From four recent interviews I spotted a pattern. People across the industry were telling me that the word “trend” has lost its meaning and that it’s time to look for an alternative.
The Cambridge Dictionary defines a trend as “a general direction in which a situation is changing or developing.” But in today’s social media world, “trend” has come to mean a fleeting viral moment. These days a lot of brands are focused on identifying and replicating TikTok trends rather than building strategy around a shift or development in consumer behavior.
