How can you differentiate trends from fads - and make them work for your brand?

The world around us is saturated with ads (and fads), so how do you cut through the noise and find the trends that matter?

At Foresight Factory, clients often ask us the same question: “What’s the difference between a fad and a trend?”

It’s a perfectly understandable concern. After all, brands want to know what they should be putting their money into – and they also want to be assured that their marketing strategies will reap long-term results.

Simply put, a fad is a short-lived consumer desire for – or industry fascination with – a topic or activity, which causes a sharp spike (and subsequently, an equally drastic plunge) in interest. Fads are usually rooted in novelty and are more widespread in sectors such as food and beverage, consumer technology and media, where companies innovate at speed.

In contrast, trends have a far longer lifespan, and point at a paradigm (and often permanent) shift in the market. They are driven by consumer needs, gaining power and momentum over time. Essentially, trends make the future make sense.

Marketers often jump on fads in order to be perceived as relevant – and indeed, responding to fads can provide a short-term boost to both reputation and profit. However, focusing on trends instead of fads forms a more solid basis for strategic planning and customer engagement, thereby helping brands to better compete in the attention economy.

So how can you separate the trends from the fads – and make them work for your brand? Here are three key factors to consider.

#1: Context

Ask yourself: Is your brand’s message connected to underlying drivers of change?

Trends flourish because of deep-seated social, political or environmental factors, whereas fads aren’t driven by any real long-term motivation. And brands succeed when they address the current climate with timely, thoughtful strategies.  

For instance, brands such as Aviva are capitalising on the growing consumer desire for flexibility and control (as tracked in Latchkey Loyalty, which was one of Foresight Factory’s top trends for 2018). Last December, the insurance giant disrupted the market by launching a new subscription-style product, AvivaPlus, which enables customers to change or cancel their cover at any time – a move that we predict will soon be mirrored by other insurance providers.  

Over in the travel sector, Australian airline Qantas trialled the world’s first zero-waste flight in May 2019. The Sydney-Adelaide service replaced meal containers with biodegradable packaging, and used cutlery made from crop starch. This taps into the growing conversation around sustainability – a concern that has permeated not only the travel industry, but also other sectors such as fashion, beauty, and food and beverage (as tracked in our trend, War on Waste). Of course, eco-friendly travel is a trend that will take time to gain traction – aviation innovation typically occurs at a slower pace as aircraft modifications are expensive to effect. Will many other airlines unveil similar initiatives this year? Highly unlikely. How about three years from now? Possibly.   

Less clear-cut are brands that are jumping on the CBD bandwagon (Carl’s Jr., for instance, launched a limited-edition CBD-infused burger in April 2019). While the use of CBD is gaining traction in the wellness and food and beverage industries, it currently straddles the space between fad and trend. The product is still surrounded by questions of safety; plus, there isn’t yet enough conclusive proof that it works to lift our moods. Our take? While consumer interest is certainly there (one of our trends, Mastering the Mind, underlines how consumers are striving to improve and optimise their mental health), the future of CBD ultimately depends on its regulation and efficacy. But as more brands incorporate CBD into their offerings, it will only be a matter of time before the regulatory landscape changes accordingly – and this may prove to be the tipping point that pushes CBD into “trend” territory.

#2: Audience

The next thing to consider is whether your brand’s message speaks to the identity of your audience and respects their unique needs.

Foresight Factory research shows that over half of women say they like brands to address social and political issues. Brands recognise this when they try to promote feminism, but sometimes, their efforts reek of tokenism – and consumers are quick to sniff out disingenuous activity.

For instance, during International Women’s Day earlier this year, body tech company Assome! (what a name!) seized the opportunity to promote its ultrasonic massager, which purportedly helps to eradicate cellulite. It was a move that smacked of irony: far from empowering women, the campaign played on female insecurities about body image – and was quickly called out by consumers and media outlets alike.

More successful are brands like SPKTRM, a new beauty brand that aims to cater to all women (as tracked in our trend, All Inclusive). When it launched in August 2018, the brand vowed never to retouch photos of its models; it also declared that it would include women of all ages, shapes and skin types in its advertising. And it’s not all lip service. This inclusive ethos also extends to its products, with its first offering, a foundation called You+, being made available in a whopping 50 shades. It’s a huge win for women, especially those previously underrepresented in the beauty industry.

#3: Longevity

Finally, will your brand’s message still be relevant five years from now?

As mentioned earlier, most trends will only continue to gain power and momentum over time. And evidence-based forecasts can predict whether something has longevity.

Take veganism, for instance. When the lifestyle first entered public consciousness in the 2000s, it was dismissed as a fad – a counterculture for punks and hippies. Over a decade on, it has become mainstream. The evidence is there for all to see: an increasing number of restaurants offer vegan menu options; there are whole months (i.e. Veganuary) dedicated to the lifestyle; and the global meat substitute market is booming. Impossible Foods – the company behind the plant-based Impossible Burger – just secured US$300 million in funding, and its offerings are now available everywhere from high-end restaurants to fast-food chains like Burger King.   

Veganism has plenty going for it. It’s inextricably linked to rising concerns about health and the environment, which, as previously mentioned, are only set to grow. It’s also a trend that very much aligns with Foresight Factory’s predictions about meat consumption. Back in 2015, we forecasted that a growing number of GB consumers – specifically, 1 in 10 – will completely omit red or processed meat from their diet by 2025. With the current social and environmental climate, it looks like we’re well on track to hit these numbers.

To recap…

How your brand identifies and uses trends very much depends on the confluence of the three factors outlined above – as well as your brand’s existing narrative and unique positioning.

Be wary of sharp spikes in consumer and industry interest – more often than not, this is a red flag that signals something is a fad, not a trend. Conversely, certain trends can take a while to gain traction, so following the market closely – and tracking consumer data – is key. Check out our Trending 2019 report with the latest trends for 2019. You can read a short description of the trends for 2019 in this LinkedIn article.

A few final questions to ponder: What value do fads hold for brands? Can fads eventually turn into trends – if so, what is the tipping point and what are the telltale signals? How do you personally tell the difference between a fad and a trend?

I’d love to hear your thoughts in the comments section below.