Human Renaissance

Imagine a future where automation unleashes a renaissance of creativity.

Human Renaissance explores a ground-breaking mindset shift as AI and automation start to enter our lives. With the rise of platforms such as Chat GPT, we are asking ourselves, what roles do humans have?

But it also raises exciting questions, could automation usher in a future where humans are free to pursue their interests & impulses? And could a new Renaissance-like era of rich artistic & creative output be on the cards?

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Why is this important for Brands?

Human Renaissance reflects a seismic shift in consumer outlook, from keeping up with the Joneses to a life of purpose and meaning. This shift in perspective also comes about as we grapple with a new world of work, where AI slowly but surely seeps into our daily working lives. The outcome is unknown; the robots may take on the tasks we no longer want to do, or they may replace entire sections of society. The future is uncertain, and this will have an unfathomable effect on consumers' lives. We will all have to find our place in this new world of work.

What's driving all of this?

As the world hit pause in the stillness of lockdown, we had time to reflect on our lives and ask some salient questions: Am I happy in my job? Do I have purpose and meaning in my life? Am I adequately balancing work and life?

Consumers have reacted in droves, quitting jobs, changing careers and often quietly switching off; the phenomenon of 'quiet quitting' – doing the bare minimum at work to achieve a better work-life balance. Many have chosen to shun the traditional markers of success, climbing off the incessant hamster wheel of life to look beyond money and status. Adopting a more minimalist mindset and instead actively seeking out the more human values of connection, creativity, purpose and meaning.

Data shows that this is happening right now:

Only 9% of workers in the UK felt enthused about their work and workplace in 2022

according to Gallup's 'State of the global workforce' report, compared to 16% in Germany.

Approximately 4 million people are quittingtheir jobs in the US each month

according to the US Bureau of Labor Statistics; however, the number appears to be dropping.

85 million jobs will be automated in the next 5 years

according to 2020 World Economic Forum report.

THE "MIGHTY" QUESTION

How might we embrace a renaissance in creativity and invite consumers in to help the business progress, and how might they be rewarded for their input?

THE "MIGHTY" SOLUTION

Platform innovation sprints: Give your brand or company a strategic jump-start by accelerating platform development through collaboration.

Our Brand ImaginAction sprints bring cross-functional stakeholders and partner agencies together to rapidly develop innovative platforms that move the brand towards its goals. Our strategists and creatives collaborate with your team to design and deliver an inspiring sprint resulting in compelling narratives that inspire organisational change, alignment and consumer testing.

Brand Exemplars

The Human Renaissance is in its early stages as AI and automation continue challenging our notions of what it means to be human.

Idle aspirations

The Idler is a bi-monthly UK magazine devoted to the ethos of 'idling'; intending to 'return dignity to the art of loafing' as something to aspire towards rather than reject, the publication also runs classes in slow hobbies such as beekeeping, calligraphy, cooking and meditation.

Robots by the hour

US automation company Formic offers robots by the hour to aid manufacturing, doing jobs such as tending to machines, performing quality inspections, welding, painting and polishing; the robots cost the equivalent of $8 per hour, less than the minimum human wage of $15 per hour.

Slow travel

French start-up Midnight Trains is ‘a luxury hotel on rails' offering a comfortable and sustainable journey with private rooms, on-demand movies, en-suite bathrooms and restaurants; the trains provide a more relaxing and slow alternative to flights, connecting Europe's major cities.

Reclaiming attention

New York Times bestseller 'How to do nothing; resisting the attention economy' by Jenny Odell outlines 'an action plan to resist capitalist narratives of productivity and techno-detemerninism'. The book offers a field guide to how to win back our attention – the most precious and overdrawn resource we have.

DALL-E 2

One of many AI tools that have caused mass disruption in the art world with its ability to generate unique images in a matter of seconds.