As so much of our work can’t be shared, it’s great when we do get the chance to. Here’s some exciting projects for Twitter and HSBC…
We’ve been working with Twitter in the US, merging machine learning, cultural exploration, semiotics and quant surveying, making sense of billions of tweets to identify trends (18 of them, within six core themes) that have a consistent upward trajectory. Check the work out (with downloadable PDFs aplenty) here.
And we’ve been working with HSBC on the Enrich List – aimed at their high net worth Jade customers – combining cultural analysis and interviews with our Kin network to understand motivational trends for those who have achieved a certain level of wealth; then finding 50 rewarding experiences for personal growth. You can find out more about the approach here. And you can check out the full Enrich List here.
Thirsty? The first in a series of Crowd DNA social listening reports, Crowd Tracks serves up the frothiest alcohol trends from the last four months...
Crowd Tracks is our regular social listening dispatch, examining trends taking place at the intersection of brands and culture. First up, we get the drinks in, focusing on alcohol and uncovering some of the viral stories and category shifts that have encouraged the most engagement over the last four months.
Using social data, we’ve dug deep into global conversations to track trends and measure their impact over time, including pinpointing the brands that are making the most noise.
Inside the first Crowd Tracks you’ll find:
– Viral stories from around the world, including the state sponsored Qingdao Beer Festival in China; the rise of craft beer in the Philippines; and a new vodka made with ingredients from the Chernobyl Exclusion Zone
– A brand leaderboard charting the organic conversation around Guinness, Heineken and Bud (who successfully tapped into the viral Area 51 story)
– We dive into the American summer phenomenon that was White Claw and the growth in hard seltzers (even for fraternity bros)
– We also track the worldwide growth in alcohol-free living through the newly dubbed ‘sober curious’ trend, as well as the shift towards sustainable drinking, in which the environment takes centre stage for both consumers and brands
We deploy social media data in various ways at Crowd DNA; either as a stand-alone method (including producing one-off and periodical reports for our clients) or integrated alongside, for instance, semiotic, ethnographic and quantitative approaches). If you’d like to find out more about how we can use social media data to meet your business challenges, get in touch.
Come join Crowd DNA and 72andSunny in Sydney for New Narratives: Engaging With Modern Women, as we look at changing articulations of feminity...
Date: November 27
Location: Lion, Level 7, 68 York Street, Sydney, 2000
We’re very excited to confirm our debut event in Sydney – a partnership with the good folk at 72andSunny, in which, using an archetypes model, we’ll be getting into how to engage with modern women.
With 70% of Australian Gen Z women identifying as feminist and 33% feeling the #MeToo movement hasn’t gone far enough, there’s plenty to discuss. This session will explore the past, present and future of the female story – from how certain brand archetypes have been used to reinforce gender codes; to then examining how these codes are being disrupted and reimagined.
Part presentation, part panel discussion, this will be an informal session looking at how brands can engage with modern Australian women through gender literacy.
You’ll get to hear from Crowd DNA’s Sydney director, Elyse Pigram and 72andSunny strategist Sarah Tan.
And we’re excited to confirm a wonderful line-up of panellists who’ll dig into the themes: Dr Kate Adams (Bondi Vet), Amy Darvill (brand director, craft beers, Lion), Taryn Williams (founder of theright.fit and WINK Models), Tara McKenty (creative director, Google); plus a few more in the pipeline.
Thanks also to our hosts, Lion (hint: there’ll be some beers at the wrap-up).
If you’d like to come along, please get in touch with Elyse Pigram.
Social media has changed the way we communicate. In fact, social media has changed almost everything. Our feeds are places for influence, inspiration, staying in touch and endless memes. For consumers, these ever-evolving platforms are increasingly – for good or bad – an extension of identity. For brands, the raw data they host presents a near-endless source of insights. But how do we make sense of it all?
In this session, our in-house social listening experts – associate director, Anna Stuart and consultant, Benji Long – will present the case for how social data can lead to powerful strategic learnings across culture, consumers and category, using (drumroll, please…) The Seven Deadly Skills Of Social Listening.
This killer toolkit puts multi-tentacled social data into action, highlighting the techniques used to dive into passionate communities; pinpoint the concepts which drive brand, trend and product perception; and recruit the perfect creator-collaborator from social users driving the highest engagement.
We’ll also bust the most common misconceptions around social listening and explore some more detailed case studies. From worldwide trends in beauty, to the functional tensions of car travel and the emotions running high in response to a new campaign, social listening offers a way to decode so much that’s vital to brands, and to their products and comms.
If you fancy coffee, croissants and smart learnings on social listening, please fill out this form, or contact rise@crowdDNA.com. And feel free to pass this invite on to any colleagues it may interest, data-sceptics and fans alike.
Crowd DNA's Hollie Jones took a trip to Cuba, documenting her experiences via photojournalism. Here it is, through her eyes, in ten images...
Politically isolated since the 1950s, Cuba is one of the last bastions of communism and perhaps the least commercialized nation in the Americas. Having bypassed decades of international trade tourism, Cuba has managed to preserve a unique national identity, making it a fascinating country – lost in time. As travel and trade barriers have started to relax, we decided to take a trip to Cuba and use photojournalism as a way to journal the experience (photojournalism is a method we use in many of our projects, though we don’t generally get the chance to share client work, so this is a nice opportunity to present the approach!).
There are few basketball courts in the city of Havana and so street games are popular. Stores selling basketball clothing and merchandise are referred to as ‘basketball museums’, because people visit the stores just to look at products – prices are way beyond local affordability.
The biggest challenges to local businesses are supply and human resources. There is no wholesale system, so restaurants must source food from the same markets and street vendors like these pictured – the same that are open to consumers, and where quantities are very limited.
Tobacco has been grown in Cuba for hundreds of years and farmers have a huge wealth of experience to draw on. Many argue that Cuban cigars are the best in the world. The Communist government of Cuba exercises a firm hold over the cigar industry. While this means that strict quality controls are in place, it also allows officials in Havana to control supply and keep prices high.
Havana’s empty buildings, blank wall spaces, tourism and street traffic provide optimal conditions for street art and graffiti to flourish. Few murals representing Fidel Castro, Che Guevara or communist propaganda remain; instead Cuban street artists explore folk and political narratives through cartoons, graffiti and abstract themes.
Entrepreneurship was forbidden in Cuba until President Raul Castro eased restrictions and, before 2010, barber shops and beauty salons were state-run. With the legalization of self-employment across a number of categories – from home-based snack shops and restaurants, to beauticians and barbers – home businesses have also emerged, such as the porch run hair salon pictured.
Cowboy culture is vivid across Cuba. Agriculture and tourism are the most prominent means of income, with cowboy culture straddling both industries. The Viñales Valley is a UNESCO World Heritage site and home to many of Cuba’s tobacco farms. It is one of the last places in the world where traditional methods of tobacco growing have survived, and a hub for the cowboy way of life.
Trade restrictions imposed upon Cuba after the revolution meant a very limited import of cars. Access to the US automotive industry was cut off, and other countries manufacturing cars were just too far away. In spite of new, more lenient trade agreements, the roads of Cuba remain dominated by classic cars (and the people of Cuba have mechanical skills that are second to none). In the spirit of Cuban entrepreneurialism, classic car owners offer tours in their vehicles in a highly lucrative tourist experience.
Photojournalism is a powerful tool for building empathy with audiences and understanding the realities of life across the globe. Photojournalism is also part of how Crowd DNA provides culturally charged commercial advantage to the world’s most exciting brands. To find out more, contact us at hello@crowdDNA.com
Crowd DNA New York’s Eden Lauffer examines the ways in which film and TV teen narratives must evolve to resonate with the complex identities of Gen Z...
Today’s teens draw from an array of influences that weren’t available to generations before them. Consider the effects of teenhood played out alongside the internet, versus an analogue adolescence of decades gone by: the worldwide web alone provides inspiration and opinions, outlets for creative expression and peer pressure in equal measure. As the challenges and motivations of teens have changed drastically over time, media responses have shifted to reflect this complexity.
Here, we challenge film to stray from the traditional and highly stereotyped coming-of-age story – as portrayed in high school classics like The Breakfast Club (1985) and Mean Girls (2004) – to speak more authentically to Gen Zers.
In the early 2000s, film began to sympathetically make light of the awkward teenage years, rather than mocking them. Recall the lead in 10 Things I Hate About You (1999) getting too drunk at a party and dancing on the table, or American Pie’s (1999) lead unknowingly doing a strip tease on a livestream for the whole school. These embarrassing moments of 90s film read as negative.
The early 2000s instead celebrated the sheer embarrassment of being a teenager and told us not to take it too seriously. Those who were previously labeled outcasts or geeks now reigned as sarcastic, witty leads. For example, in Superbad (2007), the protagonists were nerdy boys striving to impress girls they’ve always crushed on, while in Easy A (2010) our bookish lead hilariously conquered the double standard against high school girls and sexuality.
Meanwhile, outside of the US, millennial teens got an even more raw narrative on the teenage experience. Humour was a vehicle to tackle teen challenges often viewed as taboo – from sex, drugs, bullying and teenage pregnancy. In Canada, Degrassi (2001) allowed teens to fumble through mistakes without neatly tying episodes up with a moral message (as was done in the 90s). In the UK, Skins (2007) showed awkward struggles, with taboo teenage moments served with a side of surrealism. But while these dramas were seen to be more gritty and ‘real’, they were also criticized for glamorizing teenage rebellion.
Embracing the messiness of teendom
Moving on from the Skins and Degrassi’s kids breaking the rules, recent depictions have looked at the more everyday struggles of Gen Z – from online bullying to FOMO.
While remaining extremely innocent, Eighth Grade (2018) used actual kids (acne and all) to make each painful moment of being 13 palpable, coupling awkwardness with the complexities of being a teenager in the age of social media. Similarly, Lady Bird (2017) shone a light on the tension-ridden mother-daughter relationship, making its angsty, precocious protagonist relatable. These kinds of ‘everygirl’ leading ladies would both have previously been sidelined in teen film, but now their limelight gives teens someone strong, yet familiarly flawed and smart, yet naive, to relate to.
This summer, Booksmart (2019) graced us with something perhaps more akin to the ‘regular’ high school experience. Like Superbad, the story follows two hard-working girls who feel they’ve missed out on the classic high school experience. As they seize their opportunity on the night before graduation, going to a party and kissing the boys and girls they like, they interact with a range of different teenage characters along the way. This film sourced its relatability through letting the audience know that everyone lives out high school in their own way, and that’s okay.
Complex and hybrid
While Booksmart successfully captures relatable high schoolers, each character is still fairly one dimensional, defined by a single characteristic: nerdy, stoner, slutty, etc. For Gen Zers, identity is defined by several factors existing alongside each other – race, ethnicity, sexuality, gender identity, political views, social justice involvement – the list goes on. They don’t want to be pigeon-holed or defined by a singular trait.
To All The Boys I’ve Loved Before (2018) weaves the lead’s Asian heritage into the storyline, making it a celebratory narrative. Euphoria (2019) plays on the typical teen archetypes, but muddies them with complexity. We still have jocks and popular girls, but each sits on a spectrum of gender identity and sexuality, insecurity and confidence. In Big Little Lies (2018), a child suffers a panic attack because of her overwhelming anxiety about climate change. Both in Euphoria and 13 Reasons Why (2017), toxic masculinity (used to conceal one’s sexuality) has an extremely detrimental impact on said character and those around them. Of all the titles mentioned above, only one (To All the Boys I’ve Loved Before) has a rating that would even allow teen viewing.
There’s still room for progress
There’s evidence that film is beginning to consider the multidimensional, contradictory nature of Gen Zers, but more can be done to make characters feel authentic to teens in a setting that’s PG enough for them to watch themselves. Diversity also remains an issue, with Zendaya becoming one of the first black, teen female leads in a major channel show, and Hunter Schaffer the first trans actor (Euphoria).
However, tension will forever lie in the contrasting needs to achieve both entertainment and realism. Film is meant to help us escape our own realities, so run of the mill house parties are unlikely to ever be featured on screen. But where is the happy medium between truly relatable and glamourized? Continuing to build on representing a range of teenage voices seems a good place to start.
There are currently more than 2.5billion Gen Zers worldwide. For more thinking on how to speak to this generation and its duality, check out our work on the Hybrid States Of Gen Z.
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.
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.