Friction is neither the silver bullet nor the enemy, just as an easy, frictionless future might not be the utopia we can make it sound like. Intentionality. It’s what we crave.

“…there are known knowns; there are things we know we know…there are known unknowns; that is to say we know there are some things we do not know. But there are also unknown unknowns—the ones we don't know we don't know.”

Be less shit and more solution-oriented and we can start to right some wrongs. Think big by starting small. And it’s never too late to start.

The problems aren’t for posting, they’re the work to be done.

When existence feels chaotic, creating smaller circles of trust becomes a means for survival. Control through community. Agency through back-channel belonging.

After over a decade of desperately seeking virality, we’ve reached a point where there are entire agencies promising it by design. To which I ask: if anyone can buy virality, why bother?

What if the most powerful strategy isn't having all the answers, but asking better questions?

Seeing such a data set can feel shocking and overwhelming, but change is a constant and we can always turn things around. That’s not to say it can be reversed overnight, afterall, the decline itself was over the course of a decade. It will take some time and effort. But we also can’t sit back and wait for policies or schemes to come into effect. We can’t let literacy become a luxury.

A proper content strategy is really not about hitting arbitrary posting quotas or being everywhere, all the time. It's about creating long-lasting narratives that resonate deeply. It's about understanding that sometimes the most strategic move is to say less, but say it better.

Our approach to sustainability communication feels stuck between goblincore inducing doom-scrolling and corporate buzzwords. While shock tactics emulating PETA's campaign playbook certainly get attention, they're about as effective at creating change as trying to put out that fire with a strongly worded email.