Ripples

How do Microcultures shape the way brands connect with their audiences? In this episode of Ripples, Lance Koenig and Cecilia Parrish sit down with Holly Chapman, Head of Brand at Papier, to uncover the role of creative communities in building authentic engagement. Holly shares how Papier’s beautifully designed products go beyond stationery - they serve as tools for storytelling and self-expression. From the resurgence of journaling and pen pals to the influence of Gen-Z, this conversation explores why microcultures are essential for brand success. We dive into the importance of adding value to Microcultures, the role of creator partnerships, and how brands can measure true engagement. Whether you're a marketer, a brand builder, or just fascinated by the evolving landscape of Microcultures, this episode is packed with insights you won’t want to miss! Tune in now. Mentioned in the show:https://getawayredemption.com/https://www.papier.com/collaborations/the-met/ Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.Find Rival online at www.wearerival.com, LinkedIn. Find Lance on LinkedInFind Cecelia on LinkedIn.Say hi at [email protected], we’d love to hear from you. 

In this episode, Lance and Cecilia dive into the emerging microcultures of 2025 and how they’re set to reshape brand strategy. They explore key themes like escapism, rebellion, and sustainability, spotlighting communities such as astrology seekers craving guidance, fantasy enthusiasts creating immersive experiences, and sustainability advocates pushing brands for accountability. With trends like the nostalgic “Coastal Grandpa” vibe, the vibrant world of “Dopamine Designers,” and the edgy, mystical “Witch Baddies,” the conversation reveals how brands must understand these niche groups to stay relevant in a world where consumer values and identities are rapidly evolving.Mentioned in the show: Pantone’s color of the yearThe Walmart Birkin Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.Find Rival online at www.wearerival.com, LinkedIn. Find Lance on LinkedInFind Cecelia on LinkedIn.Say hi at [email protected], we’d love to hear from you. 

In this episode of Ripples, hosts Lance and Cecelia dive into the microcultures that defined 2024, unpacking how microcultures like the Swifties, anime enthusiasts, Spicy Lit readers, Coastal Cowgirls, and Brat Girls shaped the year’s cultural and commercial landscape. From Taylor Swift's fandom generating an estimated $5 to $10 billion in economic impact to anime's shift from niche obsession to mainstream fashion staple, they reveal how these groups influenced everything from marketing strategies to product development. They explore how Spicy Lit, driven by passionate readers on social media, revolutionized publishing and boosted retail profits, while Coastal Cowgirls fused Western charm with coastal chic, redefining fashion aesthetics. Oh, and of course Brat girls got a mention. It's clear why understanding these microcultures is crucial for marketers moving into 2025.  Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.Find Rival online at www.wearerival.com, LinkedIn. Find Lance on LinkedInFind Cecelia on LinkedIn.Say hi at [email protected], we’d love to hear from you. 

In this episode of Ripples by Rival, Lance, and Cecelia explore  another Deep Dive into two significant microcultures that go hand-in-hand: Spicy Lit and Dark Academia. They discuss how Spicy Lit is revitalizing the romance genre and revitalizing the whole of the physical book industry in its wake. Dark Academia is shaping fashion, culture, and viewing trends with hits like Netflix's Wednesday, being borne out of a passion for the microculture. The conversation highlights the passionate communities behind these microcultures and the opportunities they present for brands to connect with consumers through shared interests and escapism.Chapters00:00 Introduction to Microcultures02:59 The Rise of Spicy Lit05:52 Impact of Spicy Lit on the Literary World08:48 Understanding the Spicy Lit Community11:51 Brand Opportunities within Spicy Lit14:56 Exploring Dark Academia17:53 Dark Academia's Influence on Fashion and Culture21:07 Conclusion and Future InsightsMentioned in the showA Court of Thorn and Roses Sarah J MaasRainbow Rowell Booktok leanDark Academia Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.Find Rival online at www.wearerival.com, LinkedIn. Find Lance on LinkedInFind Cecelia on LinkedIn.Say hi at [email protected], we’d love to hear from you. 

In today's episode, Lance & Cecelia are discussing one of their favorite microcultures to give you a full overview of one of the most important and prevalent microcultures: Posh Pet Parents. Listen to this episode if you want to learn exactly how brands are tapping into the growing culture around pets and what that means for consumers. Chapters00:00 The Rise of Posh Pet Parents05:21 Millennials: The Driving Force11:05 Market Influence and Trends16:23 Future Innovations in Pet CareMentioned in the show:Crocs x Posh Pet Parents Plaza Hotel Pampered Pup PackagePet airways Subaru Loves Pets Titos: The Vodka for dog peopleSam the blue-eyed basset: https://www.instagram.com/sam_the_blue_eyed_basset/profilecard/?hl=enDean the Basset: https://www.instagram.com/deanthebasset/?hl=enBrody that Dood: https://www.instagram.com/brodiethatdood/?hl=enNoodle the Pug: https://www.nbcnews.com/news/us-news/no-bones-tiktok-star-noodle-pug-dies-14-rcna59968Nimbus: https://www.instagram.com/nimbus_siberian/?hl=enNala the cat: https://www.instagram.com/nala_cat/?hl=en Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.Find Rival online at www.wearerival.com, LinkedIn. Find Lance on LinkedInFind Cecelia on LinkedIn.Say hi at [email protected], we’d love to hear from you. 

Welcome to Ripples by Rival, a limited podcast series where we discuss the Rise of Microcultures, including why this is changing brand strategy and how brands can stay relevant for the next decade. This podcast sits alongside a huge amount of research and thinking we've done here at Rival to understand the face of challenger marketing and how brands cut through in the modern world. For more information please visit www.wearerival.com/microculturesChapters00:00 Introduction to Microcultures03:03 The Shift from Monoculture to Microcultures05:52 Understanding Microcultures and Their Impact08:59 Examples of Emerging Microcultures12:00 The Role of Brands in Microcultures15:02 Building Relevance Through Microcultures18:03 Case Studies of Successful Brand Engagement21:08 The Future of Marketing in a Microculture World23:58 Conclusion and Key TakeawaysMentioned in the showDevil wears prada clip- Devil Wears Prada DeBeers-  diamonds are forever - https://www.debeersgroup.com/about-us/a-diamond-is-foreverTikTok - Witch Baddies - Cinnamon blowingHorse girl aesthetic - https://www.teenvogue.com/story/what-is-horse-girl-aestheticCrocs x Posh Pet ParentsMcDonalds - WcDonalds  Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.Find Rival online at www.wearerival.com, LinkedIn. Find Lance on LinkedInFind Cecelia on LinkedIn.Say hi at [email protected], we’d love to hear from you.