Social media influences modern culture and consumer behavior, so brands are pressured to stay relevant.
The 2025 Sprout Social Index reveals that 40% of consumers find it “cool” when brands engage in viral trends, while 33% consider it “embarrassing.”
Additionally, 27% of respondents say that participating in trends is only effective within 24-48 hours.
This data highlights the balance brands must maintain when engaging with online culture.
Generational Divide on Trend Participation
People’s views on brands that follow trends vary by generation. Gen Z, most active on TikTok and Instagram, often supports trend-following brands, while Boomers tend to disapprove.
This difference shows that brands need to understand their audiences.
Younger consumers may appreciate brands that engage in trends, as long as it feels genuine. In contrast, older consumers may require a more cautious approach to avoid alienation.
Success requires more than just being timely; authenticity and relatability are key.
Jumping on a viral meme or hashtag can seem forced if it lacks a clear connection to the brand. Brands should understand the cultural context of the trends they join.
A Balanced Approach to Trends
Engaging in trends can attract audiences and show cultural awareness, but it’s not a one-size-fits-all solution.
Data reveals that consumers value originality and consistent engagement just as much as aligning with trends.