Culture

Brands should forget capturing attention but instead focus on earning it where the current Gen Z zeitgeist really lives, writes Ellie Hooper from Goat.

A quiet revolt against Big Social’s optimized sameness: why people are retreating from performative feeds into smaller, human rooms. This is where brands can only earn trust by participating, and the internet gets cosily small again, writes Unfound Studio’s Tebo Mpanza.

AI‑powered tools promise faster signals, but without context brands risk chasing noise. Cultural analyst Matt Klein argues that the real work isn’t finding the “what” – it’s understanding the “why”.

Traditionally artists rely on galleries, festivals, or cultural institutions for support and funding. These organisations don’t just distribute work, they also act as cultural gatekeepers, deciding what projects are worthy and what work should reach the public. But that model is being rewritten.