stop calling everything a trend

Marketers have turned “trend” into a catch-all for memes, vibes, and hype. However, that laziness makes the word useless.

I was scrolling LinkedIn the other day (already a mistake) and I stumbled on a post about a campaign in Québec for young people. The agency was bragging that they had tapped into the trend “out of the groupchat.” And I just sat there staring at my screen thinking: wait, what? Since when is that a trend? Since when did any random expression that’s been a…