Cynicism has dominated culture for over a decade, but a shift toward meaning, sincerity, and deeper connections is emerging. Brands that recognize this and authentically align with what they represent in people’s lives—beyond transactions—will foster stronger relationships, while those clinging to detached irony risk feeling outdated.

Many brands sabotage their content efforts by overcomplicating approvals, over-relying on celebrity endorsements, chasing trends, and blending into the crowd—here’s how to break free and create truly engaging storytelling.

If your brand builds a real community, you own your audience, you become part of their identity, and you create something that can’t be replaced by AI or algorithms.

If you’re a brand and you’re feeling stuck—on anything—maybe it’s time to stop guessing and start listening.

Wish I knew these things back in 2009 ;)