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A NEW WORLD CREATIVE AND STRATEGY COHORT

Refocus

REPORT: 002

ARE YOU STILL WITH US?

What does the future hold for creativity if we are engineering everything for a viewer with a disappearing attention span? If we lose the ability to pay attention to what really matters?

Will we lose sight of our connections with one another, our communities, our societies - and the issues that need our full attention? 

It’s time for the industry to look beyond the ‘now’. In perpetuating a culture that damages our ability to pay attention, we make our future increasingly volatile. We need to do better, for ourselves and for future generations.

CAN YOU PAY ATTENTION?

We are living in an era of disposability, where few things achieve longevity. 

‘Always on’ culture, the endless scroll feed, hyper intelligent marketing algorithms, 24/7 news cycles - these invasive forces are deeply altering our attention spans. Whoever said ‘just switch off your phone’ overlooked how technology shapes our daily lives. From work to social connection, we have become, and are required to be, ever present.

MORE DISTRACTION, LESS CREATIVITY, ALWAYS OCCUPIED AND EXHAUSTED. 

In a society powered by disposability, we encourage oversaturation. We’re always hungry for more - more stimulation, more content, more impact. 

Yet, in our industry the behind the scenes work and money spent doesn’t change. All it means is that creative work has to fight harder than ever to endure. 

Creating for a ‘moment’, just to discard, move on and forget. 

ONLY POSSIBLE AS A COALITION

There’s no miracle solution to this issue. We live in a complex world with complex problems that overlap and intertwine. It is only in coming together as communities and coalitions that we can solve them, not just in our industry but in everything from land stewardship to reproductive health and migrant justice to clean electronics. From Wikipedia to the Suffragette movement, it’s our ability to cooperate that’s driven progression since the dawn of time.

A culture of inattention affects us all, regardless of age or geography. We need to forge a community of individuals from all walks of life, bringing together their differing perspectives: intersectional, equal and open. It’s this approach that will take us to new frontiers to form innovative and groundbreaking ideas

COMMUNITIES ARE THE PROTECTIVE BARRIERS BETWEEN US AND THE CHALLENGES WE FACE AS INDIVIDUALS AND SOCIETIES

In 2022, ‘community’ is a shifting term. What used to refer to immediate physical ties, now represents a network of global peers, crossborder, cross-industry, and cross-culture. As industries and corporations continue to struggle for relevance, new age communities harness their innate power and young people in grass roots movements become authorities. With this power redistribution, we can prioritise community, nurturing, empowerment and resource reallocation.

WE MUST BE EVOLUTIONS IN CONSTANT MOTION

We cannot be static in the face of this issue. Fixing ourselves to one idea prevents progression and in a landscape of oversaturation, overconsumption and overexhaustion, impact is quickly diluted. In a constantly changing world the only option is to adapt and evolve.

BEHAVIOURS > VALUES

We’re past the virtue signalling optics. What is the value in values? As we evolve, we have to hold ourselves to our behaviours. Values are immeasurable, behaviours aren’t.

PLANTING THE SEED

When we collectively embrace longevity and endurance, we embrace a possibility for a different future. For ourselves, for the industry, and for creativity as a whole.

PROGRESSING SOCIETY BY BUILDING LEGACIES

In Report 001, we talked about creativity as a vehicle for innovation, proving that challenges can become new ambitions. Now is the moment for us to embrace the discomfort, the overwhelming, the impossible, and trust in creativity as the guiding force that will unite and carry us through. 

Through this lens, what is the new ‘possible’?

Read Report 001 here. 

ARE YOU STILL WITH US?

What does the future hold for creativity if we are engineering everything for a viewer with a disappearing attention span? If we lose the ability to pay attention to what really matters?

Will we lose sight of our connections with one another, our communities, our societies - and the issues that need our full attention? 

It’s time for the industry to look beyond the ‘now’. In perpetuating a culture that damages our ability to pay attention, we make our future increasingly volatile. We need to do better, for ourselves and for future generations.

CAN YOU PAY ATTENTION?

We are living in an era of disposability, where few things achieve longevity. 

‘Always on’ culture, the endless scroll feed, hyper intelligent marketing algorithms, 24/7 news cycles - these invasive forces are deeply altering our attention spans. Whoever said ‘just switch off your phone’ overlooked how technology shapes our daily lives. From work to social connection, we have become, and are required to be, ever present.

MORE DISTRACTION, LESS CREATIVITY, ALWAYS OCCUPIED AND EXHAUSTED. 

In a society powered by disposability, we encourage oversaturation. We’re always hungry for more - more stimulation, more content, more impact. 

Yet, in our industry the behind the scenes work and money spent doesn’t change. All it means is that creative work has to fight harder than ever to endure. 

Creating for a ‘moment’, just to discard, move on and forget. 

ONLY POSSIBLE AS A COALITION

There’s no miracle solution to this issue. We live in a complex world with complex problems that overlap and intertwine. It is only in coming together as communities and coalitions that we can solve them, not just in our industry but in everything from land stewardship to reproductive health and migrant justice to clean electronics. From Wikipedia to the Suffragette movement, it’s our ability to cooperate that’s driven progression since the dawn of time.

A culture of inattention affects us all, regardless of age or geography. We need to forge a community of individuals from all walks of life, bringing together their differing perspectives: intersectional, equal and open. It’s this approach that will take us to new frontiers to form innovative and groundbreaking ideas

COMMUNITIES ARE THE PROTECTIVE BARRIERS BETWEEN US AND THE CHALLENGES WE FACE AS INDIVIDUALS AND SOCIETIES

In 2022, ‘community’ is a shifting term. What used to refer to immediate physical ties, now represents a network of global peers, crossborder, cross-industry, and cross-culture. As industries and corporations continue to struggle for relevance, new age communities harness their innate power and young people in grass roots movements become authorities. With this power redistribution, we can prioritise community, nurturing, empowerment and resource reallocation.

WE MUST BE EVOLUTIONS IN CONSTANT MOTION

We cannot be static in the face of this issue. Fixing ourselves to one idea prevents progression and in a landscape of oversaturation, overconsumption and overexhaustion, impact is quickly diluted. In a constantly changing world the only option is to adapt and evolve.

BEHAVIOURS > VALUES

We’re past the virtue signalling optics. What is the value in values? As we evolve, we have to hold ourselves to our behaviours. Values are immeasurable, behaviours aren’t.

PLANTING THE SEED

When we collectively embrace longevity and endurance, we embrace a possibility for a different future. For ourselves, for the industry, and for creativity as a whole.

PROGRESSING SOCIETY BY BUILDING LEGACIES

In Report 001, we talked about creativity as a vehicle for innovation, proving that challenges can become new ambitions. Now is the moment for us to embrace the discomfort, the overwhelming, the impossible, and trust in creativity as the guiding force that will unite and carry us through. 

Through this lens, what is the new ‘possible’?

Read Report 001 here.