Business, Economics & Work on the Cusp of Seismic Reset, Research from SourceCode and Douglas Rushkoff Concludes
Exacerbated by COVID, 2021 will be dominated by a shift from runaway growth to regenerative models; from Unicorns to Zebras; from capital to competence, and heralds a workforce demanding intrinsic rewards over compensation
SourceCode Communications, a New York-based technology communications agency, today launches the first in a series of TrendSights Reports, Vol 1: Business, Economics & Work. Working with Douglas Rushkoff, media theorist and author of bestseller Team Human, the quarterly SourceCode reports will examine the changing nature of culture, work and society, providing guidance for business leaders navigating them.
The trends identified in this first report point to a year ahead populated by seismic change in the ways consumers engage with brands, and explore the ways in which marketers and business leaders must shift their thinking to deliver against these changing priorities.
“The advent of digital technology changed what it means to be human. Our roles as consumers, workers, voters, parents and sense makers have been fundamentally altered - a process only amplified by this year’s crises, from COVID-19 to racial injustice to election conspiracies,” explains Rebecca Honeyman, co-founder and managing partner at SourceCode.
SourceCode’s first TrendSights Report, Business, Economics & Work, spotlights a shift to sustainability and competence as the primary characteristics of the year ahead. Most impactful for a tech world which has been seemingly dependent on growth at all costs, Rushkoff forecasts that 2021 will see the illusion of infinite, exponential expansion shattered, as businesses are forced towards more regenerative models or circular economies by their own consumers.
Honeyman continues: “We’re seeing a shift from the decades-long focus on runaway growth towards greater sustainability and value creation as consumers become attuned to the employment, economic and environmental catastrophes that digital companies leave in their wake. Some brands such as Grubhub, Seamless and Uber have already had a taste of this but we expect much, much more pressure from consumers next year. While it might be too soon to declare Unicorns extinct, we think we’ll see a new generation of founders eschewing Unicorns for Zebras with revenues rather than investors funding their operations.”
The report also ushers in a return to competence. The dangerous consequences of 40 years of outsourcing were thrown into sharp relief earlier this year by the scarcity of masks and ventilators to combat COVID-19. Although the pendulum had already begun to swing towards competence, this experience has accelerated a shift to hands on value creation; Rushkoff’s work points to a redefinition of wealth from money in the bank to skills and resources.
“The restoration of competence changes the relationship of workers to the value they create and restores autonomy to those who bring the skills to the table. Already in the tech industry we’re seeing programmers demanding a say in how their skills are being employed,” says Douglas Rushkoff.
He continues: “We are at a critical inflection point as a society where we have realized that the way we once did things is no longer the way we should do things moving forward. These TrendSights Reports, and the SourceCode team as a whole are taking these challenging but important concepts and making them clear and actionable for business leaders.”
Almost three years in practice, SourceCode has become part of a formidable group of New York-based technology agencies, most recently being named PRWeek’s 2020 US Outstanding Boutique Agency, one of America's Best PR Agencies 2021 by Forbes, the #10 fastest growing agency by Adweek, and included on PRNEWS’ 2020 list of Top Places to Work in PR. In addition to its enterprise practice, SourceCode also houses consumer and insights/engagement teams, working with clients such as MakeSpace, a tech-enabled, full-service storage company; Kangaroo, a manufacturer of affordable, easy-to-use home security products; and mobile data sensing and smartphone telematics company Cambridge Mobile Telematics (CMT).
SourceCode will be releasing additional reports covering Meaning, Culture and Society, and Narrative and Media throughout 2021. To learn more about SourceCode and download the first TrendSights report, visit www.sourcecodecomms.com/trendsights.
SourceCode staff share their favorite podcasts in honor of International Podcast Day
While the early days of the pandemic were spent binging Netflix, doing puzzles, reading and baking bread, there were also many days spent listening to podcasts. Between staying up to date with the news, hearing new celebrity gossip and simple comedic relief, podcasts have allowed SourceCode team members to stay sane through the last six months. This year on International Podcast Day, the SourceCode Communications staff celebrates by sharing some of the great podcasts they have listened to and ones they would recommend to everyone. See what they had to say:
“Pod Save America, a no bullshit conversation about politics produced and distributed by Crooked Media, is the political podcast for people who aren’t ready to give up or go insane. This podcast has allowed me to stay up-to-date on everything regarding the election and all things politics.” - Briggs Brady, Account Executive
“Three podcasts I love listening to are The Daily, hosted by the NYT that gives a more in-depth look at any current issue, Akimbo, a podcast about our culture and about how we can change it and Oh, Hello: the P’dcast a six-episode podcast from “Oh Hello on Broadway,” it was a great escape in the early days of the pandemic.” - Kristen Stippich, Senior Vice President
“I really like Myths & Legends, a Spotify podcast that takes traditional fairy tales and Greek mythology and discusses them in more detail and with context. It goes into detail about the original Grimm fairy tales that are terrifying and how they became Disney phenomena. They also discuss the Greek myths that aren’t as common knowledge.” - Maddie Graham, Account Coordinator
“I’m obsessed with My Favorite Murder, a weekly true crime comedy podcast hosted by American comedians Karen Kilgariff and Georgia Hardstark.” - Cori Cagide, Senior Account Manager
“Recently I’ve been listening to You Must Remember This, a podcast about the secret and/or forgotten history of Hollywood's first century. This season is about Polly Platt, a really influential Hollywood production designer and movie producer for Peter Bogdonavich, Camerone Crowe, among others. She was the woman behind the camera and got very little credit for what she did.” - Naomi Sabbah, Account Manager
If you’d like to learn more about SourceCode Communications, please drop us a line at hello@sourcecodecomms.com!
SourceCode Helps CMT End Distracted Driving
Cambridge Mobile Telematics (CMT) develops innovative mobile sensing technology and data analytics to improve driving behavior and make roads safer around the world. The company’s smartphone telematics platform measures driving quality, engages drivers, and reduces their risky behavior by 40%. CMT came to SourceCode to help raise awareness for the distracted driving epidemic and create narratives that resonate both nationally and locally. Following a $500MM funding round led by SoftBank, the company also wanted to be positioned as a data-driven expert on distracted driving and auto safety.
WHAT WE DID
The SourceCode team worked closely with CMT to pull proprietary data to develop a campaign highlighting the percentage of distractions that occur on Halloween Day, as well as the top cities for distraction and speeding and the safest cities.
By analyzing dangerous traffic patterns from phone sensors on October 31, 2018, CMT found that speeding increased by an alarming 235% on Halloween, while drivers slamming on brakes increased 178%. Based on this data, cities like The Hamptons, Arlington, Miami, and Park City were deemed most dangerous for Trick-or-Treaters while San Jose, Seattle, Long Beach and Minneapolis were deemed the safest.
RESULTS
The SourceCode team garnered 64+ placements, including major features on Fox Business, People and FOX News and CBS broadcast coverage. This resulted in 39 billion impressions for the company and numerous inbound requests for expert commentary on the data.
Hold the PRess: SourceCode Communications
At SourceCode, near and dear to our hearts is the value of diversity of our team, the way we think, and the experiences we all have. We are also incredibly passionate about doing our role to confront the racial injustice that continues to plague us.
Today, we added our voice to the conversation at the forefront of the PR / communications industry: Hold the PRess, an initiative “calling for action, accountability, and transparency in the Public Relations and Communications industry for Black people.” We strongly value transparency and honesty at the center of every relationship. We prioritize these values with our employees, clients, and partners, and we think it’s imperative that we are transparent with our industry peers.
Our workforce comes from all walks of life – pageant queens and former athletes; parents and non-parents; immigrants; Millennials, Gen Z, and Gen X. We believe bringing different backgrounds and perspectives to the table results in unique ideas and a more creative place to work. We know, like most, our diversity numbers aren’t where they should be and we’re committed to making it better.
Here’s where we stand today:
- 23% of our staff identify as POC; 9% identify as Black
- We lack any racial diversity at the senior leadership level and are working hard to rectify that with our commitments over the next year
- Of our senior team members, 50% identify as POC; 17% identify as Black
- Of our mid-level team members, 14% identify as POC; 14% identify as Black
- Of our entry-level team members, 50% identify as POC; 0% identify as Black
- Looking across our clients, 40% are currently POC-led; 3% are currently Black-led; and 13% are currently women-led
We know what it means to be a leader in the PR and communications industry, and we understand our responsibility to be part of the solution. This movement is not just about donating money or publicly sharing words of solidarity, but rather how we can improve ourselves, our business, and the industry at large. As a team, we have already committed to evaluating our recruiting practices and policies, evolving training programs, and partnering with POC-led businesses to ensure transformational change takes place at SourceCode and beyond.
As leaders we want to do what’s right, and we hope this encourages other agencies to share their own insights and be transparent in support of a solution for all.
Greg Mondshein, SourceCode Communication's Managing Partner, named to PRWeek’s 2020 40 Under 40 List
We’re so proud to share that SourceCode Communications Managing Partner, Greg Mondshein, has been named in PRWeek’s 2020 40 Under 40 list of the "stellar communications pros" "steering the PR industry through its next generation of evolution and disruption."
What has made SourceCode so “formidable,” says M Booth CEO Dale Bornstein, is its mission to inject humanity back into tech communications while leveraging the data of modern PR. That humanity is reflected in the agency itself. With a six-month parental leave, profit-sharing program for all employees and unlimited vacation policy, Mondshein has created a business that aims to improve the lives of its employees. They are also encouraged to volunteer and give back. Mondshein leads by example: He and Honeyman donated $1,500 to the American Civil Liberties Union and agreed to match employee donations.
This 40 Under 40 recognition comes almost one year after Greg was named as a Top 25 Innovator in PR by the Holmes Report in 2019. We would like to thank PRWeek for the recognition and congratulate the other communications professionals recognized who are making a difference in the industry everyday!
You can read the full piece on PRWeek.
Interested in connecting with SourceCode Communications? Please contact us here, we’d love to hear from you.
Jane Names SourceCode Communications as its PR Agency of Record
NEW YORK—July 15, 2020— SourceCode Communications today announced that it has been selected as the communications agency of record for Jane, a Utah-based boutique e-commerce marketplace that provides a platform for small businesses to grow. From the beginning of the partnership in February, SourceCode has been tasked with boosting Jane’s recognition in the e-commerce space, and supporting announcements around notable hirings for the company as well as a planned expansion of the sites’ category offerings. This is Jane’s first agency of record appointed in recent years.
“Given our growth plans as a company and the expansion of our category offerings, we needed a partner with varied experience across the consumer marketplace,” said Meagen Johnson, VP of Marketing at Jane. “SourceCode’s retail know-how and experience in e-commerce, combined with their personal touch throughout the selection process, confirmed that they were the right agency for us.”
Ranked #28 on Utah Business’ 2019 Fast 50 Honorees, Jane is an innovative company taking the retail world by storm. The online boutique marketplace gives small businesses a platform for their products, while helping customers stay on trend and on budget -- both factors which have caused increased interest in the site since the pandemic, as shoppers look to support small businesses without hurting their wallet.
Jane has also been recognized for its work toward social good with its #JaneforGood initiative. The company donated 10,000 masks to the Utah Department of Health, and has donated a portion of the proceeds for every mask sold – so far, more than 1 million masks have been sold on Jane.com since the start of the pandemic. In line with the recent social justice efforts, the company also partnered with one of its sellers to create a tee around Juneteenth. All profits were donated to the Loveland Foundation, an organization committed to showing up for communities of color in unique and powerful ways, with a particular focus on Black women and girls and continuing their efforts to advance social responsibility.
“Jane sits in a unique space right now as a result of the pandemic, with stores closed and shopping only available online – a space Jane has been in for much longer than traditional brick-and-mortar stores who are only now recognizing the power of a digital presence,” said Sara Ajemian, Vice President of Insights & Engagement at SourceCode. “Jane has been able to quickly adapt to meet consumer demand, and, like us, they understand the power of being agile and forward thinking. We’re excited to work with them and introduce the brand to a broader audience.”
SourceCode, founded in 2017, has a legacy of bringing disruptive brands like Everlast and Elvie to the forefront of the retail industry, as well as building strong B2B thought leaders in the space having worked with companies like Blis, Channel Bakers, and Yotpo. The agency has been recognized for its notable work with consumer and B2B clients, taking home best consumer campaign of the year for Everlast Worldwide’s “Be First” Campaign at PRovoke Media's 2020 SABREAwards North America, and coming in second place nationally and fourth globally in PRovoke Media's Global PR Agency Rankings 2020. SourceCode is currently a contender for PRWeek's 2020 US Outstanding Boutique Agency.
SourceCode commits to PR Council’s diversity pledge
As we continue our commitment to making the industry equal, diverse and inclusive, we’ve joined forces with agency leaders and public relations firms by signing The PR Council’s Diversity Action Alliance rooted in “ACTion.” The alliance calls for industry leaders to Adopt best practices, Champion cause, and Track progress.
By signing this commitment, we agree to share key representation metrics that will help push our industry forward and maintain transparency in our business efforts. We are proud to contribute to the larger initiatives of the Diversity Action Alliance and help create objectives to support the goal of reflecting diversity in the US by 2025.
While this is only one step we can take as an agency to push the needle forward within our industry, we are committed to continue doing our part and becoming involved in all the ways available to us. You can read more about the PR Council’s coalition here.
Creating A Workplace Culture While Working From Home
COVID-19 has certainly stressed many companies’ policies and procedures, and as a company founded on flexibility, we have really leaned into our support of employees working wherever they feel most creative, and most secure during this turbulent time. We’ve all done our best to adapt to the changes COVID-19 brought to our day-to-day activities, both personally and professionally. However, knowing stress levels were increasing, people were feeling isolated, and burnout was beginning, we realized our increasing responsibility to keep morale high and make sure everyone at SourceCode still felt connected. Throughout the last few weeks and months of remote working we’ve focused heavily on team building activities, open dialogue, and supporting employee wellness.
With remote working, team members lose the chance to bump into each other and strike up conversations naturally. We implemented our own best practices to intentionally connect throughout the day and have added weekly team-building activities for employees to participate in. We launched a number of Slack channels (#TBT and #OOTD), have shown off our new “office” mates (kids, pets, roommates, partners, spouses, you name it!), hosted trivia happy hours, celebrated the secret chefs of SourceCode, and even learned TikTok dances. In the time of social distancing, initiatives like these have helped us all feel a bit more connected and helped to ensure that, although the world is changing, we are here for each other.
Managing a distributed workforce is undeniably different from managing a concentrated one. Effective and open communication is absolutely crucial for a remote team. Tools like Slack and Google Hangouts have been integral to SourceCode, before and during the pandemic, to ensure timely, productive communication. Providing a deep level of transparency across the business has fortunately been ingrained into our ethos pre-COVID. To help keep employees feeling informed while remote, we have hosted weekly all-team town hall meetings as an opportunity to share company news, client updates, give shout-outs, and allow employees to ask questions.
We also understand that disruptions to routines can bring on strain and anxiety, and stressful times like these are precisely when people need wellness practices the most. We’ve ensured employees have access to resources to help take care of their mental health and physical wellness. From investing in corporate wellness benefit platform, Gympass, to surfacing free resources available such as online counseling platform, Talkspace, and Peloton Digital for on-demand fitness classes, and even encouraging PTO time, we are committed to talking about, and supporting employee wellness and work life balance.
We are in a time where uncertainty lingers on everyone’s minds. There are endless options for remote team building activities, but the key is to find or develop initiatives that will be most effective and appreciated by your team. The team building activities introduced during quarantine have reinforced our company culture, helping to build a sense of camaraderie during these difficult times.
How SourceCode helped Blis build US credibility in the location data market
Blis, a UK-based data location provider that maps human behavior to help brands understand, reach, and engage consumers, came to SourceCode with the goal of building credibility and brand awareness in an oversaturated location data market. SourceCode was tasked with highlighting Blis’ global insight capabilities and establishing the company as a dominant US player.
WHAT WE DID
SourceCode established a PR program centered around media relations through data-driven storytelling. With no access to Blis’ internal data scientists or analysts, SourceCode had to find creative ways to elevate the company’s messaging while continuing to highlight executives in an ever-changing news cycle. SourceCode turned to consumer surveys as a way to outsource data about the industry on a quarterly basis. The goal was to position Blis as a trusted advisor in the marketing and advertising industry, as well as key trade verticals including retail, travel, automotive, and food and beverage sectors that would ultimately drive sales and traffic to the website.
SourceCode conducted market research to uncover retail trends so when considering consumer data within retail, it was imperative that Blis look at traditional brick and mortar shifts highlighting the importance of a seamless omnichannel experience and how DTC brands were making headway in the industry that was ripe for major disruption. When it came to QSR competition, SourceCode advised Blis to track footfall in major QSR chains as an opportunity to highlight the expected growth of the industry globally. The consumer surveys led to quarterly whitepapers and seasonal infographics providing visual content to fuel earned and owned media.
RESULTS
Within the first two months of working with Blis, SourceCode increased the company’s share of voice from 3% to 55%, an amazing 1,733% boost. The strategy generated 75 earned pieces of coverage with exposure to more than 130MM unique visitors. Additionally, Blis saw 450+ content downloads and $250,000+ in new RFP opportunities.
METRICS
1733% SOV increase in six months
75 pieces of coverage
15 media/executive briefings
450+ content downloads
$250,000+ in new RFP opportunities
What We’re Reading: SourceCode Version
Due to COVID-19, summer plans have been halted for almost everyone. In addition to managing work, rethinking childcare, and processing what’s going on, many people have also had more time on their hands to take on new projects, read new books or even learn new skills.
Ahead of Memorial Day weekend, our team has compiled a list of book recommendations to read this summer that range from fiction and memoirs to short stories that can take your mind off of the stress of everyday life. No matter what your plan for the long weekend is, here are a few books we recommend:
The Dutch House by Ann Patchett
Set over the course of five decades, The Dutch House is a dark tale about two smart people who cannot overcome their past. The story is told by Cyril’s son Danny, as he and his older sister, the brilliantly acerbic and self-assured Maeve, are exiled from the house where they grew up by their stepmother.
“After a friend recommended the book, I started reading it and was immediately drawn to the characters and storytelling. But then, I found out Tom Hanks narrated it on Audible and picked up listening to the book and fell even more in love!” - Cori Cagide, Senior Account Manager
Goodbye to All That: Writers on Loving and Leaving New York by Sari Botton
In this captivating collection, 28 writers take up Joan Didion's literary legacy - an essay called Goodbye to All That, a work of such candid and penetrating prose that it soon became the gold standard for personal essays - by sharing their own New York stories.
“If you are a NYC lover like me, this is an absolute must read. It's based on Joan Didion's prolific personal essay from 1967 called Goodbye to All That, detailing her story of loving and leaving New York. In this book, 28 writers share their own New York stories through this bundle of essays, and it's really touching and beautifully written. One writer wrote about New York: "I noticed that you could cry in public and people carefully ignored you-not maliciously, but because it’s understood that privacy is in short supply."
As someone who has lived here for 6 years and has been through it all with this city - the best nights of my life filled with dancing and laughter and good wine, to the days crying in the middle of the street after a tough conversation, to meeting strangers that change everything and become people you don't know how you ever lived without, etc., this book nailed the true love story that is at the heart of this city for those who have lived here and adored it.” - Allie Novak, Senior Media Strategist
My Brilliant Friend by Elena Ferrante
A modern masterpiece from one of Italy's most acclaimed authors, My Brilliant Friend is a rich, intense and generous hearted story about two friends, Elena and Lila.
“If you’re looking for a lazy summer read that transports you somewhere outside of your house (and off your couch), quarantine might be the perfect time to finally tackle Elena Ferrante’s Neapolitan Novels. Translated from her native Italian and taking place in her hometown of Naples, the series follows the complicated friendship of two women over the course of fifty years.
The books are hefty - all together, the four books clock in around 1500 pages - and they’re slow moving in a poetic kind of way, but what else are you doing? Bonus: the first two books were recently adapted into an HBO series that gives you all of the Italian landscape shots you need to get you through a sheltered-in-place summer.” - Naomi Sabbah, Senior Account Executive
The Island at the Center of the World by Russel Shorto
Drawing on this remarkable archive, Russell Shorto has created a gripping narrative–a story of global sweep centered on a wilderness called Manhattan–that transforms our understanding of early America. The Island at the Center of the World uncovers a lost world and offers a surprising new perspective on our own.
“For anyone looking for perspective on our current situation this story charts the forgotten (or previously hidden) Dutch origins and history of Manhattan and is a good reminder that New York has been through a lot and has always overcome challenges.” - Becky Honeyman, Managing Partner
Team Human by Douglas Rushkoff
Team Human is a manifesto—a fiery distillation of preeminent digital theorist Douglas Rushkoff’s most urgent thoughts on civilization and human nature. In one hundred lean and incisive statements, he argues that we are essentially social creatures, and that we achieve our greatest aspirations when we work together—not as individuals.
“For tech lovers thinking about all the changes that might be accelerated as a result of COVID, Team Human is a manifesto of how we rebuild and reframe our community with tech bringing us together rather than dividing us.” - Becky Honeyman, Managing Partner
In a Sunburned Country by Bill Bryson
In A Sunburned Country is Bill Bryson’s report on Australia, the country that doubles as a continent, and a place with the friendliest inhabitants, the hottest, driest weather, and the most peculiar and lethal wildlife to be found on the planet.
“I found this story hysterical and the way Bryson describes his travels in Australia is so fun to read at a time when we’re all at home an