THE OAT, THE WHOLE OAT, AND NOTHING BUT THE OAT
Is philosophy of any use for marketing and research?
It sure is.
So here’s one for the intellectually curious (excuse the brevity – even the intellectually hungry aren’t always patient readers)
I’m sure you’ve heard of Postmodernism. It was a response to Modernism’s flaws. Now there’s Metamodernism, which addresses Postmodernism’s inability to solve contemporary challenges, such as environmental collapse and inequality.
Modernism, Postmodernism and Metamodernism are lenses through we which we understand the world. Each comes with certain sensibilities. E.g. in postmodern times (1970-2000) Gen X developed a knack for skepticism. This enabled nihilistic X-ers to poke holes in Boomers’ progress-driven Modernist agenda (1945-1970).
Metamodernism (2000 – now) is more OPTIMISTIC because, without optimism, we have no hope of solving the current polycrisis.
Other key concepts of Metamodernism are SINCERITY and IRONY.
Hold on, aren’t sincerity and irony contradictionary? Not necessarily.
Metamodernism values sincerity (in the sense of ‘being true to other people’) because it performs an important socio-cultural function: to convey trust. Which is exactly what today’s world is lacking. Irony ‘qualifies’ sincerity through making it more approachable, adding a touch of lightness to a serious concept.
In current times, designs, ads and innovations that fuse - or, in metamodern langue, that ‘oscillate’ between - sincerity and irony have an edge. Think Oatly, Ben & Jerry’s or coffee brands such as Wild at Heart.
The aim here is not to explain what Metamodernism is (there’s plenty of info on the internet) - it’s to highlight the power of philosophy to explain how the world turns. Which, in turn, is critical for effective marketing.
So, researchers and marketers, don’t be afraid to brush up on philosophy!
If this all sounds a little wishy washy, here’s a great example of Metamodern design:
Why is Real Oat Arts’ design Metamodern?
First, it’s an honest product without nasties. Its mission is to create a better world.
Its design feels SINCERE because:
– there’s no hard-sell in the form of verbal or visual hyperboles
– there’s no buy-me style excitement
– it doesn’t evoke so-called aspirational - but ultimately fake – worlds
– the name Real Oat Arts tells it like it is
At the same time there’s IRONY in:
the application of ‘high’ and abstract art (ROA collaborates with young visual artists) to a tangible, everyday product
the artists’ playful treatment of what are otherwise ordinary and ‘functional’ letters
the who-dunnit style suspense as a result of the backlighting and black shadows, which indirectly highlights ROA’s innocence
Long story short - ROA’s design is metamodern because it oscillates back and forth between sincerity and irony. This draws us in, whilst the irony makes its earnestness more palatable.
And should you think all this metamodernism stuff is too much, consider how ROA’s packs make opening the fridge a little more exciting.
If you’d like to learn more about the underappreciated power of philosophy for marketing, try the 2nd edition of Rachel Laws’ book Using Semiotics in Marketing. In addition to practical stuff on what semiotics is, and how to ‘do’ it, it contains three fat philosophy-heavy chapters. Essential reading for the intellectually curious!