Decoding the D word

By Shabana Ebrahem

‘Disruption’ is the buzzword of our times – but how has it evolved, and what does it mean for brands and entrepreneurs as they look ahead? Trend Forecaster and We Do Urban Founder Shabana Ebrahem examines the changing culture of disruption.

Evolving disruption

Disruption, or ‘disruptive innovation’, is a dominant term in business today. But what does it really mean, and how does it apply to today’s context?

Harvard Professor Clayton Christensen put disruption on the map in the mid-nineties to mark innovations that would drive value from the bottom of the market (i.e. low cost, highly accessible, scalable ideas) and interrupt established processes – which up to that point were largely defined by big corporates.

But the line between transformative thinking and disruption has blurred over time, with Christensen once stating: “I just didn’t realise how that would create such a wide misapplication of the word ‘disruption’ into things that I never meant it to be applied to.”

For example, Uber and Tesla may be considered game changers by many, but purists argue that these are not disruptors in the ‘true’ sense as they didn’t enter at the lower end of the market (in Uber’s case, innovating from an existing platform where the infrastructure was already in place). Amazon, Airbnb and Netflix, however, pioneered disruption into the online retail, accommodation and video-streaming markets, more closely matching Christensen’s definition.

‘Today, disruption has evolved from its origins. It is baked into the culture of entrepreneurialism and is commonly used to reference innovative ideas, trends and new concepts. ’

Today, disruption has evolved from its origins. It is baked into the culture of entrepreneurialism and is commonly used to reference innovative ideas, trends and new concepts. Fast-scaling start-ups with social influence and strong traction are likely to be referenced as disruptors even if they don’t match the classic definition. So, what is the scope for this new age of disruption?

Subtle shifts are indicators of change

As a commercial Trend Forecaster and Cultural Strategist, I work extensively with brands across the global health, beauty, retail and consumer lifestyle landscape; interpreting cultural shifts, identifying trends and navigating ideas that shape the present and future.

As market watchers know, the signs of change typically surface long before they hit mainstream consciousness, but may not be entirely obvious or neatly defined. They are hidden within the dynamic layers of culture; a myriad of ‘codes’ surfacing across our daily on- and offline lives. From product packaging and billboards, to street art, popular culture and tech.

During a trend session I ran for clients in London (pre-pandemic), we spotted a street art mural in Camden by TikTok (pictured) promoting the 2020 Brit Awards. TikTok is a digital-first brand, but skilfully used the physical environment to channel the brand message in keeping with local tastes and influences.

As concepts, trends and innovations emerge in the marketplace, they won’t always shout ‘new’ or ‘disruptive’ at first. But when viewed as part of a wider ecosystem, these ideas can collectively indicate a direction, opportunity, or even highlight the needs of missed audiences.

For example, brands such as Epara, Maude and Five Dot Botanics are meeting the demand for ethics, inclusion and breaking taboos in wellness and beauty. Meanwhile, the meal-kit sector is booming – from brands like Gousto and plantpowered Purple Carrot, to Halal Fresh tailored for Muslim audiences.

The new age of disruption: towards a more inclusive culture

Some of the most exciting disruption right now is coming from underrepresented founders who play a vital role in bringing essential products and services to overlooked and missed audiences. Yet it’s well reported that they too easily slip through the net when it comes to major funding streams. The knock-on effect of this is a missed opportunity of serving diverse audiences.

The black and minority-owned space is brimming with brands bringing disruptive ideas to market. Nubian Skin redefines skin-tone bias in the underwear sector (a recent partnership with London’s TFL network enabled a city-wide outdoor campaign which raised the brand’s visibility). Play Tone’s street-style fitness (pictured) is bringing roller skating, hula hooping and playful vibes to studios (and living rooms) across the UK. Both Kohl Kreatives and Grace Beauty have spotlighted disability needs in beauty, while Travaxy launched last year to provide an accessible travel booking platform for people with disabilities.

Businesses built on strong cultural foundations are making essential contributions in providing products and services to ‘inclusive’ audiences and disrupting where it’s most needed. If we want to foster a healthier culture and continued disruption, investment circles must fully embrace cultural inclusion into the process.

There are many businesses that won’t fall into Christensen’s narrow ‘disruptor’ profile that are still innovating in a unique or less well-served space, or simply creating change and shaping a worthwhile future for themselves and the communities they serve. Maybe yours is one of them. I encourage you to consider how disruption might look through a gentler lens: approach the market with purpose over speed, while scanning environments to spot opportunities, and examine the timing of your activities. Small, subtle shifts are what often lead to those big disruptive ideas.