Unpacking the Mind: The Psychology Behind Modern Trends
Kineshia Fievel Lassa, Volunteer - EngagePolitica
Trends have always been a fundamental part of human culture, constantly rising and falling in popularity. A perfect example of this phenomenon is the reappearance of Y2K fashion. This nostalgic trend brings back bubble-gum pink halter tops and chunky flip-flops, items you might remember from old family photos. This resurgence highlights the resilience and cyclical nature of fashion and pop culture.
The Rise and Fall of Trends
The re-emergence of trends like Y2K fashion is not an isolated incident. It showcases how powerful and enduring fashion and pop culture can be. Trends from the past often make a comeback, driven by a variety of psychological and social factors. Social psychologists Henri Tajfel and John Turner's social identity theory offers a framework to understand this phenomenon. Their theory posits that an individual's self-concept is derived from their membership in relevant social groups, categorized into "in-groups" and "out-groups."
Henri Tajfel and John Turner's Social Identity Theory
According to social identity theory, being part of the in-group (the “us”) is ideal, while the out-group (the “them”) is less desirable. This dynamic can be seen in fashion culture, where trend-followers represent the in-group, and those who do not follow trends form the out-group. Tajfel and Turner hypothesized that in-group members often enhance their self-image by focusing on the negative traits of the out-group. Applied to fashion, this means people are inclined to follow trends set by celebrities or influencers, enhancing their self-image by associating with admired figures.
Albert Bandura's Social Cognitive Theory
Albert Bandura's social cognitive theory also sheds light on why trends gain popularity. In a famous 1968 study, Bandura demonstrated that children who observed a boy playing happily with a dog were more likely to overcome their fear of dogs. This study exemplifies how people observe others' behaviors to create mental shortcuts for decision-making. Following trends can simplify the decision-making process, making it easier for individuals to choose what to wear or how to act.
Social and Psychological Drivers of Trends
Trends offer more than just a way to simplify decisions; they fulfill a deeper psychological need for belonging and social connection. "Participating in trends invites social interaction, admiration, and appreciation from others, and facilitates a sense of belonging," says clinical psychologist Christie Ferrari. This desire for social connection is a powerful motivator behind the adoption of trends.
The fear of missing out (FOMO) is another significant driver of trend adoption. Dr. Sanam Hafeez explains, "There's this fear of missing out on something fun or exciting, which can push us to join in on trends even if we're not sure about them." The scarcity or exclusivity of certain trends can amplify this fear, making individuals more eager to participate.
Social Media's Influence on Trends
The landscape of trend culture has been drastically transformed by social media. Platforms like TikTok and Instagram have democratized trendsetting, making it easier for trends to spread rapidly. "With the rise of social media, all of the world is a stage," notes Dr. Scott Lyons. The instant connectivity provided by social media accelerates the pace at which trends come and go.
While social media has enabled countless micro trends to flourish, it has also shortened their lifespan. "Once the trend becomes too saturated and viral, it's time for a new trend," says Dr. Ferrari. This rapid turnover can lead to trend fatigue, where individuals feel overwhelmed by the constant influx of new trends.
Given our shrinking attention spans and the rapid dissemination of information online, the trend cycle shows no signs of slowing down. "We're getting bored much easier than ever before," says Dr. Jenny Yip. New trends provide a dopamine boost, offering a temporary escape from boredom. Until a major cultural shift occurs, it is unlikely that the pace of trend culture will change.
Conclusion
Trends are a reflection of our innate desire for social connection, admiration, and belonging. They provide a sense of identity and simplify decision-making processes. Driven by psychological factors and amplified by social media, trends will continue to rise and fall, shaping our culture in the process. As Dr. Lyons aptly puts it, "Trends start with something that an individual or small group gives attention to, and then [they] start to build momentum of other people's focus," capturing the essence of our collective fascination with the new and shiny.
References
European Journal of Social Psychology (1979). DOI: 10.1002/ejsp.2420090207
Journal of Personality and Social Psychology (1968). DOI: 10.1037/h0025260
A new perspective on trends in psychology (2024), Andrea Zagaria, Luigi Lombardi, https://www.researchgate.net/publication/375149101_A_new_perspective_on_trends_in_psychology