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How Micro-Communities Transform Aspiration
In the modern aspiration economy, taste is not given. It’s not a passive play of social differentiation. It’s an activity that is continuously developed, cultivated, and refined. It’s an activity that includes objects (e.g. sneakers, coffee beans, food), other participants (e.g. sneakerheads, menswear forums, friends, a local coffee barista), speci
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
As more and more identity formation happens online, it’s is inevitable that most of it happens in private spaces. As we spend more and more time living in these spaces, it’s inevitable that their intentional shaping should become more important to us. As more and more internet-first communities choose to build the means for themselves to live, it i... See more
Toby Shorin • Come for the Network, Pay for the Tool
Both mechanisms, of social classification and social cohesion, also explain why, in the modern aspiration economy, brand affinity is created not economically, but socially – and why best loyalty programs treat their customers as community members.