History
Since homosapiens began to stand up straight they started developing a portion of the brain called the neocortex. Storytelling originated from this neurologic zone in our brains and helped us make sense of ourselves and the world. Our motivation to tell stories continued to carry through the times, through prehistoric paintings, myths, and maps, among others. These concepts were studied by Plato and Carl Young who believed in the observable expression of archetypes, our minds and psyches recognize universal patterns in archetypal representations, and these archetypes help to reduce ambiguity and assist our brains in making meaning out of patterns.
Comics started embodying this process by offering an insightful look into everyday life through the use of satire and comedy. Marvel, since its beginning as Timely Comics in the 1940s created Captain America to generate a patriotic superhero to inspire people through chaotic times in the United States. From there on comics like Black Panther and Miss Marvel. Marvel creatives continue to tell the story of the times with films that literally would launch them to another stratosphere of Superhero success. This captured the attention of Disney who acquired them in 2009 as “Both companies have their roots in great storytelling and innovative artistry.”
Current State
Marvel could not have journeyed from Bankruptcy to a Billion-dollar entertainment franchise, without their devoted fans. The Marvel Fandom is wide-ranging, however, the core fanbase is composed of 25% Gen X, 40% of lennials, and 9% of Gen With culture at the core of the Marvel Legacy, the lack of resonance with the future generation is alarming. Gen Z, are individuals who are skeptical truth seekers who nurture intentional narratives. Though they are optimistic, they view the world pragmatically and believe They believe themselves to be independent yet appreciate relatability through social initiatives and entrepreneurial activities. Lacking resonance with societal values, Marvel along with the entertainment industry risks disengagement with the younger generations, as they are the least engaged demographic. These individuals we called ‘The Agents of Change’.They value diverse perspectives and bold autonomy. They feel accountable for normalizing vulnerability by providing a safe space for all.
The world is changing at a rapid pace. With the advent of new technologies, the re-emergence of pandemics, and the seemingly endless cultural conflicts, Marvel’s superhero stamina and stability is in jeopardy in the next 10 years. Marvel’s success to date, is based on the resilience of their storytelling and their careful connections with current culture.
They have survived censorship and have risen up to tell stories that reflect the lives of real people through a superhero lens.As Marvel moves into the next tens years of storytelling, they are building off of an already very complex system of narratives that, to fans, has begun to shatter.
There is a lack of continuity of character arcs and connection to an overarching narrative. This is apparent in Marvel’s recent movie, Doctor Strange in the Multiverse of Madness, in which WandaVision does not directly connect with the events of the movie leaving fans feeling frustrated and confused. Marvel’s character archetypes have also become more one-dimensional and less sophisticated - audiences are no longer able to see themselves within the narrative. Marvel is more focused on telling heavily plot-driven narratives and showing entertaining theatrical moments rather than investing in true character development.
For example, Wanda in Dr. Strange in The Multiverse of Madness is portrayed as a one-dimensional motherly saint.
And while Marvel is addressing diversity and cross-cultural issues, they are not doing so with clear and intentional authenticity. It’s as if Marvel is simply ticking the inclusivity box on a chart and is making feeble attempts at issues that are complex and nuanced. As Marvel continues to base their narratives and storytelling on the evergreen and immortal Hero’s Journey, the nuance, context, and relevance of this formulaic structure must evolve with the times. It is the holistic appreciation of context that drives an authentic and mythic story.
As culture evolves we need new perspectives on how to survive and move forward in the world. In current times, survival and evolution are vastly different than it was.
Meanwhile, on the other side of the US, there had been a lot of changes in storytelling. Sailor Moon, which was popuwithr to both female and male audiences, twisted the cliche of little witches - all female leads and faces not only bright but also dark aspects of magical worlds.
It motivated creators / to get out of conventions and was spread out globally, which began to challenge Marvel. The challenger is found in the popularity of other forms of storytelling - namely Manga. GenZ’s awareness about Manga is at 96%.
Future
Embarking upon a heroic journey, Marvel has the opportunity to lead culture into the next decade and sustain their massive success through 2032. Marvel needs a new mentality - one the allows us to evolve through storytelling into the next decade. Expanding the unknown universe to connect worlds. In repositioning Marvel, we look to shift. We are moving Marvel From simply Entertaining audiences to Enlightening audiences.
We are moving Marvel from only character development to character building in communities and
Marvel is moving from Hero to Heroic. Bringing forth into the world, new ways of authentically moving forward with culture.
This intention of infusing Marvel’s brand with cultural dialogue and diversity prompted the founding of the Marvel Comics Multiverse.
Through the revelation of alternative realities and diverse perspectives. The Marvel Comics Universe, or MCM, will reposition Marvel Comics through the promotion of diverse genres, cultural perspectives, and creative stars from around the globe
The Marvel Comic Multiverse will provide exposure and access to comics of different styles and cultures such as manga, bande dessineés and webtoon. Thee MCM will exist as a virtual platform and multimedia streaming channel .. accessible through through Disney +, Marvel Unlimited, and Marvel.com. Users will transport themselves into an augmented classroom beyond the stars. Xavier Institute will live in the home page of Disney+ where Agents of Change can learn and develop their own superpowers. Students will also get a look into Marvel’s method of storytelling through documentaries providing insights by the creatives behind Marvel’s legacy stories. Building on the storytelling knowledge obtained from the Xavier institute,
Marvel offers the Stan Lee Fan Fiction Fellowship! The Stan Lee Fan Fiction Fellowship will lead creative minds into the realms of new multiverses of comics and storytelling narratives. This journey will start with a competition that will challenge current storytelling methods - such as The Hero’s Journey - and bring forward stories that better resonate with the times and culture. Winners will also have the opportunity to participate in Marvel mentorships, as well as earn scholarships to pursue higher education in the entertainment industries. Introducing Marvel Mentality. For almost a century, Marvel has told stories of extraordinary characters overcoming impossible odds, but now Marvel can leverage their powerful platform to encourage and demonstrate that taking care of oneself and others is heroic.
With Marvel’s great power, they they also are taking great responsibility in the implementation of this health initiative.
Superhero stories have been utilized in evidence-based therapy methods, and Marvel’s stories have inspired heroic actions around societal and personal struggles and stigmas.
Marvel seeks to go in between the panels of mental constructs and to discover how to build heroic strength through resilience and the shaping of emotional capacity. In collaboration with mental health professionals, the Marvel Mentality initiative will provide guidance and resources to individuals seeking support. Marvel aims to evolve with the times to pursue a super-heroic life, whereby promoting positive impact to improve mental wellness and sustaining quality of life for generations to come.
Though individual, these campaigns will live together in a digital space on Marvel.com. Through cohesive designs, dynamic colors, and galactic themes of expansion, these initiatives will work together to reflect current culture, foster human connection and deliver heroic storytelling
To ensure a successful expansion, Marvel will launch an overarching awareness campaign comprised of digital, print, and urban mediums such as posters, billboards, subway ads, and social media posts. By combining new messaging and creative elements with Marvel’s existing equity, individuals can experience new concepts and visuals without losing the connection to Marvel’s brand. From bus shuttles to social media platforms, this campaign will mark the transition of Marvel’s positioning from hero to heroic.
Through a unified and expansive mindset, Marvel will connect the world and culture with heroic storytelling to ensure their success through 2032 and beyond.
The full presentation can be seen here
