It’s a reminder that the most powerful brand experiences aren’t always logical, they’re felt . Symbols, sensations, rituals; these are the tools brands are using to open emotional doorways. Not just selling products, but conjuring portals that bypass the rational brain and speak directly to something older, deeper, more human.

A rejection of excessive quantification. A cultural hunger for mystery, ritual, embodiment, and meaning. Our distinctly human magic emerging as our competitive edge.

What we're witnessing is intuition reframed as evolutionary, experiential intelligence. A rejection of excessive quantification. A cultural hunger for mystery, ritual, embodiment, and meaning. Our distinctly human magic emerging as our competitive edge.

A 2024 Pew Research study found that 72% of Americans believe AI will reduce the value of uniquely human traits, with empathy, creativity, and intuition topping the list of what they want to preserve

Forget woo-woo renaissance or digital fatigue. We're witnessing a recalibration of how humans navigate complexity. After drowning in data and still making spectacularly bad collective decisions, we've rediscovered that intuition deserves more than tokenistic respect.

It means recognising that in a world where everything can be quantified, the unquantifiable becomes precious.

It means respecting intuition as a legitimate intelligence – not just some romantic notion, but a sophisticated pattern-recognition system honed over millennia of human evolution.