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“Why do we constantly follow trends?” Every time the seasons change, certain fashion, music, or content sweeps the world in an instant. Trends seem to disappear, but they always return in new forms. Experts explain that trends are not simply a matter of personal taste, but a structural phenomenon shaped by the interaction of psychology, technology, and industry.

The starting point of any trend is human psychology. In social psychology, the tendency to follow the choices of the majority is called the bandwagon effect. It stems from the human desire to belong to a group. The tendency to use others' choices as a criterion for one's own choices especially becomes stronger in situations where information is uncertain. The American Psychological Association (APA) explains that such social conformity has a real impact on individual judgment and behavior (APA, Social Psychology: Handbook of Basic Principles). People want both to fit in and to stand out at the same time. In his 1904 essay Fashion, sociologist Georg Simmel described trends as a recurring process driven by the tension between conformity and differentiation, arguing that this dual desire is what keeps trends constantly change.

Built on this psychological foundation, digital platforms now determine the speed of trends. In the past, the origin of the trend was magazines and TV, but now TikTok and Instagram take over the role. The algorithm constantly exposes it to an unspecified number of people when a short video someone posted is in the spotlight. Trends appear to spread naturally, but in reality, they grow like snowballs in a structure where "you see things that others have seen." What we see is both the result of our taste and the option suggested by the algorithm.

Trends are also closely related to industry. The fashion and content industries, in particular, continuously create new trends to encourage ongoing consumption. It is pointed out as a problem that this shortened trend cycle negatively affects the environment.
Meanwhile, the expansion of digital networks has turned trends into a global phenomenon. In the past, trends formed in specific regions spread gradually. Today, a single piece of content can be consumed almost simultaneously across multiple countries. The World Bank, in its World Development Report, explains that increased digital connectivity has significantly boosted the global flow of cultural content, transforming trends from local phenomena into patterns that circulate within global networks. In this process, different cultures influence one another and create new forms of trends.

Then why do trends repeat? It is because the past begins to feel “new” again, rather than a simple repetition. The so-called “retro” trend shows how older styles can be reinterpreted and given new meaning over time. From the perspective of French sociologist Pierre Bourdieu, the same style is accepted in a completely different context and meaning as generations change. The nostalgia of the older generation can be the freshness to MZ.

Trends carry both positive and negative aspects. On one hand, they promote cultural exchange and drive creativity and industrial growth. On the other hand, they encourage uniform consumption and increase environmental burdens. In particular, today, individuals do not stay as simple consumers, but directly participate in the process of sharing and spreading content, affecting the formation of trends. So, do trends emerge naturally, or are they constructed? The question is still ongoing.

Yeom Hyein / Reporter