The flattening of everything: the battle of efficiency vs effectiveness

You don’t have to look far to see it: the world is speeding up, but it's also flattening out. Brands have gone from iconic to identical, spaces unique to uniform, and research shows we’re feeling increasingly neutral about it all. This is what we call cultural flattening—and it’s costing brands more than they think. Join Sairah Ashman as she explores how the rush for hyper-efficiency and optimisation is leaving brands feeling flat—and what they can do to bring back the magic.