Ripples – Details, episodes & analysis

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 year
• The 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 LinkedIn

Find Cecelia on LinkedIn.

Say hi at media@wearerival.com, 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 LinkedIn

Find Cecelia on LinkedIn.

Say hi at media@wearerival.com, 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.

Chapters

00:00 Introduction to Microcultures

02:59 The Rise of Spicy Lit

05:52 Impact of Spicy Lit on the Literary World

08:48 Understanding the Spicy Lit Community

11:51 Brand Opportunities within Spicy Lit

14:56 Exploring Dark Academia

17:53 Dark Academia's Influence on Fashion and Culture

21:07 Conclusion and Future Insights

Mentioned in the show

• A Court of Thorn and Roses 
• Sarah J Maas
• Rainbow Rowell 
• Booktok lean
• Dark 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 LinkedIn

Find Cecelia on LinkedIn.

Say hi at media@wearerival.com, 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. 

Chapters

00:00 The Rise of Posh Pet Parents

05:21 Millennials: The Driving Force

11:05 Market Influence and Trends

16:23 Future Innovations in Pet Care

Mentioned in the show:

• Crocs x Posh Pet Parents 
• Plaza Hotel Pampered Pup Package
• Pet airways 
• Subaru Loves Pets 
• Titos: The Vodka for dog people
• Sam the blue-eyed basset: https://www.instagram.com/sam_the_blue_eyed_basset/profilecard/?hl=en
• Dean the Basset: https://www.instagram.com/deanthebasset/?hl=en
• Brody that Dood: https://www.instagram.com/brodiethatdood/?hl=en
• Noodle the Pug: https://www.nbcnews.com/news/us-news/no-bones-tiktok-star-noodle-pug-dies-14-rcna59968
• Nimbus: https://www.instagram.com/nimbus_siberian/?hl=en
• Nala 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 LinkedIn

Find Cecelia on LinkedIn.

Say hi at media@wearerival.com, 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/microcultures

Chapters

00:00 Introduction to Microcultures

03:03 The Shift from Monoculture to Microcultures

05:52 Understanding Microcultures and Their Impact

08:59 Examples of Emerging Microcultures

12:00 The Role of Brands in Microcultures

15:02 Building Relevance Through Microcultures

18:03 Case Studies of Successful Brand Engagement

21:08 The Future of Marketing in a Microculture World

23:58 Conclusion and Key Takeaways

Mentioned in the show

• Devil wears prada clip- Devil Wears Prada 
• DeBeers-  diamonds are forever - https://www.debeersgroup.com/about-us/a-diamond-is-forever
• TikTok - Witch Baddies - Cinnamon blowing
• Horse girl aesthetic - https://www.teenvogue.com/story/what-is-horse-girl-aesthetic
• Crocs x Posh Pet Parents
• McDonalds - 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 LinkedIn

Find Cecelia on LinkedIn.

Say hi at media@wearerival.com, we’d love to hear from you.