Each culture wave is the result of sifting through ever-changing patterns of life and linking them together in unexpected ways. Because it reflects the changing nature of life, a culture wave is never static. It lives, matures, or dies based on the cultural behavior it represents. That is why it is so important to watch how each wave changes over time.
We’ve been tracking our own take on what’s happening in the culture for almost three years now and currently are monitoring more than 34 different waves. It’s fascinating to me to see that some of what’s showing up as mainstream CultureWaves™ today surfaced back then as subtle shifts in cultural behavior.
I thought you might like to take a peak at a sample of our mainstreaming, growing, and emerging CultureWaves. Each wave is accompanied by a quote illustrating the human truth that it represents. If these CultureWaves give you ideas, well, they should. Mainstreaming and growing waves tell you what’s happening now; but the new ones, the emerging waves, have the potential of giving you a glimpse into the future. And that’s always worth a look.
These waves have tremendous societal impact on culture in the marketplace.
1. CLOCKLESS
Hyper-life consumers find 24-hour solutions.
You respond when your body calls out, especially when it’s hungry, wants entertainment, or desires to buy. Our 24/7 society is subject to spur-of-the moment gratifications that can be satisfied instantly. And it’s made possible because of cell phones, pagers, computers, and other mobile devices that get us what we want even as we run to our next commitment.
“I want what I want when I want it!”
2. SENSORY APPEAL
Targeting the senses with new textures, colors, tastes, and sounds.
Activating the senses is becoming more and more ubiquitous. Our bodies create emotions based on reaction to sensory stimulus and seek enjoyment in the results. As a result, we are constantly looking for new ways to be stimulated.
“I’ll take the one that appeals to all my senses.”
3. BODY WARRANTY
Pushing our body beyond its limits.
Where’s a Fountain of Youth when you need one? If we can’t get it through magic, we get it through technology. When you connect the desire for immortality with the pervasive ability of technology to improve the body’s performance, you can see why people are demanding more out of their bodies.
“I want more out of my body than ever before.”
4. GREEN HOT
The return to nature by force.
Environmentalism isn’t just for tree huggers anymore. Large numbers of people are rallying to influence the good health of the planet. Their passion drives them to embrace perceptual concepts such as Healthy, Organic, Whole, and Sourced. This “green is good” ethos is shifting how companies are acting and investing.
“I’m not asking you to go green; I’m telling you.”
5. BRAND SANCTUARY
Using names we know and trust as a shield.
We seek refuge from a complex world by buying the brands we know. After all, it’s a way to ensure that we’ll be satisfied with our decision. Brands with integrity help people avoid the time required to research and test options on their own. Of consumers surveyed, 38% say it is risky to buy a brand you do not know. This is fueling an upsurge in co-branding and transferring brand equity from one category to another.
“I count on my brands not to let me down.”
6. DEITY COMPLEX
In a one-of-a-kind world, I am the creator.
People want to express their uniqueness both now and in the future, and our modern technology is allowing them to do just that. It’s the ultimate in control. They can have complete customized services, products, and lifestyles.
“It’s my world, my way.”
7. POWER PLAYS
Seeking admiration as a source of power.
Seriously fishing for compliments is becoming a game more and more people are playing, and they love it. New and emerging status symbols are giving people more reasons to feel a powerful sense of well-being. Having a catered mixologist, i.e., your personal bartender, create new and unique cocktails for your guests makes you the ultimate host or hostess.
“I’m getting more attention, and it feels good.”\
8. FLEXIBLE FLUX
Looking for equilibrium fast!
The perennial problem is good versus bad. With two major changes: 1) We no longer accept that there has to be “bad” along with the good in many of our choices, and 2) We need extreme forms of deliverance when we push the boundaries one way or the other. We are seeking extreme health along with a lot of decadence. We will no longer suffer inadequate taste just to get the benefits of a health food. In a balanced world, we want it to taste good, and be fast and convenient too.
“I want some good stuff even in my bad stuff.”
9. CHOICE CHOKE
Overwhelming choice ultimately results in underwhelming results.
The proliferation of product choice makes us say, “Simplify my life!” There are more than 30,000 products in a typical grocery store, with more than 20,000 new products hitting the shelves each year. With every new product and service offered, people become more and more saturated with information and desensitized to standard communication. The challenge is to find new ways to narrow the choices while still offering a limitless supply.
“I don’t need more choices, I need help choosing.”
10. POP-UP LIFESTYLE
Brands rush to meet consumers in their comfort zones.
Hyper-life consumers are demanding that their favorite products reach them where they live. The products are “popping up” in convenient, easy-to-find locations where they’ve never been before.
“If you don’t come to where I am, you lose me.”
11. VIRTUAL COMMUNITY
Joining groups with common interests to make personal connections.
The need to “belong” goes beyond the physical realm. Through the net and mobile social networking devices, our similar interests are connecting us to people we feel close to but have never met.
“We’re not strangers if we like the same things.”
12. BRANDALIZM™
Voluntary promotion or destruction of brands.
What do you wear on your T-shirt? People get emotionally involved with brands to the point of loving or hating them—enough to wear them, recommend them, or rant against them. Not content to merely “consume,” people are creating their own “brand” response and pushing it out to the world.
“You don’t own your brand; I do.”
13. GIVING BACK
Making the world a better place.
People are searching for meaning in their lives and often find it by focusing on the needs of others versus their own. Product tie-ins give us the chance to “give while getting” when we make purchases from firms that are values oriented, or that give a percentage back to charity in some way. It goes beyond gaining social status through good works to a conscious desire to give back.
“When I’m giving, my life has more meaning.”
14. GUYS & DOLLS
Men being macho; women being feminine.
In a metrosexual world, gender ID gets a bit blurry. Whether it’s retaliation or self-preservation, we’re finding extremes in male behavior and, separately, in female conduct. It opens up a whole new world of polar opposites.
“Give me my power tools!” “Give me my power frills!”
I hope you enjoyed that snapshot of CultureWaves. As we track, discover, and mine new CultureWaves, we’ll keep you updated. Or you can check out our website, www.theculturewaves.com. And as I said, if you’re interested in discussing potential for your business, shoot me a note back.
That’s it, from the edge of the world,
Bob
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