New America. A Pancultural Approach.
The2010 census shows America’s new face, a demographic reality where 50% of peopleunder 30 identify with an ethnic minority. The situation breaks customarydistinctions between mainstream and multicultural. We have a new mainstream, ormaybe there’s no longer a mainstream. This expansion of multiculturalism to thepoint where white/anglo culture becomes just one ethnicity among others is whatI call Panculturalism.
But New America is more than Pancultural. Over theconvergence of diverse cultures we need to overlay the digital culture whichwill accelerate interchange, connectivity and collaboration between people. Itwill foster the creation of tribes, and the multiplicity of influences andidentities within the same individual.
As a result, New America becomes defined not just bydemographics, but also by infinite alternatives for connectivity, by anindividual with multiple "mes," and by new senses of possibility.
Within the New America reality, conventional generalmarket approaches, the global and generic campaign, the strategies with justone target definition and just one message for everybody, the unidirectionalcommunication and the control over your stories and your brand, all of thisbecomes outmoded.
New America means the end of the CONSENSUS era. Welcome toCOHESION
The2010 census shows America’s new face, a demographic reality where 50% of peopleunder 30 identify with an ethnic minority. The situation breaks customarydistinctions between mainstream and multicultural. We have a new mainstream, ormaybe there’s no longer a mainstream. This expansion of multiculturalism to thepoint where white/anglo culture becomes just one ethnicity among others is whatI call Panculturalism.
But New America is more than Pancultural. Over theconvergence of diverse cultures we need to overlay the digital culture whichwill accelerate interchange, connectivity and collaboration between people. Itwill foster the creation of tribes, and the multiplicity of influences andidentities within the same individual.
As a result, New America becomes defined not just bydemographics, but also by infinite alternatives for connectivity, by anindividual with multiple "mes," and by new senses of possibility.
Within the New America reality, conventional generalmarket approaches, the global and generic campaign, the strategies with justone target definition and just one message for everybody, the unidirectionalcommunication and the control over your stories and your brand, all of thisbecomes outmoded.
New America means the end of the CONSENSUS era. Welcome toCOHESION
