Embracing the Absurd: Mermaids, Mattering and Unforgettable Marketing Experiences

The great thing about being an anthropologist is that you have zero need to justify indulgent binge watching of programmes such as Merpeople on Netflix. Everything is an anthropological immersion. Just in case there is anyone out there who hasn't seen it yet, it's a full 3 years worth of detailed ethnographic research into an urban tribe in 4 episodes of highly entertaining TV… sorry, streamed content.?

We learn the many shared experiences, values and unwritten rules of the mermaid groups (known as Merpods), the status laden nature of the Merhierarchy and the subcultures within the subculture through the stories of the Mermaid Chè Monique and fellow Afromermaids.?

My personal highlight was the deep dive (excuse the pun) into the linguistic nuances of the community. Every tribe has them and the Merpeoople are no different. But I doubt there are many subcultures that are quite so playful. From 'Shello' and 'Sea you Later' to 'For Shore' it's a Mermazing and Fintastic vocabulary worthy of any true subculture.??

As someone who spends a lot of their time helping clients understand the power of networks for unlocking future strategy, innovation and marketing, Merpeople is a gift that keeps giving.?

The rise of the absurd

The series also offers a great glass aquarium size window into a second cultural phenomenon which appeared to come to the surface (sorry) last week: the rise of the absurd.??

In today's ever-evolving world of retail and marketing,the absurd seems to have taken hold as brands and retailers are increasingly embracing the surreal, whimsical, and unconventional to captivate audiences and create unique customer experiences. However, while the allure of the absurd is undeniable, it is essential to examine its implications for brand strategies, trend-following practices, and the digital experiences brands create.?

The rise of the absurd can be attributed to various factors, each contributing to its growing influence in the retail and marketing landscape. Matt Klein, in his thought-provoking article for Contagious "Trends have lost all meaning" reflects on how trends have deviated from their original purpose of reflecting meaningful social change:

"Trends once meant meaningful social change: an emerging and defining collective thought, behavior, value, or attitude. A shift in society. But today, 'mermaid-core' is being named a top trend for this summer. Trends lost their meaning."

Consumers, particularly younger generations, seek an escape from the mundane and overwhelming aspects of modern life. The absurd provides that escape, inviting individuals into a world of whimsy, surprise, and wonder.

In part this reflects a need for brands to interrupt the expected discourse in the arms race that is the attention economy. The advent of social media and digital platforms has propelled the proliferation of the absurd. Brands, in their quest for attention in crowded online spaces, leverage the surreal to stand out from the noise. Surreal campaigns, unexpected collaborations, and whimsical aesthetics capture consumers' attention, driving engagement and shareability.

It is a? phenomenon which might also reflect the realities of a post Covid, war and climate crisis, inflation hit moment we continue to encounter.? The Wundermann Thompson report "The age of re-enchantment" launched last week argued that "Uncertain times might imply a shift to a more practical attitude, but instead people are yearning for emotion-inducing experiences that deliver feelings of joy and wonder, craving the spectacular, the surreal, and the otherworldly. Even darker thrills are inspiring to some: the fear-inducing, the uncanny, the dystopian". Small wonder perhaps that the absurd is on the rise!??

One of the chapters in the Wundermann Thompson report entitled? "The Absurd World of Retail: A Surreal Shift," gives a number of examples of brands tapping into consumers' desire for emotional engagement and extraordinary moments that transcend the ordinary. One such case being that of appliance manufacturer KitchenAid. To launch Hibiscus, its 2023 color of the year, the brand worked with designer Marta Del Rio to create a surreal fashion show at NYFW AW23 inspired by its most iconic products, the Artisan Stand Mixer and the K400 Blender. Models wore hot- fuchsia dresses featuring over-the-top, bubbly, cartoony shapes, accessorized with metal kitchenware details.

The Absurd and the Problematics of Chasing Trends:

While the rise of the absurd brings its own unique charm, it also poses challenges for brands, particularly in their relationship with trends. The intersection of brands and social media has led to a dilution of trends and a misunderstanding of their original significance. Matt Klein elaborates on this issue:

"As soon as brands created their own accounts, the thought became: 'If we participate in these discussions, we win culture... and then sales.' It's unclear if this notion has even been effectively measured or supported, but it often remains the collective hypothesis. As a result, brands started obsessing over the 'trending' story of the day, hashtag, meme of the moment, or core aesthetic. Watching everyone engage in public conversations across social media, many brands believe emulating our 'friends' would unlock cultural resonance."

This relentless pursuit of trending topics has led to a blurring of the lines between what is a genuine trend and what is merely frivolous entertainment. Marketers exhaust themselves trying to keep up with the fleeting nature of trends, losing sight of the deeper cultural analysis and meaningful connections with their audience.

The Dilemma of Digital Experiences:

The rise of the absurd also presents challenges in the realm of digital experiences. While incorporating surreal elements can be enchanting, brands must exercise caution to avoid inadvertently creating absurd digital experiences that frustrate and alienate customers. The fusion of the absurd with digital interactions can lead to a disconnect between users and technology. A recent article by futurist Kate O'Neill highlights the importance of avoiding absurdity in digital experiences:

"Absurdity in the context of digital customer experiences often stems from friction, inconvenience, or a disconnect between users and technology. It is crucial for brands to strike a balance between the whimsical and the seamless, ensuring that the user experience remains intuitive, convenient, and aligned with customer expectations"”

We experience this absurd in the sense that we don't know whether to say please and thank you to our voice assistants. It's absurd every time we have to check an 'I'm not a robot' box to confirm our humanity to a machine. Its absurd being in an Amazon Go grocery store and not being able to take products off the shelves for other shoppers who need our help because of the risk of being charged for their products.

Brands must prioritize user-centric design, personalization, and seamless interactions to create meaningful digital experiences that resonate with customers and enhance brand loyalty.

The Importance of Meaning and Mattering:

Amidst the rise of the absurd, it is essential for marketers to remember the core values of meaning and mattering. The pursuit of trends and the allure of the absurd should not overshadow the profound impact brands can make by addressing genuine human needs and aspirations. As Matt Klein emphasizes:

"Force = weight times its speed, or, more simply, meaningfulness multiplied by its staying power or momentum... Remembering the human — does this actually mean something to a real person, not an algorithm?"

Customers crave authentic connections and experiences that resonate with their values and aspirations. Brands must shift their focus from superficial trends and instead invest in understanding their audience deeply. By aligning their purpose with the genuine shifts in behaviors, values, and attitudes, brands can create lasting connections that go beyond fleeting trends.

Opportunities for Marketers and Brands

As the retail and marketing landscape continues to evolve, the rise of the absurd presents both opportunities and challenges for brands. By understanding the reasons behind its popularity and acknowledging the pitfalls, marketers can strike a delicate balance between captivating audiences and creating meaningful experiences. Prioritizing meaning and mattering enables brands to forge genuine connections, foster loyalty, and shape a future where customer needs and aspirations are at the forefront of marketing strategies.

Here are four simple tips to help structure thinking around the absurd.?

Embrace the Absurd Intentionally: Incorporate elements of the absurd strategically, ensuring they align with your brand values and resonate with your target audience. Use the absurd as a tool to create emotional connections and stand out from the crowd.

Don't Confuse Trends with Meaningful Shifts: While trends can be influential, be cautious not to equate trending topics with meaningful societal changes. Instead, invest in understanding your audience deeply and identifying genuine shifts in their behaviors, values, and attitudes.

Prioritize Seamless Digital Experiences: When integrating the absurd into digital interactions, ensure that user experience remains seamless, intuitive, and convenient. Focus on removing friction and personalizing the customer journey to enhance engagement and build trust.

Seek Genuine Meaning and Mattering: Go beyond surface-level trends and strive to create experiences that truly matter to your customers. Understand their needs, values, and aspirations, and align your brand's purpose with their desire for authentic connections and experiences.

In navigating the rise of the absurd, brands can chart a course that balances the whimsical with the meaningful, creating lasting impressions and building relationships that transcend trends. Ultimately, the path to success lies in understanding the human behind the customer and crafting experiences that genuinely matter.

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