By Kana McNiff
A microtrend is the popularity of an item or style that only lasts a few years, months, or even weeks. The problem is that when items only last a few months, things end up in the landfill at much higher rates than they would have with “normal” use. Although microtrends have always existed, social media has exacerbated its effects. The social media platform, TikTok is especially influential when it comes to these trends. People posting their outfits, shoes, jewelry, and other possessions cause these items to soar in popularity. One example of these items is the Stanley cup.
The Stanley cup is a vacuum-insulated stainless steel cup that has skyrocketed in popularity over the past few months. Specifically, the Stanley Quencher. Despite the fact that there are many other water bottle brands similar to it, it seems that many people are on a Stanley craze. Released on December 31, 2023, the Stanley “Galentines” collection went viral. People camped outside Target all night, waiting to rush into the store to be the first to get their hands on the limited edition collection. When they entered the store, people began running and fighting for the item.
People have even committed serious crimes for these items. On January 17, 2024, a woman in Roseville, California was arrested for allegedly stealing 65 Stanley cups from a nearby retail store. The stolen cups added up to a total value of almost $2,500. Due to the high value of the stolen items, the woman is now being charged with grand theft.
The main theory for what drives participation in these microtrends can be described by the “bandwagon effect”. Investopedia says, “The human brain uses “shortcuts,” known as heuristics, to make decisions more efficiently. One of these shortcuts is looking at what other people are doing. If enough people are following a trend, repeating a statement, or making the same decision, your brain will assume that it’s the correct decision to make.” In short, people have a compulsive need to be included.
Microtrends influence clothing choices, giving way for “fast fashion”. Fast fashion is low quality, low priced clothing that moves quickly from designers to stores. Not only is fast fashion tacky, it’s also bad for the environment. In America alone, an average of 11.3 million tons of textile waste ends up in landfills, annually.
What to ask yourself when a new trend arises:
Do you truly want this item or do you want it because other people have it?
If this item became unpopular, would you still use it?
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