Why do We Follow Trends?
A Societal Subscription to Conformity
Every morning, a sea of people wakes up to the same alarm tone, sips from identical coffee cups, and wears similar outfits. They march to work with the latest gadget in hand, scrolling through social media feeds filled with influencers selling the latest “must-have” items. It’s like watching a pied piper lead a queue of followers through the streets of our collective consciousness.
However, following trends isn’t just about wearing the latest fashion or hopping on the newest social media bandwagon. It’s our way of subscribing to society; paying our dues to remain a part of the social hierarchies.
But why do we follow trends so religiously? What compels us to subscribe to these norms that shape our existence?
The Psychology of Trend Following
At the core of our trend-following behavior lies an ancient, primal need: the desire to belong. Humans are inherently social creatures, wired to seek connection and community. Imagine our early ancestors: survival often hinged on the ability to blend in, to move with the herd, and to adopt the behaviors and practices deemed acceptable by the group. Stray too far from the norm and you could face exclusion, which, in those days, was a death sentence.
Fast forward to today, and this inherent need to conform persists, albeit in more sophisticated forms. Trends give us a framework, a set of guidelines that define what is “in” and what is “out.” They offer a sense of belonging, an assurance that we are part of something larger than ourselves, be it as broad as “millennials” or as niche as “sneakerheads.” Ironically, this quest for belonging often leads us to abandon our individuality, subscribing instead to the collective identity that trends offer.
In our struggle to stand out, we end up blending in.
Furthermore, trends serve as powerful tools for constructing identity. Self-identity is increasingly fragmented in our supposedly complex modern world. Here, trends offer a convenient solution. They provide ready-made identities that we can adopt to skim through social interactions and assert our place in the world. This is particularly evident in consumer culture, where brands and products are imbued with symbolic meanings that we use to express who we are.
Jean-Paul Sartre’s philosophies of existentialism and the concept of “bad faith,” the idea that individuals often deceive themselves to avoid the anguish of absolute freedom and responsibility, are extremely relevant to us. We might be engaging in a form of bad faith, relinquishing our authentic selves for a more socially acceptable facade, by subscribing to trends.
The Comfort of Predictability
Trends offer predictability in an unpredictable world. They provide a sense of order and stability, a way to move across the chaos of modern life. When everyone is following the same trends, there is less uncertainty about what is expected and accepted. This predictability can be comforting, reducing the anxiety that comes with the unknown.
However, this comfort can also lead to complacency. By adhering to trends, we might avoid questioning the status quo or challenging societal norms that deserve scrutiny. In “Power & Ethics,” I talk about how political philosophies shape and are shaped by the societies that adhere to them. Trends can act as a tool of control, subtly guiding our behavior and maintaining existing power structures.
The Economics of Trends
The role of capitalism in perpetuating trends cannot be overstated and must not be overlooked. Trends are the lifeblood of consumer culture, driving demand and stimulating economic growth. Companies invest heavily in marketing to create and sustain trends, knowing that newness and novelty are powerful motivators for consumption. This creates a cycle where the constant introduction of new trends ensures a perpetual state of desire and consumption.
You should definitely read some of Joan’s work on this. The relentless pursuit of the latest trend is a symbol of how deeply capitalism has ingrained itself in our psyches. We are not just passive followers of trends; we are active participants in an economic machine that thrives on our continuous consumption.
The Existential Void
On a deeper level, our adherence to trends might be an attempt to fill an existential void. In my upcoming book, “UnDepressed,” I talk about how modern life often leaves us feeling disconnected and unfulfilled. Trends offer a temporary escape, a way to inject meaning and excitement into our lives. They distract us from the underlying existential questions about our purpose and place in the world.
This distraction, however, is fleeting. Trends come and go, and the void they temporarily fill inevitably resurfaces. It is only by confronting these existential questions head-on, rather than seeking solace in the ephemeral comfort of trends, that we can find true fulfillment.
The Absurd Side of Trend Following
Let’s not forget the satirical undertones inherent in our trend-following behavior. It’s almost comical how quickly we can shift from one craze to another, discarding last week’s obsessions as yesterday’s news. This fickleness highlights the absurdity of our pursuits. We chase trends not because they hold any substantial value, but because we fear the void that looms in their absence.
Take the fashion industry, for example. One season, it’s all about minimalism; the next, maximalism reigns supreme. It’s as if the industry thrives on our perpetual dissatisfaction, constantly reinventing itself to keep us perpetually chasing the next big thing. And we oblige, hopping from one trend to the next, our closets overflowing with the ghosts of fashions past.
The Existential Dilemma
Herein lies the existential dilemma: in our quest to follow trends, we risk losing touch with our authentic selves. We become avatars of popular culture, our identities molded and remolded by external influences. Yet, this very act of subscribing to society offers a paradoxical form of self-expression. We communicate our values, our tastes, and our social affiliations by participating in these trends.
However, there’s a deeper, more unsettling question at play. Are we truly the authors of our own values and tastes, or are we merely characters in a story written by the collective consciousness? Do we follow trends because we genuinely enjoy them, or because we fear the repercussions of non-conformity?
Breaking Free from the Chains
The antidote, perhaps, lies in mindfulness and intentionality. It’s about recognizing the trends that resonate with our true selves and discarding those that don’t. The point is not to reject trends altogether but to reclaim our agency by engaging with them through our own choices, rather than adopting them merely as passive consumers.
Following trends may not be as straightforward as it seems but, to me, it definitely appears to be a subscription to society that offers connection at the cost of conformity. It’s a to-and-fro between individuality and collective identity, between authenticity and social validation. In our lives, we must strive to remain conscious of the choices we make, ensuring that our subscriptions reflect our true selves, and not just the whims of the crowd.
The greatest trend we can follow is the one that leads us back to ourselves.
