MILK's blog delivers emerging
perspectives on changing consumer
culture, trends and social influences:
Belief models and social influence
Social Influence
Something wild to think about over the weekend…
Look at the Diagram above. In principle it’s nothing new, just a simple graphic representation of how something sits at the core of things and then a variety of inter-relating connections bind, reflect and transmit.
Taking the dark grey subject circle at the core with it’s originator and close supporters, it works for just about anything… the fashion industry, religion, ethical motivations, music… test it.
It really represents things we know on a higher level too, things like how solar systems work and inter-relate, biology, geneology, disease etc. Our lives are really like a million of these diagrams three dimensionally overlapping and contrasting. It also helps to illustrate effects like six degrees of separation and how naturally our lives become interconnected.
So, it’s easy to see how social influences originate and get carried around groups, cultures and societies.
So there’s the method, but what’s the motivation?
Belief. Now there are a few simple steps to understanding belief systems:
1. Ideology – either individual or small group (the seeding bit if you will)
2. Belief – conviction and motivation that the ideology is definitively right
3. Moral rules – basic structure that defines and represents the belief at a core communicative level
4. Ethical practices – clear and simple motivating behaviours for core believers to follow
5. Organization – more complex infrastucture to help other believers understand and adopt the ethical practices
6. Legislation – fundamental (and often societal) acceptance in the belief’s principles, practices, and organizational behaviours.
Whilst this is a basic perspective, it is the basis for all religious, political, tribal and indeed brand based success.
Now this structure and method is all very well, but it doesn’t really explain why. Why we believe things. Why we want to believe things, why we share beliefs, to the extent that they govern our unconscious values and motivations.
Most thinking on this subject will say it’s because of the animal that we are (unless you hold a more religious belief). A weird off-shoot ape that has outgrown it’s own evolution. Seems to be the case.
But this thinking rarely goes on to explain why we have a love of dance music?! (There is a point to this)
Many child psychologists, primary school teachers and parents alike will say kids like boundaries. It gives them a sense of security. Also at all ages routine affords comfort, perhaps a sense of equilibrium gained from familiarity and perceived control of external influences.
But why? So what? It is because we are compelled to follow patterns. Both visually, aurally and behaviourally. Rocking ourselves, tapping feet, dancing, wallpaper, tiles, leaves, ripples you name it. From a pure level of infantile comfort through to correlating genetic sequencing.
We are mathematical. Whether you see it as binary or Phi everything is based in coding. We are if you like, programmed to follow patterns, they form our characteristic differences as individuals and allow us to interact as groups.
Now back to dance music. Quoting Hot Chip’s song – Over and Over: “The joy of repetition really is in you”.
With music, dancing and especially seen in things like dance music, our core coding is responding to actions and reactions to the patterns of the sound waves we hear. Patterns which stimulate neurologic impulses, releasing chemicals and flooding our emotions to trigger behavioural movements in sync with the aural patterns. And these individuals actions do not go unnoticed. Observers see and feel the benefit of following these patterns from others emotional stimulation (joy) and they are compelled to join in. Naturally there are barriers to following this compulsion, but these are cultural constraining barriers (human self-consciousness if you will), not our natural instinct.
Now transpose this thinking into belief systems; rules, order, structure, practices… patterns?!
We look for patterns to guide us in everything and are drawn toward them. From those forming ideologies based on assuming connections by cause and effect, to theorizing that there are missing links in a chain that should be filled to make sense. We make our discoveries, realizations and often mistakes by following our compulsion to follow patterns.
So, if you make this acceptance that we are in our very existential essence programmed to interact with and follow patterns, then it is easy to understand why beliefs work so very well for us as a species. Why we follow them, why we are compelled to share and adopt their behaviours and rational values. Why they influence us emotionally and reward our feelings and give us a sense of being. As it is in that sense of ‘being’ that we are human.
Sounding out!
Something funny cropped during a recent trip to a record label.
One of smart guys there (and I should probably point out, that everyone we’ve met at this record label seems exceptionally smart) said that music is often the last thing to be considered when the ad agency is producing a new TVC.
Now there are exceptions, when the creative team send a rough cut of the shoot to the label’s Sync team and they suggest tracks to put against the final production, but this is not the norm.
The only conclusion can be because ad agencies don’t think music first. Think about Art Directors are often film makers (visual medium) and copywriters are often screenwriters (words based). So who thinks music first?
The second thing to consider is how frequently a good ad can act to launch, revive or expand a musicians career e.g. Sony/ Jose Gonzalez, Levi’s/ Mr Oizo, Guinness/ Leftfield, Cadbury/ Phil Collins?!!!!
And then there’s the role of the music video or film soundtrack. Music is the thing
to release the emotional potential of a scene, to enhance the drama, or elevate our empathy.
The really interesting thing, is the sheer number of lifestyle brands itching to get into music as a cultural equity, but then ironically not utilizing our emotional connection with the music.
How would the emotional impact of the Bravia Bouncing Balls ad have been compromised if a voice over cut in announcing just how good the clarity of the HD screen delivers colour like no other. It would have killed it, it’s emotionally implied, so it connects on a deeper level unconsciously and fuses the association between the AV and the producer.
So the message is this…
When you watch MTV you notice there’s a thing in the corner of the screen, it says MTV. And by the power of association (Music’s biggest fan) they are considered credible and cool to represent artistic content.
So as we’ve seen steps by some great brands like Red Bull to set up their own record labels, maybe the next step is to create brand produced music videos for TV instead of ads.
And finally, the interesting thing. Only now are brands catching on to the fact that the tracks they pay to use in their commercial subsequently result in records sales. So in turn the record companies have started opening up models for revenue share schemes. Obvious? Cool! We think so.
Watch this space - the music comes first.
Mobile augmented reality
Call it what you wish, post digital, mobile apps, convergence media…
To us the principle interest is integration into our daily lives. We’ve seen some really interesting applications of branded ideas using integrated technologies such as the Livestrong Chalkbot, We are Scarf, Baker Tweetand the epic Foursquare. But equally the topic gets dulled down by the dump of bad executions too.
Some good guys in the industry have been moving the commentary along, the likes of Faris Yakob and Helge Tenno and if you’re so inclined take a peek at Mashable, or Ismashphone.
We’re expecting big things next year around this area, as things like Foursquare started to build in numbers in the UK and more stores and bars get involved.
It still feels that the scope for brands using this kind of innovation has hardly scratched the surface, but it seems the hottest place to spend your budget if you want genuine social engagement, creativity and real/digital integration.
Augmented ID
TAT is a Swedish software company and they are hot on new mobile applications, especially in augmented reality.
Check out their Augmented ID on this You Tube link.
Basically it use facial recognition software and links in all your social media profiles like Facebook, Twitter, Linked in etc to your face!
Then you choose which profiles you want to be public at anytime so that when someone points their iPhone at you it brings up all your profile details that you have public.
Awesome for networking, dating, retail loyalty in-store, you name it.
Gonna be big… soon.
MILK Magazine in Magma Books
I’m really pleased to announce from next week you’ll be able to pick up a copy of MILK from those nice people at Magma bookstores.
They have shops in Clerkenwell Road, Covent Garden, Manchester and online.
More info on Magma here.
Micro luxury: redefinitions in 2010
We’ve been looking at where the deep pocketed will safely expend their wealth in times where spending flashy cash isn’t cool and petrol thirsty motors don’t really fit with the recent Copenhagen’s agenda and here it is, the Aston Cygnet!
Now Aston Martin is without doubt still wound licking at the sales fall off in the last year, but kudos for the innovation here.
If things appear in market as planned for early 2011, for £20k you can get behind the wheel of the Cygnet. Now this is some £10k more than the Toyota IQ, the car the Cygnet is built upon, but there’s an interesting catch…
To buy one, you must already own an Aston Martin. They state that many of their customers already own a small car like an IQ, so this is Aston’s way of servicing their needs and taking steps to lower the companies emissions CO2. This is interesting because they’ve found a way of creating an accessory for a real Aston, which in this guise shouldn’t damage the core brand’s image.
We believe this sort of innovation trend around ‘Micro Luxury’ is just emerging, but something we’ve been tracking before the economy dropped.
In actual fact, other than Mini and more recently Fiat 500 and this year’s Audi A1, the choices for interesting design led small cars have been extremely limited.
Prius undoubtably carried the torch for perceived eco-motoring, but there has always been a gap for luxury drivers looking for a compact, urban, eco car, but with high quality design and styling specification.
What will be interesting is to see how and to who the Aston is marketed (if at all) and whether a decision is taken to push the rollout beyond Aston owners if the launch is met positively with purchasing demand.
We’ll be tracking micro luxury closely into 2010, incorporating ethics, styling, and rationalised over indulgence.
The other thing worth a mention is the concept of ‘restricted purchase’. We’ve seen this trend driving exclusivity in products with high loyalty cues like designer toy sales and rare books/ records, but moving out to a premium price point via a luxury brand feels pretty innovative. Again another area we’ll be reporting on as luxury brands begin to seek new ways to reinforce the exclusivity of their sales propositions.
Co:Yo Bloggers!
Imagine being 13 and knowing that you have the attention of some of the most experienced, famous and revered talent in the world. Listening to you. Believing that what you had to say is firstly of interest but, perhaps even more importantly, of value.
Tavi Gevinson is 13. She lives in Chicago and she writes a fashion blog “The New Girl in Town”. The first her parents really understood of the significance of what their teenage daughter was doing in her bedroom was when she had to ask their permission to appear in a New York Times feature – because she was underage. But that in itself is perplexing. Fashion royalty is waiting to see what you say next but to the rest of the (analogue) world you are a minor. Still at school, still needing your mum to sign you out of P.E and still learning about life and what the world means.
How is it that this new generation seems to have skipped straight to the point? Even one generation ago, it was unlikely to have someone with 20 years experience, extensive amassed knowledge and qualifications give youth the time of day but the question today is whose teaching whom? How has the digital realm facilitated the proverbial leveling of playing field between age and youth, knowledge and perspectives, experience and greenness.
At MILK, we’ve been developing a model for Co:Yo or Conscious Youth. A generation that has known nothing but instant access to a digital world. To instant information, instant connection to their friends, brands and any world that excites or interests them. They have the ability and access to develop their skills and knowledge from a much younger age, exemplified by Tavi, long before the previous generation was even contemplating what “Options” at school might begin them on a path to something they were interested in. Imagine having known what you know now since you were 13; being 10 years ahead of your current self in terms of perspective forming or exposure to the commercial world. And that’s not suggesting that these teenagers have already signed off on their life’s vocation but they are commonly demonstrating an aptitude that some are still waiting to find in their twenties or thirties.
POP magazine recently ran a feature covering Tavi and her peers. And let’s not dismiss that point too quickly. Appearing on the cover of POP magazine as part of a collaboration with Damien Hirst is arguably no small achievement; regardless of age and career credentials. The article included a roundtable amongst the young bloggers and it’s fair to say that they are both articulate and savvy. Demonstrating understanding of commercial restrictions and politics and their perceived liberation of luxurious free speech and opinions is arguably far beyond what one might expect of their years.
But the question is, if this new generation is indeed at liberty to form perceptions and explore their interests free from the bias most face in commercial environments, then who is teaching whom? For sure, the fashion glitterati are unlikely to solely base their next season’s collection purely on the wisdom or freedom of youth but they are equally unlikely to be as complacent as to ignore the impact they are having.
So what is the real lesson we can learn from this generation? That we can achieve what we thought was previously unobtainable? That with the right content and a virtual podium we can all be heard at an equal volume?
And if everything changes so rather than being a linear learning process the system is more cyclical, how will society feel about our children knowing more than us, faster than us? How will this change our education structures? Will schools encourage students to follow their individual inclinations rather than adhering to timetables with subjects that may have little bearing on their now earlier developed skill-set? It would seem fair to suggest that there may be a need for new strategy in response to this move towards self-learning.
It’s true that this generation of Conscious Youth is still just that-youth. They still require and indeed desire guidance but they are ambitious; learning and developing and getting there fast. They don’t have the answers yet but they have the resources and time at their disposable and if, as Author Malcolm Gladwell believes, its the hours that make you the expert, it may just be that those hours spent “surfing the net” will pay off sooner than we think.
Welcome to MILK’s new digital home!
What a ride, what a year!
For those of you close to MILK, both clients, partners, friends and pets, the launch of our new magazine and web site is met with ‘about bloody time’. But for those MILK virgins out there, we’re hoping the response is abit more, ‘ooh nice pink bits!’
We’ve got high expectations for the new magazine, which if not already, it should soon be in your mail tray. But if you’re of the impatient persuasion you may read it here.
Keep checking back to this blog for updates, or set your RSS, because we promise this thing called MILK is about to blow the roof off cultural thinking and fill you with the freshest, most progressive and interesting trends, perspectives and generally awesome thinking you could wish for – More Informed Lifestyle Knowledge – get it? good. Now share the love.
If you want to know more about contributing to MILK Magazine, please contact clyde@milkinsight.com
