In a world where trends are fleeting, it’s no surprise that brands often feel the pressure to keep up. With social media constantly evolving, it’s easy to fall into the trap of trending-FOMO (Fear of missing out).

Only God and the chronically online know how fast life goes—and how much faster trends seem to fly by. So, should brands, especially those that have carefully built their presence, participate in these short-lived moments?

While it’s tempting to chase trends, there’s a delicate balance that needs to be maintained. Here’s why brands should take a more mindful, thoughtful approach when navigating the fast-paced world of trends.

A brand can be on-trend, but trends will never be brands

Your brand’s personality, voice, and core values should be set in stone. They define who you are, what you stand for, and how you connect with your audience. These elements are the foundation of your identity. But here’s the thing: how you express these traits can, and sometimes should, vary.

Being part of a popular trend can boost your reach and visibility in the moment, but it will only leave a lasting impression if it aligns with your general messaging. It’s essential to stay authentic while tapping into trends. If you shift too far from your values to chase a trend, your audience will notice, and that can undermine trust.

For example, if you’re a sustainability-focused brand, jumping on a fast-fashion trend without consideration of its environmental impact could seem disingenuous. The key is to ensure your participation in trends enhances your brand’s values, not diminishes them.

The Big Idea: Use trends as a strategic filter

In business decision-making, trends should be viewed as a filter—a way to assess whether an action is aligned with your company’s long-term goals and identity. Trends are fleeting by nature, but your brand’s mission and values are not.

Ask yourself: Does this trend fit into our story? Does it support our brand’s message?

When a brand’s core idea naturally fits into emerging trends, it creates a seamless synergy between the brand and the current cultural moment. We’re seeing more and more instances where a brand’s fundamental principles align perfectly with a trend, turning it into a strategic opportunity.

Take, for instance, brands like Dove, which have embraced trends around body positivity and inclusivity because these ideas fit squarely within their overarching goal of promoting real beauty and self-confidence for women of all shapes, sizes, and backgrounds. For Dove, tapping into such a trend feels natural because it’s a reflection of who they are, not just a temporary stunt. By consistently advocating for authentic beauty and challenging unrealistic beauty standards, Dove has made body positivity a core part of their brand identity, not just a passing trend.

Too late to the party? Understanding the risks of micro-trends

Micro-trends like Brat, Barbiecore, coquette, and others gain popularity at lightning speed. Yes, they can give your brand a huge boost on social media in the short term. But they burn out just as quickly. If you’re not fast enough to leverage these trends, you risk being too late to the party—leaving you looking out-of-touch or irrelevant.

Take Ferragamo’s “balletcore” Spring/Summer 2025 collection as an example. Balletcore was a micro-trend that surged in popularity a few years ago. But by the time Ferragamo launched their collection, it felt outdated. This serves as a reminder that jumping on a trend without timely execution or a genuine brand fit can backfire.

If you can’t adapt quickly or naturally, it might be better to sit this one out. After all, a poorly executed attempt can be worse than no attempt at all.

Trends as tools, not foundations

Short-lived social media trends can work wonders for your brand when done correctly. They should be approached nonchalantly, be on-brand, and, ideally funny.

Here’s a pro-tip: Get Gen-Z to run your social
media. They have a natural feel for the digital landscape
and know how to authentically engage with trends
without feeling forced.

However, if your goal is to permanently strengthen your brand’s position and associate it with a specific message, you’ll want to align with more long-term, impactful trends. 

The truth is, trends come and go, but your brand is here to stay. Be mindful, be strategic, and most importantly, be authentic. Because while trends may give you a moment of fame, your brand’s values and consistency are what will carry you through the years.