SQWAD
WHY over-representation is the new representation.
SQWAD is Word on the Curb's 10k+ active community of Gen-Z & Millennial collaborators who feed into insights and co-design creative briefs. Sqwad is purposefully over-represented with individuals from minority groups to challenge the dynamics of representation.
Reciprocity,
equity &
engagement.
Because we advocate for the interests of the misrepresented, we've cultivated a loyal and engaged cohort who are willing to open up their lives to us in the most unique ways, giving us unique access to their world.
how SQWAD works
1
We provide safe spaces and access to exclusive opportunities for our community.
2
We establish & nurture a relationship built on trust, rapport & community engagement.
3
Our SQWAD open up their lives to us in various formats:
SURVEYS
&
POLLING
VIDEO SNAPS & DIARY ENTries
Consumer insight workshops & interviews
user generated content
the dangers of misrepresentation
the dangers of misrepresentation
The market research and creative industries have traditionally done the bare minimum when it comes to the representation of marginalised groups. It is a tick box tick box exercise that creates a climate for misrepresentation to be propagated.
​
Misrepresentation produces inauthentic & inarticulate research & creative work that misses the mark, in turn, creating dangerously tone-deaf understanding & presentation of minority groups. This leads to disharmony, distrust and disengagement with brands, products and services. That's exactly why we created the Sqwad.