4 audience surveys via Ideally of 1,380 aussies
11 interviews with cultural leaders in music, fashion, sport & Gaming
Insights from our network of marketing effectiveness experts
data from the change things lab archives
Drawing from months of data and insights from our cultural research unit, Change Things Lab, we examine the new ways people define themselves based on their true passions to reveal what lies between the cracks of a splintered culture.
Cultural convergence; the shared references that shape how we interact and connect, is rare. We don’t consume en masse, we consume alone, fed by algorithms that reflect our interests.
4 audience surveys via Ideally of 1,380 aussies
11 interviews with cultural leaders in music, fashion, sport & Gaming
Insights from our network of marketing effectiveness experts
data from the change things lab archives
In our most ambitious study to date, we set out to answer one question:
WHAT DOES
CULTURE LOOK LIKE WHEN IT NO LONGER MOVES AS ONE?
Our latest report, 1,000 TINY PIECES combines cultural expertise, consumer research in partnership with Ideally, and marketing science to chart this new terrain and reveal a complementary path to growth by understanding the dynamics of a fragmented culture.
“The main challenge is to not fragment the community so much that the groups cant interact with each other. If this happens then the more niche and smaller groups can get swallowed up by the more dominant groups.”
UNSW Pokemon society
[ Sport ]
“There’s always a certain level of cynicism amongst people like myself who knew both periods of pre and post Matildas hype - who was there from the beginning and who jumped on the bandwagon.”
RACHEL CHOI
Matildas Support Active Member
[ Sport ]
“From the outside [rock] looks like one homogeneous group but there’s half a dozen subcultures within this subculture.“
LOCHLAN WATT
Journalist, Record Label Owner,
Musician and Ex-Triple J Host
[ Music ]
“You don’t always have to use the biggest influencer in the world. Find out the key players, not the big ones that already have a microphone but the people that don’t have the opportunity... and put them on.“
Phat judah
Founder of JUDAH
[ Fashion ]
We have entered a new era of marketing effectiveness, from the age of ‘air power’, powered by enormous targeting and machine learning in media buying to brands being built on the ground, by armies of influencers, brand partnerships and collaborations, and by in-feed and in-game activations. Hand-to-hand marketing is replacing fire-and-forget.
CATHRYN KEHEO
[ Chair of IPA’s Effectiveness Awards ]
Interested in finding out more?
Get in touch for a walk-through with the team behind the report.