When to hop on a trend (and when to stay in your lane)

The moments that have caused a huge splash in our culture in this decade include the COVID-19 lockdown, the retiring of sports greats, the summer and winter Olympics and the rise of BeReal and TikTok. These instances have led to the practice of trend-jacking, when your brand, led by savvy marketing and PR teams, rapidly creates content connecting to current news and trends.