How consumption guided by digital trends influences marketing and brand behavior
Labubu dolls, glitter Carmeds, limited-edition Stanley cups. In just a few days, these items go from anonymity to becoming the stars of feeds, shopping carts, and even consumers' closets.
But what's behind this phenomenon?
We're facing a behavior that's becoming increasingly common in the digital environment. Consumption shaped by short-lived, highly viral trends reveals the new directions of digital marketing and the role brands play in this context.
The algorithm sparks desire
You didn't know Labubu.
But after seeing several cute (and slightly weird) versions on social media, you got curious. You wanted to understand what it was. You thought about getting one. And maybe you even bought it.
This is the typical cycle of how desire is born in the digital age. A combination of repetition, engagement, and aesthetics turns ordinary objects into consumer phenomena.
In the case of the Stanley cup, for example, the boom came after a viral video showing the cup intact in the middle of a burning car. The narrative became proof of durability, the product became a status symbol, and the algorithm took care of the rest.
Not every viral moment is fleeting
Many of these products have a deeper story than it seems. Labubu, for example, was created in 2015 by Kasing Lung, a Hong Kong artist who blends dark and playful references in his work. The plush toy is part of the “The Monsters” series, released by Pop Mart in blind-box format, which heightens the sense of exclusivity and collectibility.
But it was only in 2024, after appearing in the hands of Lisa (BLACKPINK), that the doll achieved global status. Today, it's featured at fashion weeks, in partnerships with brands like Vans and Coca-Cola, and even on celebrities' social media.
This kind of turnaround shows that not all hype is empty. In many cases, it results from timing, emotional connection, cultural construction, and a desire to belong.
The role of marketing in this scenario
For those who work in digital marketing, the lesson is clear. Understanding consumer behavior involves more than just tracking trends. It's necessary to interpret what those trends actually mean.
Not every brand needs to become a meme. But every brand needs to understand the context it operates in.
Riding a hype wave can bring short-term results. Building meaning and purpose is what ensures long-term relevance.
How to create desire with purpose
The question that needs to be asked is simple: is the audience buying out of identification, influence, or impulse?
When a brand understands this answer, it can create more effective campaigns. It can position itself with authenticity. And most importantly, it can turn desire into relationship, not just conversion.
The challenge goes beyond visibility
In a world driven by feeds and algorithms, the challenge isn't just to show up. The real challenge is to build genuine connection with people.
At On, we help brands understand digital behavior, create relevant content, and stand out amid passing trends, with strategy and consistency.
Keep following On's blog for more insights on digital consumption, branding, and real marketing.
Also read: Insights that Sell: Brazil on Social Media in 2025
