• by Erica Bond , 10 hours ago

Brands love to chase a trend. But just because you can, doesn’t always mean you should.

When it works, the upside can be high. You get cultural relevance, organic reach, and maybe even a moment people actually remember (a great example: Topgolf playing into the Logan’s party trend, born from an earnest tweet about an upcoming work Christmas party).

But the flip side is just as real. Chasing the wrong trend can pull your brand into places you don’t fully understand and don’t want to be associated with (a not-so-great example: Duolingo joking about the 2022 Johnny Depp-Amber Heard trial).

One trend that’s been on our minds recently is looksmaxxing. On the surface, it feels like a familiar genre: another spin on aesthetic optimization (glow ups, that girl, biohacking, the list goes on). But dig a little deeper, and it quickly becomes a gateway into some of the more toxic corners of the internet, tied up in misogyny and body dysmorphia.

It’s a perfect example of a trend that might look harmless at first glance, but is far riskier than it seems. So it’s one most brands are better off passing on.

So how can brands show discernment and determine if a trend is ripe for participation? Here are five questions brand marketers should ask themselves when navigating a new trend:

Where did this trend start? Every trend comes from somewhere, and that origin matters more than most brands realize.

Was it born out of a specific community or subculture? Or a more fringe, controversial part of the internet?

You don’t need to do a full investigation, but a quick scan can tell you a lot about a trend’s intent. If the roots are murky, or tied to spaces known for trolling, toxicity, or bad-faith content, it’s usually a sign to stay away.

What is this trend really about? Don’t just look at the format. Look at the meaning behind it.Context is everything, and if there’s a chance your participation is reinforcing something harmful (even unintentionally), that’s a risk most brands don’t need to take.

Who’s driving it now? Trends evolve quickly, and who’s participating in it today often matters more than who started it.See where the trend has taken hold, and whether the voices amplifying it actually reflect your target audience -- or whether you run the risk of falling into bad company.

Does this align with our values? This is the simplest question, and the one most often overlooked in the rush to go viral. But now is the time to dust off your brand book and revisit your brand values.

Does this feel like a natural extension of who your brand is? Or are you bending to fit something that isn’t really you?

Trends come and go. Brand perception sticks.

Do we have something to add? Participation alone isn’t a strategy.Landing a trend requires more than just using the right format or hashtag. The brands that catch heat don’t just follow trends, they adapt them. They bring a point of view, a tone, or a use of the format that makes sense for them.

In the end, it’s not about being everywhere. It’s about showing up in the right places, in the right way.