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How Micro-Communities Transform Aspiration
Along with intangibles like access, experiences, and knowledge, the modern aspiration economy also created a cultural class unto its own. Oriented towards wellness and self-perfecting, this class of self-proclaimed “creatives” (regardless of what they actually do) defies the hierarchy that socially bound the previous generations to their economic s
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Modern aspiration economy is anchored not in accumulation and display of possessions or even experiences, but of social capital, environmental credits, and cultural savviness (Currid-Halkett, 2017; Eckhardt, 2020).
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
The concept of prestige is shifting quickly. As our connections to local communities have broken down, we are paying more attention than ever to people who are successful in the traditional sense, through money, status, or fame. But below this flashy surface, many people are seeking out smaller and quieter communities where they can earn prestige i
... See morePaul Millerd • The Pathless Path: Imagining a New Story For Work and Life
Membership is also a vehicle of the modern aspiration economy. It represents a shift from doing things for the benefit of others (conspicuous consumption) to a value model where we invest in things that benefit ourselves: access, knowledge, information, experience, privacy, belonging, self-actualization. In the modern aspiration economy, consumers ... See more
Ana Andjelic • From Loyalty to Membership
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The keywords are not necessarily prestige and exclusivity but identity and belonging.Membership is micro. To prevent reverse network effects and maintain a high signal-to-noise ratio, brands often focus on specific customer sub-segments and overdeliver for them. This works particularly well for brands that sell easily commodified products. For exam... See more
Substack • Fundamentals of modern loyalty
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The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Ana Andjelic • 1 highlight
amazon.com
it’s a directionally correct generalization, and it’s showing itself in where and how people interact online. Many young people prefer the facelessness of Discord, Reddit, a crypto pfp. With the rise of privacy online—both anonymity and pseudonymity—we’ll see more people express themselves through new personas that obscure their “real” identity.
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Rex Woodbury • 10 Characteristics That Define Gen Z (Part I)
Keely Adler added
