Hop on that bandwagon

Katie Kenny and Laura Walters, hosts of the Stuff podcast investigate the science of trends.

In 1976, evolutionary biologist Richard Dawkins wrote The Selfish Gene, exploring the humans ability to pass on behaviours through imitation, rather than DNA. They can be passed vertically, from generation to generation, or horizontally, among peers and wider society – think religion, cooking meat, and using tools.

In this book, Dawkins coined the term meme. Since then, the term has been co-opted by funny cats, and suave men sprinkling salt from a height.

But whether it’s an internet meme, or a modern trend, such as a dance move, gym craze, or diet, they are all essentially passed on through copying.

Massey University professor of philosophy Bill Fish says humans are an unusual species in their ability, and desire, to imitate others. There’s a small amount of imitation among songbirds and great apes, but not much else in the animal kingdom.

‘‘The thought is this capacity to learn through imitation was one of the key things that drove human cognitive and cultural evolution. That it allows really useful ways of doing things to spread very quickly within a population.’’

Although humans developed the trait to enable them to imitate useful behaviour, in reality it’s not always used in that way; think looking at art, playing Pokemon Go, or wearing a waist trainer.

Then there’s our innate sense to be ‘‘cool’’, to ‘‘fit in’’, and, at the very least, not be left out. The want, or need, to have status within society or a group also plays a part in humans’ compulsion to follow the herd.

In animal groups, high-status males have more offspring, and high-status females have offspring that are more likely to survive. And one of the ways you can get status is by being seen as part of an ingroup.

So there are evolutionary reasons for seeking status. But in order to achieve what Fish calls a ‘‘cultural zeitgeist’’, a trend needs to appeal to different people, from different sections of society.

Even potentially world-changing products won’t gain traction if they lack mass appeal – Google Glass being the obvious example. And who remembers the 1985 Sinclair C5 electric bike? What could have been a revolutionary vehicle was at the time mocked as a toy.

At some point, trends or behaviours can be adopted uncritically, in what’s called the ‘‘bandwagon effect’’.

Everyone washes their hands, because everyone washes their hands, Fish says. We know we do it so we don’t get sick, but no-one ever checks the evidence; they just accept it.

Although the philosopher understands the beauty and power of learning through imitation, and the urge to belong, the idea of buying a lip kit to keep up with Kylie Jenner – or another ‘‘influencer’’ – is baffling.

But advertising, of course, capitalises on this drive. Our consumerist culture encourages us to associate happiness with material possessions, yet we live in a world of growing debt and depression.

‘‘Advertising is more often than not built on fear of what you’re not,’’ says Kiwi model and television personality Colin Mathura-Jeffree. ‘‘They’re tricking you into thinking, you must have this and you must have that, and it’ll build your self-esteem, when actually, it tears it apart.

‘‘What you have to do is take off all your clothes, look at yourself in the mirror, and fall in love with your own body.’’

So although we initially thought this podcast would be a lighthearted look at some quirky trends, it didn’t take long for us to uncover darker sides of even the most innocuous fads – waist trainers, for example.

Does restrictive clothing like this represent regression or progression for women? Can we wear waist trainers, and still call ourselves feminists? (The answer to that, we would argue, is yes.)

The series has also prompted us to re-examine some of our personal values. Does investing in cryptocurrency align us with libertarianism? Would we be better people if we practiced mindfulness? How does bingewatching TV affect family life?

The trends we follow say something about all of us. They also say something about who we trust.

The rise of the ‘‘influencer’’ marked a new phase in the world of advertising. Last year, research from Search Engine Watch found only 22 per cent of brands are trusted, more than 60 per cent of Kiwi women won’t engage with sponsored content if it doesn’t feel genuine, and 83 per cent of consumers trust recommendations from their peers rather than traditional advertising.

Influencers need to pick products, brands and experiences that align with their brand, and vice versa. If the pairing doesn’t seem genuine, today’s savvy consumer won’t buy it.

If you’re Kylie Jenner, that intimate connection with your 105 million Instagram followers can easily help turn a little-used product, such as a waist trainer, into a global trend. Savvy influencers like Jenner are aware of this power, and charge companies hundreds of thousands of dollars for a single post.

But those with products to push, like New Zealand’s Iyia Liu, who made millions in selling waist trainers after paying Jenner $300,000 for a single post, say it’s worth it.

One thing that’s stuck with us as we’ve talked to Kiwis who have been swept up in these fads, is how far people will go to defend them.

Sydney-based journalist Derek Rose, who spoke to us for an episode on cryptocurrency, lost more money through Bitcoin than most people make in a lifetime. But even as the market was crashing, he didn’t want to cash out. ‘‘My friends told me to diversify … But I was like, ‘no, I want to be pedal to the metal. I’ve got big gonads’.’’

So, waist trainers, Pokemon Go, DNA mapping, cryptocurrency, tiny houses, what do they say about us?

Superfad is a seven-part podcast series, brought to you by Skoda. A new episode is released every Friday on iTunes, Stitcher or Spotify. Join the Superfad group on Facebook and look out for behind-the-scenes extras in a weekly Facebook Live discussion every Monday.