In today’s digital age, an era that is dominated by digital and social media, the case of trend adherence goes further than just consumer behavior, it delves into the intricate workings of the psychological mechanisms behind it. The popularity of trends, amplified by the persuasive influence of social media, serves as both a mirror reflecting societal desires and the reason for consumer choices (Sanak-Kosmowska, 2021). Through platforms like TikTok, individuals find not only avenues for self-expression but also avenues where conformity and comparison play pivotal roles. The mix of psychological mechanisms such as social proof, fear of missing out (FOMO), and social comparison creates an environment where trend adherence becomes not just a choice but a subconscious action (Ding & Lee, 2021). As users navigate through user-generated content and influencer endorsements, they unknowingly participate in a cycle perpetuated by the mix of both personal identity formation and consumer culture.  Unravelling the complexities of trend adherence in the digital age unveils not only its power to shape consumer preferences but also its implications for societal norms, individual well-being, and the environment (Quartieri, 2020).

The adherence to trends within society and the digital world is deeply rooted in psychological mechanisms that influence consumer behavior. Social media now serves as a creative platform for users to showcase themselves and it gives the opportunity to follow activity of other users (Sanak-Kosmowska, 2021). It is for some, a third place, where self-presentation and the discovery of oneself can take place. There are many positives of having social media as a space to share and grow, however, the psychology behind it all brings to light some not so positive experiences users typically don’t know they are a part of. Cognitive biases such as social proof and conformity play pivotal roles in shaping trends adherence (Sanak-Kosmowska, 2021). Social proof describes how individuals mimic the actions of others under the assumption of social acceptance, this has been magnified through social media through metrics like followers, likes, comments and shares, which drives the perception of acceptability and influencing consumer behavior (Sanak-Kosmowska, 2021). Furthermore, the fear of missing out (FOMO) and social comparison pushes individuals to participate in trends, whether it be through fashion, beauty, wellness, and gaming to name a few (Dinh & Lee, 2021). FOMO is characterized by the anxiety of missing rewarding experiences, and prompts individuals to compare their possessions and lifestyle to others, driving consumption behaviors that result in a ‘better’ or more ideal life. Social comparison acts as a link between imitating social media influencers and experiencing FOMO, as followers strive to mimic the idealized lifestyle endorsed and captured by an influencer (Dinh & Lee, 2021). These three factors have become more prominent in the use of social media since there has been a rapid growth in online marketing and e-commerce in recent years (Sanak-Kosmowska, 2021). Consumers and users of social media themselves have begun to co-create the content available online and share it with others, also known as user-generated content (UGC). User-generated content has become a vital part of marketing initiatives for brands and organizations online, for purposes like advertising, promotion, and customer service (Sanak-Kosmowska, 2021). However, there are possible disadvantages to UGC content. Brands must be aware that UGC may result in negative feedback and point of views by the customers and/or the audience (Quartieri, 2020). It is important to avoid the negative feedback and potential damage to a brands image that appears online, because trying to recover from that and go back to selling products and services the way a brand was before could be difficult (Quartieri, 2020).  UGC coupled with the four categories of gratifications that users derive from media, outlined by Sanak-Kosmowska (2021), can create a space that successfully encourages consumers to purchase. The four categories of gratifications that users derive from media include entertainment, searching for information, social interaction, and development of personal identity. Each of these four factors are what drive users and consumers to purchase products/services being sold to them, as well as being influenced by the feeling of FOMO, social comparison, and social proof (Sanak-Kosmowska, 2021). They are used by social media marketers and social media influencers to create impactful and persuasive content. The relationship between psychological mechanisms and trend adherence in society and the digital world is evident. Understanding these psychological drivers is important for marketers and influencers in creating compelling content and navigating the complexities of trend adherence on social media. It is also equally as important for consumers to understand this as well, so users can navigate social media and e-commerce in a way in which being able to showcase themselves can be coupled with being self-aware, avoiding the need to compare, experience FOMO, and the desire to prove themselves to others online.

Social media Influencers stand out as highly influential figures in the digital world and serve as catalysts in initiating and pushing trends across social media platforms (Leung et al., 2022). Their influence extends beyond the typical product endorsements, where strategies such as sponsored content, product placements and the portrayal of picture perfect or aesthetic lifestyles are used to sell a product or service (Rutter et al., 2021). There are forever changing dynamics of consumer behavior, wherein traditional advertising methods are met with growing skepticism and are becoming less effective, therefore, paving the way for online influencer marketing (Leung et al., 2022). This shift in consumer behavior highlights the need for influencers to bridge the gap between brands and consumers. By integrating brand endorsements not only into their content but into their own personal lives and narratives, it makes their own online influencer marketing content and the collaborating brands content appear more authentic and reflective of their own lifestyle, aesthetic, and brand image (Leung et al., 2022). This fosters trust and credibility among their audience, but what makes an equally important impact on influencing and persuading consumers is the capability influencers have to maintain active relationships and being able to regularly respond to and interact with their followers. The notion of influencer authenticity emerges as an important factor, shaping audience perceptions and driving trend adoption. Through a scatter gun approach, discussed by Rutter et al. (2021), influencers strategically align themselves with specific niches, such as beauty and fashion, therefore enhancing engagement and fostering the circulation of trends within the specific niche. With this strategy in mind, influencers simply create this ideal lifestyle, within their niche and with promoted products, to create trends or popularity over a product/service. Influencer’s overall goal is to tell their viewers ‘You need this’ product or service, and consumers follow in their footsteps in order to ‘be like them’ and have a similar lifestyle and aesthetic (Leung et al., 2022). This idea links back to the psychological behaviors analyzed when individuals interact with social media and e-commerce. As extreme as it may seem, influencers can be seen as playing a manipulation game, strategically using their influence, and portraying themselves as passive participants in events which led them be promoting brands products/services. Manipulation is a deliberate form of influence and the message that is received by consumers and the audience do not perceive the intentions of the ‘manipulators’, also known as the influencers in this case (Sanak-Kosmowska, 2021).

The social impact of trend obsession reaches well beyond individual preferences and consumer behavior, affecting cultural diversity, environmental sustainability, and ethical considerations within a brand. One consequence is the homogenizing effect on cultural diversity and individual expression. Trends within fashion or beauty often dictate a standard of style or beauty, leading to the marginalization of alternative perspectives and diminishing the potential of cultural variety within social media content (Henriques & Patnaik, 2021). There are so may trends and micro-trends on TikTok, but each individual user is only shown the few that are relevant to their personality and their algorithm. For example, on platforms like TikTok, as seen in the “that girl” trend, promotes an idealized image of femininity and being the ideal girl centered around self-improvement and perfection, which can then send a message to the audience promoting narrow standards that can damage self-esteem and mental well-being among young women (Arshad, 2021). Algorithmic recommendation systems on platforms like TikTok amplifies this issue of trend conformity and restricting exposure to diverse perspectives. By tailoring content to user’s existing interests, these algorithms reinforce echo chambers and limit the awareness of alternative viewpoints, further enforcing social conformity (Henriques & Patnaik, 2021). A trend like this that is encouraged through influencer content and marketing as well as a highly personalized algorithmic system, specifically on TikTok, worsens the issue by encouraging impulse buying and promoting fast fashion consumption. This not only contributes to the environmental degradation associated with mass production and disposal of garments but also starts a cycle of trend-driven consumers that prioritize instant and short-term gratification over long-term sustainability (Quartieri, 2020). Fashion trends facilitate access to a wide array of product information through platforms like TikTok where regular users and influencers create content like “hauls” and use electronic word of mouth (Quartieri, 2020). These marketing strategies rationalize the demand for fast fashion, presenting it as an avenue for consumers to fulfill their fashion goals and achieve a certain type of aesthetic or look. The popularity of fast fashion offerings at low prices further implies the disposable nature of the industry, with brands like Zara, known for their rapid response to evolving and upcoming trends (Quartieri, 2020). According to Quartieri (2020), Zara produces approximately 12,000 new styles per year, and if they were to sell out quickly, they’d have more styles in the line-up ready for manufacturing and selling. Consequently, wastage emerges as one of the foremost consequences of fast fashion, with the clothing industry now exceeding global shipping and flights in greenhouse gas emissions (Quartieri, 2020). Zara also has a brand reputation where the term greenwashing has been used to describe the way their company processes work (Quartieri, 2020). However, this may deter some consumers from buying from the company, but more often than not, consumers either are not aware or turn a blind eye, because affordability and accessibility is valued more (Quartieri, 2020). The consumption of fast fashion is driven by various factors, including social desirability, brand bias and affordability, highlighting the complex relationship between economic, social, and environmental considerations within the industry.

To conclude, the presence of trends in society today extends far beyond the realm of consumer behavior, where cultural, environmental, and ethical dimensions come into play. From the influential impact of social media users to the algorithmic curation of content, the dynamics of trend adherence create a profound impact on individual expression, cultural diversity, and the environment. The limitless urge for fast fashion, fueled by these trends and trend-driven consumerism, underscores the urgency for a shift towards sustainable practices. As society navigates the evolving digital world and the landscape of trend adherence, both consumers and creators, must be aware and have an understanding of the psychological motivations and societal implications. By fostering a culture of mindfulness and conscious consumption, society can not necessarily move on from trends, but use them to embrace diversity, sustainability, and ethical mindfulness.