Brands that got the trends right (and wrong) – how do you know what’s here to stay?
The new generation consumes trends at an absurd speed. What’s hot today may be forgotten tomorrow. And in this game of relevance, brands are increasingly desperate to ride the hype. Some get it right and turn the moment into an opportunity, others get it wrong and become a joke on the internet. But here’s the key point: not every trend is worth following. Some come to stay and redefine markets, while others disappear as quickly as they appeared. Our great challenge is to know how to differentiate between the two. As marketing professionals we see this all the time, we analyze how companies move in this scenario and why some strategies work while others become a disaster, always chasing the success pattern. Today, I want to bring you some cases of brands that have been able to take advantage of trends and others that haven’t had the same success.
When following a trend is a shot in the foot Dukaan and the disastrous replacement by AI
Artificial intelligence is transforming the market, but any technology needs to be implemented with strategy. Dukaan, an e-commerce startup based in Bangalore, is an example of a brand that has suffered from its impulsiveness: in July 2023, CEO Suumit Shah decided to fire 90% of the support team and replace everything with AI chatbots. Sounds like an efficient idea, right? The CEO certainly thought so and announced it as a major breakthrough, but the public saw it differently: an impersonal and cold decision. The mistake here was not the technology itself, but the way it was communicated and applied. The new generation wants innovation, but not at the expense of humanization. And that was an expensive lesson for Dukaan.
Dove and the misrepresentation
What happens when a big brand doesn’t pay attention to the cultural moment? Dove learned this the hard way in 2017, when it launched a campaign in which a black woman turned white after using the brand’s soap. The aim was to show inclusion, in a world that is increasingly attentive to discussions about racial representation, but the message was exactly the opposite: the visual association suggested a discourse of whitening and cleanliness, generating indignation. The internet reacted immediately and the campaign was taken down. This is the kind of mistake that happens when a brand tries to follow a trend – in this case, the diversity discourse – without understanding the socio-cultural impact of its narrative.
McDonald’s and greenwashing disguised as innovation
We know that sustainability is one of the strongest trends of recent years, and McDonald’s tried to get on board in 2019 by swapping plastic straws for paper versions in the UK and Ireland. The intention was great, but a technicality scuppered the strategy: the new straws were not recyclable. When this information leaked to the press, the initiative became a joke. What was supposed to be a step forward in environmental responsibility ended up damaging the brand’s image. The lesson here? Being sustainable isn’t just about following the trend – you have to make sure that the change really makes sense and is carried out efficiently. Sustainability, like representativeness, isn’t just about looking good in the photo; it’s about doing it right.
How do you tell the difference between a hype and a lasting trend?
If there’s one thing I’ve learned in marketing, it’s that not everything that glitters is gold. A few questions help separate real trends from passing fads: ✅ Does it solve a real problem? If the trend doesn’t improve consumers’ lives in some way, it’s unlikely to be sustained in the long term. ✅ Does it generate value beyond the hype? If the wave passes tomorrow, will the brand still have something to gain from this strategy? ✅ Does it fit in with the brand’s identity? There’s no point in trying to be sustainable or innovative just because it’s fashionable. The public can tell when it’s not genuine. The new generation of consumers has a sharp radar to identify who is just trying to look cool and who really believes in what they are doing. But if some brands have made a bad mistake, as we’ve seen above, others have understood the right moment to act and have used trends to their advantage. Let’s take a look!
Who knew how to play the trends game
Itaú and purposeful marketing during the pandemic
The pandemic has been a challenge for the whole world, and in difficult times, brands that show empathy and solidarity stand out. Instead of just following a discourse of empathy, Itaú put concrete actions into practice. It put on a show by launching social support initiatives, such as Itaú Social, which allocated R$52 million to help organizations and families in vulnerable situations, distributing hygiene kits, food baskets and children’s books. The result? The brand became the most remembered of the pandemic, according to research by the Croma Insights institute, proving that purposeful marketing works when it’s done for real. More than surfing a trend, generate trends in the market.
Heineken and the power of experience
Another brand that I really like and understands the concept of purposeful marketing was Heineken. The #OpenYourWorld campaign got people with opposing political views to talk while drinking beer, encouraging dialog and the exchange of ideas. The impact was huge because it didn’t seem forced. Heineken has always talked about connection and socialization, so the campaign fit perfectly with the brand’s positioning. The insight behind it was simple to understand, with no room for duality: even those who think differently can find something in common. This not only reinforced the brand’s values, but also generated real engagement and identification with the public. Some trends are not just about the product, but about the experience it provides.
Natura and the wellness narrative
Unlike Dove, the second case we analyzed, Natura knew how to interpret the cultural moment and change the tone of its communication. During the pandemic, while many brands were still selling the idea of traditional beauty, Natura launched the campaign “It’s not about looking beautiful, it’s about looking good”. The success of this approach reinforces something fundamental: Generation Z and Millennials value brands that talk about well-being and authenticity. As we saw in the previous case, the focus was not on the product itself, but on the emotional experience associated with it. The campaign was a huge success, because Natura managed to do this without seeming like it was just surfing on the theme of the moment. With this case, and all the others, we can see that the trend itself is not always the problem or the solution, what our brands need is the ability to apply it strategically and a deep understanding of their identity.
In the end, what can we learn?
If there’s one thing these cases show, it’s that following trends without a strategy can be a costly mistake. The difference between success and failure lies not just in getting on the bandwagon, but in knowing how and when to do it. 💡 Brands that get it right don’t just follow trends – they shape them. The companies that manage to identify what really adds value to the consumer and what makes sense for their identity are the ones that turn trends into lasting opportunities. Those who just react to the hype, without understanding its impact, end up becoming lessons in what not to do.
What to expect in 2025?
Based on what we’ve seen so far, I’ve put together a few trends that are promising for this year. This is your chance to see if you and your brand have what it takes to seize the opportunities: 🚀 AI with more human intelligence – The use of artificial intelligence will continue to grow, but the brands that really stand out will be those that know how to balance technology and humanization. 🌱 Sustainability – Consumers are more aware than ever. Anyone who tries to appear sustainable without real changes will quickly be exposed. 🛠 Brand communities and co-creation – Companies that make room for consumers to participate in the creation of products and campaigns will have more connection and loyalty. 📱 Immersive and interactive experiences – With the advance of digital, the public increasingly expects campaigns that provide personalized and interactive experiences. Want to keep up with insights into marketing, innovation and business? Check out our other articles and stay on top of the best strategies for your brand. And don’t forget to follow us on social media for more exclusive content! 🚀