If, as a member of the c-suite, I find that a noticeable percentage of my company's workforce isn't "helping to explorer a current trend" then either they know something I don't or I haven't given them the time/methods by which to explore.

The latter is actually the more pertinent item, as I've seen several times that an initiative get rolled out by leadership, some teams have free time to play around and use it, and other teams have so much on their plate that they're barely able to keep their heads above water, let alone take on another experiment. If someone is worried about getting a project knocked out by end of month/quarter/year in order to keep their job, they're not going to mess about.

Now, that's a leadership failure, but it happens more often than not.