Bullseye Connections
INSIGHT OVERVIEW
Our bullseye connection is the Original of Culture.
They maintain, create and nurture the cultures they’re in, whether soccer or street.
The Originals of Culture is an approach and an attitude, they can be cross-generational.
Involving, uplifting and inspiring culture, they sync with our strategy as a brand.
Humble changemakers, they use their power to make a difference across cultures.
Typically older, and often Gen Xers, they have earned their own authority within the culture.
Importantly, they are often the people that are parents, mentors or teachers to Gen Z.
For us, this has huge and exciting implications for the brand; stories are being passed down again.
This change in the status quo is timely; after years of influencer-led hype, the culture is being reignited.
If we want to behave like an Original and Fuel Originality to create Possibilities for People and Planet these are the people we must involve and partner with, respectively.
Throughout the research, PSEUDO have been speaking to cultural figureheads within the different categories. Across the work, whether gaming, activism, streetwear culture or skate, we spoke to those that literally hold the gates to culture open, inviting others in. At the brand, we call these people Originals of Culture. Within the cultures they exist within, they maintain it, they create it and they nurture it; this is their way. As Originals, it’s about attitude and approach, not about generational cohorts. This is about a mindset, not a demographic; it is cross-generational and can be seen in generations X, Y and Z
“"Cultural gatekeepers and mediators can be defined as those involved in the mediation between the production of cultural goods and the production of consumer tastes."
Involving, uplifting and inspiring culture, Originals of Culture are a natural addition to the brand. They are the people who know and care about the values, stories, rituals, codes, heroes and turning points within culture, while actively shaping and elevating the present and future scene, whatever the scene may be [skate, street, b’ball, activism, gaming]. They use their power to make a difference and display traits that we want to be aligned with as a brand. Individuals typically working on a smaller scale than us are already looking at ways to be carbon neutral, to bring the community together and to raise levels of education in areas that count. Agile, brave and ever-evolving, they bring power to the brand in a way other audiences can’t.
Humble change-makers, the Original of Culture is already involved within their communities. They are people that are both interesting and interested, mentors that are approachable and substantial. They are storytellers passing key stories on, including our own - teaching the new generation about our heritage, our authority and more. Respected, fearless and brave, they invite others in to know more about the things that they as Originals of Culture truly care about.
“"We’re making our next issue of the magazine carbon neutral, and telling the stories within the magazine as to how we’ve done that. Making sure we’re sharing stories around all of this for our younger audience is important. And if we can start here, with the magazine, we’re well on the way to making the event carbon neutral too."
As Originals of Culture, they use their platforms to inform, inspire and educate others in spirited, positive ways. They use their awareness and love for the soul of the culture to promote those up and coming within it, noticing them, acknowledging them and uplifting them overall, providing support whenever needed and in whatever form that support might be. They invest in others as an investment in the culture, this is not an entirely selfless act. With their brands embedded in the culture they want to promote, protection and legacy is crucial.
“"I was brought up in a time when you had to do your time. The big boss in the corner office knew everything, even though he didn’t. Now, it’s about finding a medium between mentorship and independence with Gen Z. But elders are cool again, in our 40s, our 50s, even our 60s, we’re younger than any 40 or 50 or 60 year old before us and kids are looking up to their elders again, it’s a fantastic, crazy thing."
Typically older, and often Gen Xers, they have put the hours in that grants them authority within the culture. They know exactly what they’re talking about. Within this, they have a kindness, charisma and wisdom about them, they mentor and support those seeking inspiration and information. Indeed, they love to give it. They give their time, care and attention to important issues and causes that others care about within the cultures they’re in, always involving, uplifting and inspiring the scenes overall. As storytellers and allies, they protect our own stories and brand too. They have an authoritative voice within the scene that others respect and look up to.
“"Skateboarders from the first generation are in their fifties and sixties now. They’re still skating. All I have to show is respect to them. That’s REAL spirit, that’s the stuff that inspires me."
Importantly, the Gen Xers within the Originals of Culture audience are typically bringing Gen Z up. Whether it’s as a parent, a coach, a teacher, a mentor, an Uncle, Aunt or otherwise, Gen X plays a familial role with Gen Z. Never before have we seen this in history where a new generation looks up to their elders and genuinely thinks they’re cool. However, Gen X are creating the culture that Gen Z are consuming and, as a new young generation, they want to know more about it and Gen X are the ones that are telling them. For us, they are the audience that understands our heritage and hold a true, nostalgic - rather defensive - love for the brand that cannot be overwritten.
For us, this has huge implications that we have to acknowledge, act upon and get excited about as a brand. Think about it: DJ, Streetwear columnist and all-around good-guy [not to mention one of the moderators for this work due to his place in the PSEUDO family] Ross Wilson is bringing up his young son far differently than any parent has before. First of all, 14-year-old Toby actually thinks his dad is cool, after all, his dad does own one of the biggest [if not the biggest] collections of Supreme artefacts in the world. They can even share closets. And music is being shared too; teenagers across the world are listening to the legendary likes of 36 Chambers at the same time they’re listening to Certified Lover Boy. Ross, as a don of streetwear, is passing his passion on to Toby; educating him, enthusing him and bringing him into the culture in a way that creates reverence and respect.
This change in the status quo is timely; after years of influencer-led hype, the culture is being reignited. We know from previous PSEUDO research for the brand that ‘hype, saturation and [lack of] stories’ was the biggest gripe of the figureheads. Fatigued by a [mostly Millennial] audience buying limited edition items for money - not love - the new generation - with their admiration for their elders - are turning this around. Again, we find ourselves with a new audience who - for the most part - do want to know about stories, legacies and heritage. They do want to know the people behind the products, the stories around the designs, the brilliance behind the brands. Turning the tide on the hype tsunami of the generation before them, Gen Z are resetting a culture with their vehement curiosity.
“"There were people who come in and buy a Box Logo item for 400 Euros, go in front of the shop in the street, take a picture for Instagram, then come back and drop it off. Sometimes I sell the same item 4 or 5 times in the same day, adding to my 30% commission. It's very profitable but very sad."
Yet this relationship is not one-way only. Gen Z are educating and informing Gen X on important topics, too. For instance, educating the cynical Gen Xer on the importance of pronouns [it’s as important as using someone’s name] or bringing their disillusioned elders back into the environment argument. Indeed, in many ways, it is Gen Z - as altruistic, expectant activists - who are pushing the green agenda for Gen X, encouraging them to use their own power to make a difference within the areas and industries they work in. As a generation - who are literally being educated about these matters within the class curriculum - they play their own important role in educating their elders about key issues that count. Together, they’re watching documentaries about the environment and then discussing it afterwards. As a coupling, this is a powerful pair.
Finally, in reiterating the importance of the Originals of Culture, we need only look at one thing. If we are a brand that wants to fuel Originality, while creating possibilities for people and planet, these are the people already doing that. If we want to work alongside people that are Originals, these figureheads embody those traits; showing themselves to be brave, spirited and ingrained within the soul of the cultures they create. Yet they can’t be a shortcut for the brand. Ensuring we always treat them with respect, as peers not just as partners, when working with them is a new language we have to learn. Fatigued by years of being treated unfairly by Nike, the time to strike is now. Any relationships they might have had with the swoosh have been worn down and drained to nothing [and yes, we’re talking from both experience and hearing it in the research]. They are looking for a brand that respects them and understands the role they have played and continue to play and they want to work with us. Ensuring we protect them in our patronage is paramount. By investing and aligning ourselves with them, we invest in the cultivation of culture, ensuring we are appropriate, never appropriating.