'Trendfear' and how it's impacting upon communications

There was a great article on the BBC website earlier this week by Tom de Castella looking at ‘Trendfear’ – the nagging anxiety at the back of your mind that you are missing out on something.   

While marketers traditionally referred to such groups as early adopters, in the digital world, where many of us find ourselves now living and working, just keeping up with what’s new is often a challenge. There is a potential for information overload, and conversely for only sharing information within or between specific groups.   

Tom cites the circumstance of finding yourself baffled by the rise of ‘dual screening’ – ie watching television and posting instant reactions on Twitter. However, for ardent fans (or critics) of a programme it's probably just the outlet they have been looking for.  What if you do feel left behind when you read a story in the newspaper when you could have been watching it unfold through digital media?

In communication terms it adds a layer of complexity to how we, as professionals, need to approach media strategies. But as consumers we also becoming more aware that trends, like some products we may have experienced, can fail to live up to the hype? 

For example, we’re keeping a watching brief on Pinterest* here at The Think Tank, and we think it will be great for sharing design ideas and inspirations. We’ll keep you updated.  

*An online pinboard where you can post images and inspiration (already in the top 10 social networks in the USA). Find out more here.