40% of Consumers Support Brand Trend-Jumping

Forty per cent of consumers are in favour of brands engaging with popular trends, highlighting the potential benefits of such marketing strategies. However, the key to successful trend participation lies in striking the right balance between authenticity, cultural relevance, and swift execution. When these elements are misaligned, the risk of public embarrassment becomes apparent, with 33% of consumers finding some brand trend-jumping efforts cringeworthy.

Authenticity is a cornerstone of effective trend engagement. Consumers expect brands to connect genuinely with the trend, showing that their involvement is more than just a marketing ploy. This means understanding the trend’s context and ensuring it aligns with the brand’s voice and values. Without this, attempts to capitalise on trends can come across as disingenuous and alienate audiences.

Cultural relevance is equally important. A trend that resonates with one demographic might fall flat with another, making it essential for brands to consider their target audience carefully. Engaging with trends that align with the interests and values of their consumers can help brands strengthen their connection and build trust.

Timing is another critical factor. In today’s fast-paced digital landscape, trends often have a short lifespan. Brands must act quickly, typically within 24 to 48 hours, to make their mark. Delayed responses can result in missed opportunities or, worse, make a brand seem out of touch.

While trend participation can be a valuable way to connect with consumers and increase brand visibility, it’s not without its challenges. Brands must weigh the risks and rewards carefully, ensuring their approach is thoughtful and well-executed. Done correctly, trend-jumping can enhance a brand’s image and foster stronger connections with its audience, but missteps can lead to reputational damage that’s hard to undo.

Social media has become a significant force in shaping modern culture and influencing consumer behaviour. As a result, brands face increasing pressure to remain relevant in this fast-paced digital landscape.

According to the 2025 Sprout Social Index, 40% of consumers view brand participation in viral trends as “cool,” showcasing the potential benefits of staying attuned to online culture. However, not all efforts are well-received, with 33% of consumers finding such attempts “embarrassing,” underscoring the risks involved in trend engagement.

Timing also plays a critical role in the success of trend participation. The study revealed that 27% of respondents believe brands must act within 24 to 48 hours for their efforts to be effective. This highlights the importance of agility and quick decision-making when navigating online trends.

These findings emphasise the delicate balance brands need to strike when engaging with viral content. While trend participation offers opportunities to connect with audiences and boost visibility, authenticity, cultural relevance, and precise timing are crucial to ensuring a positive impact.

 

Generational Divide on Trend Participation

People’s opinions on brands following trends differ significantly across generations. Gen Z, who are highly active on platforms like TikTok and Instagram, often show support for brands that engage with trends. In contrast, Boomers are generally less approving of this approach.

This generational divide underscores the importance of understanding your target audience. While younger consumers may appreciate trend participation, it is vital for the engagement to feel authentic. On the other hand, older audiences may prefer a more cautious and restrained approach to avoid alienation.

Timeliness alone is not enough to ensure success in trend engagement. Authenticity and relatability are equally critical. A brand’s attempt to join a viral meme or hashtag can easily appear forced if it lacks a meaningful connection to its identity or values.

For brands to resonate with their audience, it is essential to consider the cultural context of trends before participating. Approaching trends with genuine understanding and relevance can make all the difference in fostering positive consumer perceptions.

A Balanced Approach to Trends

Engaging in trends can help brands attract attention and demonstrate cultural awareness. However, it is not a universal solution that works for every situation.

Research shows that consumers place high value on originality and consistent engagement, often equating these qualities to aligning with trends. Brands that focus solely on staying visible or participate in every viral moment risk diluting their identity and failing to connect with their audience meaningfully.

To avoid this, brands should adopt a thoughtful and balanced approach, which includes:

• Selective Participation: Focus on trends that naturally align with the brand’s core values, tone, and audience preferences.
• Cultural Awareness: Take time to understand the deeper meaning behind trends to ensure the brand’s participation feels authentic and not purely opportunistic.
• Original Content: Complement trend-driven posts with unique, human-focused storytelling that helps build trust and fosters long-term loyalty.

By carefully choosing when and how to engage with trends, brands can create a lasting impact without compromising their identity.

 

What This Means For Marketers

Joining trends can be a powerful way for brands to connect with audiences, but it must be approached with care. While participating in popular trends can boost visibility, it’s important to balance the potential benefits with the risk of coming across as inauthentic or disconnected from the audience.

For marketers aiming to make the most of trends, there are several key strategies to keep in mind:

• Focus on Relevant Trends: Use social listening tools to track conversations and identify trends that resonate with your target audience.
• Act Fast: Time is crucial when engaging with trends. Having streamlined workflows in place enables brands to participate within the first 24 to 48 hours of a trend’s rise.
• Stay True to Their Identity: Consistency is key. Ensure that all content, including trend-based posts, reflects the brand’s values and authentic voice.

By carefully selecting trends that align with their identity and moving quickly, brands can stay relevant without losing their core message.

 

Looking Ahead

The 2025 Sprout Social Index reveals insights into how consumers feel about brands participating in trends.

Around 40% of consumers support brands that join trends, while 33% oppose it. This divide underlines the importance of careful decision-making for brands aiming to stay connected with their audience.

To successfully engage with trends, brands need to prioritise authenticity, cultural understanding, and timely actions. These qualities allow brands to participate in trends without losing their identity or alienating their audience.

Marketers should pay close attention to their audience’s preferences and the online environment. When executed properly, engaging in trends can enhance a brand’s relevance and help build lasting relationships with customers.