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

Tighten the vice so people feel snug, not strangled. Find ways, either through context, belief systems or vision to tether all of the chaos down to something that makes sense of the world, that creates tension against the looseness.

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

Relationships and dating, wellness, and media are also categories where we see the same thing—a loss of trust in institutions that leads to a newfound looseness. In some cases things may not be loose enough yet. In other cases, the looseness is already beginning to feel uncomfortable.

The looseness or tightness of a culture in a category is tied to its norms, or lack thereof . Simply having an abundance of choices doesn’t mean the category is loose. What matters is whether among those choices there are clear, culturally agreed-upon rules and guideposts that help people consistently move forward with confidence.

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.

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

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.

No matter the magnitude, sudden freedom brings a normlessness (and in some cases, disorder) so uncomfortable that we would rather subscribe to clear rules than to wade into the unknown without any at all.