This first step in researching other national aesthetic references is to expand the scenarios of study – that is, to recognize the streets, slums, hills, farms, streams, and forests. The answer to society’s wishes may just be in the rediscovery of everyday life, the familiar, and the ancestral. From this point of view, that which was peripheral becomes aspirational.
In its strength as a record and story of our culture, music is a language that helps us understand Brazilian behavior and conditions. In Brazil, music blurs the boundaries between the traditional and the cutting edge. Brazilian artistic expression, beyond the obvious social and geographical connections, brings unknown worlds closer together. The sound allows us to really feel the power of decentralization.
One of the calls of the 32nd São Paulo Biennial is to unlearn: to reflect and revise what it means to know and to value. A stroll through the exhibition space reveals the places that inspired artists in their works: in the countryside, on the river banks, and in plantations. The exhibition covers Brazil, the Americas, Africa, and so many of us who are uncertain and living in this contemporary world.
The vehement disapproval of discriminatory positions and the celebration of achievements by oppressed classes are behaviors that denounce intolerance and create demand for a new kind of sports reporting. When there are new parameters for creating idols, communication strives to fulfill an important social role.
The first of the digital natives are now of working age. These young people seek a balance between personal and professional life — but there is a limiting factor holding them back: the working day has not changed since the beginning of the twentieth century. We have reached the limits of the working model that has been developing since the digital revolution.
Clothes and other consumer goods will no longer be mere objects; they will be transformed into subjects to develop a more emotional relationship with people. More than ever, fashion must look to the people, who are less predictable and more difficult to label. Their individual motivations speak louder than any standardized lifestyle.
Idols change from generation to generation. We are currently living in the generation of digital influencers, who are famous sometimes only for their beauty or enviable life. But image exhausts itself, corrupting not only those who worship it, but also the person who produces it. Youtuber and Instagramer activists emerge as modern albums, spreading messages beyond their image.
In a scenario where the consumption of cosmetics is still heavily based on marketing, some women have decided to take a more natural approach to beauty, replacing an entire shelf of cosmetics with products made at home. A currency exchange occurs in such lowsumer behavior, where you pay for quality and not for the brand. Possibilities include products not tested on animals, vegan recipes, or completely natural formulas.
Sexist campaigns have been a constant target of criticism, tarnishing the image of some traditional brands. Gender equality is increasingly an issue that affects consumer choices: it is time for brands to help liberate women without creating new stereotypes of the model woman. More than using empowerment as an advertising strategy, brands need to embrace gender equality in a real, tangible, and honest way.
We have entered the age of digital democracy and it is a path with no return: governments need to make digital technology the starting point for every action they take. New technologies and the innovators behind them reframe processes, showing how democracy is maturing and reaching new people in a deep and complex way.
Social codes that are represented by clothes are being challenged with the emergence of non-binary gender in fashion. Even though there is a huge gap between the fantasy of the catwalk and the reality of clothing retail, for both luxury and popular stores, retailers do endeavor to follow this trend. While the industry is still finding its way, underground brands and new designers are leading the evolution.
The contemporary search for spirituality is observed in daily practices that promote self-knowledge above all. Yoga, meditation, veganism, integrative medicine: they are far from dogma and closer to the “true self” and a greater purpose. This emerging behavior is a way of subverting the order of these “liquid times”. The new purposes bypass the logic of capitalism and suggest a more inclusive lifestyle, less focused on the accumulation of capital.
The abuses suffered by porn actors and an increasingly conscious audience drive the post-porn movement, which mixes art and politics. Sexually explicit videos and performances are aimed not at masturbation, but at criticizing the restrictions on sexuality and the pornographic industry.
In order to positively guide this great planetary change we are going through, this is the theory: only empty space is capable of producing the truly new and complete standards needed to resolve the complexity of the current problems and co-create a new world. Creative silence is a foundation and generator of formidable ideas. There is nothing more effective at awakening true creativity and allowing the truly new to emerge than silence.
In contemporary technoculture, technologies that incorporate these dualistic values and use derogatory stereotypes are becoming obsolete, being replaced by experiments that virtualize human identity and increase the multiplicity of representations. The biotechnological development sees gender as a limiting constraint to our human potential.
The growth of conservatism has frightened many who once believed that the world had advanced in terms of human and civil rights. But the Tombamento Generation is taking the spotlight: a new wave of singers whose work is united by the representative force of society’s key issues — race, gender, and sexuality. This group of artists and their audience together strive to break down the standards of common sense.
Consumerism and advertising have raised our expectations to the point of making impossible to be fully happy or satisfied. Fortunately, there is a movement that moves us away from illusion and brings us closer to plenitude.
Self-sufficient and sustainable communities in harmony with the environment are growing in popularity. In addition to their ecological focus, these communities also integrate economic, social, and cultural aspects through participatory management and permaculture. Ecovillages offer a post-modern way of life where we all work, have a voice, and collaborate.
We are transitioning to a more emotional, feminine age, guided by feelings and intuition. What astrologers call the Aquarian age is the same as what economists call conscious capitalism. It is the age of awareness for philosophers, the chaordic age for intellectuals, and the digital age for technologists. Humanists call it a new humanism, and retailers call it a crisis.
It is worth looking closely at advertising to identify this compulsory condition: is it really the great villain responsible for unleashing the consumerism that is ravaging people and the planet? The answer is not so simple. Consumption, advertising and their symbolic meanings can be approached from another perspective. Advertising campaigns start to incorporate new contemporary codes that give rise to the culture of care: it’s time to talk to consumers with respect about this new concept of consumption.
Study no longer focuses on the illness, but on the individual as a whole – the mind, body, and spirit. The patient is now seen as primarily responsible for their own recovery, and is led to understand that healing works from inside to out, not the other way around. In this process, the search for simple and natural solutions grows stronger.
How do we know where our food comes from? How can we live in harmony alongside people who are different to us? How can we practice sustainability in everyday life? Indigenous villages, riparian, quilombola, and backcountry communities, rural plantations, hybrid countryside, urban outskirts, the ignored populational centers: the answers to these questions arise in the everyday practices of those who understand that it is necessary to invent and express themselves in new ways . When the so-called peripheries reach the consumption behavior of Brazilians, it is time to ask ourselves: who influences who?
For Marina Abramovic, an artist who has always challenged the limits of the body and art, Brazil is an infinite repository of ideas, meanings, and feelings. The documentary “The Space In Between” shows us a portrait and a journey through a deeper Brazil, an absolute necessity for the world today and for Brazil itself. The film portrays an “inner Brazil” that reveals our nation’s true calling: to be a global center for new spirituality and religiousness.
Inclusion and diversity are no longer a desire of some, but a necessity for all. The growth of policies that foster female inclusion, training, and empowerment, alongside the explosion in female entrepreneurship, has weakened this invisible barrier and promises to shatter it for once and for all
Today there a lot of talk about gender identity, but there also are identities linked to social and economic classes, race, consumption, nationality, sexuality, and many others. There is no such thing as a single identity, but instead a puzzle that ends up creating what we cal the “SELF”: different identities that end up segmenting and framing us. To emancipate human beings it is necessary to reevaluate everything we do not consider a determining factor for the construction of identity.
Feeling the need for freer and more significant activity, and perceiving the new consumer-focused landscape, ad makers start to deny the age of excess. But if consumerism is reaching its end, what is advertising supposed to dedicate itself to? The answer is that the tug of war will be between two schools: one that wants to sell more and the other that wants to sell better.
The vulnerability suggested by “artistic nude” that represents women from the male perspective is opposed to the power of “nudes,” which defies the norm and reinforces women’s control over their own image and sexuality. Selfies created and shared online are valuable. Now more than ever there is the opportunity to build the visual culture of tomorrow from a new perspective — the female perspective.
It’s time to step out of the comfort zone and go beyond the comprehension of market shares, income range or social class; it’s time to start thinking about affinities and, most important of all, people. Unclassed is a behaviour tendency in which people become the protagonists of their own actions, they don’t want to simply appropriate ideals of the higher social strata anymore.
For some time now, an inversion of the masculine and feminine codes is happening in fashion, breaking predefined norms and dated notions of genre. It is a freedom from stereotypes, some kind of illusory game some interpret as unissex. New shapes of business start to pop up everywhere in the world, providing options for the share of customers in lack of brands that follow their ideas about gender.
The quickness of changes in human behavior blurs the concept of generation. Youth no longer bares the title of unquestionable inspiration, excluding age as a matter of the contemporary. More than inclusion, there is also a market interest in this subject: the acknowledgment of a new class of consumers.
When gender identity enters the popular discussion subject, and markets that move trillions start paying attention to this matters, it is natural that the discussion clearly influences how companies will communicate and position their products from now on. Dictating how each gender must relate to consumption will be an act increasingly hated by the public, that now understands this division as a sign of belatedness.
The notions of femininity and masculinity are being questioned and deconstructed in all areas, fashion included. It is a fertile ground for making a more diverse fashion culture. Up to now, most gender related fashion experiments happened to women’s clothing, but today gender blur invades the catwalk and shows that men’s fashion is going through a rich creative moment.
What happens when demographic fronteers are not enough to classify consumer profiles anymore? How to predict the behaviour of a generation increasingly fluid? For a research method to be efficient, it needs see beyond the hierarchy of “normal”. The norm is dead, and with that, it does not make sense anymore to classify consumers by gender, age or social class.
A lot is said about a “new feminism”, but it is not the first time this movement goes through a media boom. This time their big ally is the internet. Online environment, democracy and plurality friendly, makes the message against sexism echo from the vanguard to the mainstream, further and stronger.
Seriousness and expertise are not adult businesses. Energy and spontaneity are not teenager things. Get used to it: age stereotypes do not represent the contemporary world anymore. In media, music and fashion, teens are being depicted as personality icons rather than symbols of inexperience.
Complex and paradoxal customers are making companies rethink the way they segment market. This classification is not limited only by social class, “economic power”, age-range or gender. To “Unclass” is to take a deep look inside people in order to understand their real motivations; only this way it will be possible to group them: by affinity.
Normcore is not a generational theory, not a flag, nor a large scale mass cultural phenomenon. It is not a THEORY, not a MOVEMENT. NORMCORE is, above all, a NOTION. An empathy feeling and a subtle opinion about what the human beings are living through these days. I can say, as one of the the people who helped create this concept, now that the NORMCORE hype is gone, little was comprehended about this cultural NOTION.
The challenge of design is to maintain relevance in a saturated world. Who needs excess? More than just a trend, it is a matter of responsibility. New creators propose innovations that predict the desires of the future and inspire the traditional market.
We are living a time of urban flight, looking for our wildest essence, for simple life nirvana, for a bigger purpose and something that makes us more meaningful to the world. Conscious consumption, permaculture and running away from urban chaos are hot topics. After all, our true core is not what we can buy, but what we can be.
The current environmental scenario demands a complete change on human’s mentality. That also implies a change on the criteria of what “success” is, specially concerning to people and business. New codes substitute capitalist models, revealing the urgency of sustainable economy.
Sharing economy blossoms along with the post-modern liquidity. Having access to more things, and them being more disposable, we create an exponentially more fluid identity, more compatible with ourselves. We are not what we have, but what we access.
Given the notion of conscious consumption that emerges in our society, the tendency is that remarkable — or revolutionary — products of the future will be those capable to translate our yearning for long-lasting objects, capable of defying the discarding logic. Modular technology questions the validity of fast-paced production cycles, blocking planned obsolescence.
With an aesthetic that denied consumerism, it was the punk movement that started spreading the DIY word. In essence, both punk and DIY endorse a more intimate relation with personal consumption. The punk spirit in DIY is undeniable and growing in a society that gets more and more conscious about its impact on planet Earth.
The recent study “The Rise Of Lowsumerism” says no to excess and explores the revelation of a new mentality concerning to consumption. Consuming should be a well thought act according to our needs, not a substitute for our lack of time or affection. It’s ok to feel lost when you want such a big lifestyle change. That is why this article will show you some possible paths to start living a lowsumer life.
In order to be free from an economy model that destroys nature and makes it impossible to have significant connections, we have to get rid of its premises. Freedom is not about choosing what we consume and produce, but how we do it. Post-internet society have shown us that by interacting in sharing economy we amplify our flow possibilities, not only in information but also in resources.
We live in a world of excesses and our education is getting increasingly consumption-driven. Before taking their first steps, children already own fully decorated bedrooms, a wardrobe designed for all kinds of occasion, and such a busy agenda that the visit of a close relative can only be scheduled within three months. They grow up believing it is normal to have everything and become frustrated adults. This culture of excess turned everything into commonness.
How do we brake consumerism in a society ruled by brands and companies? Microtrends are showing our entire zeitgeist is turning to “less is more”. Consumers are getting more and more conscious. They are embracing new marketing models, capable to attend their needs and cravings with less harming impacts.
We live in a sex-normativity scenario incapable of challenging cliche phrases, like “sex is health.” Asexuality is the condition of those who do not get sexually attracted in general. However, the lack of interest in sexual intercourse does not prevent the asexual from developing emotional or romantic ties with other people.
Mass culture that reveals gender spectra is the closest contact that many have with their ideal universes. Pop, with all its ambiguities, is exempt from the obligation of holding an active social role. But, intentionally or not, it ends up causing transformations. When a situation is portrayed in a play or movie, we visit psychological places without the need of reality. The same happens with gender.
Fashion consumption has been reviewed. Ethical issues are on the table and start being accounted for in buying decisions. When the wrongdoings of the industry come to surface, consumption becomes a conscious political act. Today brands are listening to the rejection by consumers of scandals that degrade human life. The awakening to a more evolved habit of consumption might reach even higher levels in the next few years.
With the social rise of trans people in the media, there has been a change in how this population is usually presented to the great public. In a society where 90% of trans women and transvestites are conditioned to prostitution, it is paramount for trans people to master their own narratives, playing themselves in series, soap operas and movies.
For many girls today, to consume less is a way of self-expression in the world. It means getting your hands dirty and developing a more purposeful and meaningful life. Unlike the life experience of their parents, to own is no longer synoym of success and security. Internet is a key player in this game, providing information and the exchange of experiences and knowledge between girls.
Buying has never been easier, but the innovations that facilitate our life also end up isolating us. Our acts of buying and consumer habits prove that we are growing increasingly distant from each other. Resuming buying habits connected to traditional and local values became a solution to strengthen face-to-face interaction, once lost with the emergence of digital media. Recovering relationships that got lost thanks to fragile and impersonal digital ties seems to be an emerging behavior in large urban centers.
As a phenomenon that is under ongoing production and reproduction, gender will always be relative, cultural and performative. In binary gender we are one of two. In plural gender, we are one of many. But if the exponential plurality and the spiral of being provide us with endless transformation, to transcend is to let ourselves float from BE to BEING.
The man was removed from the center of development and many human bonds became commercial relations. We live immersed in consumerism, and individuality became the new flag of freedom (or is it advertising?). As much as we believe that we evolved much since the beginning of times, the feeling is that we grew very little when it comes to consciousness. And it is about time to give it a try.
In a world with less money and more time and access to knowledge, values could not remain the same. Instead of handbags with huge label prints, suggesting its humongous prices, we are now looking for companies that print things we really care about. Consumption as a statement reveals consumers are very aware that everything bought carries a political load.
A fast fashion item may be more similar to a film than you would expect. Titles overflow and movie theaters work in a mechanical rotative system: the next movie is right around the corner, there is no time for reflecting on what you just saw. Watching a film or not is deeply connected with today’s world emergencies.
The way society faces its responsibilities to the environment gives signs of how it is going through a critical and complex transformation. The years preaching the same old canons of the “sustainable citizen” handbook are coming to an end. The model in which everything is disposable is gettig old fashioned, giving the floor to zero waste projects.