Posted on: Dec 22, 2021

Chaos Culture

Reading Time: 3 minutes

As consumers deal with the consequences of the pandemic, chaos culture is a new concept that has been posed as a solution to cope with such challenging times. Young consumers are experimenting with creating their own chaotic worlds, spaces and content, with a view to exploring the concept of chaos on their own terms. These personalised universes are safe spaces, exploring things that are traditionally considered to be opposed to one another, like law versus chaos, or the good in every individual versus what is ‘evil’ about them.

In order to help you analyse chaos culture, we here at Pointbleu Design have broken down everything you need to know. In total, there are three categories. Through each, brands can observe the ways in which consumers are exploring how chaos influences their lives. And through these observations, brands will be better able to generate strategies around engagement with the latest trends in chaos culture.

Chaotic Good

In terms of aesthetic, this cohort uses clutter, maximalism and free expressions to build an impressive creative world. Nurturing a safe and inclusive online space, the group has shifted away from the picture-perfect aesthetic. They love creating spontaneous, unremarkable or vulnerable content to post to their main Instagram page. As a result, social trends celebrating mess and chaos are going viral. While this group may seem disorderly, the truth is that their aesthetic and mentality has proved to be a refreshing change from the sick perfectionism that is so often presented on social media.

How should this group be approached?

We strongly recommend using Chaotic Good related trends, which use chaotic visuals as blinking logos, pop-up gifts and maximalist colours.

Chaotic Neutral

This cohort blurs references to various decades, genres and styles. The main characteristic of the group is the randomised journey they take across the internet, cutting apart, rearranging and pasting together what they like. As a result, this cut-and-paste approach has melded into what can be referred to as “chaos edits”, oddly compiled video and image collages.

These mismatched online creations make chaos feel normal. In fact, it is even considered a status symbol if you can recognise the same weird content as someone else.

How should this group be approached?

The key to approaching this cohort is connecting with them. Brands must find ways to establish a connection with consumers by aligning with their references. Look at what Amazon did for its 2021 commercial. It features gaming clips and a conversation between AI bots and a boy listening to Low by Flo Rida. No real messages have been shown in the ad, but it gave niche consumers the same content they might have also shared on their social media accounts.

Chaotic Evil 

This group plays with dystopian themes and aesthetics. However, this trend isn’t meant to scare or upset viewers, but instead to offer a cathartic experience wherein they can feel in control of the destruction. It goes without saying that dystopia spiked in 2020, when Covid-19 turned the world upside down. As terrible consequences took place, consumers searched for stories, games and experiences that were even more tenebrous than reality.

How should this group be approached?

After 18 months of living with the pandemic, consumer’s interests in dystopian chaos have shifted from consuming it to controlling it. To join this trend, companies must give consumers the power to destroy and repair within their own brand worlds. For instance, Spanish luxury brand Balenciaga has created its own video game. It showcases the brand’s autumn 2021 collection, whilst also exploring a deteriorated universe set in 2031.

We strongly recommend connecting with these consumers by adapting what your brand offers to their values. Try approaching them by creating specific content that aligns with their taste in terms of content and aesthetic. Start playing with chaos edits and explore common online references via memes, movies or Tik-Toks trends to see what niche references could fit into your brand world. And try offering chaos with control.

Is your brand ready to embrace Chaos Culture?

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