The familiarity of Starbucks is designed to sustain your routines anywhere, rather than shelter you from strangeness. If Starbucks is your home, every local environment is a foreign zone. You are not particularly intimidated by the foreign (at some level, there is no such thing as “foreign” anymore), but aren’t particularly tempted to engage it either. Starbucks has more in common with the global network of American military bases than it does with civilian cultural outposts of Americanization. Geography matters less than whether you are on base or off base.
This is brilliant. The example of Starbucks as an example of functional familiarity is perfect for anyone who has ever freelanced in an urban environment, but the article itself offers so much more.
This piece looks at the behavioural frameworks that we develop around our lives and work, and how that translates into our interaction with the world on the whole.
Design your campaigns and materials for integration into existing routines, for this feeling of functional familiarity. Something to think about.