The article explores the concept of neolocalism and its implications for businesses. It begins by describing the author's personal experience of seeking out a unique, locally-rooted coffee shop in Newcastle, rather than opting for a ubiquitous global chain.
The article then defines neolocalism as "a conscious effort on the part of people to pursue 'local' things, which serves to connect these people to a particular place." This trend is driven by a growing sense of placelessness and rootlessness in the digital era, where mass-market tactics have resulted in a homogenization of urban spaces.
The author cites the work of anthropologist Marc Augé, who coined the term "non-place" to describe this loss of a sense of place. In response, people are seeking to reconnect with geographical identities and reaffirm their sense of place, along with its various intrinsic attributes such as natural and built environments, history, hospitality, and cuisine.
The article highlights the example of North East England, where the region is fighting to retain its cultural image and sense of place in the modern age. These factors provide a framework for reconstructing a sense of identity through narrative, culture, and heritage - key elements that businesses can leverage to appeal to the growing neolocalist consumer sentiment.
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by Kelly Smith at kelmarmon.medium.com 07-03-2024
https://kelmarmon.medium.com/what-coffee-can-teach-you-about-marketing-a88ba1e1d93bDeeper Inquiries