Logo Fashion.at

9 September 2025

Humans, Machines, and the Making of Trends
11th episode of the podcast series 'Applied Psychology in Daily Life' by Dr. Josef Sawetz with additional video


Humans, Machines, and the Making of Trends

We are already living in the future — one where humans and machines interact constantly, even shaping what we see, wear, and talk about. The news on our screens, the fashion trends in our feeds, the memes that make us laugh — all are filtered and amplified by algorithms powered by artificial intelligence. The latest episode of Applied Psychology in Daily Life takes this reality as its starting point: the new podcast and video by psychologist Dr. Josef Sawetz explore how trends and hypes begin, spread, and sometimes spiral.

Trends, Hypes, and the Need to Belong

Sawetz draws a sharp line between trends — patterns of behavior that spread steadily — and hypes, which explode overnight and vanish just as fast. A fashion example? The slow rise of sustainable denim is a trend, while the sudden rush to buy micro-mini skirts after a celebrity appearance is a hype. Both thrive on social contagion: we share what makes us look informed, stylish, or part of the moment.

That sharing impulse is no accident. As Sawetz notes, we seek social proof — likes, shares, and comments reassure us we are "in the know." The Fear of Missing Out (FoMO) pushes us to join in, turning trends into social events.

Why Viral Content Feels Urgent

The secret to virality? Arousal — the psychological activation that makes us want to act. Content that excites, shocks, or inspires us is far more likely to be shared. Sawetz highlights that both awe (think runway shows with spectacular staging) and outrage (an unfair fashion campaign) can create that sharing impulse.

False news benefits from the same mechanism: high-arousal misinformation spreads faster than verified facts. The result is a digital environment where emotional intensity, not accuracy, determines what we see first.

Algorithms, Influencers, and the Feedback Loop

After looking at the human side, Sawetz turns to the tech behind our feeds. The content we scroll through is not random — it's algorithmically curated. Posts with early engagement get boosted to more users, creating echo chambers where our own preferences are mirrored back at us.

Influencers amplify this effect: when a trusted fashion creator wears an unexpected color or hairstyle, the idea can leap from niche to mainstream within days. They serve as early adopters, legitimizing trends and guiding mass participation.

Finding Your Balance

Sawetz closes with a reminder that humans are not powerless in this dynamic. Knowing how trends and hypes work helps us step back and choose when to join and when to sit one out. Preserving individuality, values, and critical thinking is key to not being swept away by every viral wave.

For a deeper dive into the psychology of virality, arousal, and algorithms, the full podcast episode and video offer more — plus a downloadable PDF for those who want to explore the science behind the scroll.