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CURIOSITY: aporia & ikea

11/26/2020

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Why do we consume in excess? When did we disconnect so profoundly from the world around us? How do we find our way back?

Saving sacred ground

How far humanity has come. Or, rather, how far removed has humanity become from its origins and purpose. Many of us are starkly severed from nature, living in urban settings, chasing concrete dreams — and yet we have a deep longing for the earth. Ancestral wisdom teaches us that nature and culture are connected; that we are, in fact, inseparable from the natural world. Similarly, queer semiotics (broadly an exploration of identity through the use of language and space) illustrates the unobstructed flow between self and other, person and place. Modernity’s intent is to control nature. In contrast, it’s proposed that humanity’s original state is actually “affluence without abundance”. How did this contradiction come to be?

Stand your ground

With the world largely being homebound since March of this year, many have been using this as an opportunity to change their space. It is, of course, the privileged who are safe at home (not stuck at home or scared at home) and equipped to develop their homes to meet their evolving needs.

Ikea, regarded as the “go-to store for the masses with empty rooms to fill and life-stages to adapt to”, was expected to profit from this trend but, instead, suffered as it temporarily closed stores and failed to adapt to ecommerce practices. However, it’s said to be taking a ‘post-pandemic gamble’ and will be opening 50 new stores in cities (particularly in the UK).

What makes this surprising is that: 1) online shopping — not in-store visits — is booming, and 2) people have migrated away from cities to the suburbs, the country, and to the coast. In addition to this, Ikea stores across the UK will be hosting an initiative in which customers can sell their used furniture back to Ikea for up to 50% of the original price. The intention is to “help customers take a stand against excessive consumption”.

Finding common ground

By now, you would’ve either watched or heard of My Octopus Teacher — a South African environmental documentary on Netflix. Some describe it as a man who falls in love with a mollusc who, in turn, helps him connect more deeply with his own humanity. Others read the film as the story of “a straight man who has a life-changing erotic relationship with a female octopus”.
Either way, the film presents its audience with an array of aporias: paradoxes, puzzles, contradictions, curiosities, doubts. Perhaps the core message is that, with death always looming, we seek to relate, connect, and communicate, finding ways to fix our broken fragments, fill the missing pieces, and nurture the purposeful parts.

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What

So what

Now what

A pandemic holds up a mirror to society. It doesn’t break the system but rather reveals a broken one. In a similar way, nature reflects humanity. Social ills are echoed in the environment around us.
We’re incomplete in our humanity if we’re disconnected from the natural world. We require sustained balance in order to survive. It’s in hope, not despair, that we can connect, continue, and change.
“In a time of great divisiveness, nature is a great leveller,” says My Octopus Teacher filmmaker Craig Foster. We need to ground ourselves, anchor ourselves in the storm. Immerse yourself in the world around you; suspend your judgment, cynicism, and fear. Now’s the time to change the way things have always been done.
This article was published on Marklives
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CURIOSITY: salt & syndemic

9/17/2020

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Who’d have thought, at the start of this new year and decade, that there’d be a resurgence of past political movements, socially fuelled structural violence, a health pandemic of crippling proportions and economic collapse?

History rhymes

I had a little bird
its name was Enza.
I opened up the window
And in-flew-Enza
—Children’s rhyme during 1918 Spanish Flu pandemic

Who could have known, when we shouted “Happy New Year!” as 2019 transitioned into 2020, what would be in store for us?

Experts claimed we’d had a prosperous decade, far more fair and fruitful than 30 years ago (listen to Steven Pinker here), and populations the world over anticipated a return to 1920s fashion, music, and art. The Roaring Twenties were considered a ‘Golden Age’ because of the economic boom that followed the end of World War I and the Spanish flu. These factors, among others, contributed to a global socio-political paradigm shift. Were we crazy to anticipate a positive trajectory for the 2020s? Were we foolish to think we could get the gains without the pain?

In 1921, German-born American artist, JC Leyendecker, created an illustration for the Saturday Evening Post’s New Year’s Eve edition (for 1922). It was one of a series that spanned 40 years but what makes this one particularly interesting today is its relevance 100 years later. It depicts Baby New Year throwing salt on the dove of peace.

In various contexts, the dove symbolises innocence, renewal of life, the end of war, deliverance, forgiveness, and peace. But why the salt? To prevent the dove of peace from flying away, of course!

Salting a bird's tail

He went to catch a dicky bird,
And thought he could not fail,
Because he had a little salt,
To put upon its tail.

—Simple Simon (17th century nursery rhyme)

There’s a nursery rhyme that dates back to at least the 17th century. This, in turn, is believed to be derived from a folktale that states you can catch a bird by putting salt on its tail. The reason for this is: a) the salt startles the bird, b) the salt interferes with the bird’s ability to fly away, c) there are magical properties in salt that cast a spell over the bird, or d) if you’re close enough to pour salt on a bird’s tail, you’re probably close enough to catch it anyway. On a metaphorical level, salting a bird’s tale is an analogy or idiom for immobilising people.

South African audiences would be familiar with the iconic local salt brand, Cerebos, and its illustration of a child chasing a chicken, trying to pour salt on it. While the slogan “see how it runs” would seem to refer to the chicken running away, it in fact refers to the chemist who mixed calcium phosphate with salt, giving it free-flowing properties. It’s the salt that runs.
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What

Epidemiologists and medical anthropologists would be familiar with the term “syndemic”. By definition, it’s the result of multiple epidemics or disease clusters. It’s the interaction of these diseases and the contributing factors (particularly social, environmental, and economic) and conditions (namely poverty, stress, and structural violence) that worsen the burden of disease. A typical biomedical approach would isolate a disease or pandemic, and then study and treat it as a distinct entity — not connected to anything and independent of context. A systemic approach explores a phenomenon in context and in relation to surrounding phenomena.

So what

A business is a living, evolving ecosystem. The challenges it faces aren’t isolated nor static. At present, no business exists apart from the current health crisis (covid-19), economic crises (2008 and 2020), or social crises (gender-based violence [GBV] and racial discrimination [#BlackLivesMatter]). Every business should be aware of the context in which it operates, and the influence it has to shape what unfolds.

Now what

Think and plan beyond today. Ritual and routine will get us through uncertainty but it’s not sustainable. The old world is dead, and a new order is emerging. What story do you want told of your business or brand during these times? What contribution will you make to the new world?
This article was published on Marklives
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CURIOSITY: egbok & springboks

6/5/2020

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South Africa’s story is one suspended in turbulence and this notion of uncertainty has rung true for decades. It’s not surprising, then, that Springbok Radio back in the day hosted a competition that asked listeners to decode the acronym: EGBOK. Just as the springbok transitioned from a symbol of separation to hope and then to unity, so, too, can we shift our national narrative and know that Everything’s Gonna Be OK.

THEN

The 1950s was a post-war era most commonly associated with a time of conformity and ‘traditional’ gender roles. Pop culture and mass media echoed messages of an ‘ideal’ society that largely excluded people of colour and fetishised domesticated women. It was during the Cold War that the term “nuclear family” was introduced to encourage American women to refuse a career and maintain their family instead. The US was introduced to commercial television, with a growing interest in and supply of soap operas. The target audience of these dramas, which were predominantly sponsored and produced by soap manufacturers, was assumed to be the typical housewife cleaning the house while she listened to the radio.

Meanwhile, South Africa launched its first commercial radio station: Springbok Radio. Similar to US TV at the time, its programmes were reminiscent of white suburban life. By the 1970s, it was making impressive strides (both financially and in listener popularity) yet, by 1985, Springbok Radio was operating at a loss and so it closed.

It’s often stated — with undertones of shame — that South Africa was one of the last countries in the world to get a regular TV service (which happened in 1976). Those in leadership positions prior to 1976 opposed its introduction as it was feared it would bypass parental control in the household and encourage behaviour not accepted by the state.
Despite the late shift to TV, the impact of listeners transforming into viewers meant that less time was spent listening to the radio, and more spent on watching TV. This ultimately led to the end of Springbok Radio. Goodbye to The Adventures of Jet Jungle, sponsored by Jungle Oats and Black Cat; to the BP Smurf Show; and the Chappies Chipmunk Club. No More General Motors on Safari or the Castle Lager Key Game. Not one more Guess Who with All Gold or greeting the bride with Nestlé.

NOW

For some South African youth, 1985 was the end of their childhood memories; of gathering around the radio to listen to stories, music, sitcoms, news, and chat shows.

For all of SA, 1985 signalled the beginning of a crumbling oppressive system. The nation collectively held its breath and wondered what the outcome would be. Following Mandela’s release from prison in 1990 and the official political dismantling of apartheid, SA was allowed to participate in the 1995 Rugby World Cup — and won. Up until then, rugby and the Springbok team had been perceived as a symbol of division. As SA chased its dream of being a rainbow nation, the Springboks’ win transformed rugby into a symbol of hope.

In 2018, Siya Kolisi became the first black captain of the Springboks — born a year after Mandela was freed from prison but still carrying the weight of apartheid — and a year later he led his team to victory in the 2019 Rugby World Cup and rugby has become a symbol of unity.

WHAT

It’s in times of chaos and moments of uncertainty that change is formed.

SO WHAT

As the marketplace moves towards the transformation economy, people desire to feel changed on a personal level when engaging with brands. Being purpose-driven is no longer enough.

NOW WHAT

Regardless of what a brand’s legacy is, it needs to adapt to survive. Think about where your business could be heading, and the kind of future you want to create. Then make it happen.
This article was published on Marklives
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CURIOSITY: silence & sci-fi

5/12/2020

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The morning of the first day of lockdown, I was woken by a complete absence of sound. It felt like a scene from a budget sci-fi film.

The usual rumbling of a delivery truck outside our window wasn’t there. The call and response of people either side of the street was absent. The incessant hooting of taxis was gone. Even the overly vocal dog next door was silenced. Only the wind, like the hum of a distant ocean, found its way through a gap in the window frame. A dove swooped past and I felt and heard it, rather than catching a glimpse.
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Soundscapes & fearscapes — sounds of life

Our acoustic environment is filled with soundmarks that make our immediate soundscape unique, compared to anywhere else in the world. These sonic facets of a community offer insight into the physical qualities of and social actors within a space. Similarly, stories and storytelling help us make sense of our surroundings, as well as how we imagine a future world and the people in it. Storytellers have the power to create a sense of fear or of hope in relation to future possibilities, as well as a notion of optimism or pessimism towards humanity and its ways of being.

Cyberpunk & Afropunk — narratives of revolution & resistance

On a Saturday in April 2020, a community of futurists and authors gathered virtually for a nine-hour symposium: Science Fiction as Foresight. Writer Karl Schroeder presented on theories of change, identifying six lenses through which we perceive change. Paraphrasing his definitions:

  1. He did it — someone with agency causes change through prophecy and punishment
  2. Natural cycles — nature as a metaphor for how the world works: it creates, destroys, and repeats
  3. It’s all clockwork — existential dread and the death of free will
  4. We can manage the system — things appear random but, if we break it up into parts, we can exercise control
  5. Dimensions of surprise — radical uncertainty
  6. Constraint — escape the system and its limits through creative means and exploring pathways of possible change

WHAT

Storytelling is transcendent — it has the ability to go beyond the here and now, the usual and expected. Brands and businesses have the opportunity to contribute to how we view and experience reality, through the stories they share with us.

SO WHAT

Culture in quarantine doesn’t start and end here; it draws on past problems, and carries them through to life after lockdown. Brands and businesses have the opportunity to reflect on where society’s fault-lines lie, and how they could contribute to a solution.

NOW WHAT

Conducting fieldwork in a pandemic isn’t only possible but necessary. Brands and businesses have the opportunity to be present and listen.


Conducting fieldwork in a pandemic isn’t only possible but necessary. Brands and businesses have the opportunity to be present and listen. Here are some innovative ways that researchers are exploring the world while staying home:

  1. Sounds of Pandemia: a collective testimony of the global crisis we are inhabiting (contribute to the sound archive here)
  2. Pandemic Dreams Archive: what do earthlings dream of in the age of global pandemic? (share your dreams here).
This article was published on Marklives
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CURIOSITY: distancing & dystopia

4/7/2020

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Each generation is born into a different time, with its own set of challenges, opportunities, and shared experiences. This temporal consideration — among many other factors — plays a role in how someone might respond to a crisis.

A global generational war is brewing over the novel coronavirus. Or so it seems. Some preach the severity of the situation (often older people), while others continue with life as usual (many younger people). There are even those who act in purposeful defiance, like attending corona parties. Where is the difference in reaction coming from? It boils down to three elements that are playing out in different ways: physical distancing, cognitive dissonance, and social solidarity.

Myopia: A forgotten past

On the phone with my grandmother, before South Africa officially went into a three-week lockdown, she told me to ensure I have the following:

1. Food
2. A radio
3. Puzzles

My grandmother was born in a small Karoo town in 1931, and so was raised during the Great Depression and World War II. She’d lived through scarcity, uncertainty, and boredom. Her advice for covid-19 supplies spoke to the need for sustenance (food), information (radio), and entertainment (puzzles). She’d lived through this scenario before, and has been able to adapt. However, many aren’t, whether it’s not having a similar frame of reference against which they can make judgments, or not wanting to return to a state of limitation, or not being afforded the privilege of making drastic changes to their current lifestyle, or even simply not wanting to give up their freedom of choice.

We need to understand change from multiple perspectives, and not make assumptions. In times like these, brands and businesses need to consider multiple possibilities and prepare several solutions to meet the population’s new and varied needs.

Dystopia: An apocalyptic reality

Sohail Inayatullah’s framework for thinking about the future is useful in understanding where we are right now, and where we need to be to make it through a crisis. The framework is divided into six foundational concepts:

  1. A used future is the act of transplanting a trajectory or plan from another spatial-temporal context in the hopes that it would be applicable here, too. For example, we can’t look at the impact of covid-19 on Italy and assume it will play out the same in South Africa.
  2. A disowned future is the result of being so caught up in being better or faster. Instead of remembering to pause and reflect and bring different elements into harmony, a disowned future is the result of a constant drive to evolve at the expense of something else. For example, businesses which are driven by profit during a pandemic and forget about the wellbeing of their employees will later face a loss in productivity and loyalty.
  3. An alternative future requires an open mind to see the possibility of multiple outcomes that would help reduce uncertainty and surprises. For example, a brand that doesn’t get stuck on the idea of one path forward but considers different outcomes is more likely to be better prepared for whatever happens next.
  4. Alignment is when the approach, strategy, context and vision are interdependent and connected. For example, a business that aligns its day-to-day operations with a long-term goal, as well as the bigger picture of what is happening in the world, is more likely to make it through a crisis.
  5. Social change requires a shift in attitude from bleak to positive and from cynical to hopeful. For example, if your brand becomes a voice of and platform for optimism, you can instil positive change and hope among your audience and community.
  6. Uses of the future refers to creating conditions conducive for a paradigm shift by challenging, deconstructing, empowering and liberating that which is stuck, broken, or needing to change. For example, there is a quote by Dave Hollis going around: “In the rush to return to normal, use this time to consider which parts of normal are worth rushing back to”. What can your brand or business change within itself, and which parts are worth bringing into the new world?

Utopia: An imaginary future

Oscar Wilde considered progress to be the realisation of utopias. Many literary and philosophical theorists believe that a utopia is more revealing of the time in which it was formulated than of what people actually imagine would occur in the future. If, today, people dream of a future where there’s an abundance of natural resources and an elimination of inequality, this is a reflection of our present reality where we experience shortage and disparity. What could South Africa’s utopia look like?

WHAT

SO WHAT

NOW WHAT

Cognitive dissonance is the psychological experience of feeling disoriented and uncomfortable when things don’t seem familiar or when they change. When we experience cognitive dissonance, we tend to look for certainty. This plays out in different ways for different people. Brands can offer that sense of familiarity, surety, and connection that people are looking for in a time of uncertainty, disruption, and disconnect.
The past is the realm of certainty, while the future is the realm of uncertainty. Instead of attempting to ‘predict’ the future, we should aim to imagine possible and preferred futures. We can’t change the past but we do have a level of influence over the future we create. Brands and businesses have the opportunity and responsibility to create change.
How do we want to be remembered during this time? What is the future we will be creating or contributing towards? Three South African brands that have adapted to the situation and are leading the way include:

  1. Nando’s — Your place, not ours (for now)
  2. South African Tourism: Don’t travel now, so you can travel later
  3. Pick n Pay: drive-through shopping on Whatsapp
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This article was published on Marklives
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CURIOSITY: crosswords & crossroads

3/3/2020

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Play. It’s something we associate with childhood, somewhat carefree and careless. However, there’s more to it. Games usually have rules and rituals attached to them which make them far more complex than mere child’s play. Games are reflective of both the players and of the times in which they are played. Social life is reflected in play.
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In the world of companies and commodities, game theory is often applied to understand scenarios involving:
- participants, such as consumers or competitors
- strategies, such as finite or infinite, and
- objectives, such as achieving reward or avoiding punishment

A common problem we see arising is that businesses often play a “finite game” (having a definite end-goal in mind) but need an “infinite strategy” in order to survive long-term (having options not restricted by time or resources).
Originally, the crossword puzzle was developed to test intellect and knowledge, in a somewhat amusing manner. It’s since been shaped by the consumerist desire for engaging entertainment. People want to interact with content, not simply be passive viewers. Even though puzzles of this nature are often associated with an older population — think of the generation that grew up with newspapers — they are gaining in popularity among youths who yearn for a past they missed. So-called ‘digital natives’ or ‘digital dependents’ are reviving ‘retro’ past-times in an attempt to have more IRL (in real life) experiences. The past is a playground that gives them this freedom from technology.
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A successful crossword puzzle is ‘creative, clever, and current’. It is about exercising your brain, escaping from daily responsibilities, and passing the time. Ford, intentionally or not, recognised the value of connecting with consumers through something that mattered to them: leisure time. The multinational brand had been part of South Africa’s motor industry since 1923 — 10 years after the crossword was introduced. In the late 1950s, a local newspaper printed a crossword puzzle. The sponsored prize was a Ford Consol. My grandfather filled in the puzzle and, when he reached the final clue, he thought he would write a humorous answer to make my grandmother smile. What was it? “Mary would be really sad to lose this: L _ M B”. The answer he wrote? “LIMB”. He won the car.

WHAT

SO WHAT

NOW WHAT

Social life is reflected in play. What we do with our leisure-time is an indicator of why, when, and how we escape from daily pressures.
The need for work/life balance is a timeless — and evolving — human need that businesses and brands could adapt to in order to remain both relevant and meaningful.
Pay attention to different forms of escape, and identify the triggers, drivers, and behaviours playing out. These could be the points in which your brand or business plays a role in the life-steam — not simply the consumer journey — of the people you wish to connect with.
This article was published on Marklives
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    MARGUERITE COETZEE

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