Question: What is this expression Popanthropology all about? 

PopAnthropology is a term coined by THIRSTY-FISH to describe the growing influence of popular culture on our everyday lives. The brands we choose to interact with or consume speak growing volumes about who we are, and who we aspire to be. Just consider what buying from Mercedes Benz, Whole Foods, or IKEA says about a person? Brands are increasingly a short-hand for expressing our values and desired identity to the world.

Schooled in anthropology, here at THIRSTY-FISH, we look at this growing phenomenon in a value-neutral way. It’s not good or bad - it just is what it is. From this vantage point, we are free to explore and look for ways to make these branded experiences more beneficial/meaningful to people around the world. That’s what Innovation is all about - finding a way to make things better. Furthermore, the universal principles of culture can become a beacon for architecting these new interactions. One of the goals at THIRSTY-FISH is to popularize well-established anthropological concepts — e.g. rituals, icons, and myths — as they apply to a business and organizational environment.

Curious to learn more? Explore our site, and be sure to visit our blog PopAnthropology, which chronologs our evolving thoughts on the business of culture creation.