Episódios
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In this episode of Ripples, hosts Lance and Cecelia dive into the microcultures that defined 2024, unpacking how microcultures like the Swifties, anime enthusiasts, Spicy Lit readers, Coastal Cowgirls, and Brat Girls shaped the year’s cultural and commercial landscape. From Taylor Swift's fandom generating an estimated $5 to $10 billion in economic impact to anime's shift from niche obsession to mainstream fashion staple, they reveal how these groups influenced everything from marketing strategies to product development. They explore how Spicy Lit, driven by passionate readers on social media, revolutionized publishing and boosted retail profits, while Coastal Cowgirls fused Western charm with coastal chic, redefining fashion aesthetics. Oh, and of course Brat girls got a mention. It's clear why understanding these microcultures is crucial for marketers moving into 2025.
Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.
Find Rival online at www.wearerival.com, LinkedIn.
Find Lance on LinkedIn
Find Cecelia on LinkedIn.
Say hi at [email protected], we’d love to hear from you.
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In this episode of Ripples by Rival, Lance, and Cecelia explore another Deep Dive into two significant microcultures that go hand-in-hand: Spicy Lit and Dark Academia. They discuss how Spicy Lit is revitalizing the romance genre and revitalizing the whole of the physical book industry in its wake. Dark Academia is shaping fashion, culture, and viewing trends with hits like Netflix's Wednesday, being borne out of a passion for the microculture. The conversation highlights the passionate communities behind these microcultures and the opportunities they present for brands to connect with consumers through shared interests and escapism.
Chapters
00:00 Introduction to Microcultures
02:59 The Rise of Spicy Lit
05:52 Impact of Spicy Lit on the Literary World
08:48 Understanding the Spicy Lit Community
11:51 Brand Opportunities within Spicy Lit
14:56 Exploring Dark Academia
17:53 Dark Academia's Influence on Fashion and Culture
21:07 Conclusion and Future Insights
Mentioned in the show
A Court of Thorn and Roses Sarah J MaasRainbow Rowell Booktok leanDark AcademiaRipples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.
Find Rival online at www.wearerival.com, LinkedIn.
Find Lance on LinkedIn
Find Cecelia on LinkedIn.
Say hi at [email protected], we’d love to hear from you.
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In today's episode, Lance & Cecelia are discussing one of their favorite microcultures to give you a full overview of one of the most important and prevalent microcultures: Posh Pet Parents. Listen to this episode if you want to learn exactly how brands are tapping into the growing culture around pets and what that means for consumers.
Chapters
00:00 The Rise of Posh Pet Parents
05:21 Millennials: The Driving Force
11:05 Market Influence and Trends
16:23 Future Innovations in Pet Care
Mentioned in the show:
Crocs x Posh Pet Parents Plaza Hotel Pampered Pup PackagePet airways Subaru Loves Pets Titos: The Vodka for dog peopleSam the blue-eyed basset: https://www.instagram.com/sam_the_blue_eyed_basset/profilecard/?hl=enDean the Basset: https://www.instagram.com/deanthebasset/?hl=enBrody that Dood: https://www.instagram.com/brodiethatdood/?hl=enNoodle the Pug: https://www.nbcnews.com/news/us-news/no-bones-tiktok-star-noodle-pug-dies-14-rcna59968Nimbus: https://www.instagram.com/nimbus_siberian/?hl=enNala the cat: https://www.instagram.com/nala_cat/?hl=enRipples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.
Find Rival online at www.wearerival.com, LinkedIn.
Find Lance on LinkedIn
Find Cecelia on LinkedIn.
Say hi at [email protected], we’d love to hear from you.
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Welcome to Ripples by Rival, a limited podcast series where we discuss the Rise of Microcultures, including why this is changing brand strategy and how brands can stay relevant for the next decade. This podcast sits alongside a huge amount of research and thinking we've done here at Rival to understand the face of challenger marketing and how brands cut through in the modern world.
For more information please visit www.wearerival.com/microcultures
Chapters
00:00 Introduction to Microcultures
03:03 The Shift from Monoculture to Microcultures
05:52 Understanding Microcultures and Their Impact
08:59 Examples of Emerging Microcultures
12:00 The Role of Brands in Microcultures
15:02 Building Relevance Through Microcultures
18:03 Case Studies of Successful Brand Engagement
21:08 The Future of Marketing in a Microculture World
23:58 Conclusion and Key Takeaways
Mentioned in the show
Devil wears prada clip- Devil Wears Prada DeBeers- diamonds are forever - https://www.debeersgroup.com/about-us/a-diamond-is-foreverTikTok - Witch Baddies - Cinnamon blowingHorse girl aesthetic - https://www.teenvogue.com/story/what-is-horse-girl-aestheticCrocs x Posh Pet ParentsMcDonalds - WcDonaldsRipples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.
Find Rival online at www.wearerival.com, LinkedIn.
Find Lance on LinkedIn
Find Cecelia on LinkedIn.
Say hi at [email protected], we’d love to hear from you.
