40% Of Consumers Support Brand Trend-Jumping

Social media influences modern culture and consumer behavior, so brands are under pressure to stay relevant.

Sprout Social Index for 2025 reveals that 40% consumers consider it “cool” when brands engage in viral trends, while 33% consider it “embarrassing”.

Additionally, 27% respondents say that participating in trends is effective only within 24-48 hours.

This data highlights the balance that brands must maintain when dealing with online culture.

Generation gap in participation trend

People’s views on trendsetting brands vary from generation to generation. Generation Z, most active on TikTok and Instagram, often supports brands that follow trends, while Boomers tend to disapprove.

This difference shows that brands need to understand their audience.

Younger consumers can appreciate brands that follow trends, as long as it feels authentic. In contrast, older consumers may require a more cautious approach to avoid alienation.

Success requires more than being timely; authenticity and connection are key.

Jumping over a viral meme or hashtag can feel forced if there’s no clear connection to the brand. Brands should understand the cultural context of the trends they are joining.

A balanced approach to trends

Engaging in trends can attract audiences and demonstrate cultural awareness, but it’s not a one-size-fits-all solution.

Data reveals that consumers value originality and consistent engagement as much as keeping up with trends.

Posting solely to maintain visibility or jumping on every viral moment can weaken a brand’s identity and fail to connect with an audience.

Instead, brands should adopt a balanced approach that includes:

• Selective participation: Identify trends that align with brand values, voice and audience interests.
• Cultural awareness: Understand the deeper cultural meaning of trends to ensure engagement feels organic rather than opportunistic.
• Original content: Enhance trend-driven content with original, human-centered storytelling that builds trust and loyalty over time.

What this means for marketers

Combining trends can help connect with your audience, but it should be done carefully. Brands should consider the benefits of tapping into the trend versus the risk of appearing fake or out of touch.

To be successful, marketers should:

1. Focus on relevant trends: Use social listening tools to find conversations and trends that matter to their target audience.
2. Act quickly: Create rapid workflows to capitalize on trends within 24 to 48 hours.
3. Stay true to their identity: Make sure all content, whether trend-related or not, reflects the brand’s core values ​​and personality.

A look ahead

The 2025 Sprout Social Index shows how consumers feel about participating in trends.

About 40% support trend participation, doc 33% oppose it. This division emphasizes the need for careful decision-making.

Brands that value authenticity, cultural understanding and quick action will better connect with trends without losing their identity or alienating their audience.

Marketers must consider their audience’s preferences and the online environment. When done right, merging trends can make a brand more relevant and help create lasting relationships with customers.

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Featured Image: Roman Samborskyi/Shutterstock