Do you remember the days where culture centered around fashion? We certainly do – the age of streetwear, New Luxury, collabs and hoodies, that told people so much about what you liked and how dialed in you were. Well, say bye bye to that, the world (and we) have moved on. Who cares about hoodies anymore? Well, people (and us) still do, but just as much as they care about literally anything else. Now, everything can be cool – yes, we mean it: everything you buy, wear, do, eat, are, watch (you get it… every-thing) can be a symbol of your status. 

We put on our diving gear and took the plunge right into this new reality, and came back with the holy grail on Fast Moving Consumer Goods, aka the stuff on supermarket shelves and in your pantry – and more recently, in the world of our prophets of cool: a statement, a declaration of status, coolness and knowledge, right up there with fashion, cars and jewelry. We’ve renamed this familiar product category, Fast Moving Cultural Goods. 

We’ve come to share what our session staring into our favourite crystal ball (read: the minds of hundreds of members of our audience) unveiled about the state of the world. Add to that some bits and bobs of wisdom from our in-house wizards and a whole array of external mythical beings, like this juice and coffee expert. All indulging us with intel on what's going on in the world of groceries.

So, we come bearing something akin to prophecy with The Status Economy: How Everything Became a Signal of Cultural Knowledge and its first chapter, Fast Moving Cultural Goods. Who would we share it with, if not with you?  

– Get our newest report on everything fridge, pantry and status here

How many Cultural Pioneers think someone's innermost world (read: their fridge or pantry) exposes how culturally clued in the fridge-owner is? 

Find the answer down below.

Two of the magicians (read: fortune teller of global Research & Insights, Anna Burzlaff and Strategy sorcerer, Harry Bainbridge) who pulled those FMCG insights out of their figurative hat, sat down and talked about Harry’s up-close and personal highlights of this trek through minds and hot takes.

HARRY, FIRST THINGS FIRST: WHAT’S YOUR FAVOURITE SNACK OF ALL TIME?

Starting off with such a tricky question. I've been really into American popcorn since I moved over here, with all the butter… but day-to-day I’m eating David Bars or a nice, roasted cashew.

WHAT SURPRISED YOU THE MOST WHEN WE WENT TO ANALYSE THE RESEARCH FINDINGS?

I think the most surprising thing was just how much less important fashion has become as a dominant cultural force, and how significantly other categories have caught up. 

IT'S SOMETHING WE STARTED TO GET AT IN OUR WHITE PAPER WITH BCG, LUXURY REDEFINED, BUT WE DIDN'T ARRIVE AT THE POINT IN THE SAME WAY WE DID HERE. 

We were at the tipping point there. Quiet Luxury, a big focus point of that report, was more about aesthetics than necessarily a waning influence. But it’s interesting to see in hindsight – fashion almost muted itself, and the flex became about the products that demonstrated a broader, richer lifestyle.

Photo: © Jordan Core

THERE’S LOTS OF AMAZING INSIGHTS IN THE REPORT. CAN FASHION BRANDS LEARN ANYTHING FROM THIS?

I think all categories can learn something here – yes it is about groceries, but really it’s about how and where status is found. For fashion brands, the implication is in thinking beyond the confines of the industry. How can you show up in a meaningful way in an everyday setting? Is a collaboration with a food or drink brand or hospitality experience more powerful for you? Should you shoot your next campaign in a posh deli? There are so many ways to take this.

– Again, get the verbalised wisdom on everything fridge, pantry and stove here

Snob Trivia Answer:
62% of Cultural Pioneers will judge you by the contents of your kitchen. Better stock up and impress that cool crush of yours.

By Highsnobiety Insights Team