The Flattening Of Culture

People are catching onto the intrusive influence of algorithmic recommendations, questioning whether they can even form independent interests today. New Yorker writer Kyle Chayka’s latest book, Filterworld: How Algorithms Flattened Culture, sums it up perfectly, examining a world ruled by algorithms where culture is homogenized, and interests are cloned to the benefit of efficiency-optimized consumerism.

What does this mean for the future brand-consumer dynamic?

· Traditional demographics like age, gender, geography, race, and ethnicity will evade marketers trying to anticipate interests and relevance for consumer segments. Adopting a fluid approach to mindset and mood-mapping is key.

· Personal taste, from fashion to food and music, has been erased, but consumers are aware of the manipulative cycle and will make a concerted effort to take back free will in the face of Big Tech determinism.

· Brands that prioritize shareability over true innovation and creativity will eventually fall out of favor with consumers who appreciate diversity of taste and experience.

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