What is Coolnomics®? Pt 1. Where culture meets economics
Introducing Coolnomics®, where we explore how cultural trends and human-centred insights can redefine economic strategy for the 21st century.
Coolnomics® is an economic theory developed by Australian cultural venture firm, Superora® Venture Studio.
This new area of economic exploration bridges the worlds of business, culture, and government, leveraging the commercial potential of the cultural zeitgeist, whilst, very importantly - preserving the organic flow and integrity of culture.
Robyn Wilson, Coolnomics’ lead researcher, developed the theory as a result of 20 years leading large-scale, creative, commercial and public sector projects. It is at the meeting point between those three realms that really big ideas happen.
However, as we all know - that meeting point is also challenging, sticky and complicated. Coolnomics helps demystify the potential of this space through new thinking, education and the execution of tangible ideas that change things for generations to come.
We’re enabling businesses, governments, and cultural leaders to integrate cultural intelligence into their strategies, creating sustainable value that aligns with public sentiment and societal needs.
What is Coolnomics®?
Coolnomics is a refreshing approach to cultural economics.
At its core, it focuses on understanding and harnessing the power of cultural forces – trends, emotional connections, and shared values – that shape consumer decisions and drive market dynamics.
In today’s world, the essence of “cool” is not a mere aesthetic or trend; it’s a reflection of what resonates deeply with people, often embodying collective aspirations, values, and identities.
Coolnomics moves beyond fleeting trends and delves into cultural relevance, social resonance, and the emotional impact of brands and products.
This human-centric, multidisciplinary approach draws on insights from sociology, psychology, and cultural studies to understand the deeper factors that move people.
How Coolnomics® Works
1. Mapping Human Behavior:
Coolnomics systematically tracks behaviours through a cultural and emotional lens, focusing on the “why” behind consumer actions. For example, it explores how environmental crises or social justice movements impact spending, brand loyalty, and market trends.
2. Analysing the Multidisciplinary Societal Context:
Coolnomics examines large-scale societal forces that influence individual and collective decisions. By overlaying these forces – political, environmental, and economic – Coolnomics offers a comprehensive view of market dynamics that considers both personal and collective motivations.
3. Quantifying Emotional Impact:
Emotions like trust, aspiration, and community play a vital role in economic decisions. Coolnomics quantifies these emotions, transforming intangibles into measurable data points that help businesses understand what drives their customers.
It’s an economic framework, research project and global conversation.
Coolnomics invites us to see economics from a new perspective, one that values culture, emotions, and human connection as key economic drivers.
Across the Coolnomics Thinking blog, we’ll delve deeper into the intersections of culture and economics, exploring how this new framework can transform industries, foster authentic engagement, and inspire positive social change.
This month (Jan 2025) we’ll publish our first annual Resonance Report, exploring the cultural and economic trends on the horizon for Sydney in 2025. Keep an eye on our socials for that.
Whether you’re a business leader, policymaker, or culture enthusiast, Coolnomics® offers insights that will help you navigate the future with a deeper understanding of what makes our economy truly thrive.
Want to learn more?
Read the Coolnomics® 101 white paper.
Welcome to this journey—one that values the heart of culture as much as the head of economics.
About the author
Robyn Wilson is the founder of Coolnomics® and a leading researcher in cultural economics. With a focus on the intersection of business strategy, cultural innovation, and public policy, Robyn’s work explores how contemporary cultural trends shape markets and how these insights can be applied for social and environmental good.
