User Generated Content. Even if you haven’t encountered it directly, its essence is familiar: it’s the phenomenon where users organically create photo, video, or textual content, authentically capturing their experiences with or about your product.

In this article, we delve into why User Generated Content stands as not just another passing trend, but as a relevant and when done right, perhaps the most strategic marketing methodology.

What’s UGC – and where is it used?

User Generated Content (UGC) isn’t a new concept; its roots stretch back decades. However, its evolution from a robust methodology to a vital strategic tool has only recently become so clear. To comprehend our current trajectory, it’s important to take some steps back. Here’s a compressed history of UGC:

Decades ago, UGC thrived within forums where individuals shared reviews and experiences, dating back to the early 1990s, the dinosaur age of the internet.

The term ‘User Generated Content’ gained prominence during the rise of Web 2.0 in the early 2000s, coinciding with the advent of blogs, Wikipedia, and the pioneering social media platforms like MySpace and Facebook.

The transformative shift came around 2010 with the entry of smartphones, offering everyone the ability to effortlessly share audiovisual content worldwide. This accessibility, coupled with affordable internet, led to the dominance of social media platforms, significantly fueled by UGC.

Our contemporary era sees a departure from traditional media, especially among the upcoming generations: Gen Z & Alpha. Social media has become our hub for watching, searching, engaging, and evaluating authenticity. Gen Z and Gen Alpha possess a sharp lens for discerning authenticity, distinguishing between genuine content and manipulative attempts.

As social animals, humans crave connection, and UGC resonates deeply in this sphere. When making purchasing decisions, we often seek guidance from trusted circles or previous consumers rather than relying solely on sales pitches. According to Search Engine Journal, content featuring user photos/videos sees a 62% higher click-through rate.

In essence, UGC aligns with our instinctive pursuit of authenticity and social connection, shaping not just our consumption patterns but also defining the future landscape of marketing.

Influencer Marketing vs UGC

In the past decade, the influencer phenomenon exploded, with companies tapping into emerging content creators on social media to reach wider audiences. Initially introduced to describe those who could sway opinions, today’s consumers are less easily influenced by them.

Promotions by accounts with huge followings using discount codes can feel manipulative to viewers, reducing their likelihood to act. The distinction between influencers and User Generated Content (UGC) is mainly about influencers revealing their commercial intent, weakening authenticity and connection.

As noted earlier, authenticity is paramount for Gen Z and Alpha. This is where the significance of UGC lies. Overly commercial messages are overlooked; staying genuine is key in the influencer landscape. The rule is clear: failing to adapt and remain authentic leads to irrelevance soon enough.

Social Shopping

Social media traditionally held a crucial role in the “Awareness” phase of a customer’s journey, serving as the gateway to introduce potential users to products, services, or communities. As in many aspects of life, the initial encounter is most important.

Social Media as a Search Engine

Social media has shifted. Have you also started using TikTok, Instagram, or YouTube as search engines? From finding restaurants to checking reviews, or rediscovering forgotten fashion, this trend isn’t just an observation; it’s a marco shift. In fact, 92% of consumers now check reviews on social media before buying.

Why the Social Shopping Shift is Happening?

The driving force behind social shopping? Money. Think about it: you spot a friend with a purse you had your eye on, then exactly that bag appears in a creators styling short. What’s next? A hunt for deals on Google. Social media giants hate this—they obviously want you to spend more time on their platform. The solution to this phenomenon involves social shopping, which retains conversions within their own turf. It’s a power move, banking on, and collecting all data. Keep you glued to spend more time and money, and sell your attention to hungry enterprises.

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The Phygital Trend in Social Shopping

The post-pandemic era tought us Gen Z’ers are embracing phygital experiences, blending real-life with digital for immersive user engagement. From AR filters to the VR world of Gucci Vaults, these initiatives, (when well-executed) heighten experiences, boosting relevance and authenticity. It’s a trend and observation worth mentioning. A campaign can’t be deemed 360 degrees complete if it lacks a digital experience.

The Growing Importance of Social Media SEO

The expanding role of Social Media SEO is evident. While Pinterest has long prioritised SEO, creators on platforms like IG and TikTok are now recognising its importance. Yet, the ever-changing algorithm surpasses SEO in influence. While textual optimisation matters, the dynamic algorithm significantly shapes visibility.

Global brands, showing how UGC is done

Now that we’re understanding the significance of UGC, we’ve gathered a selection of companies that exemplify its effective utilisation. Let’s have a look shall we?

ZARA

The emperor of contemporary UGC is undoubtedly ZARA. They have undertaken numerous applications to place the user at the center and – in this way – convinced consumers to engage with their products. ZARA has, at certain moments over the past decade, acquired a stiff and dull image. However, that is now completely outdated.

@zara How to style a layered outfit by @couturekulten #zara ♬ original sound – ZARA

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But ZARA doesn’t stop there. Their website has undergone a transformation, integrating UGC frames on category and product pages. Instead of the conventional, flawless pack shots, these pages now exhibit numerous items within a UGC context, inviting a more relatable and engaging experience: have a look.

MAC COSMETICS

Mentioning beauty, the name MAC Cosmetics cannot be left out. MAC demonstrates how they understand their users and tailor their social media marketing to them. MAC clearly shows that they position themselves as progressive and inclusive, while also backing up their words with actions. It works extremely well for them, and on their website, they also feature tutorials from users.

@maccosmetics Pick your preferred foundation application . #MACStudioRadiance #SerumPowered Makeup Artist: @ivankgadi ♬ GASLIGHT – INJI

MCDONALDS

Then we take a step towards the flagship of American cuisine: McDonald’s. McDonald’s is very powerful when it comes to marketing, and they have completely mastered the UGC shift. What stands out at McDonald’s is that they use UGC to influence the end-user, but they also use UGC to attract new talent.

It makes perfect sense, considering their growth goals and the somewhat dull image McDonald’s contends with. To meet these objectives and counter the challenge of an uninspiring image, McDonald’s is strategically focusing on enticing the next generation to join their workforce.

@mcdonalds major perks of the job #socialmediamanager #mcd ♬ original sound – McDonald’s

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Honourable mentions leveraging UGC

There’s a whole roster of enterprises that truly grasp the power of UGC. Here’s a handful of examples worth diving into:

Adidas Woman

Go Pro

Kylie Cosmetics

Nike Running

Zalando

Revolve

Crocs

Starbucks

Samsung

The future of UGC

UGC is here to stay, that’s for sure. If you’ve come this far, you will agree with us that companies will become completely irrelevant if they don’t make the shift to genuine forms of content creation. UGC is a means to gain name recognition, authenticity, sincerity, and trust. It can’t get any better, right? Actually, it can: it’s very cheap to produce compared to traditional media.

Consumers want companies that work omnichannel and are well-represented. In 2023, there are numerous channels to access information. People search on Google, TikTok, YouTube, IG, etc., for information about goods or services.

Ready to use insights

They say there’s a pot of gold at the end of the rainbow, right? Here are some valuable and applicable insights you gathered from this article:

1. Research is everything. If you don’t know who you’re targeting, how to reach them, and with what message, it’s evident you’re not authentic enough. Gen Z and Alpha can sense this from afar, and you’re at the bottom of the trust ladder.
2. On e-commerce, find the sweet spot. Use UGC and very crisp content to strike a balance between engagement and aesthetics for the ultimate UX.
3. Include ‘phygital’ in campaigns—AR filters for social, games, but never forget real life.
4. Keep investing in and exploring collaborations with creators. Utilise this content to demonstrate your authenticity to the world.
5. Invite creators to activations/events to capture and distribute. Involvement in co-creation is powerful.
6. Stop using and assuming that the big stars of the world carry the most relevance. The more niche you can get, the more impact and stronger the engagement.
7. UGC is not just content created from the buyer/consumer point of view. It’s also a great tool to source talent.

As we close, it’s essential to acknowledge that the landscape of UGC will keep evolving. The emergence of Web 3.0, the strengthening force of AI, and the resounding call for authenticity in our interconnected world will continue to shape and redefine the future of user-generated content.

Stay flexible, stay real, and embrace the change. We’re heading towards a world where authenticity stands above all.

This month, we delve into the world of online dating. The universe of swiping, matches, love stories, and terribly cheesy opening lines. For those seeking momentary pleasure or a long-term relationship, online dating is the go-to tool for the next gen (and actually, everyone else in the modern, western society) to connect with potential partners. Of course, there are too many apps to mention, but while Tinder was the most popular in the past decade, nowadays, Bumble, Happn, Grindr, and HER have become just as relevant.

For those in search of selfie tips or catchy one-liners, I have bad news. This article is not for you. Today, we will swipe into the influence of AI on online dating. AI is not only used for matchmaking but also serves as a chatbot. Can you imagine it? That charming guy or lady you’ve been chatting with for days is actually an algorithm that gets to know you better and better through machine learning. Not very appealing, is it? Let’s examine the technology and see what it has in store for the world of online dating.

Ethical concerns of AI-driven dating

The integration of AI into dating apps sparks a cascade of ethical examination, with a spotlight on biases. These matchmaking algorithms, the backbone of countless dating platforms, can inadvertently sustain society’s ingrained biases related to race, gender, and social status. This all stems from the data upon which they have been nurtured. Consequently, these digital matchmakers may not only struggle to provide accurate recommendations but also accidentally reinforce longstanding cultural stereotypes and norms. It’s a concerning issue, to say the least.

Now, let’s introduce AI-driven chatbots into the mix, as complexity is the name of the game here. As you explore the landscape of AI in dating, you might find yourself engaging in conversations with these computer-generated companions, blurring the line between interacting with a human or just a simple bot.

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AI-driven chatbots, while promising convenience and engagement, come with their share of potential dangers. One significant concern is the ease with which these chatbots can be used for malicious purposes, such as catfishing and identity theft. With the ability to generate convincingly human-like responses, chatbots can deceive users into forming emotional connections and sharing personal information, which can then be exploited for fraudulent activities. Additionally, as AI technology advances, there’s the risk of deepfakes and manipulated content being used to impersonate real individuals, further blurring the line between genuine human interactions and AI-generated simulations. This not only erodes trust in online dating but also poses security and privacy risks for users who may unknowingly engage with bots, believing them to be authentic potential partners. It’s essential to remain vigilant and cautious when interacting with AI-driven chatbots in the dating landscape to avoid falling victim to these potential dangers.

With that said, let’s get back to the biases. The industry faces a significant challenge in taming ethical issues and reducing biases. To ensure integrity in the dating world, it’s essential to promote transparency, fairness, and comprehensive user education. However, there is still a long way to go before we can achieve this.

AI bots in the practice of online dating

An increasing number of people are turning to chatbots, lured by the promise of quick solutions and a remedy for social discomfort. Tools like yourmove.ai and cupidbot.ai are easily accessible to assist with a range of interactions. To be perfectly honest, initiating a conversation can sometimes feel as challenging as solving an expert-level sudoku puzzle. We all have that one friend who’s incredibly outgoing and can strike up a chat about anything, right from scratch. Let’s face it, not everyone possesses that skill. This is where AI tools, like the ones mentioned above, step in to offer a helping hand when you’re feeling uncertain about how to kick off a conversation.

Don’t be mistaken, there are numerous individuals leveraging AI tools to facilitate their chats. Picture this: these tools work like a charm, and you’re heading out on your first date. What’s the plan then? We recognise that these tools might be valuable if you’re unsure about initiating a conversation on an online dating platform, but ultimately, you’ll find yourself relying on your own instincts.

Nonetheless, the landscape extends beyond mere casual conversation. The widespread use of fake videos, courtesy of Midjourney and Google Colab, has made it surprisingly easy to mimic real people or even craft AI-generated characters capable of deceiving even the most alert observer. The thing here is that this trend has become a fertile breeding ground for tricksters and individuals with twisted intentions, resulting in a higher incidence of identity theft. We may find ourselves dealing with AI-generated dialogues and even AI-created personalities. It’s time to pay close attention

If you’re curious about how effortless it is to create an AI influencer, this video by Mr. Lemon explains it in remarkably simple terms.

Dating an AI bot, for real?

Let’s go a bit deeper into this rabbit hole. Some individuals intentionally opt to date AI. Believe it or not, as we ventured into the world of AI chatbots, specifically designed for love and companionship, we came across “Replika.”

“Replika,” conceived by Luka, is far from an ordinary chatbot. It serves as your go-to for text-based conversations, offering a unique fusion of emotional support and companionship. It’s like having a virtual therapist in the palm of your hand. Replika engages in conversations on various topics, recollects your previous discussions, and responds with empathy and support. Available as a mobile app, it has gained popularity by offering a lifeline of companionship and therapy through text exchanges.

At first glance, it appears rather charming. However, the deeper you delve into it, the more peculiar and strange it becomes. Beyond Replika, a ton of AI bots are revolutionising the conventional dating scene. With the increasing prevalence of deepfakes, the rise of robotics, and the capability to create your personal digital avatar, you may soon find yourself in an entirely surreal world. Envision putting on a VR headset, select your “wanted character” and, well, let your imagination do the rest.

When it comes to the question of whether to opt for AI-accompanied dating or stick to the traditional route, the answer isn’t straightforward. AI-driven dating holds the promise of more effective matchmaking, aligning you with someone who shares your interests, values, and even your quirks. It offers a new level of convenience and expediency in meeting potential partners, ultimately saving you time and effort in the quest for love.

However, we must acknowledge the ethical concerns that arise. At times, engaging with AI-driven dating feels more like interacting with an algorithm than a genuine human being. The specter of biases in AI recommendations looms large, potentially leading to a depersonalised and inauthentic dating experience.

We are increasingly recognising the rise of loneliness and mental health issues, particularly among the next generation. Immersing ourselves deeply in AI-driven chatbots for matters of the heart, raises valid concerns, especially given the ongoing challenges associated with aging (read our previous insight on Generation Alpha). While we’re intrigued by these technological advancements, it’s essential to exercise caution.

On the other hand, the traditional route offers real human connection. It’s about meeting someone in the real world, sensing that chemistry, and nurturing a connection that goes beyond data and algorithms. This path may be slower and less efficient, but it often leads to more genuine and emotionally fulfilling relationships.

In the end, the choice between AI-driven dating and the traditional approach hinges on your personal preferences, values, and what you seek in a relationship. Some may discover success and happiness in the algorithms, while others relish the unpredictability of real-world encounters.

The landscape of dating accommodates both AI and traditional methods, recognising that while technology can assist, the most profound connections often take root in the most unexpected places, whether online or in the real world.

So, as you embark on your journey in search of love and connection, which path will you choose?

And when we talk “retreats,” we’re not just talking about meditation and yoga sessions. This concept has had a major makeover. More and more folks from the next generation are choosing retreats as a way to grow personally and discover their true selves. The options are as diverse as they are appealing: silent retreats (the intense kind), yoga and pilates getaways, Thai boxing and MMA camps, revitalising spas, transformative spiritual journeys, survival retreats, thrilling surf escapes, and so much more. It’s not just about boosting mental wellness and personal development; it’s also a fantastic way to connect with spirits and sharpen those social skills.

COVID-19 has not been that favourable

By now, you probably won’t be shocked to hear that this retreat resurgence owes a lot to the COVID-19 pandemic. According to Science of People, a whopping 47% of Gen Z and 53% of Millennials were already feeling the burnout before the pandemic even hit. These numbers have only worsened in the aftermath of the global crisis.

What’s truly interesting is how our perception of retreats has done a complete 180 in just a few short years. Yoga, wellness, and silent retreats, which once seemed a bit old-fashioned, have now become vibrant, highly sought-after experiences. Active retreats, especially, have the favour with the next generation. Think yoga, lifestyle, nutrition, and surf retreats. And if you’re hunting for these retreat gems, forget about scouring Google; nowadays, Instagram and TikTok have become the primary platforms for uncovering the latest and most exciting retreat experiences.

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Commercialisation in Wellness

Okay, let’s be honest; this is a development that we at The Next Cartel wholeheartedly support. We believe in the importance of personal growth and the further development of social skills, all while riding a wave on a surfboard. In fact, we find it pretty intriguing that there’s a significant group out there with the courage to explore their spirituality.

Now, the retreat and wellness industry is preparing for an extraordinary journey in the coming years. According to the Global Wellness Institute, an industry already valued at $639 billion is projected to grow by a staggering 21% by 2025. That’s massive. More and more people are able to afford it without hesitation. Obviously, this also naturally attracts those profit-driven individuals eager to exploit this golden market. Surely, this won’t have any adverse effects on the climate or the local environment, right?

Of course, it will. We’re bombarded with videos, ads, and flashy narratives luring us into cultural journeys or yoga retreats in Southeast Asia or various countries on the African continent. It all looks incredibly inviting and serene, but the locals won’t necessarily welcome you with open arms. To them, you’re often just a walking wallet with no other agenda than personal gain. Let’s take a moment to ponder: how is it possible that in often developing countries, rows of buildings with all contemporary conveniences suddenly appear? The answer is unfortunately quite simple: because these areas are often unprotected, and any form of tourism is attracted by (often) corrupt officials. Frequently, these resorts leave a significant footprint on the surroundings and nature. We’re not painting an overly bleak picture, but it doesn’t quite sit right with us.

Consider how many yoga and meditation retreats there are in Bali alone. Trust us when we say that you don’t need to travel 12,365 kilometers to foster personal growth or find mental clarity. No, in our view, it makes more sense to explore these opportunities locally or, at most, take a train ride to engage in meaningful activities. Companies can make a fortune from you, and they’re not shy about crafting captivating campaigns to catch you. We have our reservations about this.

Connection & impact on creative, contemporary landscape

Let’s get back to the essence of this article. The trend is undeniably notable and, like everything in this world, it has its pros and cons. It’s unquestionably advantageous that there’s less taboo surrounding personal development, and mental health. Through our extensive research on Generation Alpha and our current observations, we’ve seen that the next potential pandemic could be a mental one. Therefore, this healthy trend is one that we wholeheartedly support.

Many companies can learn from this trend. We all know that one friend who goes on annual ski trips with their employer or takes yoga and pilates classes in Ibiza. It’s undeniably glamorous, but it can be rather self-oriented. It’s about gaining favour by offering exciting benefits to attract and retain talent.

Let’s turn our attention to the next generation for a moment, where four points stand out:

• They are entrepreneurial.
• They crave exploration and travel.
• They yearn for authentic connections and networking.
• They strive to reduce stress and anxiety.

Retreats have an impact: time to give back to the culture.

Major brands, it’s time to wake up! There’s a massive demographic waiting to be invested in for the future. Beyond the likelihood of gaining a stellar reputation and it being an excellent PR story to give back to the community, the community genuinely needs it. No one wants a generation that’s reliant on antidepressants and can’t find the courage to make a phone call. Companies, seize the opportunity to make a difference.

Let’s take a moment to focus on the fashion and beauty market. We’ve seen some nice initiatives promoting body positivity or organisations donating a percentage to selected charities. However, this isn’t enough. It’s largely your responsibility that this vast generation is obsessed with their appearance and the logo displayed on their chest. It’s laughable how few fashion houses take responsibility and establish programs to make a positive impact on the youth, let alone the world.

No kidding, just look up how much the fashion and beauty industry does to improve the mental health of its customers. Spoiler alert: it’s very little.

One organisation that stands out positively, though, is Pinterest. They’ve initiated a program to promote positivity and tranquility: ‘Havens: Invest in Rest.’

In our view, they’re a shining example for many. While we’re at it, how easy is it to grab a bag of money and a group of enthusiasts within a mega organisation? Take a moment to look around and invest in a local initiative that benefits both people and the environment. You’d be astonished to see how much is poured into marketing. Grab a small slice of the pie and reinvest it in the community and culture. You can brand the heck out of it, but take action. Just ensure it’s more original than building a basketball court or a football field; we’ve seen those already.

It’s also the year of the unforgettable Gulf of Mexico disaster, a massive shitshow by the actions of a certain “beloved” entity known as BP. The year Obama was still president of the United States and a quirky yet catchy “bed intruder” song resonated across the digital realm as one of the biggest virals of its time.

This was the year when the revolutionary iPad found its way into our lives, and the allure of Instagram began weaving connections through the practice of visual storytelling. Can you feel the nostalgia in the air? Yes, we’re reminiscing about none other than the unforgettable year 2010. While every word above has its place in history, what truly captures our attention is the birth of a new generation: Generation Alpha.

Alright, sure. But why “Generation Alpha”?

At some point, these titles almost seem random to us. Why, among all conceivable possibilities, has this generation earned the name “Alpha”? Insights gained from McCrindle tell us the following:

“The research agency enlisted Australians to christen the generation succeeding Generation Z. Opting for a departure from the norm, they settled on Generation Alpha, aligning with the use of the Greek alphabet. They decided to go with simpler names because they ran out of hurricane names and wanted names that would stand the test of time and represent each generation.”

This reasoning appears fair enough. However, Generation Alpha bears an alternate nickname: ‘Generation Glass.’ The subtlety of this label requires no elaboration. Generation Alpha made its debut in a land dominated by smartphones, tablets, cryptocurrencies, a profusion of captivating social media platforms, and of course, video games cannot be excluded. According to insights gathered from generationalpha.com, their teenage cohort spends an astonishing average of 8 hours per day in the blue glow of screens (!). A staggering concept. Consider this: if 8 hours are claimed by sleep, then half the day is devoted to gazing into the embrace of a glass surface radiating the azure glow of technology. To be fair, this isn’t groundbreaking news, as the baton of shared screen time is passed from the previous generation, Gen Z. Speaking of which, what distinguishes these two?

Keep it real, or become irrelevant

Throughout our exploration, we’ve delved into Razorfish’s report and various sources, yielding fascinating findings. Generation Alpha appears to revolve around authenticity—keeping it real, so to speak. They possess an innate ability to discern what’s genuine and relevant, particularly in the world of brands. It’s as if they have a knack for identifying the significant essence that matters, subsequently filtering out the irrelevant.

While each generation can be seen as a heterogeneous group of people, generation Alpha seems to have some distinct characteristics… Their entrance into a world where the last “Alpha” will be born in 2024 promises an experience vastly different from the present. Proficiency in operating cars might not be theirs; casting a vote at a polling booth could feel like the stone age; and conventional passports might be perceived as antiquities. This generation seamlessly integrates with the digital domain, as if it’s second nature—a phenomenon on its own.

Their career paths will also possess a unique touch – envision roles such as coders, data experts, custodians of digital currency, virtual spaces, and creative minds shaping the online world. However, there’s more to it. Their comprehension of artificial intelligence is bound to be incredibly impressive. They will utilise it as a potent tool to transform their aspirations into reality. To learn more about the collaboration between humans and AI, you can read our previous insight here.

The transition of authority has been introduced by ‘Gen Z’

It’s evident that Generation Alpha hasn’t merely embraced the digital universe; they’ve fused with it in a manner that’s undeniably notorious. One of the most standout aspects of a typical Alpha, is their enthusiasm for a specific group of influencers, more commonly referred to as creators. Each Alpha individual possesses their own distinct interests, and it’s within these spheres that their corresponding creators flourish.

These creators hold a significant position in the lives of Alphas, second only to their families and friends. Consider this: if you’re a millennial or an early Gen Z’er, your entertainment was often guided by television, shaped by your favourite channels, and influenced by a variety of content sources. Yet, for Generation Alpha, this dynamic is entirely different. Equipped with personal devices, they curate their own entertainment, ranging from games to the content produced by their preferred creators. Algorithms work in that favour, delivering content that aligns with their interests and promoting a more personalised and engaging screen time experience.

Creators all the way

The landscape of influencers has undergone a significant shift; the era of Disney stars like Miley Cyrus (Hannah Montana) and Dylan & Cole Sprouse (The Suite Life Of Zack And Cody) has transitioned into an age of boundless influencers to select from. Their focus revolves around forming connections and discovering like-minded souls. The influence commanded by figures such as Greta Thunberg speaks volumes. Her ability to resonate globally showcases the potency of social media in the hands of this generation.

Greta Thunberg is the perfect example for Generation Alpha. Her clear values and courageous activism have propelled her to become a global phenomenon. From online influence to real-world action like “Fridays for Future,” she embodies the role model to which this generation strongly connects.

This reality underscores the pivotal role creators play in connecting with Generation Alpha. The lessons learned from Generation Z remain valid: authenticity and adaptability are essential for maintaining relevance. However, these principles are about to become even more crucial. In a world where push notifications and intrusive advertisements saturate every corner, Generation Alpha is on the verge of revolutionising the game.

Based on insights from Wunderman Thompson’s report, the predominant sources of influence are creators (25%), family (21%), and friends (28%). In contrast, traditional mediums like television and even radio (1%) hold the least sway. This is a clear indication to businesses that the time to align with the future is now. When combined, Generations Alpha and Z will encompass an astonishing 5 billion individuals. The scale of this market is inconceivable, and enterprises that can adapt have the potential to leave a lasting mark on the market. Generation Alpha provides a blueprint for businesses, suggesting that they thrive in organisations characterised by minimalism, sustainability, and a commitment to ‘clean products’ (natural, organic, chemical-free), not to forget strong ethical values.

Let’s ponder: what will the social media landscape be like a decade from now?

It’s unsurprising that in the digital landscape, Generation Alpha predominantly gravitates towards games. Titles like Fortnite, Minecraft, and Mario enjoy immense popularity. However, they all take a backseat to the colossal social gaming platform—Roblox. It’s a platform that seamlessly blends gaming, game-development, and social interaction. Among its impressive 214 million active users, half are under the age of 13—truly demonstrative of Generation Alpha’s domain.

It got us wondering: In addition to TikTok, Snapchat emerges as a significant platform for this generation. Out of its approximately 650 million active users, 26 million are under the age of 14 worldwide. That number pales into insignificance compared to Roblox. The social landscape is dynamic, and predicting the dominant social media platforms for this generation poses a challenge; we would advise to look beyond the contemporary.

Just like explorers stepping into uncharted territory, we’re curious about what Generation Alpha, with its 2.7 billion members (and counting), will bring to the global table. McCrindle’s detailed research offers some intriguing insights: Generation Alpha will be most represented in the countries: India, China, and Nigeria, which are full of potential. Indonesia also stands out as a big player in this group, following a pattern we saw with Gen Z. This hints at a shift we can’t ignore—the rise of Asian countries to global importance. And then there are countries like Qatar and the UAE, adding to the game with their fast growth and youthful populations. By now, it is hard to deny that the earth’s epicentre of power is moving towards Asia.

In regards of economic power, India takes a leading role with its booming economy and strong purchasing power. But hold on, let’s not forget Africa. Nations like Nigeria, Rwanda, Ethiopia, and Côte d’Ivoire are gaining recognition as the fastest-growing economies, backed by Qassurance.

Ageing, a topic we cannot afford to miss

There’s a challenge mixed in with the promise—a generational legacy passed onto Generation Alpha. It’s a serious issue, especially in places like Japan, South Korea, and half of Europe. Their aging populations are putting pressure on healthcare, rural regions, and pension systems.

The solution might seem simple: boost birth rates. However, it’s not that easy. Consider Japan, where a quick Google session shows a big difference—800,000 births per year today versus a solid two million back in the seventies. Times have changed. The appeal of parenthood is shrinking as work demands keep rising. The old norms hang around, with men mostly working and women mainly handling childcare. This situation stretches further—Generation Z and especially Alpha are likely to stay with their families longer because of extended education. McCrindle predicts that half of Generation Alphas will have university degrees.

With skyrocketing urban housing prices around the world, detachment becomes tricky for Generation Alpha. These issues come together to create a bunch of challenges that we can’t just brush off—the impacts, while uncertain, will most likely influence generation alpha

Navigating through religion, connection, and culture

Apart from fighting ageing, a standout trait of Generation Alpha shows up—they’re stepping away from religious practices, but at the same time, they’re craving community. They’ve learned from millennials, making freedom and flexible careers their way of life. However, mental health struggles are a concern, pushing for a much-needed shift—time away from screens and more time outdoors for both mental and physical health. Diet habits are changing too, with local, organic, eco-friendly, and plant-based consumption becoming the norm.

In the sphere of culture, Generation Alpha is a mix of diversity. Love knows no borders, and these kids inherit heritage from all around the world. Different cultures bring strengths and challenges, shaping who they become. Ironically grandparents a.k.a. Generation X will play a big part when it comes to sharing and educating about culture. They form a bridge between the past and the future, guiding the Alphas as they navigate life.

All in all, let’s embrace this new generation, and issue culture into the next era.

If you’ve been keeping up with us so far, you’re getting pretty close to wrapping your head around Generation Alpha. There’s one more thing we want to mention. The Alpha era has its upsides and its challenges. A great thing about Generation Alpha is their strong desire for a better world. They have fresh and even revolutionary ideas and beliefs. As we see these youngsters growing up, let’s not just recognise but fully welcome this new era in the human story on earth. These young people who are still growing have the power to change and redefine the path we’re all on together.

Eventually, we’re all about facing the future head-on, embracing whatever comes our way. But most importantly, we’re committed to issuing culture into the next era. It’s not just a tagline; it’s our reason for being.

What is it with all the fear of AI? The same old narrative of AI taking over the world, leaving us jobless and irrelevant? Let’s break free from those outdated fears and step into a realm of possibilities. Joining forces with AI isn’t the apocalypse; it’s the most epic collab we’ve been waiting for. Today, we’re diving into a realm of unprecedented creativity as we explore the exciting collaboration between humans and AI.

First of all, get over the fear of AI.

Sure, some people may be skeptical about AI, particularly the boomers with their reservations about innovation and technology. But we’re not here to dwell on those fears. Instead, we’ll focus on the boundless opportunities and progressiveness that arise from this partnership.

So, let’s tackle that fear of job displacement head-on. AI isn’t here to replace us, but to empower us. It’s about pushing the boundaries of our own potential and achieving feats that were once deemed impossible.

And let’s clear the air about ‘AI-art’ overshadowing human creativity. AI is a tool, an immensely powerful one that can amplify our creative prowess. It’s not a competition; it’s an enchanting fusion of human imagination and AI’s analytical brilliance.

AI can see, hear, speak, move, and even write. But don’t mistake AI’s creativity for human creativity. The magic lies in our emotions and context, something that AI can’t replicate. So, fear not, for AI can’t replace human artists. Instead, let’s embrace AI as an invaluable asset to fuel our creative endeavours while preserving that human touch.

We’ve curated an exceptional selection of user applications that leverage AI to enrich the creative industry, sparking boundless imagination for collaborative artistry. Let’s take advantage of this technology that just about all humanity has been waiting for.

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Text-to-image, text-to-video, text-to-music, text-to-anything

Let’s take a trip down memory lane for a moment, back to the last few decades when we learned skills through tutorials and spent countless hours fiddling with tools like the beloved magic-wand tool. Remember? But now, we have an ocean of time at our disposal.

The beauty of it all is that you are the one in control. All those manual tasks can now be performed through your instructions. You determine the outcome. That’s why AI creativity can never replace human creativity—because it’s you who understands the intended end result. Your taste and vision come to life with the help of your personal assistants.

So, let’s embrace this new era of creativity and leverage the wonders of AI. Beyond the likes of ChatGPT and DALL-E 2, the possibilities extend to text-to-video generators like Kaiber and RunwayML. Transforming words into music? Check out Soundraw and Mubert. Need to breathe life into your ideas with text-to-3D object generation? Luma Labs has got you covered. And hey, ever thought of creating virtual experiences through text with Versy?

To make your life a whole lot simpler and to gain more time for living, we recommend trying out these apps. See how this powerful collaboration between humans and AI empowers you to unleash your true potential. More time means more life.

AI tools for business purposes and more…

We understand the diverse roles many of you hold – business owners, creatives, and aspiring entrepreneurs. That’s why AI can be your ultimate ally, helping you grow your business and unleash your creative potential.

With the power of AI tools at your disposal, achieving exceptional results without draining valuable resources becomes a reality. Streamline website content creation with Mixo, design the perfect logo with Looka, and craft captivating copy with Jasper and Copy.ai.

And that’s not all. For master storytellers, there’s Tome – a magical fusion of ChatGPT and DALL-E, creating awe-inspiring text-to-presentation wonders that captivate your audience.

Your favourite applications are stepping up their game already with built-in AI extensions. Adobe’s Firefly empowers designers to reach new creative heights, utilising AI while respecting fellow creators’ works. Notion takes note-taking to the next level, enhancing your experience with ChatGPT-like functionalities for summaries, action items, and more. Brace yourself for the AI integration coming soon in Microsoft and Google apps, promising a wealth of innovative features across their platforms. The future sounds exciting to us.

The key to AI fluency

Unlocking the full potential of AI in your workflow requires exploration and recognition. Dive into the possibilities, and identify tools that complement and elevate your creativity. Hundreds of new AI tools continue to emerge, so stay curious and let your imagination run wild.

“AI cannot replace human creativity and idea generation, but it may be the greatest supplement to the human brain ever discovered.” – Vitaly Pecherskiy

Now, let’s leave those fears behind and embrace AI as our partner in innovation. Curiosity, not resistance, will unlock a future where human ingenuity and AI’s computational might converge to create something truly extraordinary. The future is calling, and it’s time to answer.

Our global online content consumption didn’t simply grow, it doubled in 2020. Throughout the pandemic, our main source of social interaction shifted to taking place online, because where else would we be? We sought distraction from the chaos. It is estimated that 90% of the 120 zetabytes (120,000,000,000,000,000,000,000 byte!) of data in the world, was generated in the last TWO years alone.

It was at that right moment, that content creators emerged as our beacons of entertainment, offering a much-needed escape from reality. Platforms helped to ease our situation. Or – one could argue – they saw a great opportunity for increasing their revenue. How so? Smarter and smarter algorithms are keeping us on the apps, and marketers spent 50% more on Instagram advertising. They basically did everything to ensure we were hooked.

Let’s take a big step back to the dinosaur age of the internet. 1998, to be precise. Google and Yahoo were pioneering by helping us find the information we were looking for. If the search engine did not exist, you would not be reading this right now. In its early years, Google served as a middleman for those who had things to share and those looking for answers.

But why Google? How did they take the lead? Google emerged as a search engine powerhouse, serving up more accurate results than any search engines that preceded it in the market. With ongoing tinkering and fine-tuning, their algorithm has been delivering the utmost relevant results. By starting off strong and progressively improving, Google quickly arose to become the internet’s ultimate go-to search engine within a few years. It’s laid the foundation for the modern tech boom, attracting billions of users by facilitating their needs.

The rise of the Internet then paved the way for communication online. Blogging played a crucial role in introducing the era of social media. The concept of an individual being able to connect to the online world and freely express their thoughts, emotions and activities, opened people’s eyes to the profound impact of the internet. From there, the first platforms like Six Degrees and Friendster allowed people to sign up with their email addresses, make individual profiles, and add friends to their personal network. That’s how Google gave way to second-wave platforms such as Facebook and Instagram.

Let’s talk Web 2.0

In the realm of Web 2.0 websites, users are getting the chance to engage and cooperate with one another through lively social media dialogue. They become active participants, contributing as creators of user-generated content within a virtual community. This stands in stark contrast to the earlier era of Web 1.0 websites, where individuals were confined to a more passive role of merely consuming content. Instead of information gathering, interaction and collaboration were the goal.

Think of Facebook, MySpace, and LinkedIn as prime examples of platforms that harnessed the power of Web 2.0. They realized the potential of creating solutions for our increasingly interconnected society. Via social media platforms, we found ourselves reconnecting with our old friends and people we hadn’t seen in ages. Remember how thrilling that was?

Now, Web 2.0 was all about participation and connection. These apps were built upon the foundations laid by initial platforms like Google. The search engine played a crucial role in facilitating the discovery of websites, content, and information. Thanks to the advertising revenue generated on Google, our social media networks have been able to thrive and grow. They had the goal to have as many users on there as possible, and have them stay on the platform. Think about how hooked they got us on there. It’s all about attention – a.k.a. being able to sell our screentime to advertisers. As a result, the power shifted towards the companies developing these social apps, as they became the ones attracting billions of users and generating trillions of dollars. See a pattern?

Platforms became the norm, and our go-to for staying informed about what’s going on. But remember the early days of Facebook, Twitter, and Instagram? We had our friends on our feed, and hashtags to explore other content, instead of algorithms deciding what we want to see. When algorithms became smarter, they started shaping our experience, which some of us find pretty annoying. While they helped us personalize our web experience and build communities, we kept encountering the same problem: Too much information, and too little agency. It’s as if we’re lost in a sea of content that is imposed upon us. Someone break it down, please.

And here’s where content creators come into play.

As information overflows from various platforms, we crave a filter curating content for us. Just not an algorithm. It’s all about personal connection and trust: When we find a creator whose content resonates with us, we develop a sense of connection. These individuals offer a human touch that algorithms and corporations simply can’t replicate. They have stepped in to fill the void, becoming our trusted filters in all the digital noise.

Moreover, it’s about power. We prefer to have control over what we consume and don’t want to rely on the algorithm to introduce us to new content. And let’s not forget creativity here. Creators bring their individual creativity and style to their work, which can be a refreshing departure from algorithmically generated content. Community and authenticity are characteristics the algorithms simply do not offer.

Think about Lele Pons starting off with vines, who’s one of the most successful creators within the entertainment niche by now. Charli D’Amelio skyrocketed on TikTok and now has a net worth of more than $20 million. Or YouTuber and philanthropist Mr. Beast, who had already been offered $1B for his YT channel. On the base of the platforms, these creators are now the ones attracting billions of users and revenue.

The creators’ ability to connect with us more personally has made them an integral part of our digital lives – and they took over the power position that once belonged to the corporations. Their credibility within a niche, engaging content formats, active engagement with followers and a consistent schedule of posting are all aspects that tie us to them. Our use of the platform is not about the platform, but rather about the creators whose content we consume.

Now, what does this mean for us?

As we navigate the ever-changing digital landscape, our focus undergoes yet another shift. In the early days, search engines dominated the scene, followed by the spotlight on community-driven platforms. But now, as we embrace the concept of Web 3.0, the individual takes center stage. Think about the decentralized web. It dares to reimagine the very structure of the Internet itself. The decentralized web challenges us to rethink the foundation of the internet. Rather than relying on centralized data hosting services, this innovative approach proposes using peer-to-peer infrastructure to reshape the digital ecosystem.

We witness a remarkable shift in how Millennials and Gen Z cultivate relationships, and this transformation holds profound implications for their trust dynamics and online behaviors. Surprisingly, a staggering 62% of these generations are willing to pay extra for personalized experiences, surpassing any preceding cohort. In light of this, it becomes paramount for brands to reassess their engagement strategies, moving beyond traditional marketing channels and regulations. By establishing a genuine online presence, businesses can seize the opportunity to collaborate and harness the immense potential of creator communities, which deliver more authentic experiences.

The future is niche oriented

We already experience the simultaneous building of niche communities on social media platforms that dictate a lifestyle. Think about sub-communities like ASMR, K-pop, and all the fashion-cores arising. Do you notice your own bubble when scrolling through social media? We can expect an extension of these hyper-realities in the next wave.

In emerging Web 3.0, which is backed by decentralized autonomous organizations (DAOs), the power belongs to the people. Wherever our interests lie, a content creator will be there to cater to it. It’s authenticity, virality, relatability, and accessibility of their content that truly adds value and relevance to our communities and niche interests.

Let’s take a look at a prime example of this evolving landscape.

Niche, a revolutionary decentralized online marketplace and social media platform, embodies this rising desire for a decentralized web. Unlike traditional platforms, Niche places user ownership, data privacy, and community-driven content at the forefront. Users are actively seeking platforms that nurture authentic communities built on shared interests and values. The newcomer recognizes the immense potential within communities of like-minded individuals, whether it’s centered around niche interests like conscious cooking or hardcore gardening.

However, it’s not a simple task to carve out a space in an already saturated market dominated by global giants like Facebook, Instagram, and TikTok, with their billions of users. The initial challenge for Niche lies in building a robust user base and establishing unique forms of value that set it apart. The established platforms have already solidified their key differentiators, such as TikTok’s short-form entertainment and Instagram’s large communities and commerce. To thrive, Niche must create a similar network effect.

In a recent interview with Lex Fridman, Silicon Valley expert Chamath Palihapitiya confirms our train of thought, stating that content creators are now atomizing what the apps have done: Providing personal news feeds, as well as own curated communities. How we consume information is through Individual people that we can humanize and understand, they are the new filter.

In Conclusion: Find your niche and start creating

With platforms undergoing a significant shift towards the hands of creators, there has never been a better time to make your mark. In a world where content is omnipresent, standing out becomes crucial. By sharing your unique voice, perspective, and expertise, you have the power to shape the digital landscape and make a meaningful impact.

The demand for personalized filters and guidance has never been greater. People crave authenticity and relatability,  seeking someone they can trust, an individual who understands their needs and interests. As a content creator, you can fill this void by becoming a trusted source within your niche. Web 3.0 brings with it an era where distinct communities are on the forefront. It’s time to part ways with big company algorithms.

The world is waiting to hear your story. Start creating it.

Was it too good to be true all along? Why?

The return of Y2K Fashion and ultra-thin models

The resurgence of Y2K aesthetics has been hard to miss in the fashion industry. With its flashy colors, daring cuts, and playful designs, the early 2000s nostalgia has taken the fashion world by storm. The return of Y2K fashion has undoubtedly influenced the types of clothes we see on the runway, but it may also be contributing to the decline of body positivity in the industry.

Y2K fashion was characterized by a particular type of model: the ultra-thin, waif-like figure that epitomized the beauty standard of the time. As designers increasingly embrace this nostalgic trend, we see a resurgence of clothing styles that accentuate and glorify these slender physiques. For example, during the recent Paris Fashion Week, several designers showcased low-rise jeans and crop tops, which were signature looks of the early 2000s. These pieces tend to be more flattering on thin models, thereby drawing attention to their slender frames.

Moreover, the presence of high-profile models who embody the Y2K aesthetic, such as Bella Hadid and Kendall Jenner, further underscores the connection between the era’s nostalgia and the glorification of thinness. As these models walk the runway in outfits reminiscent of the early 2000s, it’s hard not to notice how the Y2K-inspired clothing seems to be designed with their body types in mind.

This celebration of Y2K fashion could be sending a subtle message to the public that the ideal body type is once again the ultra-thin figure of the early 2000s. As a result, the progress made in promoting body inclusivity could be undermined by the very nostalgia that has captured the attention of the fashion world.

The Y2K comeback may be an exciting development for fashion enthusiasts, but it’s crucial to remember the potential impact it may have on body positivity. To prevent a full-scale regression to the restrictive beauty standards of the early 2000s, the fashion industry must continue to strive for inclusivity and diversity, even as it embraces the nostalgia of the past.

The normalization of diet drugs and designer preferences leads to a decline in body positivity

Another factor that could be contributing to the decline of body positivity in the fashion world is the resurgence of diet drugs in popular culture. As social media influencers and celebrities openly discuss their use of appetite suppressants and weight loss supplements, the pressure to conform to a particular body type becomes more pronounced.

The normalization of diet drugs can create a toxic environment that glorifies rapid weight loss and reinforces the notion that being thin is the ultimate goal. This mindset may not only affect those susceptible to body image issues but also seep into the fashion industry, as designers and casting directors may feel compelled to showcase models who adhere to this ultra-thin ideal.

Designers’ preferences play a significant role in shaping the representation of body types on the runway. While some designers have made conscious efforts to promote diversity and inclusivity in their shows, others continue to focus on showcasing clothes on thin models. This preference for thinness can limit the opportunities for medium-sized and plus-sized models, perpetuating the stereotype that only slender bodies are worthy of high-fashion.

For instance, during Milan Fashion Week, a few luxury brands received criticism for featuring predominantly thin models in their shows, with little to no representation of medium-sized or plus-sized individuals. This lack of diversity sends a clear message about the type of body these designers deem suitable for their creations, further undermining body positivity in the industry.

As the fashion world grapples with these issues, it’s essential for designers to recognize the impact of their preferences on the runway’s representation. By choosing to showcase diverse body types, designers can help dismantle the long-standing association between high fashion and ultra-thinness, paving the way for a more inclusive industry that embraces all bodies.

Digitalization and cartoonification might have something to do with it too

Digital fashion is experiencing a rapid rise, offering a fresh platform for creativity and self-expression. With this growth, however, comes the potential for challenges to body positivity. One trend in particular, known as “cartoonification,” sees users crafting digital avatars as representations of themselves. Intriguingly, many individuals opt for slimmer body types when designing these virtual personas.

To understand this phenomenon, it’s crucial to examine the motivations behind the creation of avatars in digital spaces. Often, users view their digital selves as extensions of their identity, allowing them to explore new styles and experiences without the constraints of the physical world. But when faced with the opportunity to design their ideal self, it seems many are still influenced by societal beauty standards that favor thinness.

This trend raises important questions about the progress made in promoting body positivity and diversity within the fashion industry. While digital fashion holds the promise of inclusivity and self-expression, the preference for slimmer avatars may suggest that underlying attitudes about body size remain entrenched.

As digital fashion continues to evolve, it’s crucial for both designers and consumers to challenge these biases and strive for a more inclusive representation of body types in the virtual world. By doing so, we can help ensure that digital fashion becomes a force for good in promoting body positivity and diversity, rather than perpetuating harmful beauty standards.

Let’s do better on body positivity, because we know we can

Inclusivity and body positivity play a vital role in shaping the fashion industry into a more empowering and representative space for all. As such, it’s essential to continue advocating for diversity in body types, both on the runway and in the digital realm. To achieve this, designers, brands, and consumers must actively support and champion a range of body types.

Designers hold the power to influence change by casting diverse models for their fashion shows and campaigns. By featuring plus-sized models alongside their thin counterparts, designers can challenge traditional beauty standards and promote a more inclusive representation of body types. Additionally, creating clothing that caters to a broader range of sizes demonstrates a commitment to inclusivity and encourages consumers to feel confident and beautiful, regardless of their size.

Brands, too, must step up to the plate by committing to size inclusivity in their collections and marketing efforts. By collaborating with designers who prioritize body diversity, brands can ensure their messages resonate with a wider audience. Furthermore, brands can use their social media platforms to highlight the beauty of diverse body types and amplify the voices of advocates championing body positivity.

Finally, consumers play a critical role in demanding change from the fashion industry. By supporting brands and designers that celebrate body diversity and inclusivity, consumers can wield their purchasing power to promote a more representative fashion landscape. Additionally, consumers can use their social media platforms to express their preferences for inclusive fashion and share inspiring stories that challenge traditional beauty standards.

The fight for body positivity and inclusivity in fashion is far from over. By working together, designers, brands, and consumers can ensure that the progress made thus far continues, fostering an industry that embraces and celebrates the beauty of all body types.

Let’s embrace inclusivity once and for all

While recent trends in the fashion industry, such as the resurgence of Y2K aesthetics and the rise of digital fashion, seem to indicate a shift away from body positivity, it is crucial to acknowledge the progress made thus far and continue pushing for greater inclusivity. By examining the influence of diet drugs, designer preferences, and digital avatars on beauty standards, we can better understand the challenges facing body positivity in the fashion world.

The responsibility for fostering an inclusive fashion industry lies not only with designers and brands but also with consumers. Collectively, we can challenge traditional beauty standards and create a more diverse and empowering fashion landscape that celebrates all body types. The fight for body positivity is an ongoing journey, and it is up to each of us to ensure that inclusivity remains at the forefront of the fashion world.

Let me introduce to you: The Chemist of Fashion. Amsterdam-based designer Sumeyya merges the lab with the studio by growing crystals on clothes in a chemical process, resulting in stunning, one-of-a-kind garments. Her creative process involves draping and shaping techniques, immersing the fabric in a salt bath for up to four weeks, resulting in a delicate and fragile crystallized surface.

Her unique approach to manipulating fabric astonished us, and we’re happy we got to sit down for a deeper dive into her wearable art.

Growing crystals on clothes: Tell us more about how you entered into the world of creating. Have you always been artistically inclined?

In fact, my creativity was always apparent throughout my childhood. From a young age, I was drawn to unconventional items such as microscopes, using extraordinary tools to creating strange sculptures and conducting experiments with chemistry kits. Despite my passion for art and creativity, I never considered pursuing a career in the fashion industry, as it was not a common profession in my mind. I initially planned to study pathology, but the universe had other plans for me.

During my studies I felt alienated, even though I was passionate about science. It became clear to me that something was not quite right when I struggled to pass my chemistry exams. I was eager to experiment more, but I did not enjoy the subjects as much as I thought I would. As a result, my professor recommended a study choice test before dismissing me from the program. Surprisingly, creativity and art were identified as my strongest skills. I must admit that I was not surprised, I realized that I had never taken the time to truly listen to my inner voice. Consequently, I applied to art schools without a proper portfolio and faced rejection. However, I persevered and shifted my focus to fashion and design, ultimately gaining acceptance. For the first time, I felt like I had found a community that I belonged to.

How did you come up with the idea of merging fashion with chemistry?

It took me a considerable amount of time to determine my design niche. During my early years at AMFI, I experimented with various approaches to express myself. However, I realized that I was overly fixated on feedback, neglecting my personal preferences. It wasn’t until my couture internship at VIKTOR&ROLF that I began to shift my perspective. I discovered that I enjoyed the experimental phase of designing and excelled in manipulating fabric.

Following my internship, I had to complete my graduation project, which led to some self-reflection. I created a mind map to rediscover my passions, which had long been buried and forgotten. It was during this time that I decided to merge two distinct worlds together. Though it may sound simple, it took me months of experimentation to discover how to grow crystals on textiles and create biodegradable fabrics, which failed multiple times. Nonetheless, my analytical character and passion for experimentation propelled me forward.

Currently, I am focused on designing wearable garments and constantly seeking new methods to improve my craft. I firmly believe that practice makes perfect.

It’s fair to say you don’t see people create chemical designs every day. What steps are a must in the process of creating your pieces? Was it a difficult process until you were satisfied with your creations?

My creative process begins with an extensive search for inspirational images, followed by the collection of old items, dead stock fabrics, or clothes. I then use draping and shaping techniques to create unique forms. Afterwards, I immerse the object or item in a saturated salt bath in my lab (studio), where the salt gradually transforms into molecules over the course of up to four weeks. One intriguing aspect of this process is that I can dissolve the crystals with hot water, providing an opportunity to start afresh with each experiment without damaging the surface. During my first experiments, I used Borax to create crystals. However, upon further reflection, I became aware of the negative health impacts associated with its use, as well as its adverse effects on the environment. As a result, I began to explore alternative methods and decided to experiment with salt. The process remains consistent, but utilizing salt as an alternative requires a longer duration for the crystallization

process to occur. The type of salt affects the appearance and texture of the final product, with the use of Borax resulting in a firmer hold on the fabric as compared to salt, which can be more delicate and fragile.

Crystallization has become a captivating obsession of mine. It’s the process that makes it more interesting, the unpredictable nature of crystal growth and size of the crystals. Everything depends on the fabric, temperature, surface which makes it a dynamic and uncertain process. As a creator, I’m not in control of the crystal growth process, and I enjoy that. Each time a new crystal is formed on the surface, I am filled with a sense of childlike wonder, much like opening an unexpected and exciting gift.

Are there conditions to wearing your pieces? What happens if you wear them outside, in the rain?

Currently, I approach my creations as ‘wearable art’. Due to its dissolving characteristics, the crystallized surface on the garments is often fragile. While the crystallized fabric can withstand cold water, a waterproof coating is required to ensure its longevity. I am actively researching and developing a sustainable coating that can effectively safeguard the fabric. This is a challenging topic, requiring extensive research to develop an eco-friendly and effective solution. However, it can be argued that the fragility of the crystallized items contributes to their unique and valuable nature, as it distinguishes it from mass-produced, more durable alternatives.

With digital fashion gaining more and more relevance, do you feel like that world is something you would like to tap into?

The digital fashion world is an entirely new and different universe for me. While I consider myself a skilled experimenter, digital programs have proven to be a challenging domain. Despite this, I remain committed to exploring this field in the future.

In addition, I am keen on experimenting with 3D printing technology. I believe that integrating technology, science and fashion has the potential to yield innovative and exciting possibilities. By fusing different disciplines together, the possibilities are truly limitless.

Fashion and chemistry are two rather distinct spheres. Where do you draw your inspiration from when working on new ideas?

The source of inspiration for my work are diverse and include sci-fi movies, poetry and art. I’m always captivated by the villains and mad scientists, admiring their rebellious aura.

I channel this admiration into my designs, which are characterized by a minimalist color palette consisting of black, white and beige. This color scheme adds a sense of coherence, dark aesthetics and timelessness to my work.

Are you growing other elements onto clothes already? Is there anything you would like to experiment with?

Presently, my focus remains on delving deeper into the world of crystals, as there is still so much left to uncover. I am actively exploring ways to introduce different colors, play with different sizes and incorporate additional elements into the mix. During my graduation project, I experimented with biodegradable plastic that had the appearance of leather. My goal is to combine these two distinct elements in the future, showcasing the potential of bringing two sustainable elements together.

What do you think is the ultimate goal for a fashion designer?

My ultimate objective as a creator is to bring a new dimension to sustainability and upcycling. My aim is to develop a ‘creative loop’ that facilitates the reuse of garments and materials, through the experimentation and creation of textures like biodegradable plastic, salt crystals and bio based materials. Next by minimizing waste and maximizing the potential of various elements. By doing so, I aspire to inspire individuals and instill in them a sense of wonder, encouraging them to discover their true passion and recognize that there is always a new world waiting to be explored.

Finally, we need to know: Do you have a favorite out of all of your creations?

One of my most cherished and significant creations is undoubtedly my first crystallized garment – an upcycled pair of tights, which I named ‘The second skin.’ This piece holds a special place in my heart as it represents the beginning of my experimentation with crystals and textiles. The crystallization process transformed the upcycled tights into a unique and visually striking item, showcasing the potential of sustainable design. It symbolizes my passion for experimentation and innovation, and serves as a constant reminder of my commitment to merging art, science and sustainability.

Behind every captivating campaign, eye-catching design, and compelling brand story, there’s a creative director working diligently to bring their vision to life. They’re the maestros of the creative process, skillfully navigating the delicate balance between artistic expression and business strategy. Welcome to TNC Talks Vol.11: Masters of the Creative Craft, Creative Directors Edition.

So why is it that the role of a creative director often goes underappreciated, despite their immense influence on a project’s success? Perhaps it’s because their work is often hidden behind the scenes, seamlessly weaving together a tapestry of ideas and visions. Creative directors are the ones who breathe life into a concept, uniting a diverse team of creatives, and guiding them towards a singular, powerful vision.

And who better to delve into the world of creative direction than the talented individuals leading some of the most innovative projects in the industry today? Join us as we explore the minds of Felipe Santibañez, Albert Estruch, Maikel Botterman, and Hester Haars, and gain insight into their unique approaches to fostering innovation, navigating challenges, and making a lasting impact in the creative realm.

Albert Estruch

Creative Director at Querida & Partner at Mañana Inc.

When it comes to creativity, one of the most important things I have learned over the years is the value of delegation, even though it has been a challenging lesson to embrace. But as time goes by, one gets old and must trust new generations as I was trusted when I was starting out. I share this insight because it may seem like a small matter, but fostering a culture of exploration and risk-taking is crucial for creativity to thrive. I truly believe that giving people the freedom to try new things, even if they don’t succeed, is the key to unlocking their creative potential.

As far as handling rejections from clients goes… We don’t really receive many rejections because our clients usually come to us with a good understanding of our style and what we offer. But rejection is a common part of the creative process so we don’t take it personally when it happens. Instead, we stay positive, keep our heads up and learn from it. We use rejections as a learning experience and an opportunity to improve our work as sometimes a rejected idea can lead to an even better solution.

We often use the expression “you have to know how to lose a battle if you wanna win the war.” It’s essential to be open to feedback and look for areas where you can compromise without sacrificing your idea. In most cases, by clarifying your vision and providing alternatives you can pivot your proposal while maintaining the integrity of your work.

We don’t do strategy so the first thing we need to be provided with is a bold and confident brand voice. Once we have that, it’s all about keeping in mind that while the overall message and visuals should be consistent across all channels, we also need to create content that’s specific to each platform. It’s all about understanding who we’re talking to and making sure they have a great experience wherever they interact with our campaign.

Finding the right balance between creativity and practicality can be really challenging, especially when you’re dealing with budget or technical limitations. As someone with a background in graphic design, I’m always tempted to go all out with creativity, but I’ve learned it’s better to involve the whole team from the beginning, including those responsible for the budget and technical implementation. That way, we can find a way to balance everyone’s needs and ideas while still staying true to the project’s goals. In this sense, one piece of advice I would give is not to get too attached to any one idea until you’ve evaluated its feasibility!

Honestly, at the end of the day, a creative director is simply someone with intuition, curiosity and good taste.

But what exactly is “good taste”? Well, it’s a pretty complex and subjective concept. Some people just have a natural knack for appreciating certain types of art, design or fashion, while others can develop their taste over time by being exposed to different cultural influences.

Take Rick Rubin, for example. He’s a total legend in the music industry who has produced albums for artists like Kanye West, Johnny Cash, Jay-Z, Metallica or Adele, among others. The crazy thing is Rubin doesn’t have any formal training in music theory or composition. Instead, he relies on his gut instincts and takes an experimental, intuitive approach to music production. And yet, he’s been wildly successful in shaping the sound of popular music over the past few decades. This just goes to show that it’s essential to understand that technical knowledge or expertise alone does not guarantee success and that, as in any other creative field, creative directors need to be intuitive and open to experimentation. In my opinion, Rick Rubin would make an ideal creative director.

Hester Haars

Creative Director at We Are Social

To foster a culture of innovation and creativity within my team I organise biweekly creative meetings unrelated to our day-to-day work. My aim is to inspire and explore different creative avenues beyond our usual day-to-day.

Most recently, we collaborated on designing a contemporary household environment with Artificial Intelligence tools, for one of our biggest clients, Miele. As we are incorporating artificial intelligence more and more, to create our sketches (personally I’ve been a fan of AI for many years). Everyone participates, our creatives are trained to be more hybrid, so they take on writing and designing tasks for these meetings.

In addition, we have a great program, “WAS Passport”, which enables our team members to work remotely from any of our offices for a limited time. This program is crucial in broadening our perspectives and providing a change of environment. Oh! And we offer a museum membership – which gives access to all the big museums in the Netherlands. Taking a moment to admire some Vermeer at the Rijksmuseum, which is conveniently located just a 3-minute walk from our office, is always a good idea.

On the subject of clients turning down proposals… I believe that rejections are often rooted in reasons beyond what is communicated. So I try to make an effort to ask probing questions to allow the client to speak more and express themselves, which ultimately leads to uncovering the real answer. I also try (read try- this is hard for me) to be somewhat less emotional and not make it about me and what I want to do.

With many different channels, such as social media platforms, print, and experiential, the message can become convoluted. On top of that, the stories are mostly not linear across the platforms. So, to avoid this; make it simple and repeat.

I keep going back to that one core idea to see if the different adaptions work. It’s on top of my “to do” list during execution times- which is a horrible list FYI. When an idea needs more than two lines ( or like 2 minutes ) to explain, I will suggest going back to the drawing table and making it into something easier.

I’ve always believed that having boundaries can actually enhance (commercial) creativity. Limitations provide a structured framework, which is especially helpful for those of us who aren’t artists. And honestly what the hell does one do with all the money in the world and no limitations; I would most definitely not spend on an ad; there are far more important things.

When I pursued my Masters in Art Direction, this was the title all of us were after, so, in my opinion, the title has always been popular. Back then, it was not as easy to get the title, as one needed to be given that title by for example an employer, rather than self-proclaim it. Nowadays, anyone can claim to be a Creative Director, and while many may rightfully hold the title, some may not.

It’s important to remember that directing involves managing multiple factors, such as people, designs, and products. Therefore, if it’s a one-person job, it might be better to take out the “directing” part from the title. Just as good (or better).

Felipe Santibañez

Creative Director at The Next Cartel

How to foster a culture of innovation and creativity within your team… First, involve them in the creative process of the project from the beginning, participating in brainstorming, discussions, etc. I don’t like to see my team only executing what they are responsible for, I like them to be independent and to have as much as I do, a global vision of the project.

Second, giving them room to make mistakes. It sounds crazy, but I believe that when people feel they have the openness to give their opinion, try and even make mistakes, they feel more involved with the project and consequently are generating more thoughts. From that place come good ideas, bad ideas, attempts at solutions, and new perspectives.

For me, leadership is the art of giving people a platform for spreading ideas that may work, or not. Once I heard a super interesting phrase that translates my way of thinking: “If things are not failing, you are not innovating enough.

When a client rejects a creative proposal I try to put the emotion aside and not suffer when it happens, it is extremely important to understand that sometimes the client shares another perspective, is afraid to dare and steps out of the line that normally has been tracing, and does not mean that the creative proposal is bad. What I do is try to show all the whys of my proposal, and without a doubt have the flexibility to adjust it in a way that the client is confident, but without losing the essence of the proposal.

People think that creative direction is to have a good idea, put together a team and that’s it. But the truth is that it goes much further than that. Creative direction is a bridge between creativity and business vision. And in between you need to understand the market, have an analytical view of the available tools and how the consumer is acting, know how to deal with clients, know how to sell your idea, know how to manage and motivate your team, understand each step of the process of creating a campaign, follow this process, communicating with everyone and aligning the team towards one single vision – an excellent result.

Creative direction is a bridge between creativity and business vision.

I think people want to put themselves in that Creative Director position for the prestige that comes with it, but for me, my job is to set the stage, not to perform on it. The Creative Director is the one who conducts the orchestra. A leader is best when people barely know he exists. When his work is done, and his aim fulfilled, they will say ‘we did it ourselves’.

Maikel Botterman

Creative Director at ON A DAILY BASIS

A big question we ask ourselves at ON A DAILY BASIS is “are we still having fun?”. The aspect of play, fooling around, creating nonsensical work, really helps stimulate our creativity. I really believe in this balance of taking yourself and your work very seriously, yet at the same time not taking it too seriously at all.

We always try to work together with clients from a perspective of collaboration, bouncing ideas back and forth till we get to a concept that we want to develop. In this process, you can get a great feel of where the boundaries are of how far you can push your creativity.

Of course, there are moments when you throw all caution to the wind and try something completely unexpected. This can either end up hitting the jackpot and the client loves it, or, they can like it but find it a bit too risky. In this case, you have to do a tricky cord dance of not watering down too much of the concept so it doesn’t lose its soul. In this process, we usually come together with the client and talk about what their fears are and how we can address them through small design changes. In the worst-case scenario of this tricky cord dance failing, we have a thing we like to call “The Golden Trashcan”; a great collection of ideas, concepts or designs that will sadly never see the light of day but will continue to inspire us for future projects.

All work that we make is based on a foundation of strategy, which bottles down to the core essence of a story you’re trying to tell. Once you have that story, it’s all about looking at what audience you’re trying to tell it to, where you can find them and what the best way of storytelling for those channels is. From one social media platform to the other, the way of getting a story across can be completely different. What matters is that you change the way you tell the story, its format only, not the story itself.

Anybody can dream up the most lavish ideas and visions for a project, but figuring out the practicalities of bringing those ideas to life is what creativity is all about.

Personally, I always enjoy this challenge, but the constraint I struggle with the most is time. We’ve all been there, where a client wants you to come up with the next big thing but they want it done yesterday. The challenge can be fun, but I always notice that when you have the time to work in a couple of separate stints to let the work rest and marinate a bit in between, greater ideas pop up from your subconscious. So I always try to find the room to let that marination happen for me and my team.

I don’t think there is anything wrong with a lot of people being a Creative Director, it just means there are a lot of people bringing their ideas to life. No matter if you work by yourself or you work in a big firm, everyone can have their own definition of what it means to be a Creative Director to them. For me personally, that means leading my team in an open and equal environment, yet being at the centre of protecting the vision and steering our creativity in the right direction. I’m a real people person, so the true joy of being a Creative Director for me is working together with talented people, making sure they feel free to create and innovate, and together working towards the goals we set out to reach with our work.

As we delve deeper into the rabbit hole of digital fashion trends, we can’t help but wonder: Are we witnessing the dawn of a new era in fashion,? One where individuals adopt cartoonified styles as a flexible aesthetic, like a sort of video game skins? Are we transitioning away from traditional trends anchored in ideologies or cultural norms, adopting a more fluid, virtual approach to fashion? And where did this all even come from?

Big brands have already embraced cartoonification and hyperreality

In the ever-changing world of fashion, where trends come and go in the blink of an eye, a few standout brands have dared to venture into the realm of cartoonification and hyperreality. – Sidenote: It seems like in the last year a few brands are getting a lot bolder and jumping into trends before audiences solidify their validity-. These pioneers, embracing the unconventional, are helping redefine fashion and capturing the imagination of the style-conscious masses.

From MSCHF to Prada, to Loewe, to Balenciaga

Take MSCHF, for example, and no, we’re not only referring to their big red boots (although they clearly have a place at this point). This audacious brand has captured the spirit of the times with its inventive creations. Their Birkenstock sandals that are crafted from upcycled Hermès Birkin bags being one of many. Similarly, luxury powerhouse Prada, renowned for its avant-garde inclinations, recently showcased designs featuring exaggerated silhouettes and vibrant prints, reminiscent of our beloved Saturday morning cartoons. Prada, a brand that until recently was considered to be slightly old-fashioned, has leapt forward all of a sudden completely revamping their designs.

There’s more. High-fashion household name Loewe has also dipped its toes into the cartoonification pool. Their collaboration with Studio Ghibli culminated in a mesmerizing collection that seamlessly fuses high fashion with cherished animated characters. And who could forget Balenciaga’s head-turning outfits, boldly embracing meme-inspired clothing and transforming the runway into a space where the internet’s most iconic moments come to life?

Does Baudrillard’s theory of hyperreality have anything to do with this?

Could the recent rise of cartoonish fashion and meme clothing be influenced by Baudrillard’s theory of Hyperreality? The French philosopher’s ideas on the convergence of reality and simulation resonate deeply with today’s digital culture, making it the perfect muse for the cartoonification movement. By blurring the lines between the real and the imagined, these designers challenge our perceptions of authenticity in fashion, urging us to question the very essence of what we wear and why. Either way, one thing’s for sure, there is an extraordinary ongoing shift in fashion—one that embraces the whimsical, provocative, and ever-evolving landscape of self-expression in our digital age. The otherworldly is no longer just for the runway or the editorial photoshoot, it’s for the streets as much as it is for the feed too.

Could the cartoonification trend be a result of the impact of digitalization and the Metaverse?

Clearly, we are neck deep into the digital age, where the metaverse reigns supreme. Right? So it would make sense to think that all of this has acted as a powerful catalyst for the meteoric rise of cartoonification and hyperrealistic fashion. With social media platforms acting as the ultimate stage, brands like Balenciaga have masterfully woven their creations into the very fabric of our online lives, causing ripples throughout the fashion world.

Social media has been the perfect stage for cartoonification to happen

Instagram, TikTok, and other social media giants are hotbeds of creativity and innovation, enabling designers and style enthusiasts alike to showcase their latest cartoonified looks. Trendsetters and influencers, eager to make their mark, rapidly adopt these eye-catching styles, further amplifying their reach and impact. In this digital ecosystem, the Metaverse emerges as a natural extension of our reality, providing an infinite canvas for expression and experimentation.

Brands like Prada and Loewe have harnessed the power of online communities and influencers to show that they too are a part of contemporary culture. And that therefore, they continue to be relevant and industry trailblazers. Through strategic collaborations and partnerships, these fashion trailblazers have managed to infiltrate the digital realm, leaving an indelible mark on the hearts and minds of style enthusiasts around the globe.

Undoubtedly, the cultural impact of digitalization and the metaverse on cartoonification and hyperrealistic fashion is immense. These virtual spaces serve as fertile ground for the seeds of creativity to take root. As they grow, we bear witness to a fascinating new chapter in the world of fashion—one where our wildest dreams and fantasies come alive before our very eyes.

Why aren’t we talking about the influence of Asia in the Western cartoonification of fashion more?

It’s clear that we are much more connected as a global society than ever before. The rise of K-Pop and the influence of other Asian cultures in the West has undoubtedly had a significant influence on the rise of cartoonification in fashion. From the unique and eye-catching outfits of K-Pop stars to the iconic anime-inspired style of Japanese streetwear, Asian motifs and aesthetics are woven throughout the cartoonification of fashion. To discuss cartoonification without acknowledging the contribution of Asian culture would be a disservice. So let’s give credit where credit is due and recognize the powerful impact that Asian fashion and pop culture have had on the fashion world. And that although cartoonification has only just exploded in the West, it’s been alive and well for some time in the East already.

Now that that’s settled, let’s continue.

Hear us out, cartoonification is an aesthetic, not a trend.

Picture this: You’re playing your favourite video game, and you’ve got a treasure trove of skins at your disposal, each one more fabulous than the last. The power is in your hands to choose any persona, any vibe, any day of the week. Now, imagine if you could do the same with your real-life wardrobe. Sounds pretty good doesn’t it?

In a dramatic plot twist, traditional fashion trends have taken a backseat to individuality and self-expression. MSCHF has proved a master at creating designs that allow you to do just that. The groundbreaking brand has turned cartoonification into its own unique art form. Known for its bold, meme-inspired designs, this brand encourages us to embrace our inner fashion chameleon, experimenting with eye-catching styles that would make even the most seasoned fashionista’s heart skip a beat.

It’s impossible to ignore the influence of gaming culture on fashion. Our virtual and real-world wardrobes are becoming increasingly intertwined. We have transformed our wardrobes into an extension of our digital selves, crafting designs that allow us to switch between personas as effortlessly as we change our gaming avatars.

A sort of all-in take on ‘dress for the job you want’, only it’s more of a ‘dress for the vibe you want’ that particular day.

Not so fast… What are we missing?

While we revel in the captivating world of cartoonification and hyperrealistic fashion, let’s pause to consider some less-discussed factors that might be shaping this happening.

First, urban life plays a significant role. City dwellers, navigating congested environments, crave visual statements with their outfits. Brands like Loewe tap into this desire, offering striking designs that help us stand out amid the urban bustle.

Secondly, let’s acknowledge the emotional aspect of the cartoonification of fashion. We currently inhabit a world where many feel increasingly disconnected and disillusioned, cartoonification provides a creative outlet for self-expression. Allowing us to break free from the mundane and explore our individuality in captivating, unexpected ways.

Cartoonification might be more than a passing trend

Cartoonification and hyperrealistic fashion have the potential to make a lasting impact on both the industry and society. Since digital and physical realms will continue to intertwine, these styles are bound to become increasingly prevalent. Which, in turn, will inspire new ways of thinking about fashion, self-expression, and the role of clothing in our lives.