Our latest Crowd Signs trends film takes in some radical rest...
Our Crowd Signs videos give us an opportunity to share concise takes on cultural change. In the latest, Radical Rest, we’ve noticed that whereas rest was once thought to be downtime, a chance to recharge between periods of work, work, work, recently the right to rest has become something that individuals are fighting for. A part of our lives we individually protect and actively nurture.
Rest has become something to militantly carve out, rather than squeeze in to a busy schedule.
Why is this?
More than anything, people are increasingly wary of the ‘always on’ lifestyles, where productivity is the only measure of a person’s worth. These are lifestyles where burnout and exhaustion are badges of being busy, and privilege. As a result, people are looking for actively unproductive ways to unwind, rising above the grind.
In short – rest has become radical
So What’s Next?
We predict that our definitions of rest will become increasingly active, not passive. As individuals indulge in a more radicalised version of downtime, the highest quality rest will be seen as a right, rather than a luxury. Its practice is considered a key ingredient to a fulfilling life.
Crowd Tracks is our social data series, where we use our Culture At Scale method to highlight and analyse trends at the intersection of brands and culture. At what feels like a watershed moment for supporters of all types of sport, we’re bringing you the latest in fan experience, values and culture.
In this edition we uncover how fan protests have mobilised on social platforms across the world, analyse Instagram data to track emergent fandom, and explore the rise of new, immersive experiences for fans, featuring 5G stadiums and VR.
So what’s happening in sports fandom around the world?
Sports experience is diversifying globally and fan culture is becoming more complex and inclusive. In the UK we saw a diverse team GB bring home a historic win of golds, silvers and bronzes, providing a balm for a divided nation; while in India eSports has boomed, with fantasy cricket leagues becoming nice little earners for some. Japan’s Naomi Osaka became a style icon on the cover of Vogue after pulling out of the French Open due to mental health concerns. And in rugby: global following of the sport continues to rise, with World Rugby publishing a report stating plans to attract 10% more followers by 2025.
But that’s not to say things can’t get tense out there…
2020-21 saw sport become increasingly embedded within the thorny issues of global politics. Racism and ongoing BLM protests have seen conversation spikes in the US, Europe and around the world. America has been divided by opinions on NFL players taking the knee, as has the UK where racist abuse of black players during the Euros saw widespread condemnation.
Mental health concerns have been firmly thrust into the foreground in most recent sporting events, with athletes such as Simone Biles speaking out. Indian cricket became highly politicised, getting entwined with farmers’ protests.
The ethics of sports partnerships have also come under the spotlight, with many calling for a boycott of the T-20 league after what were seen as unethical sponsorships from the Chinese company Vivo.
What trends are on the rise?
People want more muscles.While gym culture is a mainstay of IG culture, images of muscular bodies have increased by 45% in the last nine months. Wrestling is up by 70% and Boxing has seen a 55% rise. TikTok has caused dance to quite simply soar. Dancing has risen by a whopping 215% and cheerleading too is up by a similarly impressive 163%. And more young women are skating, the sport’s searches rising by 98%.
Which brand really pushed the boat out?
The last year saw the NBA get seriously phygital. They tapped into the emergent interest in NFTs (Non-Fungible Tokens) with Top Shot, a platform that allows fans to buy special, unique digital souvenirs. But it doesn’t just stay in the ether. The NBA are looking at ways of making this physical as well, bringing the digital collectables into the IRL sport experiences.
What’s the future of fan experience?
In short – Technology. Technology is set to offer new revenue streams for clubs and preserve the stadium experience for decades to come. 69% of fans report the use of emerging technologies has enhanced their viewing experience both inside and outside the stadium. Sports brands need to act fast on this or risk losing out to the ever-dominant tech industry.
And finally: how have fan values changed?
Fan communities used to be defined by one thing: their shared support. Now, sports fandom – and fandom in general – is built around cultural values beyond the sport itself. Whether it’s a desire for accountability, transparency, or greater representation, fans are now banding together around shared causes, calling on clubs and athletes to use their power for good.
Thanks to social media, fans can share information and mobilise, take issues into their own hands and vocalise what matters. Sporting institutions need to prioritise the voice of the fans, and make smart appointments – such as heads of diversity or culture – to ensure their businesses are run fairly and in line with their fans’ values.
You can download the full Crowd Tracks: Sports Fandom report here
Culture At Scale is a powerful new addition to how Crowd DNA pinpoints and tracks trends. Supported by the advanced NLP, AI and machine learning capabilities of strat7.ai, we tap into the sheer size and incredible pace of the online conversation, presenting future scenarios and defining credible opportunities.
Crowd DNA New York’s Simi Olagundoye explores how reality dating shows misrepresent those of marginalized identities and what they should consider instead…
Dating shows have long been criticized for their lack of representation and regard for contestants from marginalized backgrounds. With race and sexual misrepresentation rife, viewers are ready for a reckoning. But this must be responded to in an educated and intentional manner. Firstly producers need to eliminate racist, homophobic, and sexist tropes from their narratives to positively affect and inform viewers of all backgrounds. They then need to provide ongoing training and therapy for casts and crews to ensure that physical and emotional safety for marginalized identities is achieved.
Since its start, dating show The Bachelor has been in hot water for racial insensitivity. And recently, conversations reached boiling point. The season involving Matt James, the first Black Bachelor, was revealed to have a history trodden with racism.
Following an outcry for the franchise to examine its racial insensitivity, longtime host Chris Harrison was removed. Rachel Lindsay, the first Black Bachelorette, denounced the show. This spawned important conversations around how to create a safe environment for people of color (POC) on reality dating shows.
‘Can a show that’s built on stereotypes handle race well?’ – Rachel Lindsay, Bachelorette
Many shows employ colorblind casting, insisting that they ‘don’t see race’. POC, especially Black people, are expected to exist in a raceless space. But we cannot pretend that dating shows are devoid of racism or racial stereotypes. And while colorblind casting means representation might increase, race is rarely being discussed. An exception to this is Netflix’s Love Is Blind. Couples engage in discussions around race in a manner that is both impactful and entertaining.
These conversations about race are key in creating a safe environment for POC. When broadcasters omit them, they revert to aged racist tropes, feeding into biases. These tropes have the power to influence viewers’ perception of the world. They signal to marginalized communities that they don’t belong. To the non-marginalized, these tropes are a dangerous guide to how others should be treated.
‘I get why they are hesitant to do it, but I don’t think it’s working when they chuck in one bisexual person.’– Megan Barton-Hanson, Love Island
Built in a heteronormative vacuum, dating shows often get it wrong when it comes to representing sexualities across the spectrum. Love Island executives have expressed challenges placing queer contestants into heterosexual-aligned spaces. But instead of trying to squeeze queer people into straight spaces, networks should place queer communities at the centre.
In 2007, A Shot At Love With Tila Tequila challenged existing dating show formats by being the first to feature a bisexual lead. However, the show is infamous for a homophobic plot twist, pitting queer women and straight men against each other. This perpetuates the false stigma that bisexuals have to ‘pick’ a gender.
Season eight of MTV’s Are You The One? exclusively cast sexually fluid contestants and was highly lauded as groundbreaking reality TV. Unfortunately, fans were disappointed that there wasn’t a reunion episode, unlike every other season, reinforcing feelings of exclusion for the queer community. Give queer-focused shows, and queer cast members, the same exposure that their straight counterparts receive. Viewers are acutely aware of tokenism and want to see real action being taken, so they enjoy their guilty pleasures, guilt free.
Attitudes to the representation of marginalized identities is changing. Viewers expect openness, diversity and a sense of commitment to progressive programming. First comes the conversations, then decisive action. This action must reconfigure broadcasting around the struggles of previously marginalized voices, while providing real and sustained support for any harm caused.
With subscription online streaming now the norm, audiences are increasingly discerning and selective when it comes to the content they watch. People are less passive. They’re done with the couch potato identity. This means that meaningful engagement with the issue of representation will pay off, for TV and across the board.
Brands need to pay attention to our perception of safety like never before. Crowd DNA’s group managing director, Dr Matilda Andersson, offers five new safety cues to consider as society opens up...
A sense of safety is one of the most fundamental needs for human survival and wellbeing. The feelings associated with being safe have had many manifestations in the past, but never have they been so complex, confusing and important for brands to acknowledge. As society opens up (albeit at different rates around the world), hygiene, health and protection will be firmly front and center of people’s minds.
We used to take the feeling of being safe for granted in the Western world, but certainly not anymore. People are now searching for it, their decisions strongly driven by it. With the web of safety cues already embedded in design, language, experience and behaviour, it’s necessary for brands to understand these changing cultural codes and how to create a sense of safety for their customers, employees and wider public. Every channel is up for grabs and no brand is exempt. Leaders need to recognise that perceptions of safety happen subconsciously, meaning that tiny nuances in design or behaviour can make or break a brand. Here are five cues of safety to consider as society opens up.
Safety is consensual
Safe and healthy relationships, whether personal or transactional, are all about consent. They’re about how to interact and use our bodies, what information to share and what to hold back. Covid, in many ways, has also been about consent: negotiating how close to get, when and where to wear face masks, even giving someone a hug now requires an extra layer of consensual decision making.
It’s important for brands to communicate with transparency and without pressure so that consumers feel in control and able to consent at all stages (from signing up to newsletters, to navigating staff at IRL checkouts). Gen Z, who have always championed safe spaces and consensual interaction, are leading the way and have the opportunity to educate older generations on consent.
Safety is local, empathetic brands
Small and local outlets are seen to care much more about their consumers than big, global brands. Over the past year, constant changes to restrictions have meant that local stores the world over have become well versed in adapting to shifting safety requirements. There’s a general perception that big businesses think profit before people, so smaller outlets can often ‘feel’ safer as they have the flexibility to adjust to new standards.
In London, for example, boutique retailer Glassworks upgraded their personal shopping offer to include ‘lock-ins’, where the entire shop is closed for a more personal (and safe) experience. This is another reason why local brands are winning out. Safety is dependent on being empathetic; genuinely listening to consumers’ fears, and quickly modifying the environment to make them feel safe at every turn.
Safety is being equal and part of a network
Safety can’t discriminate. Brands who leave people behind, ignore calls for diversity and inclusion, or fail to keep their workers safe need to be held to account. It’s not an option to protect only some; everyone needs to be included in order for individuals to feel safe. For example, despite the fact that Covid disproportionately affected marginalised communities around the world, entire populations have felt shaken. It’s about creating a sense of networked safety for everyone (including the environment).
This can also be seen in brand responses to the BLM movement. Promoting and uplifting Black-owned businesses (often side-lined in white, big brand-dominated industries) is one way forward. Beauty icon Glossier set aside $500,000 in the form of grants to be distributed to Black-owned beauty businesses, and delayed the launch of their latest product ‘in an effort to focus attention, and that of their audience, on the ongoing fight against racial injustice.’ It’s important to remember that brands are also part of a wider network.
Safety is the ultimate luxury
Constantly being vigilant about safety is exhausting. Taking a break and indulging in a care-free moment is the ultimate pleasure nowadays – yet, without safety, we can’t have this kind of experience. To truly sit back and relax, everything needs to be safe. This includes safety from infection, but also from physical and psychological harm, bullying, racism, misogyny, and all other forms of harassment. This doesn’t mean that brands need to hunker down and promote a secluded form of protection to be considered premium. It’s about looking after your consumers in a holistic way – their body, mind and emotions – to signal that everyone is safe, but included, and everything is in hand behind the scenes.
Safety welcomes a new design standard
The last year has placed a spotlight on how reliant we are on nature for our safety and wellbeing. We’ve seen many examples of design changes because of previous pandemics (the introduction of private chambers after the Black Death; urban parks and water sanitation after cholera outbreaks). This time round, the interaction between outdoor and indoor is the most important for brands to acknowledge – bringing the outside inside, or vice versa, and celebrating the great outdoors as part of overall consumer wellbeing.
This could be literal space that adjusts to the needs of people in the moment, or longer-term air purification devices that are installed in public spaces, such as shopping centres. But designing for safety doesn’t have to mean rigidity and sheets of wipeable plastic; brands should experiment with materials that are both aesthetically pleasing and naturally hygienic, such as wood and copper, too.
We’re very excited to confirm our latest webinar in Amsterdam, in which we’ll explore how women are represented in culture and how brands can engage with a more future-facing portrayal through gender literacy.
With 80 percent of Gen Z women identifying as feminist, but around half of young men claiming that feminism has ‘gone too far’, there’s plenty to discuss. This webinar will join the conversation by exploring the female story – from current representations within the themes of family, relationships and self expression; to examining how narratives are being disrupted and reimagined by culturally relevant brands.
Presented by Crowd DNA Amsterdam’s Luzie Richt and London’s Dr Jennifer Simon, this session will consider:
– The dominant representation of ‘womanhood’ in three key areas – sex and relationships, family and self expression
– What the new, emergent codes are, and how semiotics can help unpack them
– How brands can take inspiration from the multitude of ways women live their lives
– What all this means for brands looking to future proof and remain culturally relevant to their audience
– How to keep up as more expressions of identity evolve and scripts of gender are rewritten.
They say absence makes the heart grow fonder, but a lack of human connection has forced us to completely rethink our love lives. Our new edition of Crowd Tracks opens up...
The fifth edition of Crowd Tracks is now live and available to download here. Crowd Tracks is our regular exploration of unstructured social data, uncovering emerging trends using our Culture At Scale method. This time round, we’re covering the fascinating world of sex and relationships, analysing relevant conversation and interactions over the last four months.
After a year quite unlike any other, the way we discuss and approach dating, sex and relationships is in flux. Following a Covid-staggered start of ‘can we, can’t we?’, many of us have succumbed to yet another lockdown of minimal romancing. While dating culture has stalled and the novelty of Zoom dates has fizzled out, people have been experimenting with new ways to find fulfilment. Whether that’s looking inward and practicing self care or navigating the burgeoning worlds of sex tech and science, pleasure will always prevail.
The full report features:
– Viral stories from around the world – from Jojo Siwa’s announcement on TikTok, to a new, openly-gay Indian podcast and the Japanese government’s investment in AI matchmaking
– A language tracker highlighting the shifting discourse and tone when it comes to love, relationships and online dating culture
– An Instagram-based image analysis unpacking over 450,000 images relating to romance, revealing the most popular backdrops and colour choices
– A closer look at LoraDiCarlo – the brand on a mission to destigmatize sex tech with help from Cara Delevingne, with discussion around the pitfalls of inclusivity in this area
– Trends analysis of the increasing presence of data and science in our bedrooms, as well as the rise of singledom as an act of self care.
Download the full copy of Crowd Tracks: Sex & Relationships here.
Culture At Scale at Crowd DNA
At Crowd DNA, we’re constantly tracking conversations online across a range of categories. We deploy social media and other unstructured data sources in a number of ways; either as a stand-alone method (including producing one-off and periodical reports for our clients) or integrated alongside semiotic, ethnographic and quantitative approaches. If you’d like to find out more about how we can use Culture At Scale to meet your business challenges, get in touch.
As narratives of gender continue to evolve in pretty much all corners of the globe, the way we express and represent masculinity is changing. A male misery epidemic, the exposure of toxic masculinity and a progressive Gen Z agenda are reframing what it means to be a man today. Without intervention, brands that speak to men are at risk of falling behind.
This session, presented by associate director Erryn Balzan and co-hosted with 72andSunny, will consider:
– The cultural shifts impacting narratives of masculinity and the new, emerging expressions
– How brands can harness these opportunities to drive comms, product innovation and more
– What we can learn from recent brand and cultural examples in Australia and beyond
– How to communicate authentically, while avoiding the slippery slope of tokenism.
We’ll round off our discussion with a Q&A panel made up of modern male representatives, featuring: Jason Ball (start-up founder and mental health advocate), Kyle Hugall (head of creative strategy, Lion) and Jimmy Nice (musician and artist).
With the image of a ‘true, blue, Aussie bloke’ so deeply ingrained in our psyches, we look forward to uncovering fresh narratives to help brands rethink and remain culturally relevant, but also challenge our own biases too. Hope you can make it!
In his inauguration speech, President Biden (phew!) declared the US to be “Restless, bold and optimistic.” He was, in effect, rebranding the country. Our Crowd Signs team investigates...
Under the Trump administration, Brand America underwent some serious semiotic shifts. The consistent news feed of arrogance, ignorance and lies untethered the idea of America from its long held position as a dreamland of freedom, opportunity, courage and comfort. As the world looked on, how could US brands continue to leverage their own exceptional American-ness in an aspirational way?
And, more importantly, what can they do now that the pendulum is shifting toward America as a humble (but still tenacious) crucible of hope and unity? Using a semiotic lens, we’ve analysed a selection of US brands that are delivering against Biden’s vision of a restless, bold and optimistic America.
Restlessness: Discovering New Frontiers Within Ourselves
Apple is a brand associated with the pursuit of knowledge. We need only look at the crisp bite taken from the eponymous logo to know that when we buy into the brand we’re buying into courage and a hunger for understanding beyond the limits of everyday thinking. The comms around the Apple Watch Series 6 represent a continuation of this restless discovery. Product imagery is a direct reference to Space Age depictions of technology and the surfaces of planets.
The deep, dark background, glowing lights, close ups and abstracted images of ambiguous terrains all combine to code the idea of an out-of-this-world discovery. It’s an opportunity to explore new worlds; not out in the universe, but within ourselves.
The brand plays perfectly into the sense of American restlessness for the new by channelling the Space Race, which is strongly associated with American ideas of greatness. And as, post Trump, America emerges from a period of discord, division and literal walls, Apple allows the restless consumer to see that the final frontier is within themselves. The experiment can begin again – and this time, it’s about self reflection, not expansion.
Boldness: Proud, Playful Self-Validation
As women around the globe are increasingly encouraged to embrace their natural bodies and accept their visible ‘flaws’, Parade’s narrative of boldness deeply resonates. The name itself communicates pride and uplifting celebrations of the body. Its uneven, red and white all-caps lettering and oval lock-up resembles retro American signage and logos. Together, this codes boldness as returning to the fun and excitement associated with vintage American pop-culture (but with a distinctly modern celebration) grounded in internal, rather than external acceptance.
With minimalist backdrops and assertive poses, Parade borrows cues from the classic US clothing brand American Apparel; known for its voyeuristic and risqué boldness in the mid 2000s. However, American Apparel’s boldness, which demanded conformity to Eurocentric standards of beauty, primarily for male enjoyment, is modernised by Parade. Imagery of stretch marks, tummy bulges, blemishes, diversity in body size and ethnicity, along with consumer generated photos, codes inclusivity, self-acceptance and proud authenticity.
This combination signals boldness that is flexible and self-defined, empowering everyone to embrace their realistic selves. This emergent boldness connects particularly well with Gen Z consumers, as they demand and expect authenticity, inclusive community building and nuance from both brands and institutions, including the US government.
Optimism: Personal Determination
Typically, the Coca-Cola brand has been about celebration and savouring a particular moment. The cursive Spencarian script codes a hint of premium, but also a 130-year-old tradition. Previous campaigns, like the yearly Christmas adverts and ‘Open Happiness’ have used conventions of celebration – popping (cap top) bottles, bubbles, and personalised packaging – to code Coca-Cola as a sentimental toast to good times.
In 2021, the Cola-Cola brand of optimism is shifting toward active determination. Language on the site features strong calls to action that code both resolve and support, with mission statements of ‘together we can, must, and will’ do better and bring about change. The Open To Better campaign foregrounds this literally, replacing the brand logo on the can with customised resolutions.
The repetition of the first person direct address, ‘I will’, codes this new positioning as a mantra and also a pledge. This is not ‘I’d like to buy the world a Coke’ – it’s articulating a much more committed optimism, where your hope is insured by personal resolve, intentionality and accountability. This new brand of optimism is about informed and articulated purpose, factoring in the reckoning of a year of global protest and demands for greater accountability, both on a personal and institutional level.
As we have seen, Brand America cannot simply shrug off the political and cultural pains of the last four years. To do so would be to continue the line of domineering bluster that characterised Trump’s presidency. But hope always remains and it’s clear that hope will have to work hard to rehabilitate the image of America; both for Americans and people around the world.
Look out for an upcoming instalment of Semiotics At Crowd where we tackle Brand Britain post-Brexit – how can the UK maintain its cultural relevance while undermining its cultural relationships?