We want to look at keywords that stand out in the industry around products, brands, and media and unpack the disconnect in meaning between individuals and companies. We think of these as ‘dirty words’, whose original meaning has been modified by cultural shifts.

As the concept behind a ‘dirty word’ proliferates, it gathers cultural baggage and becomes increasingly narrow in definition. The intention is not to reach an objective definition of each ‘dirty word’ but to explore concepts and (hopefully) build a foundation for discussion.

Issue 1 looks at ‘Exclusivity’, a concept that has permeated every aspect of contemporary consumer culture and has become synonymous with hype, engagement, and business models. We want to understand what does ‘Exclusivity’ mean in a time where every product is a limited edition, every interaction is ephemeral and every event is VIP?