Welcome To ConTExt.
When we launched the first ConTExt report, we asked the world a simple but loaded question: “What is cool?” The answers came from everywhere – our network of creatives, entrepreneurs, and everyday culture enthusiasts. Some said originality. Some said authenticity. Others pointed to self-expression, to innovation, to knowing your origins and expanding on them. Put together, the responses revealed something bigger: cool isn’t one thing. It’s an ecosystem.
But here’s the thing: the ecosystem is shifting. Who gets to be seen? Who gets to shape the narrative? Who gets to benefit from the community that built the culture before it even hit the timeline?
That’s where this Substack comes in. ConTExt is moving from a one-time culture report to an ongoing cultural practice. A feed that doesn’t just scan the surface but digs at the tensions underneath. We’re here to track the signals, dissect the contradictions, and name the patterns before they calcify.
Because culture needs more than just coverage: it needs ConTExt.
What You’ll See Here
The in-between spaces of culture. Connecting the dots and making sense of the messiness. Some posts will read like essays. Others like signals or frameworks. Sometimes sharp, sometimes exploratory. Sometimes musings (we love to wax poetic every so often.) But always in conversation with the culture we live in and the culture we’re building toward.
Why This Matters
In a world that oftentimes likes to skip past the nuance, we’re here to put it front and center. Thought leadership that’s not sanitized. Provocations that are rooted in something real. That’s the lane ConTExt wants to hold.
And we’re glad you’re here with us.