ISSUE 006
IN SITU this week discusses how far American and British culture is morphing together (or not) and why business 'success' can lead to brand failure.
IN SITU is a platform dedicated to the intersection between culture, brand strategy and music. Sometimes the focus will be on one strand more than another, but always sitting in that sweet spot.
ISSUE 006 AT A GLANCE
LONG READ Cultural observation opinion piece: American and British culture: Are we still an ocean apart?
VERBATIM Quote from cultural tastemaker: Heather Shevlin - Designer & ceramicist
SHORT READ Belief relating to strategy and/or insight: Core belief #6: Business success can invite brand failure
MUSIC CORNER Album recommendation: Rex Orange County - The Alexander Technique
LONG READ
AMERICAN AND BRITISH CULTURE: ARE WE STILL AN OCEAN APART?
I’m writing this 11,278m in the air over the Atlantic Ocean, so what could be more appropriate than to explore British and American cultural differences.
I could (and maybe one day I will) write a book on this subject. It fascinates me no end, from the language gaps, to social etiquette, to the politics, and of course, the food. Having lived in New York for 2.5 years, and undertaken multiple trips before and after, I’ve managed to cover 17 of the 50 states - and counting.
The USA is technically one country but at the same time, it absolutely isn’t. American culture can be generalised sometimes, but mostly it’s divided into distinct regions. I will be focusing on New York City and London as the two places I’m most familiar with.
We could get into the fashion, music genres or accents but I want to tap into more behavioural elements. Working culture stood out the most to me when I moved. Fortunately, I transferred with my British employer to their NYC office, which was run by an expat and sat under the UK parent company. This meant I kept my UK vacation days allowance and was not expected to adhere to the ‘American work ethic’ in any obvious way.
However, it was apparent from my clients and friends that Americans do not work like Brits (please allow these sweeping generalisations). The main thing is the ‘live to work’ mindset versus the more British, ‘work to live’ mindset. Work is an identity more than just ‘what you do’ in the US. It’s your job, your family and your livelihood. You’re expected to give 110% at every moment, even when you’re sick, when you don’t have much on, or if you’re technically on a precious vacation. Brits are very protective of holidays, and on the whole, treat them with a sacred aura that cannot be burst by emails, mainly because the work phone is at home and they are happily on a beach without it.
More specific to NYC is the hustle culture. When I first arrived my set-up was temporary. I was living in a corporate apartment near the office and my days consisted of working, meeting friends and going to the gym (also in my building). So when it became clear I was moving there permanently, I needed a side hustle if I was to fit in. For some people it was a creative outlet, for others, a money-spinning venture, or both. Either way, it was crucial I picked something up. This is when I began music journalism following a friend’s suggestion, and what a life-changing choice that turned out to be.
Conversely in London at the time, a side hustle was not an accessory many people had (in my circles). With the intense growth of social media and greater accessibility to resources, this has now changed. However, there is also perhaps a greater need for multiple revenue streams given the higher cost of living in both cities.
Next up is social behaviours. We all know Londoners are typically closed off to strangers, don’t make eye contact on public transport, let alone talk, and are generally suspicious of everyone. Even in New York, arguably the ‘coldest’ city in the States, social etiquette is a characteristically thawed version of these behaviours. It’s not unusual for strangers to smile or even say hello, people will approach others at bars, and they are more welcoming to newcomers in social situations.
Some of this can be attributed to the fact that New York is a city full of transplants. Whether they’ve been there 10 years or 1, most people know what it feels like to be the new kid, and so are more generous in spirit. It’s also a natural consequence of moving from more hospitable states and having not yet ‘hardened’ as a New Yorker.
Lastly, we’ve got the drama, and I don’t mean Broadway. There is more dramatic effect imparted on the news than in most British sitcoms, and let’s not get started on the Presidential debates. Absolutely everything is a story, a personality, a narrative. Nothing can just ‘be’. Even the Subway performers are more dramatic than those on the Tube, doing spins around the poles and backflips down the carriage. The UK still holds onto a parochial mindset, which is sometimes charming and at other times frustrating. But it does at least maintain a level of decorum, not standing for anything too hyperbolic.
The irony is, American and British culture is not as distinct as it used to be. When did we start doing baby gender reveal parties, and when did Americans start enjoying quaint baking shows? Why am I being asked if I wanted to add a tip when getting take away tea in London, and why do Americans suddenly love football (soccer)? These are not intrinsically negative developments, and of course there is a long history of American culture influencing the rest of the world. However, it seems a shame to lose some of the individuality once held by certain practices and communities, anchored by their geographical locale.
Although the Atlantic feels more like a pond these days, this flight is still 7 hours long!
VERBATIM
WHAT IS THE MOST NOTABLE RECENT SHIFT BETWEEN AMERICAN AND BRITISH CULTURE THAT?
HEATHER SHEVLIN - DESIGNER & CERAMICIST, A NEW YORKER WITH A STINT IN LONDON
“I get the sense that there’s a muddying of the waters in terms of communication styles on social media. Americans are commonly known to be brash, direct, outspoken, while Brits tend more towards passive, indirect, or use speech that is “considered”. Individuals of all types exist in both countries of course, but in the digital sphere I’ve felt a mixture of the two more recently.
Americans are maybe being more tactful in their communication style, while some Brits are being more outspoken. This is just a microcosm of social media commentary so take it with a grain of salt, and neither are inherently bad or good!”
SHORT READ
CORE BELIEF #6: BUSINESS SUCCESS CAN INVITE BRAND FAILURE
Picture this: A brand has a fairly sudden upturn in financial success due to a product taking off via social media. This was not the brand’s doing, this was an organic viral moment that has greatly benefitted the business. They have two options, 1) match demand and flood the market with supply, or 2) leverage the attention for longer-term growth but not specifically doubling-down on the product in question.
The problem with option 1 is that the brand could get lost. This is a short-term win, and when profits are chased at the expense of long term thinking, this can negatively impact the health of the brand. If taken to the extreme we reach ‘sell out’ behaviour, and no one wins.
The brand should really go for option 2, as this ensures the brand and the business are taken care of, and neither are damaged due the whim of a social media trend.
MUSIC CORNER
REX ORANGE COUNTY - THE ALEXANDER TECHNIQUE
Cleverly titled after the practice to improve posture and movement, while incorporating Rex Orange County’s real name, Alexander, this album is his most introspective one yet. Speaking heavily on a dark period in 2022 when he was accused of sexual assault before the charges were ultimately dropped, it’s a coming of age record for the 26 year-old artist.
Not only does he look inward, but Rex Orange County has invited many collaborators, sharing his vulnerabilities throughout the creative process before ultimately landing with us. The stand-out track for me is a collaboration with the eponymous James Blake, ‘Look Me In The Eyes’, which is almost too sad to listen to, but also too beautiful not to.
Catch my interview on BBC R4’s PM Programme last Friday, where I talked about Linkin Park’s new lead singer, and other replacement leads in years gone by.
Don’t forget to follow IN SITU on Instagram @insitu.njd, and check out my website at nicolajdavies.com.