From Cortisol Spikes to Dopamine Detoxes: Decoding Trends Through Social Media Listening

Social media platforms like TikTok and X (I'm still stuck with calling it Twitter) are brimming with fascinating phenomena like "cortisol cocktails" or "dopamine design." These fleeting moments of hype are often analyzed in isolation, leading brands to jump on the bandwagon without understanding the broader context. Yet, a deeper look at such phenomena can uncover enduring trends—those that shape markets and consumer behavior over the long term.

Chasing trends vs. Understanding them

Brands eager to capitalize on trending topics often confuse fleeting fads with foundational trends. While real-time marketing around viral content has its place, relying solely on hype-driven strategies can result in missed opportunities to address deeper, long-term changes in consumer behavior.

There's growing chatter within the social media listening community about trends "shortening." However, this perception stems more from conflating trends with trending topics than an actual reduction in their lifespan.

Trends, rooted in cultural, societal, or psychological shifts, are often overshadowed by the peaks and troughs of social media virality. To make sense of it all, we must connect the dots between isolated signals and their shared cultural context.

The hormone revolution: cortisol as a case study

A clear example of this shift can be seen in the growing focus on hormones, particularly cortisol.

Discussions about hormones are evolving from their traditional associations (e.g., insulin as a treatment for diabetes) to being viewed as natural regulators crucial for overall well-being. This shift highlights a broader cultural movement towards embracing natural rhythms, continuous self-monitoring, and holistic lifestyle changes over one-off solutions or pharmacological interventions.

The majority of mentions (494K) are related to scientific discussions:

Cortisol, often labeled the “stress hormone,” is experiencing a surge in consumer interest, bolstered by the parallel rise of mental health awareness. 

Over the past year, mentions of “cortisol face” on TikTok have risen by over 300%, while “cortisol cocktails” have grown by over 400%. These conversations span topics as diverse as appearance, diet, and wellness, reflecting a deeper, multifaceted interest in hormone management.

Unpacking the signals

Take the phenomenon of “cortisol cocktails.” While on the surface it seems like a food trend, its deeper significance lies in its connection to wellness and mental health. 

Similarly, the rise in mentions of “cortisol face” ties hormone management to beauty and skincare, offering opportunities for brands in the cosmetics industry. 

Both examples demonstrate how hormones are becoming central to the evolving narrative of wellness, integrating physical health, mental well-being, and appearance into a unified framework.

When viewed holistically, these signals are part of a larger cultural shift that prioritizes proactive health management, self-awareness, and sustainable lifestyle choices. Hormones are no longer just a biological concept. They are becoming a lens through which consumers approach everything from diet and exercise to mental health and beauty.

The bigger picture for marketers and insight professionals

The lesson for marketers and insight professionals is clear: focus on the "why" behind the hype. Social media listening is not just about tracking the loudest trends but understanding their underlying drivers and connections. By contextualizing individual signals within broader cultural shifts, brands can move beyond short-term tactics and align with meaningful, long-term consumer needs.

Hormone management is just one area where this approach proves invaluable. As awareness about hormones grows, so will consumer demand for products and services that align with this understanding.

For brands, this presents an opportunity to innovate and align with the evolving wellness landscape—one that is holistic, proactive, and deeply rooted in cultural change.