New research reveals teens prefer authentic cultural connections over social media tricks-and they can spot the difference in seconds. Nothing catches a marketer’s attention quite like a shiny new trend. But trend hopping comes with significant risks, especially today, as viral moments catch fire and flame out faster than you can flick a BIC. A brand that gets it right lives to move on to the next big thing, but those that get it wrong are suddenly seen as “out-of-date,” “old,” or “cringe.”