The Newsletter | Edition 117

Illustrations by Shengxuan Hu

With the buzz around “third places”—social surroundings outside of the home and workplace—brands may find themselves eager to be a part of the conversation. But would the commercial nature of businesses present an inherent clash against the very idea of a third place? Is there another way for brands and businesses to tackle the core issue: a yearning for connection? And, importantly, is it sometimes better for companies to sit out on a cultural moment?

1. Trek through the unseen, from Matthew Li

2. Make moments last, from Abibatou Diallo

3. Harmonize with your ecosystem, from Kiki Pham

YOUR STEPS MATTER

from Matthew Li

TL;DR

We can’t create community. What we can do is recognize how our surroundings inform the conditions for community.

Why It Matters

How? Take a walk. Longtime friends might remember SYLVAIN’s cultural safaris, which we called Untether, where we took our strategy to the streets to explore, hands-on, the quotidian lifestyles of our clients’ target demographic. We planned excursions through New York City, roleplaying as our clients’ consumers and interacting real-time with the same products, places, and experiences they would. Taking a walk can support novel ideation, center a moment of respite in our day, and challenge us to strip our everyday relationships from our surroundings to experience the psychological influence of our context, à la the Situationist dérive.

When you’re outside, notice when the sidewalk narrows and the cars drive too fast, when there aren’t enough trees to offer you shade, or maybe when the buildings become so dense they blot out the sky. Recognize the psychic arenas you’re playing in when the geography draws you back into your habitual environs. When you’re done considering a space for its utility and its metrics, remove your desire to define it by its function. How does it exist in its context, physically, psychologically, digitally?

Similarly, our brands and businesses might be as inviting, magnetic, and warm as possible, but if what’s adjacent is hostile, inconvenient, or discourages a path towards us, our gravitational pull is mitigated. A thorough ‘trek’ through the metaphorical cultural expanse encompassing your brand may help you recenter perspective and recognize barriers to community-building.

One thing you can do right now

Play the part of the pedestrian.

Crossroads to go down

• Explore the semantic landscape. Try out this discovery engine.

• Drift away for a bit. Drop your usual reasons to move and play one of these psychogeographical games the next time you meander.

• Follow your intentions. Use your phone as a psychic interpreter of your environment.

EVERYTIME WE TOUCH

from Abibatou Diallo

TL;DR

The power of third places lies in their ability to help us create meaningful memories through repetition, becoming a subconscious haven for finding belonging.

Why It Matters

My go-to third place is karaoke. My friends and I go often to catch up, blow off steam, and sing our hearts out to artists like Beyoncé or Nicki. Even though the karaoke machines never seem to work properly—always skipping songs and causing chaos—we keep going back. It’s definitely not as fancy as the latest IG pop-up, but there's just something about this specific spot that pulls us in. It holds more power than any fleeting pop-up ever could: memory-making power.

Memories are created through repetition and emotional connection. Our brain forms pathways that get more familiar each time we see the same faces and revisit the same places, like streams of water that eventually turn into well-established riverbeds. For these reasons, the best third places are stable, reliable spots that we can revisit two, three, or even ten years down the line. Even if that space is gone, the memories still travel with you.

Memories create meaningful connections that can be a lifeline for people who are looking for community. More than that, they are powerful tools for brands that want to be remembered. So, how can brands prioritize lasting memories over momentary hype?

One thing you can do right now

Look at your event calendar: are there any “one-hit wonder” events you can turn into repeat hit makers?

Sources of inspiration

What are other ways that third places are tapping into repetition and emotional connection?

• By finding their beat together. Running clubs, like The Slow AF Run Club, create lasting memories through the repetitive act of meeting weekly to achieve your goals. Some find friends—or even find love—among the familiar faces. Brands are jumping in by co-sponsoring their own clubs!

• By nerding out. Saika Cafe, a culture club and cafe, organizes weekly gatherings centered around sharing niche interests freely and meeting new people.

• By letting AI spark real encounters. The 222 Club is an AI-driven social platform that pulls Gen Z out of their virtual worlds and into in-person events, where participants who have never met before engage in organic interactions and create memorable experiences.

AROUND THE WATERING HOLE

from Kiki Pham

TL;DR

It takes the nurturing of an entire ecosystem to make connections blossom.

Why It Matters

In the heat of the savannah, a surprising discovery challenges conventional wisdom: water sources do not always lead to abundant plant life. When water collects, it influences soil, affecting plant growth. Herbivores flock to drink and feed on plants, impacting their survival. All our natural dynamics are intertwined in ways like this.

Yet, some brands fall into the trap of the 'spigot approach,' believing that simply providing water will lead to flourishing: they turn resources on when they have money and off when they don't. Just as water alone does not guarantee abundant plant life, a single initiative is not enough to ensure lasting vitality. Plants need factors that are both biotic—living parts like animals or other organisms—and abiotic—nonliving elements such as rocks, temperature, or humidity. Similarly, brands who want to foster a third place will not thrive on a narrow-minded vision, but rather a biome of interconnected genuine relationships, shared feelings, and robust resources.

Fun fact: Sometimes, plant life can actually benefit from herbivores as these animals keep dominant plant species away, thus allowing more biodiversity. Existing in harmony with your ecosystem can lead to long-term success, even if it means broadening your field and embracing certain risks.

One thing you can do right now

Audit the biotic and abiotic elements of your ecosystem.

To build an ecosystem

• Follow the water truce. At the watering hole all animals are equal, requiring the nourishment of water to survive. Like the water source connecting prey and predator, third places solidify our understanding of our common humanness. Remember, you’re existing in a point of peace where cohabitants do not want to be disturbed with aggressive marketing.

• Learn the social determinants of health. These are the conditions in our living environment that affect health and quality of life. Does your third space address community needs such as access to healthy food, social interaction, and collective well-being? Can your existence promote a better environment on multiple levels?

• Foster symbiotic relationships. It takes a village of mutually beneficial relationships to build success. This involves not just your customers, but your team members as well. Putting collaboration, support, and resource sharing at the forefront of your priorities can help recenter your direction.

Progress Report is dedicated to providing inspiration for action. This biweekly newsletter explores business and cultural topics in real-time, with information and action steps on how to make progress now.

SYLVAIN is a strategy and design consultancy that provokes progress for companies, people and society at large.