Cultural Collectives

Commerce, Content, and Community.

More today than ever companies are not solely purveyors of products—rather, they sell lifestyles, philosophies, and culture. Not one note—brands are becoming new forums for commerce, content, and community.

  • The Guardian, the digital news brand of the U.K. with more than 40 million readers, now has a coffee shop in London. Its purpose, according to its editor Alan Rusbridger: “We’re moving from just putting words on the paper to being the convener of conversations and discussions and ideas.”
  • Toms Shoes now has its Toms Marketplace, showcasing other companies that are living the “one-for-one” model. In launching such a platform, Toms is both selling and also propagating a community of like-mindedness.
  • Sophia Amoruso who created Nasty Gal isn’t just selling clothing; she’s shaping a way of being. From the company’s website, to the blog and lookbooks, and her soon to be released book, Girl Boss, Ms. Amoruso has more to offer than product alone. In her own words, “Our customer doesn’t really differentiate between consuming content, shopping for something, and hanging out with her friends online.”

Consumer Forecast: Help me feel a part of something.



Chozick, Amy. “It’s Essential to be Paranoid,” The New York Times Magazine, March 9, 2014.

Nagy, Evie. “The Secrets of a Nasty Gal,” Fast Company, April 2014.


Categories: Brand

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