Perspective
Methods and Approaches
The RDE code trajectory
Space Doctors
– May 27, 2025
The RDE code trajectory was developed by Space Doctors co-founder Malcolm Evans and is used by brands and organisations across the world to anticipate and adapt to cultural change. It enables brands to understand the deeper patterns of cultural evolution that drive consumer behaviour and brand value.
How it works
The framework organises cultural meaning across three simultaneous states: Residual codes (dated but persistent), Dominant codes (mainstream and established), and Emergent codes (disruptive and gaining traction). Uniquely, it recognises that these cultural codes coexist and interact, creating strategic opportunities for brands to navigate.
Why It’s Valuable:
- Anticipate cultural shifts: Understand how meanings evolve and take early advantage.
- Navigate culture strategically: Identify codes that align with brand equity and objectives, revealing opportunities for differentiation, growth and cultural leadership.
- Create cultural value: Shape rather than respond to cultural change.
How the Code Trajectory Works
| Code Type | Definition | Business Benefits | Key Risks |
|---|---|---|---|
| Residual | Dated cultural codes that persist despite decline | Heritage leverage, nostalgia marketing, differentiation through less crowded space, re-energization potential | Decline trajectory, consumer distancing, outdated perception, limited growth potential |
| Dominant | Mainstream cultural codes that are widely accepted | Market scale, consumer familiarity, proven demand, efficiency, risk mitigation | Commoditization, margin pressure, lack of differentiation, saturation risk |
| Emergent | Disruptive cultural codes beginning to gain traction | First-mover advantage, premium positioning, cultural leadership, differentiation, future growth | Adoption uncertainty, extended timelines, education costs, execution risk |
