Brat Summer, Girl Dinner, Dark Academia, Cottagecore, Clean Girls, Butter Boards, Eyebrow Blindness—seemingly everywhere you look, there’s a microtrend. Society has become obsessed with identifying niche products and aesthetics, planting a flag in every new idea. For consumers, microtrends add layers to their identity, allowing them to try on new personalities at the speed of the trend cycle and discard them when they no longer fit. For brands, however, tapping into these trends isn’t so clear cut. In this Fast Track, the experts at Red Antler, PopUp Bagels, Cann, and Levain will dive into the world of brand strategy in the age of microtrends. From knowing when to engage with them to understanding how these trends gain offline traction, we'll explore the consumer insights behind our society's voracious appetite for novelty. Learn the creativity behind turning a microtrend into a sustainable business strategy, and how established brands can navigate this ever-shifting landscape with authenticity and foresight.