We’re living in the ‘Co-Creation Age’

600 400 Brand Genetics
  • 0

Some things become so intuitive that it becomes hard to comprehend there is (or was) another way: taking money out any time day or night, ringing a friend when you’re walking down the street, having your whole music collection in your pocket (younger readers may indeed be thinking – ‘You’re kidding – there was another way?!’).  We see this evolution taking place before our eyes when small children try to change channel by swiping TV screens or trying to ‘zoom’ into printed magazine photos (see this Youtube clip): as it asks ‘Is a magazine an iPad that doesn’t work?’

We shouldn’t be surprised: we have long moved from the industrial age to the digital age and many of our intuitive actions are being shaped by this shift. The digital world has allowed us to adapt, customise and personalise much of what we used to take for granted as ‘one size fits all’. But now we are increasingly eager to apply the same principles to products that aren’t digital.

We came across two examples of consumers taking increasing creative control of their world just this weekend:

Firstly, the Sunday Times featured a story on ‘Secret Menus’ at some of the world’s largest fast food chains (still very much part of the ‘industrial age’). Inspired by programmes such as ‘Man v Food’ and popularised online, ‘Secret Menus’ see adventurous consumers creating and sharing new food experiences. Items include a ‘Land, Sea and Air Burger’ at McDonalds (a beef patty, fillet of fish and a slice of fried chicken all stacked in a single bun); ‘Frings’ at Burger King (half fries / half onion rings); or a Zebra Mocha (half white chocolate, half dark chocolate mocha) at Starbucks. Sometimes the stores look confused and sometimes the idea has become so mainstream that they’re already familiar with many ‘secret menu’ orders.

Secondly, a frustrating shopping trip led us to Ikea Hackers one of the websites that have sprung up to share ways to modify and repurpose the ubiquitous Swedish furniture. Consumers around the world share their ‘hacks’ and you can find ideas from cheese grater lampshades to designer style, floating Billy shelves. All great ways to turn something industrial into something individual, tailored to your specific needs.

Welcome to the age of ‘Co-Creation’, when the customisation of the digital age spills over into the offline world. Whilst this is by no means every consumer – these behaviours are still concentrated in the what Rogers would describe as the Innovators, though they are starting to cross the chasm to Early Adopters – new technologies like 3D printing and products like Sugru are making customisation increasingly easy across an ever wider range of products.

But there is good news – the real power of Co-Creation is in the ‘Co’; companies and consumers working together to create better solutions, blending companies’ skills and know-how and innovative consumers’ insight and inspiration. So embrace the change, find the right way to work with the right consumers (or customers and clients – and don’t forget colleagues) to create new ideas and get ready to take a step ahead of the competition. The age of Co-Creation is upon us – the only question is whether your involved or not.


Brand Genetics

All stories by: Brand Genetics
  • Amedar Consulting Group

    Nice post. I was checking continuously this blog and I’m impressed! Very useful information specifically the last part 🙂 I care for such info much. I was looking for this particular info for a very long time. Thank you and best of luck.

  • Artur

    Great Article.

    Here at JuicyCanvas – We see the same vision.

    We believe creative expression to be a primary requisite of happiness.
    Unfortunately, for most people, creativity is suppressed by career choice, family responsibility, and the contemporary urbanization and industrialization of society.

    For tens of thousands of years, humans have always shared and sold custom-built products with each other. The Industrial Revolution, for all its benefits, also brought with it mass production and homogenization. The individual’s voice was snuffed out. We aim to bring back that voice and put ‘custom’ back into ‘customer’ by enabling the once passive consumer to engage in the fundamental act of creation.

    JC’s appeal is that it gives buyers more than just the usual, passive pick-and-buy-a-product transaction.
    With just a few simple clicks, it offers the user an experience: the chance to create art and become an artist (which for some may have always been a lifelong dream).

    For the first time in consumer art history, “beauty is in the eye of the beholder” truly comes to life. “Non-artists” all over the world will now feel proud to show off their new collaborative artworks to their friends. Bold statements during dinner parties such as, “why yes… I made that piece there with this new artist I discovered from Buenos Aires,” and “oh, this is from my new summer t-shirt collection that I co-created ” will become commonplace.

    JC makes this dream possible. If you think about it, the dream is what motivates people to buy feel-good items all the time: from clothes that make people imagine they look cool, to the sports car that makes people imagine they look successful, to the dream vacation that makes people feel adventurous, JC is in the same business – the dream-making business.

    – Artur | founder

Leave a Reply

Your email address will not be published.