Background As Foreground

Brands know full well that UGC campaigns can accomplish the magical and elusive goal of audience engagement. But increasingly sophisticated — and cynical — consumers are presently in a more rebellious mood. They don’t want to follow your rules, they want to deconstruct the message, read between the lines, tell their own story.

Like conspiracy theorists looking for clues, they believe the “real” message is the one they’ll find or create.

Our “Background as Foreground” report provides insights into the changing landscape of user engagement to help you create products and messages your audience will want to make their own.

Our report examines:

• The current and future state of user generated content
• Thinking outside the selfie, what backgrounds say about who we are
• Easter eggs, side quests and hidden messages in videogames influencing other genres
• Binge culture and the rise of the superfan

14 pp., 9 Elements of Culture

About Culture Bursts

sparks & honey’s Culture Bursts are brief trend reports that open minds and create possibilities for you and your business. Bursts explore the fringes of culture, identifying key drivers of consumer behavior and contextualizing them against sparks & honey’s proprietary trends methodology: The Elements of Culture. Always provocative, incredibly current and with an eye on the future, Culture Bursts are a moment of clarity in an increasingly complex world. 


purchase for $99.00