For the second episode in our series on Systems In Flux, we’re talking with brand strategist and sociologist Ana Andjelic about systems of class and taste. In the past 10 years, new brands have emerged, specifically in luxury and premium categories, that point to a divergence in our social systems around what class and taste are, and how they are achieved. Ana talks about the rise of the Modern Aspiration Economy and how the brands of this new economy have done something remarkable: they’ve successfully decoupled class from money, and taste from wealth.

17: Systems In Flux: Class, Taste and the Modern Aspiration Economy

Unseen Unknown is a brand and business strategy podcast about the hidden threads that connect even the most distant of cultural concepts. We look at the emerging trends and behaviors that may be pointing to a deeper truth and ask the bigger question, “Why is society moving in this direction, and how can we apply it to business?”

We believe if we can’t see it in our culture, then we can’t know it in the market. From retail and consumerism to politics, gender, identity and values, there are patterns everywhere that illuminate a path forward for brands. 

Your hosts, Jasmine Bina and Jean-Louis Rawlence, are brand strategists and futurists that explore these questions every day in their work for companies around the world. We’ll be interviewing thought leaders and domain experts both within brand strategy and outside of it.

Expect to hear from people from all walks of life: artists, scientists, CEOs, journalists, professors, technologists and everyone in between. 

If you’re a founder, leader, storyteller or creator, this podcast will compel you to think at a macro level you haven’t considered before.

We also write and publish videos on everything brand strategy. You can see all of that here: https://www.theconceptbureau.com/

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Unseen Unknown is a brand and business strategy podcast about the hidden threads that connect even the most distant of cultural concepts. We look at the emerging trends and behaviors that may be pointing to a deeper truth and ask the bigger question, “Why is society moving in this direction, and how can we apply it to business?” We believe if we can’t see it in our culture, then we can’t know it in the market. From retail and consumerism to politics, gender, identity and values, there are patterns everywhere that illuminate a path forward for brands. Your hosts, Jasmine Bina and Jean-Louis Rawlence, are brand strategists and futurists that explore these questions every day in their work for companies around the world. We’ll be interviewing thought leaders and domain experts both within brand strategy and outside of it. Expect to hear from people from all walks of life: artists, scientists, CEOs, journalists, professors, technologists and everyone in between. If you’re a founder, leader, storyteller or creator, this podcast will compel you to think at a macro level you haven’t considered before. We also write and publish videos on everything brand strategy. You can see all of that here: https://www.theconceptbureau.com/

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17: Systems In Flux: Class, Taste and the Modern Aspiration Economy

17: Systems In Flux: Class, Taste and the Modern Aspiration Economy

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