People are hungrier than ever for knowledge and discovery. They are pursuing learning for pleasure – craving mental stimulation and enlightenment. Knowledge is valued for its enhancing qualities – to learn more about the world, and to enrich and define your character through skills and ideas. The thriving life of the mind is treasured more and more.
We are seeing this expressed in culture around the globe:
The Lost Lectures are a Europe- wide series of underground lectures that push the boundaries of knowledge.
Serial is a new podcast that tells a complex, intellectually stimulating story. It has become the most popular ever, and sparked ongoing debate.
Hendrick’s Gin hosted a Carnival of Knowledge that featured experts sharing their knowledge insights and ideas.
Therefore we think that brands should consider the importance of connoisseurship, enabling a learning process whilst not being patronising. Check out our Cultural Themes website for more information.