Have We Reached Peak Cronut?
Traditionally, cultural waves around food would take a much longer time to spread, generate hype and spawn imitators and fade out- but not at the breakneck pace that we are witnessing in 2013.
In the mere 4 months since its introduction, we've witnessed Dominique Ansel's croissant-doughnut hybrid explode into popular consciousness, creating unprecedented cultural waves.
The pastry has incited ravenous demand, creating epic six hour lines in front of his New York Bakery, even inspiring numerous imitators around the world. A special "white glove delivery service" will also wait on line for you, at $100 a Cronut.
It seems that we have hit “peak Cronut,” where hype, spread of imitators and cultural capital levels have reached a crescendo. What comes next? Look for imitators to continue to sprout up around the world and for the cool factor to shrink as the pastry becomes just another donut option.
But this really isn't about Cronuts. What this about is the SPEED at which culture moves right now. Traditionally, cultural waves around food would take a much longer time to spread, generate hype and spawn imitators and fade out- but not at the breakneck pace that we are witnessing in 2013. The graph of change in general (see the harlem shake’s here) explodes and recedes at a much more rapid pace than they ever have in the past.
Why is this? Number one is social media. These potentially slow-moving localized only trends get amplified exponentially on social platforms moving from sub/micro/local cultures to the mall in record time. And number two, is that as a whole, culture desperately craves novelty. In our media saturated, always-on, everything on-demand world, ideas tend lose their sheen quickly. Difference/novelty needs to be increasingly weird or memorable to stand out, and then, will burn brightly until the next big thing comes its way. Brands who want to synchronize with the on the ground realities of culture need to be able to understand the life cycles, trajectories and subsequent evolutions/ spinoffs of cultural waves as to appropriately create content, services and products that will hit their mark.
sparks & honey is a next generation agency that helps brands synchronize with culture. Follow us on Twitter at @sparksandhoney to stay up to date on the latest high energy trends.
Progressive America would be half as big, but twice as populated as its conservative twin.
- America's two political tribes have consolidated into 'red' and 'blue' nations, with seemingly irreconcilable differences.
- Perhaps the best way to stop the infighting is to go for a divorce and give the two nations a country each
- Based on the UN's partition plan for Israel/Palestine, this proposal provides territorial contiguity and sea access to both 'red' and 'blue' America
We know the dangers of too little sleep. Now for the other side of the story.
- Western University researchers found that sleeping over eight hours per night results in cognitive decline.
- Oversleepers suffer similar difficulties on certain cognitive tests as those who sleep under seven hours.
- Not all the news is bad: One night of oversleeping results in a cognitive boost.
The ability to speak clearly, succinctly, and powerfully is easier than you think
The ability to communicate effectively can make or break a person's assessment of your intelligence, competence, and authenticity.
SMARTER FASTER trademarks owned by The Big Think, Inc. All rights reserved.