Traditional marketing strategies aimed at broad audiences no longer drive the impact they once did. Learn how microcultures are becoming the true engines of relevance and growth in today’s fragmented world
Find out how brands like McDonald's, Crocs, and Wayfair are leveraging microculture communities to connect authentically and fuel growth
Brands can tap into the creativity, passions, and unique identities of microcultures to fuel innovation and resonate across marketing channels. Discover how this approach can unlock new levels of brand engagement and loyalty.
Lance Koenig
Chief Strategy Officer, Rival
"As the world shifts from a monoculture dominated by a few big brands to a landscape rich with microcultures, marketers face a tremendous opportunity. By truly understanding and engaging these niche communities, brands can foster deeper connections and drive significant growth. Microcultures aren’t just reshaping our strategies; they’re redefining what it means to be relevant in the marketplace."
Exploring the world of microcultures.
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Ripples Episode 1
Welcome to Ripples by Rival, a limited podcast series where we discuss the Rise of Microcultures and how this is changing brand strategy and brands stay relevant for the next decade. This podcast sits alongside a huge amount of research and thinking we've done here at Rival to understand the face of challenger marketing and how brands cut through in the modern world.
Ripples Episode 2 - Deep Dive: Posh Pet Parents
In this episode, Lance and Cecelia explore the emerging microculture of posh pet parents, discussing how pet ownership has evolved into a lifestyle choice that reflects personal identity.
Ripples Episode 3 - Deep Dive: Dark Academia & Spicy Lit
In this episode of Ripples by Rival, Lance and Cecelia explore two significant microcultures: Spicy Lit and Dark Academia.
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