Cultural Innovation: Preserving the Past
As the CEO and founder of Buoyant, I envisioned a marketing agency that went beyond conventional practices. I wanted to create a space where untold stories could be understood, amplified, and ultimately contribute to real systemic change.
Over the past ten years, the insights we’ve gained from telling hundreds of impactful stories from many different perspectives have led us to a uniquely Buoyant discovery: an approach to storytelling that is rooted in cultural innovation.
What is Cultural Innovation?
The way we define cultural innovation blends the preservation of culture (past tradition) with the drive for innovation (future progress). It involves building upon existing knowledge and experiences from varying cultural perspectives that are often hidden in plain view, while pushing the boundaries of what's possible. By developing frameworks, tools and ideas that harness this interplay, we create narratives that lift up and respect the authenticity of diverse communities while infusing them with fresh ideas and perspectives.
The Problem with Innovation
In many cultures, the word “innovation” does not exist. A professor at the University of Botswana, Dr. Pierce Gordon, launched a research project to find out what created this cultural variance. He discovered, “The reason why the term is so difficult to translate, is because Botswana don’t train to innovate, they train to preserve. In this, tradition is seen as authentic. If something is innovated, it won’t be as authentic, and thus won’t be as valuable.”
History is full of stories depicting communities stripped of their cultural heritage and practices. In their eyes, the word “innovation” often means the removal of cultural identity. This forced form of transformation not only destroys generational and legacy practices but also attacks the principles and pride needed to power progressive, resilient communities. “Innovation” is perceived as the problem. Thus, “preservation” becomes the natural solution.
Leading with Cultural Innovation
By approaching storytelling through a cultural innovation lens, we examine the past with utmost respect for diverse perspectives. We help progress social and systems change while valuing and protecting cultural traditions, ensuring that no aspect of community identity is compromised. We listen first to diverse voices for wisdom, while exploring the cultural context needed to broaden the conversation and foster greater understanding.
