It’s 2010: a new year, and a new opportunity to consider how the massive cultural and technological shifts of today are reshaping the way we think about tomorrow. These evolutions are not only changing how we navigate our public and personal lives, but the way we relate to businesses and brands as well. At this starting block of a new decade, it is imperative that we consider the cultural shake-ups and changes in how we work, think and play that will prove relevant to our business in 2010 and beyond.

1. AMERICA RE-ENVISIONED. As this year’s Census will soon show, we are a country comprised of increasingly diverse and expanding “nations within a nation.” By 2042, it is projected that non-Hispanic whites will no longer represent the dominant ethnic group in the U.S. — an evolution of our demographic makeup that will turn our soon-outdated dichotomy of minority/majority on its head. The 2010 Census will be, in many respects, a preview of things to come, and is primed to serve as a catalyst for the reimagining of our old conceptions of the American story and dream. Over the last decade, brands such as McDonald’s, Nike and Toyota have made bold attempts at targeting a growing non-”general” market, earning accolades and success for authentically connecting with a multi-dimensional U.S. audience. In 2010, we expect to see more brands rising to the challenge of understanding consumers that defy traditional segmentation and tried conventions — an emerging business imperative.

2. CULTURE AS A SELLING POINT. As the composition of the country grows more complex, brands must also rely on their understanding of culture beyond ethnicity to stay relevant, and must invent strategic ways of harnessing it. Anthropologist Grant McCracken sees culture as so integral to brands that it should have its own executive position (the CCO, or Chief Culture Officer) in today’s corporation: “Culture is an essential piece of the intelligence an organization needs in a turbulent world. …The corporation cannot hire in [or farm out] its cultural intelligence any more than it can surrender financial decisions to a visiting bookkeeper. Some things are too important to be left to outsiders. Some kinds of intelligence must be integral to the organization.”

A deep connection to culture has always been a necessity for brands but going forward, we will see it manifest in more lateral ways. One that we’ve seen building momentum is the mainstream adoption of niche-cultural branding: ingredients, foods and products with heritages rooted around the world (i.e. kombucha, acai, shea butter, matcha tea, Greek-style yogurt, bubble drinks) are gaining mainstream popularity, and global brands as backers. This embrace of the foreign points to a widening of our palates and growth of a cross-cultural consumer that sees “exotic” as refreshingly unique and bold rather than alien.

3. GAME ON. Gaming and gamers are more pervasive now than ever. The average adult plays games an average of 7.6 hours per week, and is followed by a generation of digital natives that grew up on PSPs, iPhones, and Farmville. Games are all around us — on our phones, desktops, in our living rooms and workplaces. But not only is gaming as leisure becoming more commonplace, many aspects of our day-to-day lives are starting to take the form of gameplay as well. Mobile apps such as Foursquare and the karma-building CauseWorld are adding a bit of friendly competition to nights out and visits to our favorite venues and stores, while the social sport of Twitter and Facebook continues growing more ubiquitous. Most brands and organizations have already put their chips in the social-media game, but savvier ones will look to the more nascent opportunities.

4. MICRO GOES MASS. Amidst the devastation of the Haiti earthquake and the aftermath of the economic collapse, the optimism that often accompanies the arrival of a new year (and new era) is running thin in 2010. And yet, we’re coming together to offer hope in smaller pieces, in the form of simple micro-actions. One of the most catastrophic natural disasters in recent history has been met with more than $22 million in $5 and $10 text-message donations, an unprecedented show of charitable giving made possible by the ease of small-scale mobile donations. And beyond these times of need, micro-support is gaining traction as a straightforward, accessible way for everyday people to support the causes they believe in, finance promising new businesses, and make their creative visions a reality in small, easy steps. Sites such as Kiva.org and Kickstarter.com hinge on this low-entry generosity and trust and have succeeded in bringing their users’ ideas to life thanks to their growing communities of micro-lenders and funders. Pepsi’s Refresh Everything campaign has given novice entrepreneurs the opportunity to do good on a large-scale as well as small.

5. A HUMANIST REVIVAL. The 2000s were a mix of highs and lows for Americans. We witnessed some of the most horrific, perspective-altering events in our nation’s history, as well as some of the most glorious, awe-inspiring, and unprecedented moments, the election of President Barack Obama perhaps the most unforgettable of them all. The first year of this brave new decade is the turning over of a new leaf, one we’re happy to see met with a defiant return of humanism. By choice or circumstance, many of us (individuals as well as businesses) find ourselves with the task of starting over. This moment has proven fertile grounds for experimentation in finding joy and self-definition (see Living Oprah and The Happiness Project), thoughtful business innovation (see the new agency for “(human) brands,” Lovely Day), and a return to the simple pleasures of life (see Coca-Cola’s Expedition 206 and The Art of Eating In). The victors in 2010 will be those who see in this challenging moment an opportunity to connect with the human spirit of reinvention, resilience and yes — hope.

~ ~ ~
Christine Huang is head of cultural trends at GlobalHue.
Ozioma Egwuonwu is VP-director of cultural strategy at GlobalHue.

http://adage.com/bigtent/post?article_id=141849

I don’t know how many are keeping abreast of what is happening in the world of mashup videos, but CNN just did a cover of the “Empire State of mind” craze. It’s all very fascinating.

It appears that this piece of content created by Jay Z and Alicia Keyes, is currently serving as a fertile flexible canvas–a template of sorts– for people to express themselves.

Something in the lyrics, as well as the video format appeals to the expressive capability in all of us to communicate our origins(Huge dork, Minnesota) as well as where we locate ourselves at this point in time (Walmart)…

Here are the examples as well as the CNN link.

CNN
http://www.cnn.com/2009/SHOWBIZ/Music/12/30/empire.state.remix/index.html

Original with Jay Z and Alicia
http://www.youtube.com/watch?v=0UjsXo9l6I8&feature=PlayList&p=90156B5BABD41FEE&index=13&playnext=2&playnext_from=PL

Huge Dork (state of mind)
http://www.youtube.com/watch?v=PMHZCXJfAW8&feature=PlayList&p=90156B5BABD41FEE&playnext=1&playnext_from=PL&index=12

Minnesota State of mind
http://www.youtube.com/watch?v=we6R3GGkTW8

Walmart State of Mind
http://www.youtube.com/watch?v=Fenu74PTvxM&feature=related

All great agencies. All doing amazing things that break boundaries.

http://www.bestofthe2000s.com/multicultural-agency-of-the-decade.html

http://www.bestofthe2000s.com/agency-of-the-decade.html

http://www.bestofthe2000s.com/digital-agency-of-the-decade.html

Search Stories Search On.

You know the drill.

Great Minds, Great People, Great Ideas.

I would go myself, but I am doing time in the D. (as in Detroit)

Order Tickets Here:

http://www.psfk.com/good-ideas-salon-london

Here is a VERY important clip from CNN’s recent interview with Colin Powell.

http://www.cnn.com/video/#/video/us/2008/12/11/gps.powell.on.gop.cnn

It serves to further confirm that the work being done in what I am calling the “Cultural Marketing” space is very important, not only for the future of this nation, but also for the brands that seek to tell their stories in this environment.

Colin Powell, may be speaking about what the Republican party needs to do in order to stay relevant, but it reflects what brands will have to do as well in order to maintain and grow market share…

TAKE HEED! Be prepared!

For all intents and purposes Hip hop HAS been dead, or perhaps just slumbering– waiting to be awakened by lovers of true innovation.

I will go out a limb and profess that I believe originality in Hip Hop is making a come back.

In fact, with each original act of creativity, Hip Hop culture is receiving some much needed CPR, and talented artists such as these guys MUST be credited with administering it:

I know that proclaiming a Hip Hop revival is a hard sell, but if the return of Qtip, the much lauded precocious prince of Hip Hop is no indicator of the resurgence of trace elements of Hip Hop culture resurfacing, then take a look at the dance craze called “Getting Lite”. (It should be no surprise that the youth are at the helm of this cultural dance movement).

You will see that “Getting Lite” embodies the spirit of the break beat battles of old. In fact, one could characterize the dancing itself as a truncated and reformulated rendition of early forms of break dancing.

Notice how similar to a B Boy Battle these Getting Lite circles are…Each participant equipped only with their youthful bravado performs the movements in his or her own way.

The final posted clip currently has received close to 250,000 views on You Tube. Now that it has begun to circulate throughout user generated media, it’s only a matter of time before it becomes commemorated in more traditional media  channels.

OH NO!!!!!!     Do I hear Getting Lite the movie???

For all you grown up early adopters, make sure you try the dance at home before that unfortunate day occurs!

The great thing is that It is different for everyone. Just take a look at the work space of one of the greatest genius of all time…

Einstein's Office at Princeton

After reading this, perhaps you should take a look at your own creative work space, and ask yourself this: does it WORK?

I must admit, the offering is a bit of a yawn as $5 musical downloads are so yesterday!  Perhaps to spice it up, the promotion could have been more strategically linked to the creative throughline of temptation… What do you think?

I’ve been toying around in my head with a concept that I can only call Connective Community. It refers to a community that is not necessarily connected by community, but that seeks to connect through deeper levels of interwoven communal communications.

For this type of community, It’s as if connectivity were woven into it’s DNA. Please be advised, I am not referencing surface linkages here, but a deep connective tissue that runs deep.

Strategists, Anthropologists, and Diggers alike can spot this type of community by the connective behavior they engage in on AND off-line.

Tapping into the power of Connective Community is increasingly relevant in today’s “digital-sphere”–from a professional as well as personal vantage point as the presence of deeper more entrenched Connective Communities is the signature and barometer of any Social Media Empire.  Without this grouping, all efforts on behalf of those who wish to barter and communicate ideas will inevitably suffer the loss of diminishing returns.

We need to see things a little differently.

Perhaps we should start by refusing to assign an inordinate amount of value to the presence or absence of community, and instead ascribe worth and investment according to the inherent value created through the types of dialogue a particular community is engaging in… Just a thought!