Behaviours / Thinking

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.

We're witnessing something fascinating right now. A cultural shift I'm calling "Primal Intelligence." A deliberate turn away from our decade-long obsession with data-driven everything.

It’s a style that distills a message to its essence. No noise, no clutter.

We’ve seen the ’90s and ’00s aesthetics return in fashion and design - but is advertising following suit? And more importantly, can minimalism deliver the same impact for emerging or lesser-known brands that can’t depend on immediate recognition?

If I had to guess, I think the general disappearance of good manners has something to do with how we’ve been conditioned to view each other: as things, not people. We see other people as things that can get us things. Maybe we have such little respect for one another because we have such little respect for ourselves. The commodification of the self... See more