A trend is a common theme or direction in which something is developing or changing. It is often a short-lived common thread that ties together a specific group of people.
Trends are inevitable. They happen with cultures, generations, and new iterations of society and technology. You cannot get away from trends. Change is inevitable.
That doesn’t mean you need to go along with every single trend that pops up. If a trend doesn't seem to be going in the direction of your goals, then don't buy into it.
That being said, it’s important to keep an eye on what's happening around you. Keep tabs on the latest social media apps, and even do some research into current memes and jokes. This will give you the advantage, because I guarantee you most brands are not doing this.
As you embrace trends and become familiar with the sub-cultures surrounding them, you become more relatable and relevant to your audience.
It’s easy to stay locked in with the way you’ve always done things. It’s easy to maintain and keep the status quo. But successful brands embrace change. They embrace trends.
What's popular now won't be popular forever, but if it's where your audience is, avoiding the trend means avoiding the people you want to connect with. Don't be afraid to capitalize on the popularity of what's happening now.