Never Conform: the cyclical process of ‘weird’ ideas becoming the norm at the dawn of Web 3.0

 

Through a deep dive into the hard-to-reach-but-desirable universe of trend-setters, this in-depth research paper traces the crossover journey of their ahead-of-the-curve ideas from underground towards the mainstream to unlock the new Early Adopter – dubbed the ‘Trans Human Consumer’.

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Grounded in the-first-to-know, the the robust cultural framework inspired by Everett Rogers’ seminal ‘innovations diffusion’, the period (2024 – 2026) signals the beginning of the downward curve on the ‘innovations diffusion’, as paradigm shifts in consumption, driven by Innovators, are cyclical. As the mainstream is getting saturated by ideas led by the previous cool cycle, en route to overkill, Never Conform captures the new movement as it is happening. Fresh, seemingly weird, ideas from the underground, perhaps even appearing threatening for brands, are maturing. Carrying new authentic claims, they provide an alternative. Covering the period of its underground formation and maturity (2017 - 2024), it projects into 2025 – 2027 and beyond. The focus is on Alpha Trend Setters, the three main Innovator categories on the-first-to-know messenger continuum, ahead of Taste Makers. Collectively, they are placed ahead of the Early Adopter (on the innovations diffusion curve).

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By pin-pointing small signs of big change early on, this piece unlocks robust insights into behaviours, preferences and attitudes of the minority, who are shaping the mainstream consumption patterns, to help you develop and fine-tune your business strategies. In parallel, it will reveal a plethora of emerging visual codes to inspire you and ensure your upcoming campaigns resonate with future needs. Apply this knowledge as a valuable decision-making resource to reduce the uncertainties associated with future-planning. Alternatively, if cool is your currency, this is where it’s at for your brand activation strategies.

 

The model in full is outlined in The 2.5%: small group, big influence (2021). Hunches for the model were first outlined in The First to Know: how hipsters and mavericks shape the zeitgeist (2011), a ‘classic’, high-quality paperback book (sustainably made and printed in the UK) that you can order by emailing Central Books independent distributor or Amazon.

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​Written by Dr Lida Hujić, for public speaking, see here. For Lida’s public speaking engagements, please contact Specialist Speakers agency on + 44 (0)203 002 4125 or email Daniel Rix at daniel@specialistspeakers.com.

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