https://foodandbeveragetrends2018.scenariodna.com/

1. CULTURE MAPPING FOOD &
BEVERAGE TRENDS 2018
scenarioDNA
anthropology meets data science
Photo Credit:: Dmitriy Shironosov
Free summary. Full
report is 191 pages.

2. Anthropology meets data science
We are experts at understanding how culture is changing and why. Our
approach structures cultural signals to reveal critical patterns and
emerging narratives that create competitive market advantage. The
output of this process is a roadmap for cultural foresight, brand strategy
and sustainable innovation platforms. We have helped companies tune
communication and launch new products as well as train internal teams
to understand the full dynamics impacting how trends evolve.
2scenarioDNA

3. Table of Contents
1. Culture Mapping Methodology
2. How to use the Culture Map Tool
3. Food & Beverage Archetypes
a. The Idealist
■ 3+ idealist muses
■ 41 trends by category
b. The Artisan
■ 3+ artisan muses
■ 53 trends by category
c. The Presenter
■ 3+ presenter muses
■ 26 trends by category
d. The Automatic
■ 3+ automatic muses
■ 27 trends by category
4. Global Themes
a. The Americas
b. EMEA
c. APAC
5. Food Perception Survey
a. Quantifying archetypes
b. Archetypes by age
c. Archetypes by gender
d. Braced for an innovation wave
6. Ten Forward Takeaways 3scenarioDNA
Illustration by Lucilla Tubaro
copyright scenarioDNA 2018

4. What is
Culture Mapping?
Language is the most powerful source of insight.
Our Culture Mapping informs a machine learning
process that allows us to scan and analyze large
amounts of open and closed linguistic data and
find emerging patterns in culture. The analysis
results in visualizations that help our clients
understand trends in the context of data-supported
archetypes and behavioral codes.
Our method is the first data-related utility patent
addressing the study of people and their ideologies
over time. The best way to understand where ideas
are going is to see where they live in the context of
near neighbors and contrasting ideologies. The
narratives live in the tension.
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A System & Method of Culture Mapping
U.S. Patent No. 9,002,755

5. Measuring the
patterns of language
By plotting linguistic signifiers, we can
examine relationships and patterns that
reveal measurable cultural indexes. We can
develop predictive models from these
patterns and develop algorithms for
searching larger data sets with greater
accuracy.
-3,+1
-3,+2
-3, +3 -2, +3 -1, +3
-2, +2 -1, +2
-1, +1-2, +1
-3,-3
-3,-2
-3, -1 -2, -1 -1, -1
-2, -2 -1, -2
-1, -3-2, -3
ANALYTIC
+1,-3
+1,-2
+1, -1 +2, -1 +3, -1
+2, -2 +3, -2
+3, -3+2, -3
+1,+1
+1,+2
+1,+3 +2, +3 +3, +3
+2, +2 +3, +2
+3, +1+2, +1
EXPRESSIVE
PROGRESSIVE
STATIC
Affirm societal norms
identity
STATIC
PROGRESSIVE
ANALYTIC
EXPRESSIVE
Low
touch
Resist societal norms
High
touch
zeitgeist
ritualsymbol
Culture Mapping represents a system
of meaning creation that can be
tracked and measured. The framework
forms four quadrants, each with a
center of gravity: symbol, ritual,
identity, zeitgeist. These cognitive
spaces provide a framework for
analyzing and patterning linguistic data.
The matrix provides a logic for analysis.
A system view of
cultural change
-2, +2
+2, -2
+1,+2
The Essential Culture Mapping Matrix
A System for Analyst and Machine Learning
Analyst
+
Machine
Learning

6. Archetypes emerge
revealing stories
Ideological codes emerge from
clusters of signifiers. These codes
reveal archetypes that contextualize
essential human narratives. The
archetypes we develop are closely
related to Jungian archetypes. Our
approach structures these archetypes
to reveal how cultural narratives ebb
and flow over time and create critical
patterns of .dissent and aspiration.
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The essential four
archetypes for
food & beverage
We uncovered these four archetypes
by pulling a corpus of signifiers from a
collection of 10,000 tweets by the
food industry, chefs and journalists,
from May through October 2017.
Culture Mapping Jungian Archetypes
Culture Mapping Food and Beverage Archetypes
Sage Magician Explorer Creator
Rebel
Jester
Hero
LoverInnocent
Caregiver
Ruler
Everyman
New meaning New techniques
Social currencyPubiic policy

7. Culture Mapping
trends as linguistic
cultural signals
Our connected world reveals shared
ideologies. When it comes to food,
language does not divide people.
Food brings people together. Mapping
the subjects of food discussions puts
them on equal plane for analysis.
From there, a point of understanding
begins.
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Regional considerations
across continents
We look across continents not necessarily
to see how regions differ, but moreso to see
how patterns and behavior are moving over
land and sea. Cross-pollination happens
simultaneously and fast.
Culture Mapping Food and Beverage Trends
The Geography of Food & Beverage Trends

8. 8scenarioDNA
How to use the Culture Map Tool

9. A system view of
culture and trends
Sign-up/Login:
https://foodandbeveragetrends.scenariodna.com
Place your screenshot here
9scenarioDNA
A Cultural Search Tool
Every word is clickable for further information.
Live data exists within the deeper levels of
context, where users can find links to related
Instagram and news categories.
A Cultural Segmentation Tool
Culture Mapping puts trends into a human
context by association with archetypes and
muses. Archetype information is downloadable.
An Idea Generator
Trend indicators, muses and their taxonomies are
mapped within our culture mapping matrix so
that users can explore our behind-the-scenes
thinking, and use it as their own insight planning
and inspiration tool.
Questions?
Email us at .culturemaphelp@scenariodna.com
A Forecasting Tool
See patterns. Visualize inflection points. Gain a
literacy for how trends are likely to adapt/evolve..
Culture Mapping Data Visualization Dashboard

10. Pertinent methodology definitions
Signifier
a sound, word or image representing a
deeper meaning.
Taxonomy
A scheme of words or signifiers
representing a classification or
segmentation.
Behavioral Codes
principles and expectations that bind a
particular group (code of conduct).
Ideology
a system of ideas, ideals and beliefs.
Archetype
collectively inherited unconscious pattern of
thought leading to collective consumer
behavior.
Muse
real person who is a source of creative
inspiration.
Persona
the public role of consumer character
presented to or perceived by others (marketing
driven).
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11. 11scenarioDNA
Food & Beverage Archetypes

12. Global Themes
EMEA
Aarhus, Denmark
London, England
Southend-on-Sea, England
Paris, France
Berlin, Germany
San Martino della Battaglia, Italy
Glasgow, Scotland
Xhariep, South Africa
Girona, Spain
Madrid, Spain
Kiev, Ukraine
APAC
Sydney, Australia
Hong Kong, China
Mumbai, India
Pune, India
Tokyo, Japan
Moscow, Russia
Seoul, South Korea
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The Americas
São Paulo, Brazil
Toronto, Canada
Mexico City, Mexico
Castro Valley, CA
Washington, DC
Chicago, IL
New Orleans, LA
Martha's Vineyard, MA
Watertown, MA
Detroit, MI
Minneapolis, MN
Kansas City, MO
Charlotte, NC
Jersey City, NJ
Hudson Valley, NY
Montauk, NY
New York, NY

13. 13scenarioDNA
Food perception survey
2,530 adults took a word association survey about their perceptions of food. We quantified
them by archetype. Survey conducted, November 12-14, 2017. 2500 respondents (ages 25
to 64) living in all 50 US states and DC. Margin of error +1.9% / -1.9%.
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14. scenarioDNA
culturemapping@scenariodna.com
anthropology meets data science