HYH Norms

[hyhnorms]

WFH from Mauritius

Observation: The island of Mauritius is offering a new visa that will allow South Africans to live and work there long-term. This VISA is free and contains no obligations. South Africans may enter Mauritius on a tourist visa and apply for the Premium Long-Stay Visa once they are there, or they can apply through the economic development board before departure. Some of the requirements for this long-stay visa include not being able to enter the Mauritian labour market, and applicants will need to prove that they have enough income from a source outside of Mauritius to remain there.

Why: Mauritius has managed the virus very well and it enables people who do not have it to live a more normal existence. Mauritius has favourable personal tax rates and ... its Mauritius. For Mauritius it means that people with money are coming to their island, and spending foreign currency without affecting the labour market.  Future: With WFH becoming more realistic, island living might appeal to many people who work remotely. Tax havens might start becoming more and more appealing to those who can WFH. 

- BR 

[hyhnorms]

Rich Aunt Aesthetic

Observation: There is a trend on Social media where we are seeing younger women dress more like a 40-year-old rich woman. This term has been coined as the rich aunt Aesthetic. Popular influencers such as Kefilwe Mabote, Sarah Langa, Lerato Kgamanyane and Mhilali Ndamase are seen as the pioneers of this rich aunt aesthetics. 

There are many debates regarding the rich aesthetics that we seeing many people are interested in. Many brands have been kind of pushing the rich Life aesthetic through the use of these influencer and the type of content they produce.

Why: During times of economic uncertainty and financial crisis we see a lot of people gravitating to aspirational/ luxury content and careers. In the 90s at the dawn of a new democracy, we saw many black women finding inspiration from actress such as Janet Hubert who played Aunt Viv on the fresh prince of Bel- Sir who was seen as put together and exuded luxury. Local actress such as Connie Ferguson and Carol Bouwer was seen as the pioneers of rich aunt aestetic.

In recent years many women, specifically millennial woman are trying to attain the rich aunt aesthetic, most of the biggest influencers in the country are known to be producing the rich aunt aesthetic. Brand's such as Country Road, Brutal Fruit, Witchery has been showcasing this rich aunt aesthetics. There has been debate around the rich aunt aesthetic, in a country that is facing a lot of social inequalities the rich aunt aesthetics is adding enormous pressure on young women to achieve the impossible e.g being able to a Louis Vuitton bag by the age of 20.  Women who fall into the rich aunt aesthetic are almost judged, people assume that they are blesse.

Future: So long as the country is faced with social inequalities the country is going to with the class and social issues.  Phrases such as soft life are slowly creeping in and replacing the rich aunt.

-BT

[hyhnorms]

Genderless clothing and merchandising

Observation: Gucci incorporated a MX category in July 2020, including clothing, shoes and accessories. 

Adidas opened a new gender-neutral store in Soho London on 9 October 2020.  Collections will be merchandised by sport, and aesthetic, rather than gender.  The products will still include men’s and women’s sizing.

Why: Businesses are understanding that “People don’t want to be defined by what someone tells them is right for them or isn’t.” Inclusivity and sustainability is particularly important to Gen Z’s 

-CS

[hyhnorms]

Drag Update

Observation: Despite its conservative values, Brasil’s VOGUE magazine is the first to feature not one but two drag queens on their cover this October 2020. Why: Both Pabllo Vittar and Gloria Groove are popular outside the borders of Brasil. Queens are leading the way in MU and fashion, guiding millions of girls ... and boys, on how to create lewks to post on instagram, helping them stand out and be noticed.

Future: More and more. We might start seeing drag artists start becoming hired as lead fashion consultants for major magazines. 

- BR

[hyhnorms]

Business as Usual

Observation: Russian politicians are trying to kill each other, Eastern European Dictators are being protested against, Brexit is about to happen, football fans are up in arms over transfer saga’s, South African companies are posting racially insensitive advertisements, the EFF are petrol bombing said companies, the Taliban are discussing peace talks, and we are seeing big gatherings of people completely flouting mask and elbow guidances. Perhaps the only thing that still lingers in South Africa is the curfew but that is based purely on “getting into trouble” rather than any sort of suggestion of complying.  Why: Worldwide, money is the motivating factor behind driving peoples actions, and the world has not changed that much simply because we all got ill. The politicians that rule the planet have not changed, and it will take something more than C19 to change their ways. African countries have felt the effects of C19 pretty lightly compared to their European and South American counterparts, and it’s starting to sink in that perhaps we are “getting over it?”

Future: There is every chance that C19 will come back and bite us, meaning we will need to go back into lockdown, but many are saying that we have been through the worst and the likelihood of it kicking off again are very low. We should perhaps consider that we are now in the normal again and should stop expecting it to change much, because its not that different.

- BR

[hyhnorms]

Piped Office Sounds

Observation: Over the lockdown period Red Pipe Studios from Sweden have seen a massive growth in their subscribers. They are famous for having recorded numerous office sounds for us to listen to whilst we arent in the office. The Sound of Colleagues has attracted more than a million page views, but Red Pipe are not the only channels doing this with the following pages also having great results, Office Noise Generator and I Miss The Office also doing incredibly well. 

Why: Whilst in the past the sounds of office chairs rolling, overly loud colleagues talking, insane ringtones that havent been silenced (looking at you Denver) and printers annoying, we have emerged a little lonely without those irritations. Audio is a very important aspect to our lives and this kind of sound tricks us into feeling a little more a part of the world.  Future: We might be getting a little more back to normal, but the science of audio is only growing and we will see many bespoke audio designed to “trick us” emerging. 

- BR

[hyhnorms]

Hustle Expands

Observation: The illegal hustles have now be come a part of the lives of “ordinary law abiding citizens” 

Why: Economics: Many have lost their jobs, and need to get a form of income. Support: Alcohol and tobacco producers are losing billions of rands whilst not selling their wares. Many in SA are attempting to keep the economy afloat while supporting local brands, including those that are illegal.  Want/addiction: People want their wine, whisky, tequila and ciggies. Fun/protest: breaking the law while under these harsh conditions is a way that people can protest against what they feel is an unfair restriction on our freedoms. Future: We will see the growth in whatsapp based ordering. Delivery services might be more careful with what they are transporting, as they might be in trouble if caught. New businesses will crop up that will be legal post lockdown.

- BR

[hyhnorms]

Language Revisited

Observation: The following bands all changed their names recently as a result of the BLM movement.  The [Dixie] Chicks Lady A[ntebellum] Dave Lee - [Joey Negro] The [Black] Blessed Madonna [Slaves] Why: Each of these bands had names that worked for them in the context of their lives, but have decided that the harm caused by those names, regardless of their intent, is worse for them than having to rebrand. Future: Language is an important social structure and we will continuously have to revisit language used as we come to understand the power it has. This wont be the last time in history we see names changing for social reasons. 

- BR

[hyhnorms]

What the future of Air travel is going to look like post-Corona

Observations: Just like most things in the world air travel will definitely change post-Covid.  The last flight you take will not be similar to the last one you took pre the pandemic.  

Why: Everything from check-in, airport lounges to boarding to actually sitting on the plane will change. Apart from wearing a facemask, middle seats could be empty on purpose. Cleaning staff will be present on flights and cabin staff will be reduced. Airplane companies have seen a major loss in sales due to the pandemic and will implement policies to try to reduce costs not offering snacks in onboard planes. Companies are going to opt for smaller planes than the bigger ones we are accustomed to. 

Future: Rules and regulations will lessen in sue time however somethings are going to be our new normal health and hygiene hyper awareness will be top of mind for a long time. All public spaces will take health and hygiene as a top priority.

- BT

[hyhnorms]

Are we heading back?

Observation: Ahead of pride month, Calvin Klein has abandoned covid speak and have returned to normal programming with a virtue signalling LGBTQIA+ campaign. Although brands doing this is not unusual, perhaps it is a step back into the normal advertising swing?

Video

Why: CK just like all brands need to sell, and sell based on what they are good at, not necessarily what Covid requires. Future: Eventually advertising will utterly fatigued with disease comms and will head back to the usual messaging. 

- BR

[hyhnorms]

Love in the time of Corona

Observation: Last week we talked about thirst traps, this week we are talking about what happens when the trap catches a fishy? No touching, no face dates. People have started going for shopping dates, where they can see their date and do stuff together, but cant touch or see each others faces.

Why?: People need contact, and will do what they can in order to do that, for those in lockdown who have no one with them or perhaps just need a break from the unreal world we live in by meeting a new person.  Future: The future is terrifying, if we are not allowed to meet, touch, embrace and procreate. 

- BR

[hyhnorms]

Bikinis and Abs gone digital

Observation: Thirst Traps have grown as people find their inner strength to show off themselves however they wish, trapping that thirst like a celebrity. growing numbers of normals and celebs have been posting thirst traps hunting an ego fix

Why: The ability to show ones plumage has often lived in the bars, clubs, and beaches of the globe. But now, in order to get ones ego fix, you need to go digital.  Future: We might live our lives in lockdown, so attracting a partner is going to be a very digital space. 

- BR

[hyhnorms]

Whats next for Communication?

Observation: In a planet that has an invisible danger lurking in wait, everyone is now wearing masks. When we leave our homes we wear masks and everyone else is too. What are they saying? What are the communicating? Are they attractive ... what are we missing by losing out on our facial commuication? Future: children are going to grow up reading eyes much better than we do, and most likely will be able to communicate better too.  Fashion will bring with it masks made for fashion and safety, not just safety. The asian influence on fashion is going to explode even further. Focus on beautiful eye makeup, and eyebrows.

- BR

[hyhnorms]

People are turning to making their restaurant dishes and drinks

Observation: People have started making their favorite restaurant dishes and takeouts. People have started brewing their own alcoholic beverages. Retail chain stores have also started promoting this. Why: A third of the world’s population is on Lockdown due to the Covid-19 pandemic, including South Africa.  South African government has ordered all restaurants to close during the lockdown, in addition they have banned the sale of alcohol.  South Africans were frustrated that they could not have the favorite foods from their favorite restaurants, however they turned their frustration into creativity. Many started creating their favorite meals such as Nandos Peri-Peri chicken meal and Mac Donalds Big Mac. Brands also contributed by encouraging their customers to post their favorite meals they created, the CEO of Mc Donalds South Africa even shared with us how he created his own Big Mac at home. People also started sharing alcohol recipes on how to make pineapple beer was very popular. Pick N Pay also humorously promoted this through creating a display for the ingredients to the pineapple beer.

[hyhnorms]

iMags predicts the future

Observation: Although the mockery it received was well founded. The new Mac Pro now comes with wheels. Which will cost you a cool $700. For context, the new Macbook pro costs $1000.  Why: Apple is rarely wrong about tech predictions and although the cost is insane. It reflects the coming age of portable and remote working. Or at the very least hotdesking.  Future: The future of work, especially now is a lottery. However it might very well entail you needing to bring your own wheels. 

- BR

[hyhnorms]

Belarusian Football League Emerges in the Vacuum

Observation: Despite c19 taking over almost all social events worldwide, the Belarusian football league has seen a massive upsurge in interest as they are the only league still playing football. Dynamo Minsk and all other Belarusian football teams have had major SM spikes

Why: Why they are still playing, is up to their government. Why we are watching, we are bored and many are desperate for any sort of sport to support. Future: As nations exit lockdown and soften their social distancing rules allowing for sport, those team will see a massive increase in interest. People will no doubt adopt Covid teams. 

- BR

[hyhnorms]

Not allowed to Party. Parties

Observation: Upon lockdown suddenly people have been very keen on doing the things they aren't allowed to do, and have never done. It has been reported that there had been higher than normal levels of people at the beach as well as in public spaces.  In this writers apartment building, the neighbours have never ever spoken to each other. This is the scene from the first Saturday in lockdown. On the Sunday with little care for social distancing they had a violin concert from an elderly lady ... who is more susceptible to Covid-19 than anyone else. Why: People are panicking, and reacting strangely. Its to be expected at this extremely traumatic time. People also don't like being told they can't do what they want, and sometimes will rebel.

Future: Perhaps these cross class, and race interactions will give people a new appreciation for who each other are, and might make us a kinder world. - BR