools like Google Trends, Sprout Social, or BuzzSumo to analyze real-time trending topics. Pay attention to trends specific to your niche. For example, fashion and lifestyle brands might monitor sustainability trends, food brands might look into organic or nutritious growing, and service industries might fit into educating their audience.
- Listen: Listen to the conversations in your community among the people who are your core audience. Discover what makes them tick, what values they hold dear, and what reactions they may have when they see how your brand communicates.
- Analyze: Does this trend align with your brand’s core values? Will your target audience appreciate your involvement in this conversation? Figure out where their attention goes regarding trends and how they react.
- Strategize: Determine the best way to engage with the trend. Do you want to create content around it, launch a product feature, or make a statement? Focus groups, ad pre-testing, and general market research with in-depth questions can also help you strategize your moves.
- Act Fast: Timing is everything in Fastvertising. Your response should be timely but thoughtful, ensuring you don’t appear opportunistic. If you align your brand with a trend, ensure your message is understood correctly.
- Evaluate: After engaging with the trend, assess the impact. Did it generate engagement? Was your brand’s involvement positively received? What can you learn for next time? Trends capture cultural movements and societal sentiments, so being careful about what you align with is paramount for seeing the success of your efforts.
When you align your brand with the right trends, it becomes more than just a marketing opportunity – it transforms how your audience perceives you. Your brand becomes culturally relevant, entering the conversations they care about and connecting more deeply to your audience. This can:
- Drive massive engagement and attention
- Position your brand as a thought leader in your industry
- Strengthen your emotional connection with your audience
By staying selective, you avoid trend-chasing pitfalls and reinforce your brand’s unique value.
Read the room
Now that you understand the importance of trend alignment, the opportunity is clear. Brands that leverage trends effectively without losing their identity see a lot of success. For small businesses, following trends isn’t about having the biggest marketing budget—it’s about being innovative and agile, providing insight, entertainment, and value to people who give them attention. Today, attention is the online currency – keeping it, well, that’s the trick. But, some businesses around the world did it well.
Here are points to consider when you want to jump on a cultural or marketing trend.
- Authenticity over Hype: Your brand must align authentically with the trend. Consider tone, values, and the audience’s needs. People’s perceptions of the trend and your brand need to be in accord. Anything inauthentic will stand out and potentially backfire.
- Speed and Agility: Small businesses have an agility advantage over large corporations. They can react faster without the layers of approval. But speed doesn’t mean sacrificing quality. Ensure you understand the trend thoroughly before jumping in.
- Value: A trend’s value is in its entertainment and cultural alignment. Since trends usually come from culture, your brand should give some kind of value to the trend. In return, you bring attention to your brand by aligning with the trend. That’s why you need to choose wisely which trends you jump on.
- Choice: Trends can make or break brands. That’s why you need to know who and what stands behind the trend and how your brand will be perceived. As mentioned above, thorough research, focus groups, and surveys can help with this decision.
- Audience: Be mindful of your audience. Not everybody likes social media trends; some even react negatively when a brand aligns with one. So, you have to know your customers’ preferences to understand whether it’s worth following a trend.
- Uniqueness: Brands that tend to stand out in a trend are those that put a creative twist on what they do. Simply copying a trend won’t always work. Instead, innovate within the trend to stand out.
- Sustained Engagement: Trends often move fast, but consistency helps build brand awareness over time. Don’t just ride a trend once; engage continuously with your audience on the platforms they use most. Trends are often cyclical, and being ready for the next wave keeps your brand at the top of your audience’s mind.
- Timing: Jumping on a trend too late can make your brand look out of touch. Once a trend peaks, people are already moving on to the next big thing. It’s important to act while the trend is still hot.
- Over-saturation: Jumping on too many trends at the same time can confuse your brand’s message. Stick to trends that align with your overall goals and values, and execute them well rather than spreading yourself too thin.
- Stay Clear of Polarizing Topics: Avoid politically or socially controversial trends unless your brand is known for taking bold, value-driven stands. Trends that divide people may alienate part of your audience.
What Should You Do Next?
At this point, you know what to do: stop chasing every trend and start aligning with those that matter to your brand. Start simple by observing what your audience sees and where their attention goes. Try to see their point of view. Listen in on the conversations, evaluate the sentiment, and determine where and how your brand fits into the conversation. It is better to have one fully thought-out campaign than several half-baked ones. Very often, the quality shines through. It only takes one trend hopping for your brand to become an everyday conversation topic. Capitalizing on the attention – that is, addressing the expectations – that’s another thing.
Further reading:
Alina Wheeler, Rob Myerson – Designing Brand Identity (2024)
Donald Miller – Building a StoryBrand (2017)
Adele Revella, Jim Kraus – Buyer Persona (2024)
Anthony Tasgal – The Consumer Behavior Book (2024)