What is Cultivating Community?
For ‘Cultivating Community | A What Matters To Us Project’, we collaborated with for-youth-by-youth communities and cultural visionaries to give us their P.O.V. We explore how community is shaping the next gen by handing the mic to the inspiring young people creating and leading their own collectives. By approaching this year as a co-created project rather than an outsider’s analysis, we achieved an intimate and profound understanding of what’s driving change in communities, who’s leading the way and how they are making a difference in culture.
We found eight collectives from across the UK, covering a range of passions and purposes, from nunchuck-wielding warriors and global gaming collectives, through to mental health advocates and a radically trans inclusive football team, and shared the challenges they face and the legacy they hope to leave behind in a limited edition zine and short film.
Watch the trailer below.
The zine explores the concept of community and how it’s evolving youth culture. We interpret why there’s an explosion in youth-run collectives and in turn, community-focused campaigns, but more importantly how brands can authentically connect and engage with these communities, to reach a new audience and build deep brand love, while empowering them to thrive.
An unscripted cut of our 8 communities - Bugeisha Club, Peng Femme Jam, DR3 Sounds, Hells Bells FC, Black Girl Gamers, Pilot Magazine, EOTT and Hellaa Melanin - exploring how they’re challenging current societal norms, their dream partners and how brands can partner with them to build a lasting imprint, through interviews, filmed footage and submitted content.
Our for youth, by youth collectives were selected for being tastemakers changing the cultural landscape. Each of them offers a unique perspective into the next gen from the passions that they represent, to their ethos and motivation, to their desired legacy. All of the collectives have built their presence across a digital and real life space and despite consistent shared values, they all taught us something unexpected.
What Matters to Us is our proprietary insight and audience-first platform, built for our hyper-engaged community to share their thoughts, views and opinions, ensuring that we have “of-the-moment” perspectives to form and craft our campaigns as they’re taking shape rather than as an afterthought.
Whether you'd like to hear out more about the insights and approach behind Cultivating Communities, campaigns and other Seed experiences, or to talk in confidence about upcoming campaigns, we'll introduce you to those within the team with the most relevant experience and examples to discuss further.
