Episode 38: Why Brands Chase Trends - we Break Down the Successes and Failures

Steph Quantrill and Ben van Rooy unpack the rise of food trends, cultural influence and why brands are obsessed with staying relevant. From matcha and bubble tea to Stanley Cups and Labubu, this episode explores how trends form, where they spread from, and why marketers often mistake short-term hype for long-term opportunity. Broadcasting from Japan and Melbourne, Ben and Steph compare the cultural influence of East versus West, debate whether brands should follow trends at all, and break down the commercial realities of jumping on the next big thing too early or too late. If you’ve ever wondered whether your brand should launch the next trending flavour or product, this episode is for you.What You’ll Learn in This Episode Why trends are increasingly moving from East to West instead of the other way around  How brands can tell the difference between a fad, a trend and a cultural shift  Why timing matters more than simply jumping on what’s popular  How brands like McDonald’s and Stanley balance trends with long-term positioning  Why marketers need curiosity, travel and cultural awareness to spot what’s next Bonus Nuggets Ben reports live from Japan on the intensity of Tokyo advertising and trend culture  Steph reviews The Devil Wears Prada 2 and Melbourne’s out-of-home advertising scene  The pair break down the biggest Met Gala fashion moments and celebrity brand power Call to actionIf you enjoyed this episode, follow Canned, the Marketing Podcast on Spotify, Apple Podcasts or YouTube and share it with another marketer who’s trying to separate hype from real opportunity.Resources mentioned: Mintel  NIQ (NielsenIQ)  Tracksuit Brand Tracking  McKinsey & Company  Uniqlo  Onitsuka Tiger Connect with the creators, and hosts mentioned: Ben van Rooy LinkedIn  Stephanie Quantrill LinkedIn Explore more from Canned: Canned, the Marketing Podcast  Cue Marketing  Human Digital Timestamps 00:00 – Food trends, matcha and modern marketing culture  00:40 – Ben broadcasts from Japan and shares trend observations  01:40 – Japanese advertising, public transport and sensory overload  03:00 – The rise of convenience culture and Japan’s famous egg sandwiches  04:00 – Steph reviews The Devil Wears Prada 2 and Melbourne marketing  05:15 – Why Melbourne’s out-of-home advertising stands out  06:15 – Met Gala reactions and fashion as cultural influence  08:40 – Celebrity branding, shock factor and wearable art  13:15 – What marketers misunderstand about trends  14:10 – TikTok, food culture and the rise of matcha everything  15:30 – Why trend influence is now moving East to West  17:10 – How algorithms shape different trend realities for different audiences  18:20 – Why niche communities now drive modern trends  19:20 – The difference between a fad, a trend and a cultural shift  20:40 – How brands decide whether a trend is commercially viable  22:00 – The risks of entering trends too early  24:20 – Why New Zealand brands can be slower to adopt trends  26:10 – Matcha as a case study in cultural repositioning  29:00 – Why brands fail when they simply “make it green”  31:00 – Can brands actually create trends?  34:00 – Stanley Cups, Crocs and trend-driven brand growth  37:40 – Why trends should never replace long-term brand strategy  39:00 – McDonald’s as a masterclass in trend adaptation  41:00 – The rise of Asian influence on global culture and branding  47:45 – Practical advice for marketers on spotting trends early  49:00 – Why curiosity is a marketer’s greatest advantagewww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin