The phrase “jump on the bandwagon” originated from circus parades in the mid-19th century. It became a shortcut for supporting popular causes or political candidates due to herd mentality, and is used in marketing. While it can be positive, some view it as superficial or a last-minute conversion.
The expression “jump on the wagon” most likely entered popular slang during the mid-19th century, as a reference to the colorful float used in the pre-circus parades through the host cities. Band members would ride atop these ornate carriages, accompanied by other artists or privileged local citizens. The parade route would soon fill with curious spectators, with the hope that they would eventually become circus-goers themselves.
Jumping on the bandwagon soon became a shortcut to supporting a popular cause or political candidate due to a herd mentality or superficial attraction. Congressional records kept during the 1890s reveal different uses of the word during various campaign speeches. The same speakers warned voters not to hastily jump on the bandwagon of their opponent. Few politicians would ever admit to taking advantage of one of them.
The concept of herd mentality has also not escaped the world of marketing and advertising. Indeed, a classic appeal to potential consumers is called the bandwagon approach. One thing this creates is “stickiness” – the natural instinct to join a popular group and remain loyal. Advertisers rely on this instinct to promote products with mass appeal. The concept behind this approach is to suggest that everyone else is buying this product, so why wouldn’t you?
Jumping on a bandwagon isn’t necessarily a bad thing, as long as individuals join of their own free will. Some political floats become more of a populist or popular movement. But opposing candidates counter this mentality by suggesting that voters are too easily swayed by the adornment and polish of the bandwagon, not by the candidate or the political cause driving it.
Some view jumping on the bandwagon as going beyond simply supporting a candidate in actively participating in their campaign. These folks often become very vocal supporters, much like the band members on the original circus carriages. The political bandwagon is supposed to generate interest in the candidate through sheer force of personality.
Outside of politics and advertising, the idea of jumping on a bandwagon isn’t always seen as a positive. Some equate it with a superficial desire to be on the winning side, regardless of one’s true personal beliefs. Others see it as a last minute conversion by those looking for safety in numbers.
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