Viral Trends and Brand Authenticity: When Playing Along Pays Off
Before running our latest survey, we expected to hear a wave of cynicism—that people were tired of brands trying to insert themselves into viral moments, especially those as chaotic and controversial as the Coldplay concert incident. We assumed the public might be fatigued by forced trend-chasing.
But what we found was more nuanced—and more optimistic.
While not everyone’s on board, a surprising number of people are open to brands engaging with viral trends—so long as it feels authentic, on-brand and done with purpose.
Earlier this year, we saw social media turn pink and plastic with the AI Barbie Box Challenge, one of 2025’s first major viral hits. More recently, Coldplay’s on-stage mishap lit up the internet, quickly evolving from scandal to self-aware meme, with brands, media outlets and public figures all referencing it as a shared cultural reference.
These moments raise an important question: should brands join in?
Audiences Are Split—But Not Dismissive
According to our latest survey, just over 24% of people think it’s completely OK for brands to engage with viral trends—they see it as a sign that a brand is culturally aware and “in touch.” A further 32% say it’s best when brands do a mix, staying true to their core product or service, while also having fun with trends that align with their tone of voice.
That said, the largest group, 44%, still prefer that brands stick to what they know best: their product, service and core values. This reinforces the idea that while trend participation can work, it should never come at the expense of brand consistency.
In other words: there’s space to play, but it must make sense.
The Power of Authenticity
Trends move quickly, but audiences are sharp—and increasingly sceptical of inauthentic engagement. Jumping on a meme or viral moment for visibility alone can backfire, especially when it doesn’t align with your brand’s values or identity. As one respondent put it:
“When a brand jumps on a trend just to fit in, it’s obvious—and off-putting.”
At the same time, when brands get it right, the impact can be memorable and meaningful. One survey participant shared how one example caught their attention when a sportswear brand cleverly used a viral TikTok dance trend to promote a new line of trainers. Instead of just reposting the trend, they created a custom challenge encouraging users to ‘show off their moves while wearing the shoes’. This participant shared how the campaign felt ‘authentic and fun’, commenting that it connected with the audience naturally and made it stand out. “This kind of smart, playful engagement really impressed me.”
This kind of value-aligned creativity is exactly what audiences respond to.
43% of respondents say they like it when brands engage in trends that raise awareness for a cause or social issue.
Only 13% are comfortable with trends that are even slightly controversial or potentially offensive.
And 43% prefer brands to participate only if the trend fits their brand identity.
The lasting impact of the ALS Ice Bucket Challenge is a powerful reminder of this. Over a decade later, people still remember not just the viral videos, but the cause behind them—a perfect example of purpose-driven participation that didn’t sacrifice fun.
Brands Getting It Right
Certain sectors—particularly Retail, Entertainment and Fast-Moving Consumer Goods—were called out by respondents as being better positioned to join in on trends without raising eyebrows. These industries are seen as inherently playful or conversational, giving them a little more room to improvise online.
In our data, a few brands were named repeatedly as doing social media “the right way.”
Ryanair came up frequently in open-ended responses. Their unapologetically cheeky, self-deprecating tone has earned them a devoted following. Whether it’s roasting their own no-frills service or clapping back at complaints with sass, their online persona is cohesive, memorable and undeniably them.
Aldi’s “caterpillar cake” war with M&S was another moment that captured public attention — a mix of humour, brand rivalry and product pride that felt fun, not forced. Aldi is known for its playful interactions with other brands on social media, often using wit and light-hearted banter to stay culturally relevant without taking itself too seriously.
Duolingo also stood out. As an educational service, it might not be the first brand you’d expect to dominate TikTok — yet their irreverent mascot, chaotic memes and bold takes on internet culture have built them a massive and loyal online audience. Why does it work? Because it’s consistent, self-aware and in on the joke.
When done right, personality-driven content can turn even the most unexpected brand experience into a fan favourite.
Sometimes, It’s Just for Fun
It’s not all about big causes or bold stances — a full third of respondents said they like when brands join in on harmless trends “just for a bit of fun.” Think dancing office staff, nostalgic soundtracks or whimsical filter challenges. Not everything needs to sell or sermonise—sometimes, levity can build loyalty.
The Takeaway for Brands: Trend Carefully
Viral trends can be a double-edged sword. They offer a chance for visibility, relatability and even virality—but only when wielded with care.
The key takeaway? Consumers aren’t asking brands to be boring. They’re asking them to be real.
If the content feels natural, true to your brand experience and adds something meaningful or joyful to the conversation — go for it. But if you’re just doing it because everyone else is, take a step back.
After all, the internet never forgets.
Joining a trend doesn’t mean chasing relevance—it means staying in character.
Because the best trend any brand can follow?
Being authentic—consistently.
The Harris Poll UK, A Stagwell Company, is a leading market research company with over 25 years’ experience providing some of the UK’s best-loved brands with game-changing insights. Our consultancy services utilise a combination of proprietary software and research expertise to deliver data insights via custom programmes. We help our clients make informed decisions based on our in-depth industry knowledge and our continual exploration of evolving consumer needs and priorities. We know that when a company’s Business Strategy and Customer Strategy are one and the same, their brand and their employees are better placed to succeed.
Get in touch with us to discuss your brand strategy and how you can check if your consumer experience is on trend.