Pop culture is a funny thing and it’s something that we, as creatives, must unfortunately remain perpetually cognisant of. How else are we meant to tap into the zeitgeist and get that constantly distracted and highly coveted Gen Z market to sit up and pay attention? But what happens when a perfectly innocent pop culture trend starts to rot away into something more insidious and damaging?
Today, I’ll be probing a dark corner of our recent history to highlight some of the trends that blighted mass media and filtered through into the creative industries in the 21st century. Because it’s only by acknowledging our mistakes that we prevent future generations from repeating them.
So, brace yourselves everyone, for we're about to embark on a journey through the annals of cringe and explore the pop culture trends of the last 23 years that we’d all probably rather forget.
1. Selfie Overdose
Dove's "Reverse Selfie" campaign was a clever way to buck this asanine trend
Ah, the infamous "selfie." What started as a harmless way to capture a memorable moment has now transformed into an epidemic of egocentric proportions. The narcissism reached such levels that people started documenting their every sneeze, meal, and outfit change. And don't even get me started on those selfie sticks that make us look like vacant tourism drones wielding dangerous weapons. It's time to put the "self" back in self-awareness.
2. Viral Challenges Gone Wrong
In the digital age, it seems like every day brings a new "challenge" that's as pointless as it is dangerous. Remember the Tide Pod Challenge, where people willingly ingested laundry detergent? Or the Cinnamon Challenge, where individuals attempted to swallow a spoonful of cinnamon without choking? It's baffling how these trends managed to go viral while common sense was left in the dust.
3. Overused Hashtags
Once upon a time, hashtags were a nifty way to categorise and search for content on social media. But like an overplayed song on the radio, they quickly became stale. #Blessed, #YOLO, #OOTD (Outfit of The Day), and #Goals have infiltrated our timelines to the point where we can't scroll for two seconds without feeling like we've entered an alternate universe where creativity is punishable by boredom. Let's reclaim the power of words and retire these tired hashtags once and for all.
4. Pointless Remakes and Reboots
Hollywood has a knack for resurrecting long-dead franchises in the hopes of milking them dry. From endless superhero reboots to unnecessary remakes of beloved classics, it's become clear that originality has taken a backseat to the comfort of familiarity. Just because a movie was successful two decades ago doesn't mean it needs a modern-day makeover. We're looking at you, "reimagined" Power Rangers. Let's give the new generation something they can call their own, shall we? Oh, and unnecessary sequels can do one too. How many Star Wars movies do there really need to be? And the less said about Indiana Jones 5, the better. As far as I’m concerned, it’s still a trilogy.
5. Influencer Marketing Mayhem
Influencer marketing, the art of paying someone to sell us stuff, has spiralled out of control. It's as if every other person with a smartphone and a pouty selfie is suddenly an expert on cosmetics, fashion, and wellness. We're bombarded with sponsored posts that seamlessly blend into our feeds, leaving us questioning the authenticity of the products being peddled. Maybe it's time to take a step back, regain our scepticism, and remember that not everything is worth double tapping.
Magnum's #TrueToPleasure campaign was one of the few influencer led activations in recent years that didn't come across as completely cynical
Let this serve as a reminder that sometimes, in the pursuit of staying relevant and hip, we end up wallowing in the land of absurdity. So, let's take a moment to reflect, laugh at ourselves, and hope for a future that brings more originality, authenticity, and fewer selfies.
