counter-culture & anti-trends.
Ideological Catfishing: why the creator economy is hitting a crisis of authenticity it might not survive
An anti-establishment creator took Meta AI's money. The comments went to war. Sophie breaks down why we keep expecting creators to be our moral compass, and what brands need to know before they pick the wrong partner.
Read the full thing →The pivot plague: why your brand has strategic ADHD
Constantly changing your brand direction doesn't make you agile. It makes you forgettable. Sophie breaks down why staying in your lane and building compounding trust is the most radical strategy in a market addicted to reinvention.
counter-culture & anti-trendsThe efficiency heist: why are we paying full price for half-baked automation?
Companies are using automation to cut their costs in half. But instead of passing those savings on, they're pocketing them and still charging you the full price. Sophie argues this is the efficiency heist, and the market is finally starting to notice.
counter-culture & anti-trendsThe math-ification of joy: why we need to stop -maxxing our lives
We have graduated from core aesthetics to optimisation culture, and it is costing us our ability to actually live. From hikemaxxing to funmaxxing, every human experience is being turned into a performance metric. Here is why the brands that offer an escape from the data will win what comes next.
most read in this topic.
Ideological Catfishing: why the creator economy is hitting a crisis of authenticity it might not survive
An anti-establishment creator took Meta AI's money. The comments went to war. Sophie breaks down why we keep expecting creators to be our moral compass, and what brands need to know before they pick the wrong partner.
The pivot plague: why your brand has strategic ADHD
Constantly changing your brand direction doesn't make you agile. It makes you forgettable. Sophie breaks down why staying in your lane and building compounding trust is the most radical strategy in a market addicted to reinvention.
The efficiency heist: why are we paying full price for half-baked automation?
Companies are using automation to cut their costs in half. But instead of passing those savings on, they're pocketing them and still charging you the full price. Sophie argues this is the efficiency heist, and the market is finally starting to notice.
The math-ification of joy: why we need to stop -maxxing our lives
We have graduated from core aesthetics to optimisation culture, and it is costing us our ability to actually live. From hikemaxxing to funmaxxing, every human experience is being turned into a performance metric. Here is why the brands that offer an escape from the data will win what comes next.
Are brands ghosting Pride Month in 2026
Corporate brands are retreating from Pride Month in record numbers and it is not a coincidence. Marketing teams are choosing safety over solidarity, and Gen Z and Millennial consumers are watching closely. Here is why safe marketing is dead marketing.
The corporate office is the new haunted house
The haunted mansion has been swapped for a fluorescent-lit office. A new cultural subgenre called Institutional Gothic is dominating pop culture right now, and it tells us a lot about what consumers actually want from brands. Here is what it means for your content strategy.
The feed has robbed us of intuition (here's how to get it back)
The social media feed has intercepted the trial-and-error loop that used to build human intuition. Constant, conflicting expert advice has trained us to distrust our own instincts, and the result is cognitive paralysis. The brands that win next will be the ones that hand control back to the consumer.
The Ordinary just set up a stall selling £305 avocados (and it's some of the best anti-marketing we've seen)
The Ordinary built a fake luxury supermarket and sold an avocado for £305. It's a brilliant piece of anti-marketing that exposes the deceptive language beauty brands use to inflate their prices. And it permanently changes how shoppers see every luxury skincare counter they'll ever stand in front of.
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