If it isn’t a tech influencer explaining how a single B2B SaaS startup revolutionised their workflow, it's a girly pop explaining how manifesting a corporate breakthrough radically shifted her vibe. And #WitchTok is generating billions of views. Meanwhile, major consumer brands are launching custom tarot decks. Premium apps are packaging standard sleep analytics alongside real-time astrological charts. Wtf is going on, you ask? [Find out]

-Sophie Randell, Writer

Because tell me why I spent the morning on Threads bawling my eyes out at a video of a sweet lady in her car, also bawling her eyes out, because she was exhausted, dead broke, and still gave one of her two hashbrowns to a homeless man. AND THEN I’m bombarded with stories about the staggering disconnect between the rich and those in the real world (like we didn’t already know).

But you really do know it’s bad when the Washington Post, Bloomberg, and The Economist are all talking about it. Apparently, the reason the economy is “so good” on paper but feels so sh*t irl is because of the “productivity pay gap.”

Usually, the more productive the economy gets, the more businesses are able to produce more with the same or fewer resources. Which obv makes the businesses more money. And in a healthy economy those gains are shared by business owners as well as those who work for them …as per the OG playbook.

But for the last 50 years, economic inequality has soared – with productivity soaring and compensation barely budging. Add inflation, record high housing prices, the war f*cking up the gas prices, and we have, you guessed it, BAD VIBES ALL ROUND.

Ok next, in the encyclical Magnifica humanitas, Pope Leo XIV fights the good fight, arguing that AI, while not inherently immoral, requires slowed adoption. He calls for better moral guardrails and democratic oversight to prevent control by tech oligarchs (uh, duh). He also emphasised the need for stronger safety nets to protect workers displaced by technological advancement. You can check it out at Vox.

Lastly, another man fighting the good fight? The grandson of the Reese’s Peanut Butter Cup inventor, Brad Reese. He’s gone viral for furiously writing to Hershey, claiming they're ruining his grandfather's legacy by swapping real milk chocolate and peanut butter for cheap, fake alternatives in seasonal shapes and spinoff treats.

Hershey says the classic cups are untouched. But the company admits they tweak other recipes for specific product lines… which no longer include real milk chocolate. And Reese would know, because for most of his life he’s eaten one peanut butter cup A DAY. For now, he’s taking a break, but he will be wearing his “Make Reeses Great Again” baseball cap. 

-Sophie Randell, Writer

He called it the "disenchantment of the world".

But, he was completely wrong (thank the Lord Almighty).

We are not descending into a historical Dark Age. Instead, we are entering a frantic period of digital re-enchantment.

The collective consensus on strict empirical facts is rapidly fracturing online. And this is creating an entirely new landscape for modern digital marketing. For those of us trying our hardest to capture user attention in this day and age, understanding this strange pivot away from rigid materialism is the new playbook.

We’ve kind of been treating consumer behaviour like a cold physics equation. Optimise the click-through rate, fine-tune the tracking pixel, A/B test the landing page header, and watch the revenue scale, baby.

But consumers have hit a wall of exhaustion with this sterile, hyper-rational paradigm.

A culture built entirely on cold data feels a little isolating, clinical, and corporate. Human beings possess a deeply hardwired, evolutionary craving for meaning, narrative, and agency.

But don’t get your knickers in a twist. I’m not saying consumers are abandoning core science, or throwing out germ theory or ignoring basic physics (well… maybe some of the more special folk on social media are).

Rather, they are rejecting the reductive idea that reality begins and ends in a laboratory or a spreadsheet. They want data and destiny. They track their deep sleep cycles using an Apple Watch while simultaneously referencing their astrological transits. It is a dual existence, where technology and mysticism live in total harmony. And I’m freaking here for it.

The internet is arguably the ultimate manifestation of pure logic, human engineering, and mathematics. Yet, it has evolved into the world's most effective breeding ground for digital mysticism.

As the traditional authority of the modern nation-state, corporate science, and legacy media structures continues to erode, a massive power vacuum has opened. Consumers are desperate for a cohesive, unifying voice to make sense of a chaotic world.

If your marketing strategy is built strictly on clinical features and hyper-rational product value, you might be losing the battle for long-term consumer attention.

Winning the cultural narrative today means understanding that community and identity are built on shared ritual and symbolic meaning. Here’s 3 ways to start:

1. Stop treating your community like a row in a database.

True digital engagement requires building a brand narrative that honours the human desire for mystery and connection. Instead of selling the product's basic utility, speak directly to how the brand fits into the consumer's lifestyle, worldview, and daily personal rituals.

2. Lean into the vibe.

The modern consumer evaluates a brand based on its creative ethos and aesthetic depth. Cultivate an online presence that feels human, mysterious, and intentionally styled. A brand with an unmistakable visual and narrative identity will consistently cut through the noise far better than a dry list of product features.

3. Cultivate true digital rituals.

The massive popularity of New Age practices stems from a deep and desperate need for a shred of structure in this chaotic af world. So build intentional community rituals around your brand. You can achieve that through highly anticipated weekly drop schedules, interactive community polls, or communal digital spaces where your core audience feels seen, connected, and valued.

The internet has given us a brand-new medium to express our ancient desire for enchantment. Audiences are creating a world that cannot be fully understood through a spreadsheet, and it might define digital culture moving forward.

Get on the bandwagon (or the flying carpet).

-Sophie Randell, Writer

Every accidentally revealed opinion, every slip of the mask, every moment someone showed you exactly who they are without meaning to. You weren't supposed to see that. But you did. You the real observer.

The sound comes from a comedy sketch called Guilt Simulator, in which the narrator catches you doing something suspicious and will simply not let it go. "What did you just put in your pocket? What was that? I saw you put something in your pocket, what was that?" Originally a one-off bit, it found a second life on TikTok and has been trending on and off ever since. Because that paranoid energy of catching something that wasn't meant for you is just always gonna hit.

People are using it for any moment where someone accidentally revealed themselves, like:

Use the sound and put what you clocked as your on screen text. Easy.

A few ideas to get you started:

-abdel khalil, brand & marketing exec

😂Yap’s funniest home videos: Can you climb?
❤How wholesome: Dad & Kid swimming
😊Soooo satisfying: Kittens
🍝What you should make for dinner tonight: Ultimate Mac & Cheese

Hey Kenneth!

It honestly doesn’t matter which tool you use. So just pick one and learn how to use it! If you're editing on mobile, the Instagram editing tools or CapCut are solid, free options. On desktop, Adobe Premiere or DaVinci Resolve work great. Others use Final Cut Pro or even Picsart with success.

Don't let picking the perfect tool slow you down when it comes to creating content. Whether your videos are successful has nothing to do with what editing tool you use. So just choose a tool, then focus on using it to tell a good story through your content.

- Charlotte Ellis, Editor ♡

We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.