Staying on top of social and cultural change is difficult. It requires thoughtful observation, reflection, and the ability to connect dots that may go unnoticed in many cases. Similarly, being able to distinguish a trend from a short-lived fit of social interest can make the difference between a meaningful campaign or marketing platform, and a one-hit wonder. Understanding the difference between fads and trends is critical for all organizations. Unfortunately, many decision makers seem to be unaware of their important differences.
Both fads and trends play an important role in a marketing effort’s success, but they aren’t the same thing and they need to be treated differently. If they are not, leaders risk burning out adapting to every fad, and critical trends required for a brand’s long-term survival may be missed. So, what are the key differences?
A fad, in simple terms, is any form of behavior that is intensely followed by a population for a short period of time. It tends to generate a lot of buzz and social capital, but quickly becomes the butt of jokes, abandonment for the newest shiny object, etc. Once the novelty is gone, interest plummets. This isn’t to say that a fad is without value, only that it isn’t sustainable. Collecting beanie babies was a fad, so were Thomas Kincade paintings, was Pokémon Go. Needless to say, these fads, though short-lived, were hugely successful and organization able to respond to them in their marketing efforts reaped the benefits. Utilizing fads in marketing and advertising can increase top-of-mind awareness, demonstrate the timeliness of your organization, and serve as a gateway for new audiences, all of which are important. The catch is, fads don’t stick around.
Now, compare that with a trend. A trend gets stronger over time and sticks around. It becomes part of the conversation rather than a bit of social punctuation. It has a sense of permanence and place. Trends point to the future as much as they do the present. Trends have identifiable and explainable rises that are driven by audience needs and demonstrated in cultural shifts. They create meaning for people. A trend gains power over time, because it’s not merely part of a moment, it IS the movement. A trend isn’t just relevant to an individual, it is a connector that will become more valuable as other people commit to it.
The interest in renewable energy is a trend. The increased use of virtual reality is a trend. So are evidence-based medicine, the desire for pay equality, and the use of mobile devices. These are things that have grown, redefined how people find meaning in their world, and interact with each other. They solve problems. They represent new ways of life.
So why does it matter? It matters because organizations ignoring the distinction between fads and trends do so at their own risk. If you want to become an iconic brand, then you need to have longevity and provide meaning for people that isn’t fleeting, but rather sustained. Fads are tools good marketers can use for a specific job, trends are the tools he or she uses for a lifetime.