Culture Watch: Connecting The Third Sector With Culture - Lore Oxford 2018 - Media Trust
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Culture Watch: Connecting The Third Sector With Culture Lore Oxford 2018
Fast Slow Culture. Culture. A summary of A deep dive into a long- recent months. term cultural shift.
Culture is what shapes the behavioural
norms shared by a select group of
people.
These are the things that are learned
socially, rather than inherited
genetically.
Culture was once largely shaped by geography. But digitisation has created a global culture.
Importantly, some elements
of culture move faster than
others.
FAST SLOW
THE DRUM
In this presentation, we’ll give you an
insight into fast culture that’s happening
right now, and then a deep dive into one
element of slow(er) culture, as well as how
these signals are impacting the third
sector.
Fast Culture.
A summary of recent months.
Ariana Grande, Elon Musk and Rihanna’s
latest business venture.
Following the ad, Nike’s shares
Nike partners with fell 3.2%, before rising 5%
(Nike, 2018)
Colin Kaepernick for
NFL opener ad, and
polarised responses
from both sides have
demonstrated the
publicity benefits of
courting controversy.
RISKY BUSINESS
How can businesses assert
which risks are the right
risks to take?Savage x
Fenty takes inclusivity
to new
heights
SEP OCT NOV DEC
Elon Musk is sued by
the SEC over Tesla
tweets
Nike’s NFL ad
receives huge
kick-back68% of Victoria’s Secret
Rihanna’s Savage x customers say they like
Fenty FW18 show saw the brand ‘less than they
used to’
traditional size zeroes (Wells Fargo, 2017)
and pregnant women
model side-by-side,
setting a new bar for
female inclusivity that
transcends
looks alone.HIGHER BARS
How can businesses challenge
even the most ingrained societal
assumptions?Savage x A Star Is Born is
Fenty takes inclusivity released, reflecting
to new the zeitgeist
heights through the lens of
a Hollywood classic
SEP OCT NOV DEC
Elon Musk is sued by
the SEC over Tesla
tweets
Nike’s NFL ad
receives huge
kick-backOn its opening weekend in the US, A Star
A Star is Born is the Is Born made $42.6 million
(Box Office Mojo, 2018)
fourth remake of the
movie, pairing a
narrative as old as
Hollywood with
contemporary discourse
around fame and
femininity.RETRO FUTURES How can organisations modernise existing brand narratives instead of writing new ones?
Savage x A Star Is Born is Ariana Grande releases
Fenty takes inclusivity released, reflecting Netflix launches The ‘thank u, next’
to new the zeitgeist Chilling Adventures
heights through the lens of of Sabrina to
a Hollywood classic rave reviews
SEP OCT NOV DEC
Elon Musk is sued by
the SEC over Tesla
tweets
Nike’s NFL ad
receives huge The US midterms see
kick-back diversity prevail among
elected officialsThe track is the fastest song on
Ariana Grande launched record to break 100 million streams
on Spotify
single ‘thank u, next’ as (Spotify, 2018)
an ode to her exes, and
by tapping into a relatable
sadness,
has captured the
heart of the
internet.OMNI CHANNEL
How can organisations amplify
emotional stories across
multiple channels?A quarter of Oxford colleges
Following the launch of didn’t admit a single black
student in at least one year
his scholarship for between 2015 and 2017
Cambridge University,
(Oxford University, 2018)
Stormzy claim Oxford
turned down his offer,
demonstrating the
growing role of star
power in socio-
political narratives.SHARED VALUES
How can organisations capitalise
on the fame of those who share
their values for an authentic
message?Savage x A Star Is Born is Ariana Grande releases
Fenty takes inclusivity released, reflecting Netflix launches The ‘thank u, next’
to new the zeitgeist Chilling Adventures
heights through the lens of of Sabrina to
a Hollywood classic rave reviews The world’s biggest ever ocean
clean-up begins, designed to
clean up 1.8 trillion pieces of
trash
SEP OCT NOV DEC
Elon Musk is sued by EU Leaders
the SEC over Tesla finalise Brexit
tweets deal
Nike’s NFL ad Stormzy accuses
receives huge The US midterms see Oxford University of
kick-back diversity prevail among turning down his
elected officials scholarship offer1 2 3 4 5
RISKY HIGHER RETRO OMNI SHARED
BUSINESS BARS FUTURES CHANNEL VALUES
Take risks – Challenge Don’t write Tap into the Capitalise on
but ensure they’re even the most new brand emotional the fame
the ingrained societal narratives, experiences of those
right risks assumptions modernise across multiple who share
to take existing ones channels your valuesSlow Culture.
A deep dive into long-term cultural shifts.
What’s shaped the way Gen Z understand
cool, and what does it mean for the third
sector?Hang on. Who are Gen Z?
Importantly, they’re an increasingly
powerful consumer group – not just
for brands, but for the third sector in
particular.But big charity is losing
relevance with this generation
of philanthropists.What’s shaped the way Gen Z
understand cool, and what
does it mean
for the third sector?The way Gen Z experiences
cool is fundamentally
different to prior generations.The cultural factors
shaping cool...
1 2 3
Teens and Teens and Teens and
young adults young adults young adults
aren’t rebelling are suffering are playing
like this age group with mental health with identity
used to. issues. online.Teens today are the least likely
to work, drive, date, drink alcohol,
go out without their parents and to
have sex.Rebellion is still happening, but
in different ways.But in
2018, offline
rebellion
comes with
higher risks
attached.How has this changed perceptions of cool?
Among a risk-averse generation,
getting ahead
is more important than
getting your drink on.Gen Zers are notorious over-
achievers, who
want businesses to help them
be their best.The cultural factors
shaping cool...
1 2 3
Teens and Teens and Teens and
young adults young adults young adults
aren’t rebelling are suffering are playing
like this age group with mental health with identity
used to. issues. online.They’re constantly comparing themselves to others.
Social interactions have become
quantified.And mental health issues are spiking.
How has this changed perceptions of cool?
Being emotionally available is increasingly championed as something that’s brave and empathy is considered cool.
Gen Zers consider it cool to
care, and want businesses to
make their causes culturally
relevant.The cultural factors
shaping cool...
1 2 3
Teens and Teens and Teens and
young adults young adults young adults
aren’t rebelling are suffering are playing
like this age group with mental health with identity
used to. issues. online.For young people today, identity is more fluid.
They’re
comfortable
trialling different
‘versions’ of
themselves in the
public sphere.And so performing no longer means sacrificing authenticity. Being yourself is now cool.
It’s about existing as an ‘authentic’
individual within multiple more
fluid tribes.Gen Zers love organisations
that let them make their
mark, and can be used as
markers of identity.Radical Monarchs radicalmonarchs.org
H&M ‘Bring It On’ (2017)
To recap
1 2 3
Before, going against Before, being Before,
the system was cool, unapproachable was being part of
now having your life cool, now something was
together is cool... demonstrating cool, now being
empathy is cool... yourself is cool...
… so encourage … so encourage … so support
them to be the idea that it’s them in telling
their best. cool to care. their stories.You can also read
