Rise: New Hedonism

Ignore the rumours: hedonism is alive and well. Join Crowd DNA associate director Berny McManus at our next Rise breakfast session in London, as we explore the changing dynamics of having fun – and why we’re all still party people at heart...

Date: July 11

Time: 8.15-9am

Location: Crowd DNA, 5 Lux Building, 2-4 Hoxton Square, London, N1 6NU

Hedonistic pursuits – you know, the ones driven by pleasure and indulgence – have traditionally been grouped as facets of ‘letting go’. Drink, drugs, sex and other forms of escapism have always dominated. But what happens when you add wellness, environmental concerns and other topically 2019 themes into the mix? 

According to the ONS, Gen Z in the UK are consuming 20 per cent less alcohol than their millennial counterparts drank at their age. Similarly, the portion of young Americans reporting having had no sex in the past year more than doubled between 2008 and 2018. The rise of Generation Sensible, who are more interested in mindfulness than MDMA, is fuelling a growing consensus that hedonism is dying. 

But can we ever reach a point in culture where pleasure takes a permanent backseat? 

Join us on Thursday July 11, as we redefine hedonism, our host Berny taking us on a journey through scenes of the past (from 90s rave culture up to the yoga enthusiasts of today); before diving into the new hedonistic occasions of 2019. 

Using a unique need states model, we’ll share a revamped definition of hedonism – demonstrating that the fundamental human desire to let off a little steam still prevails. And, naturally, what this means for brands – from shaping comms to products to experiences.

For coffee, croissants and hedonistic insights, please fill out this form or contact rise@crowdDNA.com. And feel free to pass this invite on to any party people who might also be interested. 

Our new thinking around Gen Z has landed. Here's our Hybrid States model, including a chance to download the full Hybrid Generation report...

Download the full Gen Z: Hybrid States report here.

Gen Z are many things. They’re health obsessed, alcohol avoiders with a plan to save the planet; but they’re also everyday teenagers intent on breaking rules. While this duality can be a daunting prospect for brands to engage with, one thing is very easy to grasp – Gen Z are now the biggest generation on earth.

With that pressing fact in mind, our latest Rise breakfast was dedicated to the launch of a new framework for getting to grips with Gen Z – a model that we’re calling: Hybrid States. Presented by Crowd DNA’s London managing director Dr Matilda Andersson and senior consultant Rachel Rapp, today’s young adults were described as a generation defined by their own duality.

Thanks to the unique context that they’ve grown up in (think polarised, yet hyperconnected), Gen Z’s values and motivations are combining in unconventional ways. Combinations that we’re now labelling, and embracing, as Hybrid States. Using Schwartz’s Theory Of Basic Human Values, our presenters showed how their motivations are blending and fusing together. As it turns out, Gen Z’s value states are never binary and don’t plot easily on the map, which, when you think about it, is pretty exciting.

We’ve identified nine of these Hybrid States that we see Gen Z occupying. Providing fertile creative ground for brands of all shapes and sizes, you can read more about opportunities for winning with Gen Z in our full Hybrid States report – available to download here.

And keep an eye out over the next couple of weeks as we bring Gen Z’s Hybrid States to life in nine short films.

The nine hybrid states of Gen Z...
The nine hybrid states of Gen Z...

Download the full Gen Z: Hybrid States report here.

In a new content series, we’re zooming in on the unique character of New York City neighborhoods, as seen through the eyes of those born and raised in them...

Culture is core to our work at Crowd DNA – plotting change (fast and slow) and applying this understanding to problem-solving for our clients. Get beyond the gridlocks and the concrete, and culture is what makes cities work, too. It’s what makes them fascinating, rather than just frustrating. It’s where the energy and the hope comes from.

Crowd DNA New York’s The Neighborhoods Project looks to explore these themes, and to do so from the perspective of natives of some of the city’s finest boroughs. We’re seeking to understand the impact of gentrification (not always what you might expect); the unique qualities that continue to drive local pride and preserve identities in spite of rapid change.

Our first collection dives into Bedford-Stuyvesant, the Lower East Side and Greenpoint. We meet those born and raised in each, those working hard to stay put. There are stories of embracing heritage but equally of the quest for adaption. Ultimately, we’re getting to the bottom of what makes New York, New York.

Stay tuned this summer for more on this exciting project from Crowd DNA New York.

You can check out more city thinking from Crowd DNA in volume four of City Limits, an editorialised report series which, this time, focuses on emergent solutions to urban problems.

 

A rare and fascinating opportunity to blend trends, insight, content and strategy skills...

With KIN, our global network of creators and influencers, now live and in action as an exciting addition to the Crowd DNA offer, we’re looking for someone to take over the running of this initiative – meaning we’ve a rare career opportunity at the intersection of trends, insight, content and strategy.

What the role will entail:

– Building out the network, locating interesting new contributors

– Managing ongoing relations with our wonderful KIN members

– Curation and creation of KIN content in partnership with network members and our own Socialise team

– Working with the wider Crowd DNA business to design and develop commercially relevant use cases for KIN

– Setting up live KIN projects

– Working with the wider team to manage KIN projects and to get to meaningful results that will empower our clients in areas such as brand, comms, product and experience

– Though based in London, collaborating across the Crowd DNA offices to ensure strong global representation in the KIN network

And you?

Given the nature of the role, we think you could have a background in trends, insight, content or strategy (there’s some flexibility over the level of experience we’re seeking and can shape the role accordingly).

Whichever, we want someone who’s equally astute culturally and commercially; who has an aptitude for content creation; a curiosity that will compel them to find great contributors and uses for KIN; the organisational skills to keep it all motoring along; and the strategic mindset to ensure KIN provides genuine advantage to the amazing brands we work with.

The role comes with a competitive salary, great benefits (betterment scheme, training, sabbatical, company lunches and days out, flexi hours etc); the chance to work on some of the most stimulating and culturally-driven projects out there; and the opportunity to progress in an exciting and progressive business. To apply (attaching a CV and covering letter), please get in touch with Dr Matilda Andersson.

Welcoming Yuka & Dunstan

Introducing two exciting new senior hires to our team...

We’re delighted to confirm two new appointments to our London team, both pointing to our focus on adding to the senior level expertise we can offer our clients.

Yuka Uchijima joins as a strategic insights director. Previously, Yuka spent five years as a cultural and brand strategist in Flamingo’s Tokyo office, before moving to London, first leading the Flamingo Group’s media collective team, before joining innovation start-up Kitchen8.

“Crowd DNA has always been at the forefront of offering innovative and unique ways of engaging in and understanding culture – and this reflects in the diverse makeup and hugely talented team here,” says Yuka. “It’s such an exciting time for the business and I’m thrilled to be a part of it and to get stuck in.”

Dunstan Kornicki also joins as a strategic insights director. Dunstan was formerly client director at Flamingo London, and, prior to that, managing director at Flamingo Mumbai.

“It’s great to be joining Crowd DNA at such an exciting time, as the company expands globally,” says Dunstan. “It is more important than ever for brands to root their strategies and growth in a comprehensive understanding of, and immersion in, culture and people’s lives. I’m really looking forward to getting started with our clients.”

We're seeking a finance manager to join our friendly team in Hoxton Square, London...

Working in a fast moving and stimulating environment, reporting in to our senior directors, the role will involve:

– Overseeing the day to day accounting function

– Managing sales and supplier invoicing/payments

– VAT accounting and returns

– Payroll and pensions

– Monitoring, improving and managing general financial processes (expenses, fixed costs, travel, sign-off of invoices etc)

– Supporting the management team to achieve agreed financial targets through effective and timely financial reporting and analysis of project by project performance

– Preparation of year end accounts

– Overseeing the finance responsibilities of our office and operations manager

– Working on our London business will constitute the majority of the role to start with. However, we’re building teams in New York, Singapore and Sydney; experience of accounting in different markets therefore an advantage

Benefits

Competitive salary and annual leave allowance / Betterment scheme / 2 x company days out / Christmas close / Early summer finishing / Quarterly awards / Free lunches per month / Massages, fruit, drinks, other treats! / Scope for working from home / Paid sabbatical after five years

About You

We want someone who can point to solid accounting and finance experience, ideally in a small business environment and, better still, with experience in a company that offers ad hoc services on a project-by-project basis (therefore dealing with a range of clients and with bespoke costs per project).

If you can point to experience in a business with overseas clients and/or offices, that’s an advantage; as is experience using Quickbooks.

We are open to candidates looking to work in the role full time, but also those looking for a three or day role.

To apply for this role, please get in touch with Andy Crysell, including a CV.

Australia here we come!

Hot on the heels of our 2018 opening in Singapore, we’re excited to be launching Crowd DNA in Sydney in July 2019.

With our first Australia-side clients already on board, Elyse Pigram, who’s done such great work as one of our strategic insights directors in London, is heading back to Sydney to head up the launch. We’re also in the process of recruiting for additional hires in the city.

Crowd DNA founder Andy Crysell: “We’re excited to be testing ourselves in a new city, ensuring our passion for the cultural relevance of brands gains traction in Australia. And after so much great work in our London office, where she’ll be much missed, we’re extremely confident Elyse is a perfect fit for taking charge of this launch – combining her understanding of Crowd DNA with fantastic industry knowledge of her native Australia.”

Elyse Pigram: “I’m really excited at the opportunity to launch Crowd DNA in Australia. What drew me to Crowd in the first place was its culture-first positioning; its mission to help brands understand – and leverage – the intersection between consumer behaviour and broader culture, and I’m really happy to be bringing that to my home market.”

If you’d like to find out more about Crowd DNA in Sydney, do get in touch with Elyse Pigram or Crowd DNA group managing director, Andy Crysell.

We're looking for a smart and energetic new addition to our London semiotics team...

This is a great opportunity for someone with two-to-five years experience to join our highly skilled and motivated team, working from our Hoxton Square base camp. You’ll benefit from collaborating with two senior semioticians, and get to work on exciting briefs across categories such as alcohol, finance, apparel, media and more – in the last year, our semiotics work has taken in craft beer, skate culture, the aesthetics of hiking, mobility, news in Africa and new codes of luxury.

We’re looking for someone who can point to semiotics experience in a commercial environment (insight, advertising etc); who’s presented their work to clients and demonstrates an understanding of different briefs; and who can back up their work with solid rigour.

Better still, you’ll have experience of integrating your semiotics work with trends, expert perspectives and qualitative findings; and a sense of how best to ensure the relevancy of your work across different global regions (you’ll get the chance to work regularly with our offices in other cities).

The role comes with great benefits (betterment scheme, training, sabbatical, company lunches and days out, flexi hours etc); the chance to work on some of the most stimulating and culturally-driven projects out there; and the opportunity to progress in an exciting and progressive business. To apply (attaching a CV and covering letter), please get in touch with Dr Matilda Andersson.