We need to stop talking about women, and start talking to them. Our next Rise breakfast session in London sees Crowd DNA’s Elyse Pigram and Roberta Graham explain how, as they set about future-proofing the female position...
They say we’re in the era of women. That true, diverse representations of womanhood are finally shining through in brands and culture. This is due, in part, to women taking charge of the conversation – and business – surrounding femininity, gender roles and the female body;as well as huge cultural shifts, such as the #metoo movement and strength of mainstream feminism.
But what’s more: we’re welcoming in a new generation, with new rules. 80 percent of Gen Z women in the UK feel 100 percent female, and 39 percent would consider wearing clothes marketed to the opposite gender. These are the women revolutionising workspaces and sectors; transforming communities and businesses; starting families while inventing new ways of living – all with completely different expectations and priorities.
So as more expressions evolve and scripts of ‘womanhood’ are constantly rewritten, how can we keep up?
This session explores the past, present and future of female representation. Using this trajectory, we’ll ask how the female position can flex to be more open and off-script. In particular, we’ll explore what this means for brands looking to future-proof and remain culturally relevant to their female audience; many brands are still struggling to pitch the conversation right. And should we even be targeting women and men in a binary way at all? By looking at leading categories – such as personal care, sport, inclusive cosmetics and fashion – we’ll help brands harness new opportunities, while avoiding the slippery slope of superficial tokenism.
Join us in the Lux Building for delicious pastries and even more delicious insights. Contact Pauline Raultto come along – and pass this invite on to colleagues of any gender.
From streetwear ambitions to curated content platforms, Crowd DNA's Gabriel Noble spots five talking points in football...
With the season well underway in Europe’s high profile leagues, we’re getting to see the innovations and cultural connections that football is trailblazing, as it looks to compete with other major global sports – and indeed for a share of audience time versus other entertainment options more generally. Here’s what we’re seeing…
Football meets streetwear
When PSG played Liverpool earlier this season, you might have noticed something unusual. Rather than wearing jerseys with the Nike tick, they were emblazoned with the Jumpman logo of Air Jordan, a brand rooted in streetwear and basketball. The PSG x Air Jordan collab illustrates how football clubs are beginning to realise their potential as brands in popular culture and, as a response, building on their own merch capabilities. PSG have set the standard, but as lines between football and fashion continue to blur – Poet & Yinka’s collaboration with Puma on their LDN City pack boots, Virgil Abloh’s Off White kit, or Nigeria’s World Cup kit – other teams will surely follow suit.
We expect to see kit sponsorship deals balloon, as the likes of Nike and adidas capitalise on this development and integrate the clubs they sponsor into their lifestyle ranges. On the flipside, as streetwear continues its journey to the mainstream, more brands like Palace (see theiradidas Wimbledoncollab) and Air Jordan are likely to play in this space with limited edition ranges, or, at the very least, third kits, football apparel and boots.
Championing football’s new cultural angles
As football continues to secure its place outside of sports culture, so the media outlets diversify also – from the likes of Versuswho ‘showcase the cultural convergence happening across the worlds of sport, music and style’; to Mundial, who build on football’s casual culture and produce a magazine filled with fashion features and untold stories of the game. Diverse voices are coming to the fore too. Through the likes of Caricom, which explores the space where football and the black experience intersect; and Season Zine: dedicated to empowering female fans. This year has also seen Eniola Aluko join the Guardian as their sports columnist, giving further credence to this progressive shift. In 2019, women’s place in football will no doubt rise, as the Women’s World Cup edges nearer.
Owning the conversation
Over the last few years, clubs and players may have been asking themselves where they fit in the content landscape, and how they can own the conversation with their fans. Through Amazon’s partnership with Manchester City in their All Or Nothing doc, we might be getting a taste of what’s to come, as top clubs put out their own long-form content. The same goes for players, as we saw the likes of Romelu Lukaku and Raheem Sterling feature on Player’s Tribune, a platform that connects them directly with their fans. However, this trend doesn’t come without others losing out. Many commentators fear it might lead to less transparency and an exclusion of traditional media, with clubs and players looking to control their own message.
Integration of football and eSports continues
Football leagues and clubs have been getting more involved in the eSport space. The MLS introduced the eMLS Cupfor the first time this year, with each club being represented by a Fifa gamer. Its success hasn’t gone unnoticed, and it has now been announced that the Premier League are doing something similar. In the past, eSports and traditional sports have seemed disparate and incompatible, as League Of Legends and Dota dominate. It’ll be interesting to see whether this push by top clubs and leagues can put Fifa at the same standing as eSport’s incumbents, giving the game a more meaningful place in the eSports category.
La Liga goes global
Probably the most controversial of developments, the 2018/19 La Liga season will potentially see Barcelona play Girona in a competitive game in Miami, at the Hard Rock Stadium. As clubs and leagues look to grow their fanbase across the world, it was only a matter of time before this was trialled. But the backlash to this demonstrates that there’s a way to go before football mimics American sports like the NFL, who have been present in the UK since 2007. In the meantime, we can continue to see pre-season as a way for clubs to connect with fans across the world, through the likes of the International Champions Cup, where the world’s top clubs play matches across the US, Europe and Singapore.
As well as these five areas, other interesting developments include the way tech is being used to produce immersive fan-focussed experiences as Siemens, The Economist and Bayern Munich provide the opportunity to track a game’s big moments through the voices of fans. Amazon have also finally made a break into Premier League rights, while OTT service DAZN continues to expand and grow in size across the globe, most recently setting up shop in Italy. From the pitch upwards, a lot is changing in football.
Our recent Rise event in London was dedicated to demystifying semiotics and cracking its many commercial applications. Read on for the full decode...
Crowd DNA resident semioticians Roberta Graham and Laura Boerboom took us on a journey through semiotics at our latest Rise breakfast. While it can sometimes be an intimidating methodology to embrace – especially when considering how it applies to real business challenges – the focus of this session was on demystifying semiotics and explaining how we use it to fuel culturally-charged commercial advantage for our clients.
To kick things off, Roberta and Laura discussed how every detail communicates; whether it’s linguistic or visual, audible or tactile. Semiotics is the process of unpacking this meaning found within brand comms, media, art, community activity and, well, every area of culture. It’s about understanding the specific socio-cultural context and zooming in on the words, gestures, colours, shapes and textures that are present too.
To demonstrate this, Gucci’s SS18 campaign was used to show how quickly different meanings are created and commercialised – here, Gucci places their high fashion, tailored aesthetic against a backdrop of quintessentially British signifiers of working class culture, such as the Fish & Chip shop and terraced houses. Tapping into the trend of high/low cultural contrast, Gucci re-enforces its ability to elevate and stand apart, while maintaining a grounding within nuanced heritage. They’re choice of Harry Styles is also particularly relevant as a symbol of this trajectory from ‘ordinary’ to ‘icon’.
After more decoding examples and frameworks, the morning then moved onto how we use semiotics to join the dots between culture and commercial objectives. In other words: the real-world application of semiotics. Roberta and Laura talked through how we use the methodology to help brands in two distinct, but interlinked ways: exploration and execution.
The first route – exploration – allows us delve into the cultural fabric surrounding a category, brand or product to help shape brand futures, identify white spaces, optimise innovation pipelines and future-proof cultural relevancy. The second – execution – is focused on using semiotics to draw meaning from culture’s codes in order to define strategy, shape new brand positions, comms, packaging, products and more besides.
The session concluded on those all-important, key takeouts for ‘How-To’ semiotics, which we’ve wrapped up into a digital guide for working with this exciting methodology – available to download here.
Thanks to all that attended and joined the conversation. Keep an eye out for more culturally-awakening breakfast events soon.
As legislation relaxes, perceptions of marijuana are changing. Crowd DNA’s Eden Lauffer explores how women are leading the cannabis rebrand...
We all know the pothead stereotype: it’s the Dazed And Confused crew or films of Seth Rogen. However, with cannabis now legal in Canada and nine US states, that image is shifting. In fact, a recent poll found that 61 per cent of Americans feel cannabis should be legalized, a number that’s grown 49 per cent since 1969. So what does the future of cannabis look like and who’s driving the rebrand?
Female celebrities push for normalcy
A recent survey found that 56 per cent of Americans find that ‘smoking weed is socially acceptable’. In efforts to push this further, some celebrities have stepped up. However, widespread acceptance won’t come from brands led by the likes of Snoop Dogg and Willie Nelson; celebrities who don’t fit the stoner stereotype also need to get involved. Coming out with Whoopi & Maya and advocating for cannabis relief during menstrual cramps, Whoopi Goldberg has helped bring normalcy to the market and destigmatize usage. Similarly, Melissa Etheridge is working on Etheridge Farms in hopes of offering products such as arthritis balm to a wider audience.
Women and moms enter the market
It’s not just celebrities starting brands. Take Miss Grass, a shop and blog for women, which has a cannabis focus but also provides typical women’s magazine topics, like fitness tips. In an interview with W, Miss Grass co-creator, Anna Duckworth, spoke of their mission to dissolve the stoner stereotype, which lacks a female narrative. Duckworth’s counterpart, Kate Miller told W, “There’s a lot of ways of using cannabis, and many don’t even get you high,” in reference to their products like CBD lube and lotion. Women report using cannabis for menopause and menstruation, but also to relax and enhance sex.
According to a BDS Analytics study, of the 49 per cent of women who use cannabis as medicine, 54 per cent report they are mothers with children under 18 in the home. Publications like Splimm and The Cannavist Mom stand with moms, serving as a newsletter for parents who indulge in cannabis, offering articles as well as a safe space. Mom-friendly products have landed in the market too. Mother & Clone, a CBD spray that lasts only 60 seconds, was created by a mother dealing with postpartum depression. Similarly, TONIC was started by a female personal trainer who struggled with anxiety and found benefits in CBD (as it lacks THC, the psychoactive ingredients of cannabis).
Beyond female friendly products and publications, women are taking the business side of cannabis by storm, too. Already recognizing the buying power and influence women have had, organizations like Women Grow, the largest network of cannabis professionals, are empowering female leaders to strive in the cannabis market in hopes of starting more women-led companies.
This is clearly a space to watch. According to Forbes, by 2021 the cannabis industry is set to grow 150 per cent. That, paired with the 70 to 80 per cent spending power women hold in the US, means that female cannabis users are a group to focus on. As legalization sweeps the US and cannabis continues to enter the beauty and wellness space, brands preparing to tap into the market shouldn’t neglect the huge share of voice women hold.
Our Rise breakfast events return to London this autumn. Next up, Crowd DNA’s Roberta Graham and Laura Boerboom offer a guide to semiotics and how we use it to ignite our culturally-charged superpowers...
There’s important meaning to be found in all aspects of culture. But what about in the smaller interactions and behaviours – or the actual words, textures and sounds – that shape our world? Significant meaning, it turns out, often gets overlooked within the layers.
Our new set of consultative services – Futures, Semiotics & Listening – helps ensure that nothing of cultural significance is missed. Each approach kits us out with different ways to decode culture and unlock the meaning inside, well, everything.
But what exactly is semiotics? And how does it connect back to real business challenges?
In our next Rise event, we’ll demystify the methodology, before exploring how we use it to identify white spaces, pinpoint cultural futures and prepare brands for new markets. We’ll talk through how we’ve deployed semiotics to execute fresh positionings; help update packaging and products; inspire and provide toolkits for creative strategies; and, ultimately, how we use it to reach new levels of culturally-charged advantage for our clients.
If you’d like to ‘decode’ semiotics, please join us for coffee, croissants and a guide to this exciting methodology. Contact Pauline Rault to come along – and feel free to pass this invite on to colleagues too.
Brands such as Nike, H&M and Apple are tapping into interpretive dance styles to reflect joy in the moment rather than striving for goals. Crowd DNA semiotics expert Roberta Graham explores...
Interpretive dance is nothing new. But what was once seen as an elitist art form and joked about in popular culture is now strongly resonating with people and brands. Sure, we all like to dance, but we’re talking about more than a drunken flail on a Saturday night. Recent portrayals of dance feel much more empowering, liberating and revolutionary than ever before.
The influence of artists and choreographers such as New Noveta, Holly Blakey and Wayne McGregor have been widely reflected in the mainstream. Over recent years a number of high-profile and successful campaigns have leveraged this trend to create engaging and energised communications. But why is everyone suddenly dancing? What’s driving our interest and connection to dance?
Transformation through dance
Spike Jonze’s creation of Kenzo World shows a young woman on the brink of tears escaping a desperately boring ceremony. Stumbling into the deserted halls of a hotel, she springs into an instinctual and joyfully disruptive dance – as if against her own will. The feeling of release is tangible as this lone woman in a ball gown breaks free and becomes her true self, crushing stereotypes of demure femininity with her powerful gestures. More recently, Apple’s Homepod advert shares a similar theme. An almost unrecognisably drab FKA Twigs dances off the drudgery of city life in the solitude of her apartment.
Not only does dance draw these examples together, they also share context. Visibly exhausted faces make way for performative expressions. Dance takes on a transformative role, for both the character and the space around them as they escape and transform – and, ultimately, offer the audience the opportunity to do the same.
Culture is shifting away from a goal-oriented mindset towards self-fulfilment and joy in the moment. For example, the popularity of dance classes as a form of exercise offer people physical release without the pressure to lose weight or beat a pb. In a culture of mindfulness, dance meets our emotional and physical needs as an active meditation. Lotte Anderson’s installation ‘Dance Therapy’ explores this therapeutic quality of movement. Similarly, influencers such as Naomi Shimada – who has collaborated with ASOS and Nike on the subject – also advocate dance in line with self-care. Shimada incidentally stars in H&M’s spring 2018 campaign, a diverse feminist tango, choreographed by Holly Blakey.
The women mentioned in these examples all show a refreshing carelessness and confidence. Whether alone or in public they exist in their own worlds, free to express themselves. But the need to be authentically oneself isn’t exclusively female. The rejection of gender roles through movement is not limited. For example, Nike’s ‘Never Ask’ campaign shows Russia’s first male synchronised swimmer, Aleksandr Maltsev, overcoming strict gender roles to achieve his dreams through dance. New Zealand beer manufacturers Speight have also used dance to confront toxic-masculinity within the category, blurring the boundaries of male friendship. This makes dance an extremely effective form of unspoken communication.
In our jaded and marketing-savvy world, movement offers a visceral connection that all consumers can feel a genuine longing for. Dance has the ability to traverse boundaries between the internal and external self, offering a physical escape from the societal confines of gender, hierarchy and responsibility, or even just from our own thoughts and anxieties. This sense of liberty is a truly powerful tool for both brands and consumers to harness.
Continuing our journey through the challenges and rewards of urban living, City Limits Volume Two explores mobility…
We’re back with another packed issue of City Limits – our view on urban living (the good and the bad), and how brands can reach for culturally-charged commercial advantage in these high-drama mega-spaces.
While Volume One took a deep dive into the urban experience, this time we’re focusing on mobility.
Mobility means much more than getting from A to B. It’s how we navigate and move around urban environments. It’s how we flock, migrate and end up living in cities all around the world. It’s how people succeed and progress in them. It’s also how we interact with one another while moving around them.
In this issue, we explore transport innovations, the role of data, emergent trends and the visual language of movement, exploring how mobility is changing the very shape and size of cities across the globe.
Volume Two is available to download here. Enjoy the ride.
As the self-care trend casts FOMO aside, Crowd DNA's Eden Lauffer explores how brands are encouraging people to miss out - plus how media portrays this cultural shift...
Over the years, social media has created an environment in which people feel the need to always be ‘on’ – and, even if they’re not, they’ve learned to create the illusion that they are. The fear of missing out (or FOMO) is now a commonplace term, used to describe that sinking feeling you might get when you scroll your feed and see you’ve missed an event, a friend’s party or the latest pop-up. The pressure to be socially active and ‘on’ is huge.
However, in contrast, 2018 has been the year of self-care. A trend often guided by influencers like Lee Tilghman of @leefromamerica and Catherine of @theblissfulmind who now list self-care in their bios. Self-care is going to bed early, rather than grabbing one last drink; it’s clean eating and staying in on a Friday night; it’s practicing yoga, reading books, and generally just treating yourself better. JOMO (or the joy of missing out) is the antidote to FOMO and sits neatly alongside this ever-growing self-care trend. So what does JOMO mean for the way we view our social life, the media and brand interactions?
Embracing JOMO doesn’t mean you have to be alone. A recent study by Mintel found that 28 percent of younger millennials (aged 24-31) prefer to drink at home because going out ‘takes too much effort’, and that half of Americans (55 percent) prefer to drink at home in the first place. Instead of constantly checking new bars off the list, millennials are enjoying ‘missing out’ with or without the company of others.
JOMO in the media
Mainstream publications like Huffington Post, Forbes, and Inc. now offer advice on how to take care of yourself. They regularly endorse taking time to prep healthy meals, miss an episode of a new TV show, or skip plans to go to the gym. Musicians take the stage on self-care too. In an interview with W, when asked about her song ‘Borderline (An Ode To Self Care)’, Solange expressed what self-care means to her. She explained how the safety of one’s home is a comfort in an otherwise turbulent world. Similarly, Mac Miller released a song called ‘Self Care’ in which he speaks to self-reflection and the power of looking within.
As for TV programs, it’s no longer Carrie, Samantha, Miranda, and Charlotte constantly going out for cosmopolitans. Now, popular shows like Broad City and Insecure portray real and relatable lives on screen, with scenes of characters FaceTiming each other from the toilet. TV is finally celebrating the joy of sitting on the couch doing nothing with your best friend.
Brands jumping on JOMO
No matter how personal self-care may be, brands have found a way to profit. Being part of the city that never sleeps, it may be hard to imagine New Yorkers practicing such things. Enter the rent-a-nap business. Mattress brand Casper has opened The Dreamery, a venue devoted solely to 45-minute nap sessions for $25 a pop. This concept is not new, though. It follows in the footsteps of Nap York, another rent-a-nap brand that provides even more self-care amenities like meditation classes, clean juices, and mindfulness events. Similarly, Hyatt hotels recently launched Hyatt FIND, a program that connects travellers with experiences that focus on self-care. Not only can participants do yoga with goats, make their own herbal beauty products and take private bonsai classes – they can also earn points with Hyatt while doing so.
FOMO helped brands encourage us to get out there and experience, post and buy. JOMO, however, presents an interesting tension. Self-care is all about unplugging and unwinding, but brands inviting us to Instagram photos of ourselves in branded pyjamas seems to contradict this practice altogether.