Episode 38: Why Brands Chase Trends

About this episode

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 action If 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 advantage www.cannedmarketing.com Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin