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cultural landscape inspiration
24.04.14
FORMATIVE FORCES
3
A BOXED-IN GENERATION
A global ‘failure to launch’ – staying at
home into adulthood at record levels
Diminishing employment opportunities
Urban planning increasingly an exercise by
adults, for adults
Teens want access to publics to see and be seen, to socialize, and to feel as if they have the freedoms to explore a world beyond the heavily constrained one shaped by parents and school. Just as society formerly wrote women out of civic life, we now prohibit teenagers from many aspects of public life about.” danah boyd. author ‘It’s Complicated: the Social Lives of Networked Teens
“
5
COMPETITION TO STAND OUT
Global competition is a given
Seeing kids becoming millionaires
overnight
Pressure on uniqueness, stand-out skills &
onus on self-reliance in order to thrive
6
FROM FOLLOWING TO SIDE-
STEPPING
A de-centralization of trust
People turn sideways: side-stepping
Impacting on education (Funding4
Learning), finance (bitcoin, Zopa), political
action (Chinese Flesh Eating Search
Engines), restaurants (Mealku)…
We want to be producers, co-producers, consumers and evangelists all at the same time, but current organisational structures don’t allow us to do that.Alan Moore, author, No Straight Lines: Making Sense of our Non-linear World
“
AN EMERGENT EMOTIONAL DRIVER
RECLAIMING
Young people have been dis-possessed
of control of their futures, failed by
institutions and sold to by corporations
who want to own youth for themselves.
They feel a mix of fear and excitement
in the knowledge that re-claiming their
identities, spaces and futures for
themselves is the only option left.
9
MILLENIAL CUTURE…
RE-CLAIMING A SENSE OF
SELF & A PLACE IN SOCIETY
WELLBEING…
RE-CLAIMING CONTROL
OVER BODIES AND MINDS
“THE ENLIGHTENED
SELF” “HEALTHY HIGH”
URBAN CULTURE…
RE-CLAIMING THE RIGHT TO
OCCUPY PUBLIC SPACES
“BEYOND CITY LIMITS”
3 N A R R AT I V E S O F ‘ R E C L A I M I N G ’
THE ENLIGHTENE
D SELF
We want to be producers, co-producers, consumers and evangelists all at the same time, but current organisational structures don’t allow us to do that.Alan Moore, author, No Straight Lines: Making Sense of our Non-linear World
“
12
OBSESSIONS //
GOING DEEP MATTERS
An age of cultural omnivorousness
DIY, craft, code, re-(insert verb) the new
language
Creating and curating projects to make a
mark on the world
Custom Frame Cycle Building, Walpole
(USA)
13
PLASTIC TO RAW //
GETTING BEHIND THE SCENES
Popular culture has become plasticized,
sanitized and over produced
Longing for experiences that feel
unmediated, unprocessed
Drawn to the local, craft, unpolished and
informal
Parkour Practice, Gaza (PL)
Millennials have been over sold to, they have looked behind the curtain and seen how it has been packaged and sold on, they no longer believe in it.
Josh Madden, Editor, Nylon Magazine
14
“
Nightclubs are too forced. Most DJs sit around like lumps, unengaged with their audienceDecentralized Dance Party“
15
EXPLORATION //
PUSHING YOUR BOUNDARIES
Stretching comfort zones despite an
assault on indulgences
Living without pressure of long-term
commitments pushing tastes, self-
knowledge, potential, sensation
Thinking more about self and your place in
society
Extreme Urban Exploring, Moscow
(RUS)
NEW ROLES FOR
BRANDS
A CHANGING RELATIONSHIP TO BRANDS…
xxxx
18
“
#1
DON’T JUST SELL TO PEOPLE,
ENLIST THEM IN YOUR PURPOSE
19
#2
LET PEOPLE SEE BENEATH THE
SURFACE
20
#3
GIVE PEOPLE SKILLS
21
#4
GIVE PEOPLE A MARKETPLACE
22
#5
HELP PEOPLE COLLABORATE
AND BUILD COMMUNITIES