How brand honesty can cut through the clutter of micro-trends

New viral aesthetics overtake my social media feeds whenever I open my phone—mob wife, Brat, underconsumption core—accompanied by endless shopping links urging me to engage with the trend before it passes. These micro-fads are fleeting, yet all-consuming. They create urgency, like a budget airline warning that “only four seats are left,” pressuring you to act fast, to buy in, to belong.

The pathway to pursuing relevance in 2025 is confusing and overwhelming, despite many viral ideas never even occurring outside of our screens. Keeping up with what’s relevant online is exhausting for 41% of Gen Zers, and feels pointless for 29%, according to a Dcdx study. We end up chasing ideas that fizzle out as fast as they appear, leaving us with a home full of impulsive purchases.

Enter @databutmakeitfashion, an Instagram account using data-driven insights to make sense of this chaos. With an expertise in analytics, the account’s creator demystifies viral trends by identifying what’s actually catching on beyond our feeds and which trends are worth long-term investment. 

To quote its website, “Shop what’s objectively in style—the biggest trends of the season backed by data, so you can trust the purchases you make. Because while style is subjective, data isn’t.” Whether it’s bangs or Chanel, denim or cheetah print, @databutmakeitfashion brings clarity by breaking down what’s resonating with real life consumers versus what’s just a marketing moment. 

It’s not just personal social accounts using data and insight to push against the onslaught of micro-trends. Fashion industry bible Vogue Business launched a TikTok Trend Tracker, a weekly newsletter bringing “weekly exclusive data from TikTok, unpacking the latest creators and biggest trends sweeping its Gen Z user base.” 

Using data collected across Condé Nast platforms, the newsletter helps its subscribers navigate what’s really gaining popularity from the runways and the streets—not just what the algorithm deems on the rise. As we’re balancing desires to stay trendy with budget constraints and growing environmental concerns, this enlightening use of data is a game changer.

What if brands across all categories followed in the footsteps of @databutmakeitfashion and Vogue Business by equipping consumers with their own data? We know brands have long used the internet’s treasure trove of data from Google search trends and social media engagement to shape products and strategies. What if they shared that insight with consumers to help them cut through this constant, algorithmic-generated noise? 

For example, Sephora added pop-ups on website product pages labelling certain products as “hot on social,” sparking assurance for consumers that those products are well-backed purchases. Knowing others are loving the same things allows consumers to make more confident purchase decisions and builds positive connections to brands, enhancing trust and loyalty.

Brands sharing data with audiences is an extreme act of transparency during a time when honesty from institutions and companies is hard to come by. By offering objective insights into how their products are performing, brands signal a belief that their consumers are worthy of making informed decisions.

Amazon flags certain items as “frequently returned,” providing buyers an extra layer of information and grounding them in the reality of the product before purchasing. London-based jewellery designer Cadena recently flagged one of its necklaces as “never been returned,” and Airbnb shares real-time booking data with labels including “guest favourite” or “this place is usually booked.”

Honesty like this reinforces credibility, signalling the brand values its consumers enough to pull back the curtain and let them in on the bigger picture. 

Brands need to benefit their customers with data, rather than just boosting commercial gains—especially as trends come and go in a heartbeat. As consumers, we can find light within that data to make more thoughtful, confident and informed decisions. For brands, this act of transparency could foster trust and loyalty, allowing them to break through the clutter and connect with consumers on a human level.

This antidote is a way for forward-thinking brands to subvert the status quo, add value and dial up relevance. Sharing data with consumers can become a powerful tool that helps both sides confidently navigate whatever flashy trend TikTok throws our way next.

Layne Rumpke is a senior strategist at Marks.