FringeStream is the New Mainstream: what used to be niche is now normal

INTRODUCING FRINGESTREAM...
Strategic Research & Brand ConsultancyStrategic Research & Brand Consultancy
WHAT IS FRINGESTREAM?
The
Sound
explores
the
perceived
fringes
of
culture
to

illuminate
how
emerging
ways
of
being
are
shaping

mass
culture
and
changing
the
human
condition
FRINGESTREAM
is a new way of thinking about mass behaviors and values
FRINGESTREAM
is when fragmentation becomes the new normal
FRINGESTREAM IS
THE NEW MAINSTREAM.

MASS CULTURE
In
the
pre-‐digital
and
pre-‐
globalized
world,
mass
culture

dominated
with
fringe
cultures

existing
only
on
the,
er,

fringes...often
in
direct

opposition
to
mainstream

values
and
behaviors.
The
boundaries
between
fringe

and
mass
culture
were
highly

de?ined.
WHAT MAINSTREAM USED TO BE...
MAINSTREAM
CULTURE USED TO
REPRESENT THE
MAJORITY STORY...
F
RINGE FRING
E
FRINGE
FRINGE
FRINGE

WHAT MAINSTREAM USED TO BE...
MAINSTREAM
CULTURE USED
TO BE A
HOMOGENEOUS
COLLECTIVE,
CONTROLLED BY
INSTITUTIONS
“Most
Americans
have
become

conformists...in
the
pursuit
of
short-
term
happiness
and
grati9ication.”
Caleb Jacobo
Nation of Change, December 2012
HEAVILY
MEDIATED
CONFORMIST
UNINSPIREDHOMOGENEOUS

Living
in
a
globalized
and

digital
age,
mass
culture
is
now

heavily
in?luenced
and
shaped

by
fringe
behaviors
and
ways
of

being
...where
the
boundaries

between
fringe
and
mass

culture
are
beginning
to
blur.
MASS CULTURE
WHAT MAINSTREAM IS NOW...
NOW, THINGS HAVE
CHANGED...
F
RINGE FRING
E
FRINGE
FRINGE
FRINGE

WHAT MAINSTREAM IS NOW...
NOW,
FRINGESTREAM IS
THE NEW
MAINSTREAM...
“Power
is
shifting
from
big,

centralized
institutions
to

distributed
networks
of

individuals
and
communities.”
Rachel Botsman,
Author of What’s Mine is Yours:
How Collaborative Consumption is
Changing the Way We Live
INFORMED CONSCIOUS
COMPASSIONATEDIVERSE
MEANS MOTIVATION
FringeStream
emerged
as
a

result
of
people
having
the

means
and
the
motivation
to

live
differently.

WHY IS
FRINGESTREAM?
THE MEANS

AN INFORMED MASS CULTURE
Fringe
cultures
(and
brands)
used

to
be
niche
because
of
limited

awareness.
If
more
people
knew

about
them,
they’d
be
considerably

more
popular.

With
the
tech
revolution
and
rise
in

social
mobility,
fringe
ways
of
life

have
the
ability
to
reach
and

in@luence
mass
audiences
almost

instantly.

FRINGESTREAM IS HAPPENING BECAUSE IT FINALLY CAN
“Uber
has
brought
its

service,
on
average,
to
a

new
city
every
two
days.”

The Globe and Mail, 2014
It
doesn’t
take
long
for
smaller,

more
localized
movements
to

spread
virally
and
become

culturally
relevant...
So
what
used
to
be
niche
is
now

normal,
and
tipping
points
are

reached
ever
more
quickly.

Everyone
can
browse
fringe

behaviors
and
cultures
without

leaving
the
sofa.
And
people
like

what
they
see...

A DIVERSE MASS CULTURE
Not
only
do
fringe
movements

travel
fast,
but
they
travel
far...
The
technology
revolution
has

resulted
in
a
cross
pollination
of

ideas
and
practices,
making
it

easier
for
people
living
alternative

lifestyles
to
@ind
each
other
and

establish
communities.

FRINGESTREAM IS HAPPENING BECAUSE IT FINALLY CAN
“Like
countless
other
outsiders

who
found
each
other
online,

Bronies
sought
each
other
out

and
created
places
to

congregate.
Now
they’re

everywhere:
Fan
blogs,
Tumblr,

Ponychan,
even
the
United

States
military.”
Wired, March 11th, 2014
New
behaviors
are
then
legitimized

and
popularized
through
global

media...

Which
results
in
a
profoundly

diverse
majority...making
it
more

dif@icult
to
distinguish
between

‘mass
culture’
and
‘counter

culture’
(counter
to
what,
really?)

THE MOTIVATION
WHY IS
FRINGESTREAM?

A CONSCIOUS MASS CULTURE
People
are
increasingly
informed

and
aligned
around
issues
relating

to
sustainability,
community,
and

equality.
People
know
that
life
is
far
from

perfect
and
that
the
system
is
no

longer
working
for
the
majority.

They
feel
the
human
spirit
is

suffering.

FRINGESTREAM EXISTS BECAUSE PEOPLE WANT TO LIVE DIFFERENTLY
“Millions
of
people
the
world
over
are

part
of
The
New
Mainstream.
It
is

de9ined
neither
by
generation,
by

politico
credo,
nor
by
religious
creed.

The
New
Mainstream
is
de9ined
by

recognition
that
we
are
in
a
time
of

awakening
to
a
new
mindset,
an

expanded
worldview
and
yes,
a
higher-
level
consciousness
for
humanity.”

Dianne Collins, The Huffington Post,
2014
As
such,
people
are...
...asking
more
questions
...challenging
the
status
quo
...looking
to
live
in
different
ways
The
more
conscious
the
mass

becomes,
the
more
motivated
people

become
to
change.

A COMPASSIONATE MASS CULTURE
The
desire
to
change
is
not
driven

by
punk
ethos.
The
desire
to
change
is
not
driven

by
a
need
to
rebel.
The
desire
to
change
is
not
driven

by
a
relentless
need
to
be
‘happy.’
FRINGESTREAM EXISTS BECAUSE PEOPLE WANT TO LIVE DIFFERENTLY
“A
younger
generation
is
fast

extending
its
empathic
embrace

beyond
religious
af9iliations
and

national
identi9ication
to
include

the
whole
of
humanity
and
the
vast

project
of
life
that
envelops
the

Earth.”
Jeremy Riftkin, Author of The
Empathic Civilization, Huffington
Post, March 18th, 2010
It’s
driven
by
empathy.
It’s
driven
by
contribution.
It’s
driven
by
a
need
to
reconnect
to

what
makes
us
human.
The
more
compassionate
the
mass

becomes,
the
weaker
the
@it
of

capitalism.

WELCOME TO THE NEW HUMAN CONDITION
LIVING
FRINGESTREAM

LIVING
O
FF THE GRID
Making
the
conscious
choice
to
not

be
dependent
on
technological,

social,
political
&
economic
systems

CONNECTION
TO FREEDOM
Making
a
conscious
effort

to
consume
fewer
things

and
own
more
experiences
CONNECTION
TO OWNERSHIP
Appreciating
diverse
family

dynamics
and
forms
of

relationship
CONNECTION TO LOVE
Communing
&
empathizing
with

other
human
beings
in
authentic
&

meaningful
ways
CONNECTION
TO OTHERS
Finding
personal
&

spiritual
guidance
outside

of
organized
religion
or

traditional
channels
CONNECTION
TO SELF
LESSISMORE
NEWSPIRITUALITY
5 FRINGETRENDS...
LIVING FRINGESTREAM
FALLOUTFAMILIES
POSITIVE COLLE
C
TIVISM

MAKING THE CONSCIOUS CHOICE TO BE LESS DEPENDENT ON
TECHNOLOGICAL, SOCIAL, POLITICAL, AND ECONOMIC SYSTEMS
LIVING FRINGESTREAM
LIVING OFF THE GRID
THE CONTEXT
Lack
of
trust
in
government
Economic
recession
Time-‐starved
families
Over-‐reliance
on
technology
Over-‐consumption
of
goods

&
resources
THE ALTERNATIVE
Live
a
simpler
life
Be
more
self-‐suf@icient
Use
tech
wisely
Re-‐connect
with
nature
CONNECTION TO FREEDOM

MAKING THE CONSCIOUS CHOICE TO BE LESS DEPENDENT ON
TECHNOLOGICAL, SOCIAL, POLITICAL, AND ECONOMIC SYSTEMS
LIVING OFF THE GRID
"We
are
both

artists
and
wanted
to

live
in
nature
as
we
are

inspired
by
it.
We
decided
that

we
wanted
to
9loat
and
one
can

live
in
nature
and
not
interfere

with
it
by
9loating."

Catherine King, Co-builder of
Freedom Cove, a self-sustaining
island
“Designed
to

promote
a
healthier

balance
between
our
real

lives
and
those
lived
through

the
small
screens
of
our
digital

devices,
Moment
tracks
how
much

you
use
your
phone
each
day,
helps

you
create
daily
limits
on
that
usage,

and
offers
‘occasional
nudges’

when
you’re
approaching
those

limits.”
TechCrunch, June
2014
CONNECTION TO FREEDOM
LIVING FRINGESTREAM

COMMUNING AND EMPATHIZING WITH OTHER HUMAN BEINGS IN
AUTHENTIC AND MEANINGFUL WAYS
POSITIVE COLLECTIVISM
THE CONTEXT
Rapid
urbanization
Physical
disconnection
Violence
in
media
Time
starvation

THE ALTERNATIVE
Know
thy
neighbor

Meet-‐ups
Crowdfunding
Share
economy
CONNECTION TO OTHERS
LIVING FRINGESTREAM

COMMUNING AND EMPATHIZING WITH OTHER HUMAN BEINGS IN
AUTHENTIC AND MEANINGFUL WAYS
POSITIVE COLLECTIVISM
CONNECTION TO OTHERS
LIVING FRINGESTREAM
“Started
in
New
York
City

in
2004,
Cuddle
Party

currently
has
over
70
different

facilitators
in
eight
different

countries.
“

The Huffington Post,
November 26th, 2014
“We
are

hopping
into
strangers’

cars
(Lyft,
Sidecar,
Uber),

welcoming
them
into
our
spare

rooms
(Airbnb),
dropping
our
dogs

off
at
their
houses
(DogVacay,
Rover),

and
eating
food
in
their
dining
rooms

(Feastly).

We
are
entrusting
complete

strangers
with
our
most
valuable

possessions,
our
personal
experiences—
and
our
very
lives.
In
the
process,
we
are

entering
a
new
era
of
Internet-enabled

intimacy.”
Wired,
April 23rd, 2014

FINDING PERSONAL AND SPIRITUAL GUIDANCE OUTSIDE OF ORGANIZED
RELIGION OR TRADITIONAL CHANNELS
NEW SPIRITUALITY
CONNECTION TO SELF
LIVING FRINGESTREAM
THE CONTEXT
Lack
of
work-‐life
balance
Consumerist
culture
Religious
corruption
and

violence
Secular
society

THE ALTERNATIVE
Health
&
wellness
Mindfulness
New
drug
culture
Atheism
Smaller
spiritual

communities

FINDING PERSONAL AND SPIRITUAL GUIDANCE OUTSIDE OF ORGANIZED
RELIGION OR TRADITIONAL CHANNELS
NEW SPIRITUALITY
CONNECTION TO SELF
LIVING FRINGESTREAM
"Whereas,
only
a

few
decades
ago,
the

ayahuasca
experience
required

that
a
lone
traveller
make
his
or

her
way
to
the
forests
of
South

America,
now
notions
of
local
and

global
spaces
converge
as
shamans
and

tourists
travel
throughout
the
world
to

perform
and
participate
in
a
diversity

of
ayahuasca
ceremonies.”
Dr. Daniela Peluso,
Social Anthropologist
“More
than
90
schools
in
13

states
now
teach
meditation,

thanks
in
part
to
nonpro9it

organizations
like
MindUP
(founded
by

actress
Goldie
Hawn),
the
David
Lynch

Foundation,
and
Mindful
Schools,
a
Bay

Area-based
initiative
that
offers
teacher

training
and
structured
curricula
for

kindergarten
through
high
school.“
Outside Online,
April 17th, 2015

APPRECIATING DIVERSE AND ALTERNATIVE FAMILY DYNAMICS
AND FORMS OF RELATIONSHIP
FALLOUT FAMILIES
LIVING FRINGESTREAM
CONNECTION TO LOVE
THE CONTEXT
Cost
of
living
Discrimination
High
divorce
rates
Extended
adolescence
Shifting
gender
roles

Geographic
mobility
THE ALTERNATIVE
Communal
living
Multi-‐generational
families
Alternative
families
DINKs

APPRECIATING DIVERSE AND ALTERNATIVE FAMILY DYNAMICS
AND FORMS OF RELATIONSHIP
FALLOUT FAMILIES
LIVING FRINGESTREAM
CONNECTION TO LOVE

“In
the
US
18%
of

women
now
reach
their

mid-40s
without
having
a

child,
an
increase
of
80%
from

four
decades
ago.“
The Guardian,
April 8th, 2015
“The

Tipton-Tatz
quad

live
together
in

Marietta,
Georgia,
with
the

Tipton’s
3
children
--
ages
12,

7,
and
5
--
and
the
Tatz’s
infant

son.
The
children
are
raised
to

call
all
the
adults
Mom
and
Dad

and
the
adults
share
childcare

duties
for
all
4
children.”
CNN, October 26th
2013

MAKING A CONSCIOUS EFFORT TO CONSUME FEWER THINGS AND OWN
MORE EXPERIENCES
LESS IN MORE
LIVING FRINGESTREAM
THE CONTEXT
Hyper-‐consumerism
Economic
recession
&

@inancial
system
collapse

Environmental
degradation
Global
hunger

THE ALTERNATIVE
Share
economy
De-‐growth
economics
Down-‐sized
living
Makers’
movement

CONNECTION TO OWNERSHIP

MAKING A CONSCIOUS EFFORT TO CONSUME FEWER THINGS AND OWN
MORE EXPERIENCES
LESS IN MORE
LIVING FRINGESTREAM
CONNECTION TO OWNERSHIP
“Freeganism
is
a
total

boycott
of
an
economic
system...

instead
of
avoiding
the
purchase
of

products
from
one
bad
company

only
to
support
another,
we
avoid

buying
anything
to
the
greatest

degree
we
are
able.”
freegan.info
“The
tiny
housing

market
has
quickly

evolved
from
a
quirky
project

to
a
serious
undertaking.
As
more

and
more
tiny
homeowners
share

details
on
their
comfortable
lives
in

their
tiny
homes,
many
people
--

particularly
Millennials
--
are

following
suit.”
The Huffington Post,
March 17th, 2015

SOUND ADVICE
FOR BRANDS
THESOUNDHQ.COM

A BRAND NEW
WORLD
‣ With
FringeStream
there
is
no

normal,
no
majority
story...
‣ Study,
work,
vote,
have
kids,
get
in

debt,
retire,
die...following
the

rules
of
previous
generations
has

never
looked
so
unappealing
‣ The
FringeStream
wants
to
live

life
on
their
own
terms,
and
they

have
the
means
and
motivation
to

do
so
‣ Brands
therefore
need
to
re-‐think

their
role...

-‐ Marketing
and
branding
to

FringeStream
will
be

fundamentally
different

GROWTH IS
UNSUSTAINABLE
‣ Ownership,
growth,
and

consumption
are
being
challenged

and
rede?ined
by
FringeStream

‣ Upgrading
and
buying
the
latest
and

greatest
version
may
well
become

minority
pursuits
‣ Some
brands
will
need
to
re-‐think

the
very
nature
of
transaction
and

by
association,
their
business
model
-‐ If
there
is
a
free
option,

FringeStream
will
?ind
it
-‐ If
there
is
a
means
to
lease
or

share,
FringeStream
will
adopt
it
-‐ If
there
is
a
sustainable
option,

FringeStream
will
support
it

MAKE A
DIFFERENCE
‣ FringeStream
is
empathetic

and
inclusive...and
brands
need

to
be
too
‣ Social
cause-‐led
brands
and

marketing
activity
are

increasingly
well
received
-‐ A
key
differentiator
and

driver
of
loyalty
‣ Your
brand
needs
something
to

believe
in...and
don’t
fake
it,
or

they’ll
spot
it

GET REAL
‣ FringeStream
represents
a

new
human
condition
‣ People
are
seeking
more

community,
more
time
with

people
they
love,
greater

connection
with
nature,

answers
to
big
questions,
a

healthier
life...

‣ Brands
can
help
facilitate
this,

but
be
careful
not
to
overstep

the
mark

-‐ FringeStream
is
not
just

brand
savvy
but
brand

skeptical;
emotional
selling

points
and
big
ideas
are

only
welcome
if
they
are

respectful
and
realistic

INNOVATE AGAINST THE FRINGETRENDS
‣ FringeStream
is
made
up
of
a
myriad
of
emerging
communities
and
behaviors...we
call

them
FringeTrends
‣ Each
FringeTrend
represents
an
innovation
opportunity
for
brands
-‐ A
niche
is
often
only
a
niche
because
of
awareness...
Immerse in The Sound’s FringeTrends by subscribing to and reading The
Sound’s FringeStream series, bringing to life each of the trends from July to
December 2015...and employ them in your innovation process.
Watch out for FringeStream, the documentary series. Coming soon!

THANK YOU For more information on FringeStream contact fringestream@thesoundhq.com

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RESOURCES - Images & quotes

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FringeStream is the New Mainstream: what used to be niche is now normal