By now, you’ve probably seen that kiss cam clip from the Coldplay concert – the one where a couple, clearly not expecting to be seen, got caught on the big screen… and accidentally exposed an affair in front of tens of thousands of fans (and now, millions on the internet).
Within hours, the video went viral. And right on cue, brands jumped in. Tesla, Netflix, Nando’s Australia – they all took a stab at riding the wave, turning a messy personal moment into meme-fueled marketing.
Some posts were clever. Others? Kinda cringe.
And while trend-jacking (aka jumping on viral moments for brand visibility) can absolutely be effective – it also walks a very thin ethical line.
Because here’s the thing: what’s trending isn’t always what’s right. And as values-driven entrepreneurs and ethical marketers, we’ve got to be more intentional about the waves we choose to ride.
This post isn’t about canceling anyone or throwing shade – it’s about pausing to ask better questions. It’s about navigating visibility in a way that centers empathy, consent, and community care.
So let’s dig into the power (and potential harm) of trend-jacking – and how you can show up online with integrity without missing out on meaningful engagement.
What Is Trend-Jacking?
Trend-jacking is when a brand or creator hops on a viral moment – whether it’s a news story, meme, pop culture event, or social media trend – to get attention, boost engagement, or increase visibility.
And honestly? It’s not hard to see why it works.
When done well, trend-jacking feels timely, relatable, and emotionally charged in all the right ways. It creates an instant connection with your audience – because they already know what you’re referencing, and they’re likely already talking about it.
Think:
- Remixing Taylor Swift lyrics during an album drop.
- Playing off a celebrity’s bizarre food order.
- Reacting to the latest internet drama with a well-placed gif and clever caption.
For neurodiverse, mission-driven entrepreneurs trying to cut through the noise, trend-jacking can feel like a shortcut to connection – a way to stay relevant without reinventing the content wheel every week.
And sometimes? It is brilliant.
But (you knew that “but” was coming, right?)…
Trend-jacking also comes with risks – especially when the trend is rooted in harm, humiliation, or someone else’s personal business being blasted across the timeline.
So let’s talk about the good, the bad, and the ick.
The Power (and Perils) of Trend-Jacking
Why It Can Work:
Trend-jacking isn’t inherently bad. In fact, when done thoughtfully and ethically, it can:
- Boost visibility quickly
Riding the momentum of a viral moment can get your content in front of more eyes – without needing a huge budget. - Tap into shared emotions
Whether it’s humor, shock, nostalgia, or irony, trends create a sense of collective experience – which can deepen connection with your audience. - Make your brand feel current and human
Showing up in real time (with personality!) helps you feel more relatable, especially on fast-moving platforms like Instagram or X (formerly Twitter). - Fuel engagement
When your audience gets the reference, they’re more likely to like, comment, and share – which can expand your reach organically.
But here's the twist…
Just because a trend is working for someone else doesn’t mean it’ll work for you – or that it should.
Where It Can Go Really Wrong:
Trend-jacking crosses a line when it:
- Trivializes real harm
Turning someone’s pain, trauma, or deeply personal situation into your brand’s punchline? That’s not edgy – it’s exploitative. - Uses someone else’s story without consent
Even if it’s “public,” using a stranger’s likeness or experience to sell your stuff can cause harm – especially when they didn’t sign up to be a meme. - Confuses or alienates your audience
If a trend feels off-brand or misaligned with your usual tone, it can come across as insincere – or worse, manipulative. - Contradicts your values
Nothing torpedoes trust faster than saying you care about people… then using their personal crises as content fodder. - Relies on lazy stereotypes or harmful tropes
This is a big one. If a trend reinforces ableism, racism, fatphobia, misogyny, or other forms of marginalization – skip it. No “reach” is worth the harm.
And even if the people at the center of a scandal made some questionable choices (looking at you, kiss cam couple), that doesn’t make it okay to pile on for clout. There are always ripple effects – spouses, kids, coworkers, and communities who didn’t ask to be dragged into the spotlight.
Empathy and ethics don’t have to kill creativity. But they should shape how you show up.
Ethical Questions to Ask Before Hopping on a Trend
Before you repost, remix, or make a meme out of the latest viral moment, pause. Breathe. And ask yourself:
1. Is this trend actually relevant to my audience?
Sure, it’s everywhere now. But does it connect to your niche, your mission, or what your community is coming to you for? If it’s not meaningful or relatable to your people, it might just be noise.
2. Could this cause harm to someone involved (even indirectly)?
It’s easy to forget that there are real humans behind viral content. Even if they “put themselves out there,” public visibility doesn’t equal consent – especially when that attention turns mean-spirited.
3. Am I using someone else’s story without their consent?
Ask yourself: Would I still post this if it were my face, my name, or my relationship in the video? If not, it’s probably not yours to use.
4. Would this land the same if it happened to someone I love?
Empathy check. If this situation happened to your best friend, your partner, or your kid – would turning it into a content opportunity still feel okay?
5. Does this reflect what I stand for as a business owner?
Values alignment isn’t just a buzzword. If your brand is rooted in justice, equity, and compassion – your content should be, too. That includes knowing when to sit one out.
Trend-jacking can be a powerful tool – but like any tool, it depends on how you use it. Ask these questions not to overanalyze, but to stay rooted in your integrity.
Just Marketing® Best Practices for Navigating Trends
You don’t have to sit out every trending moment – but you do need to engage with care. Here’s how to ride the wave without compromising your values or your community’s trust:
Pause before posting
Give yourself a moment – especially when a trend feels urgent, outrageous, or emotionally charged. Being first isn’t worth being careless. A quick pause can mean the difference between a post that lands… and one that causes harm.
Lead with empathy
Before you hit “publish,” ask: Who might this hurt? Who might feel seen? Who might feel exploited or erased? Make space for those answers – even the uncomfortable ones.
Check for value alignment
Ask yourself: Does this reflect who I am and how I want to show up in the world? If your gut says “meh” or “maybe not,” trust that. Your content should support your values – not stretch or contradict them for attention.
Know when to pass
You don’t have to jump on every trend. In fact, silence can be one of the most powerful, ethical strategies out there. If a trend doesn’t align – let it go. You’re not “falling behind.” You’re building trust.
Shift the frame: Add context or depth
If you do engage with a trend, consider flipping the script. Use it as an opportunity to educate, uplift, or challenge the narrative – rather than just reposting for laughs or likes.
Trend-jacking doesn’t have to mean selling out your values. With some thoughtful reflection and a whole lot of heart, you can stay relevant and stay rooted.
When Silence Is the Most Ethical Strategy
Here’s your gentle reminder: you don’t have to say something just because everyone else is.
In the age of constant content and hot takes, silence can feel risky – like you’re missing out, falling behind, or failing to stay “relevant.” But let’s reframe that.
Choosing not to engage with a viral moment is a decision – one rooted in awareness, discernment, and care for your audience.
Sometimes the most values-aligned thing you can do is sit this one out.
Especially when:
- The trend centers someone else’s harm or humiliation
- You’re unsure whether your take adds value or just noise
- You’re feeling the pressure to respond fast, not thoughtfully
- You’re using someone else’s story to fuel engagement or sales
Visibility that aligns > Visibility that harms
Staying visible ethically means being intentional – not reactive. It means showing up in ways that build trust over time, even if that trust doesn’t come with instant likes or viral reach.
There are so many ways to stay present online that don’t require trend-jacking. Create original content. Reshare a past win. Offer something helpful, even if it’s not “on trend.”
Let your marketing reflect the pace, depth, and values you want to bring to your entire business – not just your content calendar.
Final Thoughts: Legacy > Likes
Trends will come and go. Algorithms will keep changing. And viral moments? They burn hot… and fade fast.
But your integrity?
Your values?
Your impact?
That’s the stuff that lasts.
You don’t need to be the first to post.
You don’t need to be the funniest or flashiest.
And you definitely don’t need to capitalize on someone else’s pain to be seen.
What you do need is alignment – with your values, your audience, and the kind of business you’re actually trying to build.
Because real visibility – the kind that grows trust, community, and long-term success – doesn’t come from chasing trends. It comes from showing up consistently, consciously, and compassionately.
So the next time a viral moment explodes across your feed, pause. Ask the hard questions. Lead with empathy. And know that choosing the ethical path may not always be the loudest move…
…but it’s always the most powerful one.
