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Cultural Icebergs:
Pepsi, Beyonce and the Shifting Cultural Frame
                              January 28, 2013

                                     Rob Fields
                                  robfields.com
                                     @robfields
The seas of popular culture




            are full of icebergs that




      can be deadly for brands.
First,



         what is
Culture?
Values
Attitudes
               Arts     Conventions
                  what is
Culture?
   Behavior




                             Beliefs
Social practices
                      Human knowledge
  Technology
Culture is context.
Through it, we make sense
  of the times we live in.
Culture is why. . .




                      +

      . . . sparked a backlash
Food & health
advocates were



NOT happy
The pushback spread. . .
but it didn’t come out of



nowhere
40+ years of growing awareness
Meanwhile. . .



                 36%                            of adults &




                 17%                              of kids*




obese
                   in the U.S. are




*CDC/NCHS report, January 2012 http://www.cdc.gov/nchs/data/databriefs/db82.pdf
If obesity rates continue on their current track,
by 2030 the loss of economic productivity
could be as high as




$580B                                                   annually*

* 2012 Robert Wood Johnson Foundation, F Is For Fat: How Obesity Threatens
America’s Future http://bldlv.us/V0NGuL
Michelle Obama’s initiative
                to combat childhood obesity




Beyonce is a high-profile supporter
Bey did an official
                        video for the effort,
                        “Move Your Body”




Michelle even learned
the steps
So this is the story of two brands
who did a $50 million deal
without fully grasping. . .
. . . how much the cultural frame
has shifted.
What’s next?
Brands      and                             consumers
                      Human Knowledge

                                     Attitudes




             Values
exist                                                      within
                      Arts
                                                 Beliefs



                  Behavior       Social Practices

                        Technology




        the context of         culture
As well, like light going
through any media. . .
                                       Communication angle
                                       of incidence


                                               Culture
                                                       Conventions
    Behavior
                                                Human Knowledge
                  Attitudes
                                                                       Values
               Social Practices
                                                             Beliefs


               Communication angle                 Messages aimed here. . . .
               of refraction

                                     . . .often end up here. The
. . .culture changes how             reason? Refraction via
messaging is received                the medium of culture!
& understood.
Consumers are not separate from culture

                Human Knowledge


                                  Attitudes




    Values
                                              Arts



                                              Beliefs



                              Social Practices
             Behavior
                        Technology
Neither are celebrities.

               Human Knowledge


                                 Attitudes




   Values
                                             Arts



                                             Beliefs



                             Social Practices
            Behavior
                       Technology
What’s needed is a new approach




 that better integrates culture,
  brands & consumer insights
Until then,


brands attempting to navigate culture

should get used to



                     hitting icebergs.
About the author

              Rob Fields is a cultural curator and an
              award-winning marketer, who focuses on the
              intersection of culture, business and
              marketing. Find out more about him at:
              • robfields.com
              • Follow him on Twitter: @robfields

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Cultural Icebergs

  • 1. Cultural Icebergs: Pepsi, Beyonce and the Shifting Cultural Frame January 28, 2013 Rob Fields robfields.com @robfields
  • 2. The seas of popular culture are full of icebergs that can be deadly for brands.
  • 3. First, what is Culture?
  • 4. Values Attitudes Arts Conventions what is Culture? Behavior Beliefs Social practices Human knowledge Technology
  • 5. Culture is context. Through it, we make sense of the times we live in.
  • 6. Culture is why. . . + . . . sparked a backlash
  • 7. Food & health advocates were NOT happy
  • 9. but it didn’t come out of nowhere
  • 10. 40+ years of growing awareness
  • 11. Meanwhile. . . 36% of adults & 17% of kids* obese in the U.S. are *CDC/NCHS report, January 2012 http://www.cdc.gov/nchs/data/databriefs/db82.pdf
  • 12. If obesity rates continue on their current track, by 2030 the loss of economic productivity could be as high as $580B annually* * 2012 Robert Wood Johnson Foundation, F Is For Fat: How Obesity Threatens America’s Future http://bldlv.us/V0NGuL
  • 13. Michelle Obama’s initiative to combat childhood obesity Beyonce is a high-profile supporter
  • 14. Bey did an official video for the effort, “Move Your Body” Michelle even learned the steps
  • 15. So this is the story of two brands who did a $50 million deal without fully grasping. . .
  • 16. . . . how much the cultural frame has shifted.
  • 18. Brands and consumers Human Knowledge Attitudes Values exist within Arts Beliefs Behavior Social Practices Technology the context of culture
  • 19. As well, like light going through any media. . . Communication angle of incidence Culture Conventions Behavior Human Knowledge Attitudes Values Social Practices Beliefs Communication angle Messages aimed here. . . . of refraction . . .often end up here. The . . .culture changes how reason? Refraction via messaging is received the medium of culture! & understood.
  • 20. Consumers are not separate from culture Human Knowledge Attitudes Values Arts Beliefs Social Practices Behavior Technology
  • 21. Neither are celebrities. Human Knowledge Attitudes Values Arts Beliefs Social Practices Behavior Technology
  • 22. What’s needed is a new approach that better integrates culture, brands & consumer insights
  • 23. Until then, brands attempting to navigate culture should get used to hitting icebergs.
  • 24. About the author Rob Fields is a cultural curator and an award-winning marketer, who focuses on the intersection of culture, business and marketing. Find out more about him at: • robfields.com • Follow him on Twitter: @robfields