What Does To Catch the Next Wave Mean?

Catch the Next Wave Meaning

Definition: To keep up with the next trend or fad, especially in business.

The phrase to catch the next wave means to stay current with present and future trends. It is typically used in a marketing context. This phrase is thought to have originated in the surfer subculture of America and Australia, where it means to wait for the next wave on which to surf.
 
 

Ways to Use To Catch the Next Wave

meaning of catching a waveThis phrase is sometimes used in a literal context, where someone is waiting for the opportune time to go surfing. This is where the phrase is thought to have originated: from surfer subculture.

A more common use of the phrase is in the business industry. Businesses are always looking to catch the next wave of consumer trends in their sector. They can do this by imitating other businesses, researching the interests of their target audience, hiring new employees, or evaluating their own practices. Catching the next wave can ensure the company stays innovative and maximizes profits.

Examples of To Catch the Next Wave

define catching a waveThis phrase is often used in business. A seamstress might try to catch the next wave in the fashion industry by researching current trends and creating clothing that aligns with those trends. A company may scramble to catch the next wave of marketing trends in their sector by creating new products or services that cater to those trends.

Although less common, this phrase can also be used in a literal context. A seasoned surfer may tell his friends that he’s waiting to catch the next wave due to bad weather or other obligations.

More Examples

  • And he did that to explain why some of the biggest and leading technology companies of the day failed to catch the next wave of innovation in their industries and went out of business. –Harvard Business Review
  • All four have been on a tea over the past year as they rushed to copy one another, roll out new services and buy a string of start-ups. Each is positioning itself to catch the next wave of Web commerce. –Washington Post

Summary

The English phrase to catch the next wave means to be involved with something that is popular or trending. It is often used to refer to consumer trends in business but may be used literally.