It’s not a new concept that memes dominate the digital space. The only difference now compared to say, 10 years ago, is their cultural significance. Back then, internet culture was for the few, not the many. It was one of the things that separated you from the generation of your parents, as well as something that helped segment sub-cultures; you and your friends might latch on to some skit that no-one else around you were aware of.
Now, that online consciousness is far more diluted; trends spread faster, wider and non-discriminately. Something that would have fed your sense of humour for months is now out of vogue in a fraction of the time, before the joke has run its course.
In the midst of this ever-shifting online collective consciousness, it feels like brands are scrambling to grab attention, often losing sight of what makes them unique in the process. We’re living in a time where these micro-trends, once meant to spark creativity and engagement, now threaten to erode brand authenticity.
What’s the problem?
The problem is when brands rush to stay relevant, quickly jumping on every new meme, challenge, or hashtag that comes along. This constant trend-chasing raises an important question: Is your brand staying true to itself, or is it just trying to be popular?
When only a few brands join in on the joke, it can create a fun, dynamic space that reflects what’s happening in culture. But when everyone starts hopping on the same bandwagon, things shift. One too many brands doing the same thing leaves audiences seeing these efforts as forced and inauthentic. It’s like hearing the same joke over and over—it loses its charm and just becomes, well, stale.
The risk of trend fatigue
The impact of trend-chasing is not only a branding issue – it’s a business risk. People are growing tired of shallow, short-lived trend campaigns, and this fatigue is leading to disengagement. Brands seen as “clout-chasers” actually push people away, damaging not just their image but their long-term customer loyalty. What seems like a harmless trend jump can cause lasting damage to your brand’s reputation, ultimately affecting its bottom line.
Chasing fleeting trends may offer short-term visibility, but it risks eroding long-term brand value. Shifting to a strategy of sustainable relevance isn’t just necessary, it’s a real opportunity for growth. Authenticity, not just hype, is the foundation of a meaningful brand identity. Brands should focus on finding and sticking to their own voice, making sure their story is consistent with their core values instead of getting swept up in every digital trend. A well-thought-out, consistent identity helps build stronger, more lasting connections with your audience, as well as stakeholders (especially when they don’t see their company’s core values reflected in trend-chasing campaigns!)
Instead of trend-chasing, brand can adopt a strategic framework to evaluate whether a trend aligns with their identity and serves long-term goals:
- Does the trend reinforce your brand’s values, mission and story?
- Will this trend resonate with your core audience? Is it addressing their needs, or targeting a demographic that falls outside your usual customer base?
- Will participating in the trend contribute to sustainable engagement? Or is it just for that short-term spike of attention?
Finding the balance
Staying true to your core values is essential for keeping your brand authentic. In this ever-changing digital landscape, it’s more important than ever to know who you are as a brand and stay committed to that, rather than chasing after the latest trends just for a moment in the spotlight.
That doesn’t mean brands should completely ignore micro-trends or skip out on the occasional hashtag. It’s about making thoughtful decisions—asking if these trends align with your brand’s identity and whether they’ll genuinely benefit your audience.
Brands like Duolingo have mastered this balance on TikTok. Known for its quirky mascot, the company jumps on trending sounds and challenges but does so in a way that’s completely aligned with its fun and playful brand voice. Their content is never forced and feels authentic, making their use of trends an extension of their already established persona rather than a one-off attempt to stay relevant.
To truly stand out, brands should leverage their unique attributes. Instead of reacting to every trend, consider creating your own movement that align with your brand identity. It’s all about finding that balance between staying relevant and remaining true to your mission.
By focusing on authenticity and building real, genuine connections, you’ll not only earn trust,
but also long-lasting loyalty. People want to connect with brands that know who they are and stick their values.
