Cultural Relevancy is the new Competitive Advantage.
Culture is the “way of life especially the general customs and beliefs, of a particular group of people at a particular time”.
(Cambridge English Dictionary)
We are in a state of flux. Corporate culture is in flux as long-term planning practices of yore recede into the distance and decision making is increasingly managed in the moment, adapting to quarterly, monthly--even daily—shifts in the market. Media culture is in flux, transforming via cutting the cable cord in favor of on-demand streaming content, from scheduled press conferences to ad hoc tweeting, and from “fair and unbiased” journalism to “fake” news. Social culture has also been disrupted with language and ideas from the fringes. No longer do leading ideas only trickle down from the elite to the masses and from cities to small communities, but with the democratizing effect of social media, the voices from the rural outposts are marching into the city centers, bringing with them an unpolished veneer and a suspicion of science that is heralded as “authentic”. Ideas from the Outside In. Always on. Authenticity over Artifice.
For marketers, competitive advantage was once gained by outperforming your competitive set. Superior stain removal. Faster acting. Better connections. This competitive review should be replaced by a cultural review; cultural relevancy is the new competitive advantage. One's competitive set is no longer defined as those within the same functional category but brands that share cultural DNA.
The first step is to understand changes happening in culture and decode them. The second step is to act with purpose and intention to establish a cultural advantage for your brand.
PROGRESS DOES NOT TRAVEL IN A STRAIGHT LINE.
Progress moves forward as a rowboat does, propelled forward through a series of movements and counter-movements, progressing from shore to shore, from embarkation to destination. For the best chances of success, it is important to dip the oars on both sides of the boat. One-sided paddling will only result in traveling in circles. It's the same with culture. There is risk in staying inside one's own echo chamber.
Many say progress moves like a pendulum swinging. This observation is most often accompanied by internal frustrations when change is foisted upon you and appears arbitrary. But it is not arbitrary. That our world is changing is a fact. And it is human nature that people will respond to change differently. There will be people who embrace change and those who reject the change. Together, this embracing and rejecting creates a cultural dialogue that propels us forward.
MAKING SENSE OF IT REQUIRES A CULTURAL HEDGE FUND
Having a point of view gives your brand or business “roots” (what you stand for) and “shoots” (what you are aiming for). We identify Movements and their Counter-Movements each with examples, keywords, themes, visuals and some thought starters for brands who seek to position themselves in either cultural stream. This exercise enables business leaders the scenario planning tools to best understand the opportunities and risks that lay ahead. It can underscore a decision to change or stay the course, it can provide texture for potential new business streams or innovation paths , and it can hedge against an unforeseen disruptive competitive event by defining and giving name to both a movement and its counter-movement.
FIVE FORCES SHAPING OUR CULTURE TODAY
THE SINGULARITY.
We are experiencing explosive technological growth. Siri, Alexa, bots and cookies. Will we embrace AI businesses, services and entertainment and all things virtual? Or will we turn to authentic analog experiences like summiting Mt. Everest?
POPULATION GROWTH.
In 1800, 3% of the world’s population lived in urban areas. In 1950, 30% of global citizens were urban. By 2050, 70% of the world’s population will be urban (Fastcodesign.com). Will we flock to these urban hubs or strike out for the countryside?
MARKET CONSOLIDATION
It’s a small world, with global monopolies dominating the business news. Will we accept the popular wisdom that “bigger is better” or seek out instead the little luxuries that ‘come in small packages?”
EARTHLY RESOURCES.
The environment is decaying, with poor air quality in China, devastating Hurricane events in the United State and Caribbean, as well as droughts and forest fires as proof points. Will we find new ways to unleash the power of earth, wind and fire, or will we conserve, protect and safeguard earth’s precious resources?
THE NATION STATE.
The role of the nation state has never been more tenuous, as global media, global corporations and global citizens fly above the fray (the 1%) and influence policy, while the 99% beat back against the current. In the US, the divide is also driven by patriotic values: is equality the national driver of policy or is freedom (from policy/to participate) the driver?