In today’s media landscape, where streaming platforms curate our playlists and social media algorithms tailor our feeds, personalised experiences are the norm.
Yet, amidst this trend, we are witnessing a resurgence of monoculture, with mega events like “Barbenheimer” sparking global conversations.
Monoculture, where widespread popularity creates shared experiences, is exemplified by the summer hits of Barbie and Oppenheimer. However, modern audiences are transforming these cultural touchstones into opportunities for personalisation and creativity.
By remixing, adapting, and personalising major events — such as pairing contrasting movie releases and creating memes and viewing parties — people are shifting from monoculture to a more modular culture. This new paradigm allows audiences to leverage core cultural moments to craft diverse, individualised experiences, reflecting the interconnected nature of the digital age.
This renewed interest in monoculture is also fuelled by major concert tours from artists such as Ed Sheeran, Coldplay, and Taylor Swift. These events attract massive global interest and serve as significant economic drivers, uniting fans who travel across borders to see their favourite artists perform.
Co-creating personalisation
Despite the unified nature of these events, the modularity shines through in how fans interact, share, and personalise their own experiences in unique ways. Fans do not just attend concerts; they create and share their own stories, blending collective excitement with individual expression.
Consider Taylor Swift’s Eras Tour as a prime example of audiences creating their own experiences. Fans have dressed up in outfits representing their favourite “era” and shared their stories on social media, weaving a tapestry of individual yet interconnected experiences.
A notable trend that emerged organically from fans is the exchange of friendship bracelets, inspired by one of Swift’s song lyrics.
@yuldaily i feel rich #yuldaily #theerastourtaylorswift #friendshipbracelets ♬ cruel summer sped up – r & m <3 ⸆⸉
This phenomenon has taken over the internet with tutorials and shared designs, making bracelet exchanges a core part of the Eras Tour experience — completely driven by the fans themselves, without influence from Taylor Swift, brands, or marketers.
Therefore, the evolution from monoculture to modular culture is largely fuelled by digitisation and the rise of social media. Platforms like Instagram and TikTok serve as hotbeds for viral trends while curating highly personalised content feeds.
People recreate trending content, use the same audio clips, and perform the same dance routines, but in ways that highlight their unique personalities, backgrounds, and creativity. This results in a vast, interconnected web of personal expressions that collectively form broader cultural moments.
Consider the annual flood of Spotify Wrapped statistics that dominate social feeds every December. Users interact with these hyper-personalised stats, transforming them from mere shareable moments into a major cultural conversation.
This discussion transcends Spotify, touching on personal identity, connecting with like-minded communities, and sharing memorable moments from the year. Thus, audience engagement with Spotify Wrapped has elevated it from a marketing campaign to a significant end-of-year event.
Impact on brand loyalty
For brands, the shift from monoculture to modular culture has profound implications. Traditional marketing strategies that push a single, cohesive brand message are becoming less effective. Brands must now recognise and embrace the modular nature of modern culture, creating spaces where consumers can personalise their interactions with key unifying moments.
According to Salesforce’s State of the Connected Customer 2023 report, 76 per cent of consumers expect companies to understand their needs and expectations.
Beauty brands like Fenty Beauty exemplify this shift by offering a diverse range of shades and products that cater to various skin tones and preferences. This approach not only meets individual needs but also fosters a sense of inclusion and community, leading to increased brand loyalty and advocacy.
In fact, customers who perceive a brand’s content as tailored to them are 60 per cent more likely to be loyal, and 50 per cent more likely to purchase products or services, as revealed by the Global Marketing Trends report by Deloitte.
Ultimately, the shift from monoculture to modular culture highlights the need for adaptability in today’s marketing landscape. By fostering environments where consumers can personalise their interactions, brands can harness the power of shared yet individualised experiences.
This not only enhances engagement but also extends reach through organic, user-generated content on social media and digital channels.
Understanding and embracing modular culture is essential for brands to stay relevant, fostering stronger connections, driving sustained engagement, and ensuring loyalty in a world wherein personalised experiences reign supreme.
By Poonam Lakhani, strategy director for Emirates at UM Worldwide
