Trend vs Trendy: How Strategists Know When to Jump On The Bandwagon

Trend vs Trendy: How Strategists Know When to Jump On The Bandwagon
SHARE
THIS



With data abound, it’s easy to tap into the latest craze, but how do we differentiate from what’s merely Trendy to what’s a true Trend? OMD’s Peita Pacey asks the question.

As strategists, our job first and foremost is to be a virtual soothsayer into a consumers world. Often asked by clients to help them identify relevant trends which they can tap into to ensure the future success and growth for their business. With data abound, we can these days tap into an extraordinary amount of information to keep us abreast of the “latest”. The latest craze, gadget, band, product or designer who is setting our consumers world alight, all in real time. It allows us to speak to our consumer in a relevant and engaging manner. But the real challenge is to be able to differentiate from what’s merely ‘trendy’ and what’s a true ‘trend’, and then applying that to our clients business.

So what is a trend anyway? According to Trendwatching.com (and they should know) “a consumer trend is a new manifestation among consumers – in behaviour, attitude, or expectation – of a fundamental human need, want or desire”.

A fad however is a more transient way in which to serve that underlying consumer need. As Bruce Cohen in Industry Voice defines it, “Fads are driven by an emotional need to purchase, based on hype and idealistic product perceptions”. It’s a quickly embraced, short-lived, enthusiastically followed behaviour of a mass population, and generally deemed ‘cool’.  They follow a typical lifecycle of insider discovery, media hysteria, and finally mainstream acceptance.

Trends have longevity and can fundamentally change the way a community works; their effects felt for years. Whereas fads can cross cultural borders with rapid uptake. Think gamification (trend) vs Pokemon (trendy). Think casualisation of formal fashion (trend) vs the platform sandal (trendy). Think binge drinking (trend) vs SubZero alcopop (revolting). Think pop music (trend and cultural shifter from the 1960s onwards) vs Justin Bieber (hopefully a short lived blight on the music landscape).

A great example which encompasses this is the phenomenon that is Tinder. The basic human need to belong, coupled with advances in technology has developed the ability to connect socially online. The trend we see is the expectation that these instant connections will spill over into our offline lives. Facebook was the first articulation of this which has then evolved into Tinder; a perfect example of a fad which allows this trend to be a part of our daily lives. What will come after Tinder we are yet to see but the one guarantee is that the basic human need to connect will continue as long as we do.

Another great example of a trend is peer to peer consumerism. Driven again by technology, and our basic human need for discovery and community, we see the success of businesses such as Kickstarter and Air BnB. If you think about it, the Trading Post was an early incarnation of this type of consumerism.

People often refer to Hipsters or Emos as being a trend. But for me, they are a fad based articulation of the trend of identification through individualisation, driven by the basic human desires for acceptance and community. Because afterall, we’ll still want to fit in once we get sick of the beards. Same way we did with tattoos and piercings back in the ’90s and noughties.

The question we should really be asking is how should trends be considered when it comes to a brand’s identity? Because really, authenticity (the key to success for any brand these days) comes from using a trend only when it fits in with a brands DNA. If a brand puts caring and wellbeing at the core of its DNA, then it would make sense to see how it could use the trend of connected objects within NPD strategy. Or if a brand puts innovation at its heart, why not tap into the trend of Pretail with the consumer desire to shop for products and services at concept stage?

So the next time your client asks you to find the next Loomband opportunity, try to identify what the real trend is that they could tap into to place their brand in the heart of your consumer, because no one really wants their legacy to be Justin Bieber.

Peita Pacey is a strategy director at OMD

Please login with linkedin to comment

Kontented Mad Men New York Magazine Wicked Musical

Latest News

No Better Time To Eat Macca’s Than Winter Proposes New Work From DDB Sydney
  • Campaigns

No Better Time To Eat Macca’s Than Winter Proposes New Work From DDB Sydney

Macca’s has today launched a new campaign that takes a fresh look at Aussie’s relationship with winter and the joy of spending time together.  Winter can get a bad rap, but Macca’s has chosen to celebrate it as time to enjoy delicious food and moments with friends and family. Beginning with a 30” TVC running […]

Report: Out Of Home Spends Up Almost 15% For Q2
  • Media

Report: Out Of Home Spends Up Almost 15% For Q2

The out of home industry has announced an increase of 14.8 per cent on net media revenue for Q2 2022, reporting $249.5 million, up from $217.3 million for the same quarter in 2021. Digital OOH (DOOH) revenue accounts for 62.4 per cent of total net media revenue year-to-date, an increase over the recorded 58.3 per […]

oOh!media Strikes Deal With 10 Queensland Shopping Centres
  • Media

oOh!media Strikes Deal With 10 Queensland Shopping Centres

oOh!media has strengthened its Queensland retail media portfolio, today announcing it has struck new and renewed long-term partnerships with 10 shopping centres across this key state. oOh! has further extended its exclusive agreement with McConaghy Properties, adding Westlands Roma and Kingaroy Shoppingworld centres to its existing portfolio of key centres at Castletown Shoppingworld Townsville (lead […]

KPMG Launches End-To End Customer Business KPMG Customer
  • Media

KPMG Launches End-To End Customer Business KPMG Customer

KPMG Australia has launched KPMG Customer, a re-imagined end-to-end customer business bringing together the best of customer technology and analytics, marketing, research, reputation, digital experience, and creative. KPMG Customer includes the team formerly known as KPMG CBMA as well as a newly integrated digital experience team which delivers technology services from martech implementations to end-to-end […]

TABOO Launches  Innovation & Design Division, TABOO Labs.
  • Advertising
  • Marketing

TABOO Launches Innovation & Design Division, TABOO Labs.

This year marks TABOO’s 21st birthday and a new chapter in the agency’s evolution as it announces the official launch of innovation and design unit, Taboo LABS. LABS will sit alongside the group’s recently launched forecasting business, SOON Future Studies, that has already won a slate of blue-chip clients across Australia, USA, India, France and […]

Uber ANZ Announces In-House Ad Division Headed By LinkedIn’s Michael Levine
  • Media

Uber ANZ Announces In-House Ad Division Headed By LinkedIn’s Michael Levine

Uber ANZ has announced the launch of Uber Advertising , the company’s first advertising sales division outside the US,  and the appointment of Michael Levine (lead image) to lead the business. The new leadership position is the first outside of the United States, and will hold responsibility for launching Uber’s advertising services across the region. […]

Red Havas Boosts Health Team With Three New Hires
  • Media

Red Havas Boosts Health Team With Three New Hires

Red Havas has strengthened its growing PR healthcare offer, Red Havas Health, with three new hires, spearheaded by the appointment of long-time health sector specialist Nicole Phillips as client services director. In this role, Phillips will lead on client accounts, identify new business opportunities in the health technology and health services sectors and act as […]

Big Red Group Nabs Naked Wines’ Paul Connell For CMO Role
  • Marketing

Big Red Group Nabs Naked Wines’ Paul Connell For CMO Role

Australia and New Zealand’s largest experience marketplace, Big Red Group, has announced the appointment of Paul Connell as its chief marketing officer to lead the business through the next stage of growth. Connell will be based at Big Red Group headquarters in Sydney and focus on delivering impact across the group and its stable of […]

Bank Of Queensland Drops OMD, Hands Media To Initiative & Performics
  • Media

Bank Of Queensland Drops OMD, Hands Media To Initiative & Performics

Bank of Queensland Group has announced that following an extensive review of their existing media agency roster, the Group will split media across two agencies, being Performics and Initiative. As part of the acquisition of ME Bank by the BOQ Group in 2021, the marketing teams from across the Group were consolidated into one central […]

Why A Federal Election Is A Treasure Trove Of Data For Strategists & Marketers
  • Opinion

Why A Federal Election Is A Treasure Trove Of Data For Strategists & Marketers

Luisa Dalli (lead image) is a senior strategist at Havas Media Group. In this guest post, Dalli says Australia didn’t merely  elect the Albanese government but it also shone a bright light on where we are and what we want as a nation… It’s been two months since Australia’s federal election, yet the underling feeling […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Advertising
  • Opinion

Why Trust, Not Crypto, Is Today’s Most Valuable Online Currency

In uncertain times, trusted sources become even more significant in the world of media. Elise Bennett (pictured), head of account management (APAC) at Outbrain, reveals what advertisers need to know about the new trust exchange. Instability breeds uncertainty. From bushfires to the pandemic and war, there’s been plenty of both to go around in recent […]

Nine’s Radio Stations Bag Best Ever Survey 4 Results
  • Media

Nine’s Radio Stations Bag Best Ever Survey 4 Results

GfK Survey 4 of 2022 reveals that Nine’s talk stations achieved a cumulative audience of 1.873 million – up 9.1 per cent on Survey 4 of 2021. It’s the highest ever Survey 4 audience for the network, and comes off the back of record audiences in Surveys 1, 2 and 3. Sydney’s 2GB is a […]

Optimising Commits To Environmental Support As Part Of 1% For The Planet Movement
  • Marketing

Optimising Commits To Environmental Support As Part Of 1% For The Planet Movement

Independent SEO agency Optimising has further reinforced its commitment to the environment by being part of 1% for the Planet, on the back of it gaining B Corp Certification last year. Optimising continues to walk the walk around environment sustainability by being part of the global movement, which inspires businesses and individuals to support environmental […]

Get Your Entries In For Best Of The Best Now!
  • Advertising
  • Marketing
  • Media
  • Technology

Get Your Entries In For Best Of The Best Now!

A tidy desk and punctuality aren't enough to win a Best of the Best Award. Not, that we do stress, they'd hurt either.

by B&T Magazine

B&T Magazine
Comms Staff Encouraged To Take Survey Into Cultural Diversity, Inclusion & Representation
  • Media

Comms Staff Encouraged To Take Survey Into Cultural Diversity, Inclusion & Representation

Media and communications staff at all levels are invited to take part in a national online survey examining perceptions and practices around cultural diversity, inclusion, and representation in the industry. The FAIR survey, now in its second year, provides a snapshot of cultural diversity in the communications industry, as well as how practitioners incorporate diverse […]

PubMatic Partners With AlikeAudience To Offer Media Buyers Exclusive Sell-side Access To Transactional Data
  • Media

PubMatic Partners With AlikeAudience To Offer Media Buyers Exclusive Sell-side Access To Transactional Data

PubMatic has announced a partnership with AlikeAudience in Australia, Japan, and Indonesia, enabling advertisers to access quality audience data on the supply side. Activating data on the supply side cuts down complexity and delivers more efficiency and value for both media buyers and data owners, through higher match rates and better CPMs. The partnership expands […]