(~s)
1.
You can refer to an activity or movement that has suddenly become fashionable or popular as a ~.
So what is really happening as the information ~ starts to roll?
...the environmental ~.
N-COUNT: usu sing
2.
If someone, especially a politician, jumps or climbs on the ~, they become involved in an activity or movement because it is fashionable or likely to succeed and not because they are really interested in it.
Many farms are jumping on the ~ and advertising organically grown food...
N-COUNT: usu sing disapproval