The word is shaken up and in turmoil. The tension is palpable as search for meaning in an era of uncertainty. It’s not all our fault but part of it is. We voted, we decided, we wanted, we desired… But do we actually know what we want?

Designers have always been taught to know their customer and what they want. But is that true anymore? From the post-Covid collections to beige families, there has been a decided lack of design and indecision.

Enough! Companies need to reorganize themselves and find a new level of originality and personality. They need to move beyond status to find relevance. They need to find new ways of communicating and transporting ideas beyond the influencers and pop ups that have dominated the market pre- and immediately post Covid. They need to foster a ‘family’ feeling (remember the  tribes of the 1990s) where they can communicate directly with those who understand them.