The word 'icon' has never stood still. At every stage it was a process of change, never a fixed point. And now, we believe it is moving again.
To understand this shift, GentleForces surveyed 3,000 consumers across the US and UK (with research partner Walr) and interviewed leading cultural figures. What emerged was a new generation rethinking, breaking and flat-out rejecting the rules of the past. They've burnt the old playbook. So we've made a new one.
Icons in Flux is a definitive cultural study mapping the forces and behaviours that transform a brand into an icon for a new generation.
GentleForces is an independent, interdisciplinary creative practice shaping what’s next. Driven by a core philosophy to Always See It Different, the practice delivers transformational growth through invention, reinvention, and evolution.
The word 'icon' has never stood still. At every stage it was a process of change, never a fixed point. And now, we believe it is moving again.
To understand this shift, GentleForces surveyed 3,000 consumers across the US and UK (with research partner Walr) and interviewed leading cultural figures. What emerged was a new generation rethinking, breaking and flat-out rejecting the rules of the past. They've burnt the old playbook. So we've made a new one.
Icons in Flux is a definitive cultural study mapping the forces and behaviours that transform a brand into an icon for a new generation.
GentleForces is an independent, interdisciplinary creative practice shaping what’s next. Driven by a core philosophy to Always See It Different, the practice delivers transformational growth through invention, reinvention, and evolution.
