I Didn’t Want It, I Wanted To Belong:
Communication Intervention on Trend Culture
Rethinking how trends shape what we buy, and why.
Project Overview
The Museum of Trends is a communication project designed to examine how trend culture influences overconsumption among young adults. Across Instagram content, survey research, and an in-person exhibit, my group and I created a cohesive communication strategy that moves beyond just awareness and into reflection.
This project translates communication theory into a real-world intervention, focusing on encouraging people to think about why they consume in the first place.
Our Identified Problem
Social media platforms like TikTok and Instagram normalize overconsumption through trend cycles, influencer content, and “must-have” messaging. Hauls, product links, and viral aesthetics make consumption feel necessary, immediate, and socially rewarded.
These messages don't just sell products; they shape behavior. Consumption becomes tied to identity, belonging, and participation, making it difficult for individuals to separate their personal desires from social influences.
Our survey analysis showed that these messages consistently reinforce overconsumption through visibility, accessibility, and social validation.
Key Insight
Through our research and participant survey data, one key insight came about:
People are not always buying because they only want the product; they are buying because they want to belong.
Our pre-survey data from the in-person Museum of Trends event showed that 79.3% of participants had purchased something because it was trending, while 82.8% reported regretting those purchases later.
This revealed that awareness of overconsumption already exists, but there is a gap in personal reflection on the behavior of over-consuming.
Our Approach
Example of how personal behavior can be shaped through modeling influencer behavior
This project was built on the principles of Social Learning Theory, which explains how behaviors are learned through observation, modeling, and reinforcement.
In digital spaces, influencers act as models, demonstrating consumption behaviors that are rewarded with attention, engagement, and social approval/status.
Over time, this creates a cycle where individuals imitate these behaviors to achieve similar outcomes.
Rather than trying to shame and disrupt people from participating in online trends/consumption, I designed messaging that shifts the focus from automatically participating to consciously reflecting before clicking buy.
What I Did
I designed a multi-media communication strategy that met audiences in the same spaces where trends would typically influence them.
On Instagram, I created interactive and reflective content designed to blend seamlessly into users’ feeds. Early messaging focused on participation through simple carousel-style posts or videos that asked questions for engagement that young adult audiences would recognize or resonate with, which allowed users to reflect without pressure.
This low-effort format proved effective, as users were more likely to engage casually while scrolling or tapping through their feed.
I then evolved the messaging to focus more directly on reflection, asking questions such as:
"Next time you see something trending- Take a second to ask, Is this something I really want?"
"This is not about stopping trends...as much as it's about becoming a little more aware and intentional with your choices."
"This week's aesthetic or trend: sometimes turns into something we don't reach for anymore - How many things have you bought that felt exciting at the time?"
"Before your next purchase, ask yourself: Do I actually need this? Or is this just the latest trend?"
These shifts move users from passive participation to active awareness of the personal behavior of the overconsuming in trend culture.
The in-person Museum of Trends exhibit extended this messaging into a physical, interactive experience.
Participants moved through a timeline of trends from 2020 to 2025, visually seeing how quickly trends cycle and how frequently they participated, completing both a pre- and post-survey.
The exhibit allowed participants to physically engage with trends, reflect on their past behaviors, and connect their experiences to the broader pattern of overconsumption.
This created a moment of realization that digital content alone cannot replicate.
The results of this project showed that it's not just awareness that drives change, but also reflection.
After the experience:
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82.6% of participants said the exhibit made them reflect on their purchases
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Many participants expressed surprise at how often they engaged in trends
While only a small percentage said they would completely stop buying into trends, the majority reported they would think more before purchasing, showing a shift in decision-making rather than completely stopping the behavior.
This demonstrates that communication can influence not just awareness, but our mindset.
“I didn’t realize how much I participate in”
“It made me think if I actually need something”
I’ll think before I buy”
Reflecting On My Experience
This project allowed me to better understand communication and consumer behavior. What initially appeared to be individual choice is actually shaped by repeated exposure, social environments, and the desire to fit in. .
I learned that effective communication is not about telling people what to do, but more so it’s about creating moments where they begin to question their own behavior and want to make a change themselves.
By designing messages that were reflective rather than critical, I was able to create an experience that felt engaging, ethical, and personally relevant to our audience.
This project showcases my ability to design audience-centered communication across digital and physical platforms, combining research, messaging, and visual storytelling to create meaningful engagement on the topic of consumerism and overconsumption through trends. .