To trend, or not to trend?

Today, brands often face a tough decision: should they ride the wave of the latest pop culture trends, even when those trends may clash with their own identity or long-term business goals?

Over the past few months, the cultural phenomenon that is 'Brat summer' has filled our feeds with bold, slime green aesthetics and Arial font, inspired by Charli XCX's album that celebrates embracing chaos and imperfection. As soon as Brat summer was officially declared over, a new trend took over in its place: Demure Fall. Emphasising being ‘mindful’ and ‘cutesy’, marketing a big shift from the messy energy of its predecessor.

For brands, the arrival of Demure Fall—and the rise and fall of any trend, really—begs the question: is it worth jumping on the trend bandwagon to remain relevant, or is it better to stick to core values? The pressure to stay visible can force brands into a tricky balancing act.

While engaging with trends can be a way to showcase cultural awareness, it also risks diluting a brand's long-term identity. Industry experts weigh in on navigating this fine line.

What is trendjacking?

Trendjacking involves leveraging popular social or cultural trends to boost visibility and engagement. It's been around for a while; the only difference is that today, trends come and go in the blink of an eye, usually sparked by viral moments on platforms like TikTok. Brands that successfully capitalise on them can benefit from more attention.

But the benefits go beyond mere visibility. Done well, trendjacking can improve brand perception and generate traffic. As Gareth Hoyle, Managing Director of Coveragely, explains: "When done right, you can improve your brand's image, increase followers, and drive traffic."

That said, there are risks. Jumping on every trend without consideration can do more harm than good: "Brands need to be careful about jumping on trends that are irrelevant or have the potential to be controversial. Not only can it confuse a brand's target market and existing customer base, but it could damage reputation and trust, which could negatively impact sales," warns Hoyle.

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When trendjacking does more harm than good

Like Hoyle says, trendjacking carries risks, and one of the biggest dangers is misalignment with core brand values.

Megan Boyle, Head of PR at TAL Agency, warns that jumping on trends that don't fit a brand's principles can alienate loyal customers: "If a trend is completely off the mark when it comes to your core principles, it can do more harm than good."

Boyle emphasises that loyal customers choose brands that align with their personal beliefs, and a sudden shift can feel more like a betrayal: "Ultimately, jumping on trends may be fun, but brands should carefully consider whether it's worth a potential risk to their long-term growth and customer base," she says.

Another issue is backlash, especially when brands capitalise on sensitive or controversial trends. Pepsi's infamous 2017 ad that co-opted social justice movements, particularly Black Lives Matter, is a prime example. Dr Anastasiya Saraeva highlights this case as a dramatic failure in trendjacking, showing how brands can face severe backlash when they oversimplify cultural issues: "The public saw Pepsi's mission 'to create more smiles with every sip and every bite' as an attempt to oversimplify complex social issues to sell a product. After accusations of commodifying activism, Pepsi pulled the ad and apologised, saying they had 'missed the mark'."

The key to avoiding pitfalls like this is authenticity. Paul Greenwood, Global Head of Research and Insight at We Are Social, stresses that brands cannot—and should not—react to every trending moment: "What's important is knowing when to show up and how to show up. Brands need parameters—strategic roadmaps and frameworks to shape the role of your brand in culture—and the apparatus to activate—the ability to spot relevant culturally-led insights and react in a timely manner." Without these frameworks, there's a risk of confusing customers or diluting brand identity.

Authenticity drives success

Despite the risks, trendjacking can absolutely be beneficial when done well. Emma Thompson, Head of Agency at Golley Slater explains: "The key benefit for brands to ride a trend is when that trend already resonates with their brand beliefs and values." If it feels natural and authentic, it can lead to increased engagement and brand visibility. However, when a brand looks “'odd' or out of place being part of the trendjacking, then it's likely because it's not a believable fit."

A good example of trendjacking done right is Airbnb's participation in the Barbie movie trend. Saraeva notes that Airbnb's Barbie Dreamhouse listing became its most popular offering ever because it aligned with the brand's playful, experiential identity.

Similarly, Puma's collaboration with Manchester City during the Oasis Comeback is another great use of trendjacking. Mike Khouri, CEO at Tactical, points out that the collaboration "felt authentic and relevant", as both Puma and Manchester City share strong cultural ties to Manchester's music and football scenes.

Brands like Spotify also demonstrate how to leverage trends while staying true to their core identity. As Khouri explains, Spotify excels at this "by being clear about who they are and showing up in ways that add value - whether that's entertainment or a unique perspective."

Staying true to your brand

For brands to successfully trend jack without losing their identity, authenticity is essential. Lucy Carroll, Regional Operations Director at Incubeta, emphasises that brands should ask themselves key questions before engaging with a trend: "Does this reflect my brand identity and resonate with my audience? Will it evoke a positive response? How does this trend contribute to my overall business goals?" By addressing these questions, brands can ensure their participation feels natural rather than forced.

Authentic engagement also means maintaining a consistent brand voice. Joanna Gordon-Yorke, Strategist at Cubaka, advises that if a trend is only loosely related to your offering or target audience, it's best avoided: "If the trend is transient and is only loosely related to your offering and target audience, it's worth avoiding, because even if you were to jump on it and gather the reach or vitality you desire, you may end up cheapening your brand message and struggle to form a strong brand community," she explains. Instead, focus on trends that align with a "human truth" related to your product, allowing for a stronger connection with the audience.

Tom Sneddon, Managing Partner at Supernova, highlights the importance of having clear brand guidelines and a streamlined approval process so brands can react swiftly without compromising their identity: "Establish clear brand guidelines—define what your team can and can't do when it comes to jumping on trends. This ensures consistency and alignment with your brand identity," Sneddon explains. Acting quickly is important, but ensuring that the trend fits with the brand's core values is even more critical to avoid coming across as inauthentic.

Finally, Karen Correia da Silva, Senior Strategy Director at Iris, says that simply jumping on a trend to promote a product may backfire if the brand isn't adding value: "Viral trends remix and evolve through meme humour, and brands can sharpen their identity by joining in with a unique voice. This allows them to express the more intangible aspects of their brand, curating a 'vibe' or mood online. Consumers now experience brands through this lens, making it a critical part of the future of branding."

Final thoughts

Trendjacking can be an excellent way of boosting visibility and engagement, but it's not without risks. Trends should be approached thoughtfully—balancing acting quickly with aligning to core values.

At the end of the day, though, it's important to remember that trend culture really isn't that deep. Being "very demure, very mindful" with your next TikTok could make you go viral, or it might cause your audience to cringe. The good news? Unless you seriously miss the mark, a minor slip will likely be quickly overshadowed by the constant churn of new content.

So, while strategy is crucial, it's also important not to overthink every decision. Focus on telling your brand's story, build genuine connections, and have fun using trends to enhance your brand's identity rather than define it.

Interested in learning more about how to manage your brand effectively? CIM’s Managing The Brand training course will take you on an engaging journey through best practice and provide you with a comprehensive understanding on how to define and apply the brand’s equity and identity, together with robust brand, product and customer insight giving you real competitive edge.

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