To help you navigate what’s happening in the internet universe, we present Limelight – a new column brought to you by our friends at the creative studio Day light.
Ironic to say, but this month a major trend that has been trending this month is tendencies. Something fundamental this, something fundamental that – fashion brands seem desperate to tap into the next heartbeat to help you figure out who you are, global brands are racing to outdo each other and Liz dying we has all made examine what is worth believing in any Suite.
Here’s what took the internet by storm this month:
Why? Much has been linked to the growing climate crisis and the somewhat deep qualities of fungal mycelium (root structures) found in mushrooms. Used as leather for a recent Stella McCartney lineDNA sequencing amid the pandemic and even making their way into treatment rooms holistic practices to treat mental health, mushies have never looked so…magical.
After years of confinement and juggling all the places we work, the office has never been such a hot topic.
After the second season of Industrie and the success of Succession, the new yorkerby Carrie Batton wrote recently“As the office looks less appealing in real life, on TV it’s the most exhilarating place.”
The hot, stressful but monotonous environments that we have missed throughout the pandemic; the wave of #worktok content (some companies are even testing a TikTok Resume); and the big resignation – TV shows seem to revel in the corporate world.
Worldwide, what’s happening now
If you haven’t followed the world of web3 NFT, no one blames you. Outside of DAO and Discord discussions, it can seem like life is a Sims game and we all just live in it.
This standards guide to what this world is is a useful starting point, but if you’re a bit further down the non-fungible line (has anyone ever used this word before 2022?) you might notice how it spreads everywhere and brands and tech companies are in a fistfight to change the world all at once.
Musicians are turning fans into community managers via their Discord channel, bands are embedding NFTs in music videos and providing exclusive access through them, Gucci has a NFT Art Galleryand now you can buy NFT stitching online that no one will ever be able to wear, just look. Which, in a surprise turn, is kind of what it was made for anyway? Space moves fast and imperfectly, and the jury is still out on whether Gen Z will fully jump on this bandwagon.
Stop trying to be everyone’s everything, already
Think about what you are looking for on Google. Is it already “coffee” or is it “the best coffee near me”? Is this already “cupcakes” or is this “nz best gluten free vegan cupcake recipe”? The same goes for the type of content that more and more people want to listen to. What might have been a baking podcast a few years ago is now a baking podcast with episodes featuring experts in sourdough, locally harvested spelled flour, and organic herbs.
This marks a shift from numbers (high reach, mass marketing) to specific content based on a high level of interest. People and brands want to create things people love deeply rather than generically, which mirrors the age-old writing hack: the more you go into detail, the more universal you become.
Bury the monoculture with the queen
It’s about how algorithms and smartphones have allowed us to create our own cultural reality: nice fun holiday reels and videos of our kids growing up, lol antics we do outside of work , all this is returned to us. We love it because these worlds are uniquely ours and there are almost no great universal moments that we all watch and feel.
The dying queen felt like the end of monoculture. She was the most monocultural person in the world (growing up you had no choice but to know things about the royal family) and mthe wine culture folks have absolutely lost the plot about the queen’s death. The mainstream media went wild – RNZ’s Morning Report literally only had coverage of the Queen’s funeral the following day. Three hours!!!! Nothing else!!!! While most people under 35 find the whole thing completely incomprehensible.
This was perhaps the most defining moment between the generations.
Have you noticed how many non-alcoholic candlelight drinks exist? This famous study showing that Gen Z drink less and the 33% increase in non-alcoholic spirits in America alone over the past year (and over 500% since 2015) reflect the rise of a whole new industry of chic brands that keep you sober.
Widely described as being “sober curious”there’s a whole wave of brain-powered, crystal-infused, berry-infused, charcoal-filtered drinks hitting the market.
It represents a growing curiosity of a hangover-free Sunday, a drunken-free drink, and a heightened awareness of what makes us feel good. Think Loud TV Show Skinswhich was released in 2007 against the revealing and relatively serious Sex education in 2019.
With divorce rates rising around the world, furniture designers are anticipating disaster.
FC Home & Co recently launched furniture that can easily break if your relationship does. A bit of a grim manifestation of, well, grim divorce statistics (they’re up 35% in Argentina post-pandemic) and a crazy idea to think you’re buying this stuff preemptively in what’s supposed to be the one of the most beautiful big steps a relationship can take. But maybe after apocalyptic years pragmatism really has its place.
Artificial Intelligence for design is on a continuing wave. From DALL-E taking the internet and graphic designers by storm to the likes of this project builds scenes from famous classical paintings come “stable broadcast“.
It’s an AI Photoshop plugin designed to give software in this space a run for its money, creating the world of what’s possible for text-prompted images. Enter a word, an aesthetic, a quality of light, an artistic movement, and in seconds you can have a light-filled CAD-style drawing of a modern kitchen with plant life and art on the walls. This software is causing massive debate among artists, and for good reason.
Examining the internet day in and day out, a lowly plebeian begins to wonder… who uses the internet the best? In a recent interview on the Integrated newsletterwriter-teacher Rayiwa Kameir answered the question perfectly: “I sincerely believe that Drake uses the social web the way it is supposed to be used: relentless shenanigans and antics, very little performance of superior intelligence or morality .”
Something to aspire to until we meet again.