In a new original content series, Crowd DNA New York zooms in on the unique character of New York City neighborhoods, through the lens of those born and raised there...
We’ve set ourselves a mission of exploring the communities of New York City, looking at what’s changing and what’s holding firm. In our first installment, we dive into Manhattan’s Lower East Side (LES). Culturally diverse, ever-changing, and steeped in artistic heritage, the LES encapsulates New York’s broader challenge to maintain authentic community while undergoing rapid development.
We speak with locals Sergio, Garnett, Veronica, Emily and Megan to hear how the LES has changed – for good and bad. They recount stories of a neighborhood flush with culture but dogged by drugs; of high rises emerging and a revolving door of new bars. But they also share the tenacious nature of the neighborhood and its residents to adapt and innovate, and what they’re doing to preserve and advance the community.
Hear their stories in this video.
Stay tuned to learn more about the neighborhood’s development in our feature article and a set of images that capture the LES.
As we live through the self care boom and a time of peak wellness, where does pleasure-seeking fit in? Download the full report on New Hedonism for how we’re letting our hair down in 2019 and beyond...
When you think of hedonism, you most likely imagine sex, drugs and rock’n’roll. But in a world where meditation apps are the new way to escape the daily humdrum, and bars are stocking drinks sans alcohol, it’s time to think about what fun, partying and indulgence mean in a more socially-conscious society.
Earlier in the heady heat of summer (and early in the not so heady morning) associate director Berny McManus and director Dunstan Kornicki redefined hedonism for our Rise breakfast attendees. They took us on a whistle stop tour of hedonism’s evolution from illegal raves in warehouses, to the kind that feature yoga mats and smoothies.
Does this shift mean we’re witnessing the arrival of the most sensible generation yet? Well, the ways we get our kicks are still driven by the same four elements of pleasure-seeking: sense, ideals, social interaction and intellectual engagement, but the narrow Western definition of hedonism is being left behind as we see a more global, inclusive version open up that no longer hinges on pure excess. This change in how we express our pursuit of pleasure is a direct reflection of the cultural landscape altering around us.
As this generation operates with a newfound sense of restraint, they’re also rejecting the rulebook – on sexuality, sensorial quirks and partying with a more conscious mindset. So, it’s not quite time to forget sex, drugs and rock’n’roll altogether, it just might be time to look at them a little bit differently.
Our New Hedonism report dives into those elemental needs for pleasure and a range of cultural examples to take you through thrill-seeking’s change in identity – download it here.
So far in our City Limits series – Crowd DNA’s ongoing exploration of the urban experience – we’ve looked at city living, youth culture, mobility, and the solutions changing things for the better. Now, we’re examining our cities in a whole new (artificial) light: during night time.
Transgressive, chaotic, ominous; urban nights have long been seen as something to be corralled into order. But as we tread towards a 24 hour, always-on economy, we’re thinking about our city’s after hours in a more nuanced way. Night mayors (or Czars, depending on your persuasion) are popping up all over the globe, highlighting the night’s untapped potential in areas such as the arts, the economy and community-making.
This issue of City Limits goes in search of some of these new nocturnal occasions. We touch base with our KIN network to hear how night culture is changing in Lagos, Cape Town and Seoul; we also challenge the lockout laws restricting Sydney’s drinking scene; dip into the $76 billion ‘sleeponomics’ industry; and take a look at the sober curious wave on social media. Elsewhere, we decipher the semiotics of the night and how brands use the codes to speak to their audiences – at any time of day.
City Limits Volume Five is available to download here.
Join Crowd DNA Asia’s managing director Emma Gage at our next London Rise event, as we move from stereotypes to nuance in our five step guide to brand building in China, the market on every 2020 strategy...
China is an essential strategic pillar for most international brands. The opportunity is clear; it represents high value, the world’s biggest economy in terms of purchasing power, and a middle class emerging at scale. Everyone is rushing to get involved – but it’s not easy. Quick wins are rare, and the failures far outnumber the success stories.
What’s more, if you always think about China ‘vs the West’ (like many Western audiences tend to), the trends and movements often feel extreme and hard to empathise with. Information isn’t difficult to come by, but it’s tough to piece together and understand the everyday reality.
So what are the new values shaping modern China, and what do they mean for international brands and businesses in search of new opportunities?
Join us at our first Rise event after the summer hiatus as we help bridge this gap. Building on work conducted in categories such as apparel, finance and alcohol, we’ll bring a rich and tangible sense of China’s changing values; as well as mapping five cultural shifts relevant to Chinese audiences of all ages.
Amazon’s first cashier-less convenience store has opened in New York. Crowd DNA’s Tom Eccles pops in for a browse…
New York recently became the fourth city to feature one of Amazon’s cashier-less ‘Grab and Go’ stores. The stores offer a selection of typical convenience food – think sandwiches, drinks, ready meals, cook-at-home kits. But the appeal of Amazon Go isn’t really the products on offer – it’s the store experience itself; from the lack of any kind of checkout process, to the novelty that you simply take your items from the shelf and walk straight out the door. No lines, no one fumbling for quarters and no “unexpected items in the bagging area.”
Along came lunchtime on Friday – it was time to test drive the future of retail. I jumped on the subway, tapping my phone on the turnstile using NYC’s new contactless payment system, OMNY. To enter the store, I had to download the Amazon Go app, sign in and, again, scan my phone on the barrier. I browsed around, picking up and replacing a few items to try and fool the system, before deciding on some lunch and walking straight out.
Sure enough, a few minutes later I had a mobile notification with a receipt, helpfully informing me that I’d spent six minutes and ten seconds in the store. All in all, a pretty seamless, stress-free experience – and I didn’t use a single coin, banknote, or even a physical card.
So why, if the cashierless experience is so quick, easy and painless, is there a backlash against cashless stores on the rise? Earlier this year, Philadelphia became the first US city to ban stores from not accepting cash. New Jersey followed suit with a state-wide ban, joined soon after by San Francisco. New York City is now working on similar legislation. In response, fancy salad outlet Sweetgreen – after going card and app only in 2017 – has pledged to resume taking cash in all stores by the end of this year.
The main argument against going cashless is the exclusion of those who often don’t have the means to access digital forms of payment; namely lower-income families, the disabled and elderly. According to the FDIC, six percent of American households (8.4 million) don’t even have a bank account. Furthermore, a lack of adequate banking facilities disproportionately affects households of color: 17 percent of African American households have no bank account, and therefore no method of accessing cashless stores and services.
There are other arguments too. Privacy campaigners point out that a transition to electronic payments means yet more personal data being handed to corporations and governments – the latter a particular concern in China, which is well on its way to becoming the world’s first cashless society. It also increases the risk of potential exposure to identity and financial fraud.
As the option to pay with cash is disappearing from our streets, the ability to actually get hold of cash is also vanishing. In the UK, an average of 460 cash machines closed every month last year, while the number of bank branches is now less than 8,000, down from 18,000 in 1989. Here in the US, 6,008 branches closed between 2008 and 2016, resulting in ‘cash deserts’: areas with no banks and no access to ATMs.
Of course, times change – and as technology advances, the tech industry must find ways to include lower income and minority communities in the cashless revolution. For brands, while it is clearly important to embrace new and more efficient ways of working, they should do so in the most inclusive way possible too. As for Amazon Go, it is undoubtedly a futuristic and novel concept, but whether it is the future of retail, or an unnecessary pit-stop on the road to an e-commerce based future, is up for debate.
Didn't make it to Glastonbury this year? Fear not - for the second instalment of our Listening In series, consultant Benji Long transports you to the fields of Worthy Farm (via social media) to uncover the festival's biggest talking points...
As won’t have escaped you, Glastonbury 2019 saw 200,000 revellers – a number equivalent to the population of Colchester – descend on to Worthy Farm, Somerset. To track the buzz as things unfolded, we set up a social listening monitor that gathered over 320,000 mentions online over seveb days. In that time, Glastonbury conversation surpassed chat about who will be the next British prime minister, and the even more British topic of the (hot) weather. So, what was all the fuss about at Glasto?
Stormzy makes history
There was one clear winner in generating the most online hype. London-based grime artist Stormzy took the largest slice of online mentions, with 61% of the top eight artists combined. His headline performance drew attention for a number of reasons. Firstly, that this was the first British black male to headline the festival in its 50 year existence – something he was not afraid to capitalise on. Characteristically, Stormzy took the opportunity to speak out about racial inequality in the UK and even sampled MP David Lammy’s influential interview on racial prejudice in the British criminal justice system. Continuing his political crusade, he orchestrated his liberal-leaning crowd to chant ‘f*?@ Boris,’ knowing it would be broadcast well beyond the farm fields to millions watching live via the BBC coverage.
Thiago Silva rap goes viral
You might suspect the most engaging post of the weekend to be about another of the weekend’s stars – Kylie’s come back perhaps, or Lewis Capaldi dressing as Noel Gallagher anyone? But no. Instead it was Alex (no surname required), die-hard fan of rapper Dave, who came on stage and perfectly recited the track ‘Thiago Silva’ during the rising star’s set, fittingly dressed in a PSG shirt with said footballer’s name on the back. Having been published on Saturday evening, one Twitter post about this stage-crashing went on to be retweeted 20,400 times and garner 119,000 comments. Looking at the virality map below, we can see how the initial tweet at 22:40 spread across the platform, before being picked up by BBC news which helped it to go stratospheric.
The greenest Glasto yet
In other festival news, Michael Eavis’s announcement that Glastonbury would ditch plastic bottles was praised on stage by 93-year-old David Attenborough in a deafeningly-cheered surprise appearance. “That is more than a million bottles of water that have not been drunk by you,” he told the audience from the Pyramid Stage, just before Kylie Minogue’s set.
However, Glastonbury’s environmental efforts were also met with backlash. While ‘Attenborough’ and ‘plastic-free’ dominated the positive conversation, there was negativity around the state of the site after the festival. ‘Rubbish’ and ‘tents’ highlight the waste that was left behind as festival-goers ‘desert[ed]’ the site.
The power of Glastonbury
Once again, Glastonbury makes a claim for being the world’s best festival (though we might be biased here in the London office, having waved a few of our own off to it last week). But this is also reflected in the festival-goers’ online conversation, making headlines for all the right reasons; supporting diverse and emerging talent and using the magnitude of the event as a vessel for wider societal change.
Social listening is a powerful tool for tracking events as they unfold, and analysing trends is part of how Crowd DNA provides culturally charged commercial advantage to brands all around the world. If you need to understand more about an event, category, theme or topic, and want to find out if social listening can get you to answers, contact us at hello@crowdDNA.com.
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...
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.
Butcan 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.
Download the full Gen Z: Hybrid States report here.