A Time to Build Tight Brands in the Chaos of Loose Cultures

Peter Zeihan, geopolitical strategist and one of my favorite thinkers, has recently raised the point that the underpinnings of the economy have broken apart. Indeed, what happens when our measurements of the economy (inflation) are no longer accurate, and our tools for controlling the economy (interest rates) no longer work?

When measurements chang

hen there is a decrease in government stability, there is an increase in religiosity in both Eastern and Western cultures.

According to him, the word “natural” has become a “sort of a secular stand-in for a generalized understanding of goodness, which in religion you’d call holiness, or purity, or something like that. “Nature,” with a capital N, [has taken] the place of God. In a secular society, we don’t look to religions to tell us what to eat or how to heal ourselve

As of 2014, America ceased to have a dominant family structure (what many of us used to imagine as two parents with 2.5 kids). Diversity and fluidity have shot up, driven by cohabitation, divorce, remarriage and non-marital recoupling. In one study over a three-year period, about a third of kids who were younger than six years old had already exper

It’s no wonder that Montessori is flourishing, along with other highly ideological school formats like Waldorf, Reggio Emilia, forest schooling, worldschooling, and many, many others.

These schools focus the chaos of parenting into something manageable, tightening the vice of parenting and family with heavy norms. They know their job is not to merel

Tight brands like the ones we’ve surveyed here raise the emotional stakes for their users. They create emotionally provocative norms so that we don’t just know the rules, but feel them deep in our bones.

Tight brands like Greenpeace, Trumpism or the modern Académie Française may appear like anomalies, but they are in fact deeply human—and highly predictable—reactions to loose cultures. The people in these groups felt destabilized by evaporating social codes, and in that mental state, welcomed in the strong voice of certainty. Where there is chaos,

In a survey of 1,000 adults, it was found that 30% of people were eating dinner on the couch, and 17% of people were eating it in their bedrooms—two places where there is likely a screen and likely no conversation or interpersonal gathering. Remember that rooms have rules, and when we change the room, we create a vacuum of norms.

Every culture falls on the spectrum from tight to loose: from highly structured and normative to loosely held and evolving. When a culture veers too far in one direction, there is often a reaction in the opposite direction.