# data[].attributes.headline
Alive in the Algorithm: The New Meaning of Brand Identity

# data[].attributes.subject
Alive in the Algorithm: The New Meaning of Brand Identity

# data[].attributes.body
Signal 1: From “Visibility” to “Inclusion in Meaning Systems”

SEO era → Visibility economy

In the search era, meaning = visibility.
To be seen on the first page of Google was to exist.
The brand’s task was to rank high — an act of surface optimization.
SEO was about winning the “attention real estate” of search results.

GEO era → Interpretation economy

In the AI era, meaning = inclusion in interpretation.
To be cited, paraphrased, or drawn upon by generative systems means your brand has been woven into how knowledge itself is produced.
You are no longer competing for position; you are competing for semantic presence — a place within the AI’s internal world model.

→ The brand’s identity becomes an epistemic identity:
It’s not just what people see about you; it’s how machines describe and repro

Signal 2: From static identity → semantic identity

Traditionally, a brand identity was a fixed representation — logo, tone, colors, promise.
Under GEO, identity becomes semantic: a set of relationships between concepts, entities, and contexts that define how an AI “understands” the brand.

For example:

The identity of Patagonia in human terms: sustainable, ethical, outdoors.

The identity of Patagonia in AI terms: “company → outdoor apparel → environmental activism → founder donates company to trust.”

That semantic chain is what the AI uses to decide when to cite, recommend, or associate Patagonia.
Therefore, future identity design = curating the brand’s semantic fingerprint — making sure the relationships encoded in AI systems reflect your true essence.

Signal 3: Brands inside machine consciousness

We can think of AI systems as the memory layer of civilization.
They don’t just process data — they remember patterns and re-narrate them.
Being part of that memory (through GEO) means your brand becomes part of the cultural subconscious that AI will echo for years.

So, if SEO was about discoverability in the now,
→ GEO is about legibility in the future.

It’s the difference between being a billboard and being a reference in a digital encyclopedia that keeps teaching itself.

Brands that fail to structure their meaning semantically may fade from machine memory, even if humans still recall them emotionally.
Inversely, brands that curate semantic clarity will be over-represented in AI discourse, shaping how humanity’s collective intelligence remembers them.

# data[].attributes.attachment_link.title
How Generative Engine Optimization (GEO) Rewrites the Rules of Search | Andreessen Horowitz

# data[].attributes.attachment_link.description
Traditional search was built on links; GEO is built on language. A new paradigm is emerging, one driven not by page rank, but by AI models.

# data[].attributes.headline
Subject: Local Ledger: Blockchain Registries for Rural Identity and Land Rights

# data[].attributes.subject
Subject: Local Ledger: Blockchain Registries for Rural Identity and Land Rights

# data[].attributes.body
Attachment link:

https://www.devex.com/news/how-blockchain-could-help-secure-land-rights-for-the-world-s-poorest-102281

Short description:

Small experiments in Southeast Asia are using blockchain to secure land titles and local business registries for rural areas. The goal: protect ownership, make towns “digitally legible,” and attract fair investment without relying on centralized urban systems.

On the surface:
A few pilot projects allow farmers to digitally register their land through blockchain, cutting corruption and urban dependency.

Under the surface:
This is an early attempt to fix digital invisibility. Once rural data becomes transparent and verifiable, local economies gain legitimacy in the same systems that currently privilege smart cities.

Feels like this:
A farmer finally holds a secure, scannable proof of ownership that cannot be taken away by politics or distance.

Sounds like this:
“Your farm in Bukidnon is now on the national digital map verified and owned by you.”

# data[].attributes.body
Short Description:

Tech entrepreneur Bryan Johnson is spending millions to biologically rewind his body to the age of 18 through Project Blueprint which is a strict regimen of diagnostics, supplements, organ-specific treatments, and anti-aging interventions. His goal: to “don’t die.”

But beyond fascination, his pursuit reveals how wealth transforms biology into a personal playground, where access to longevity becomes the ultimate symbol of privilege.

On the Surface:

Johnson’s life is a quantified experiment where every calorie is measured, every biomarker tracked, every treatment optimized for youth. His public documentation of “biological reprogramming” has inspired both admiration and mockery, positioning him as the poster child of Silicon Valley’s obsession with immortality.

He is framed as a visionary testing human limits or as the latest expression of elite excess, proof that the rich can literally buy time.

Under the Surface:

Johnson embodies the continuum of privilege from conception to death.

Where others dream of access to quality healthcare, the wealthy now engineer life itself from selecting embryos and preserving cord blood to regenerating organs and extending lifespan through biotech. His journey reveals how privilege doesn’t end with luxury, it begins before birth and extends beyond mortality, turning biology into an inheritance.

In this emerging order, health is capital, youth is currency, and death is a problem for the rich to solve. Johnson’s “Blueprint” becomes both prophecy and warning. It is a glimpse of a world where human evolution is no longer collective, but curated by those who can afford it.

Feels Like This:

In awe of the audacity: someone seems to challenge death itself.

Slight unease: this looks like a luxury scientific experiment, not an equitable health path.

Playing God

Sounds Like:

“I am invicible”

“I can cheat death”

“Don’t die if you can afford to stay alive”

“Money buys time”

Why It Matters for Vitamin B:

For Vitamin C, Bryan Johnson’s story challenges what it means to design for good in a world where innovation serves the privileged first.

Michelle Barretto’s consulting ethos using brand strategy as a force for empathy, equity, and purpose must now reckon with futures where branding isn’t just selling ideals, but shaping values around what “better” means.

If tomorrow’s elite can edit genes, extend life, and purchase health, how should brands and strategists respond?

The question for Vitamin C is not how to sell wellness but how to redefine it inclusively, ensuring that design, communication, and purpose do not reinforce biological hierarchies, but challenge them.

# data[].attributes.custom_properties.RyRACsv4
Dave Ang
Papat Lozano
Arrianne Nadurata
Mariel Fang

# data[].attributes.attachment_link.readable_text
Bryan Johnson, the biohacking centimillionaire who made a fortune selling payment apps, knows what his biggest online skeptics have been saying about him ever since he went viral in January 2023. Critics seized on the way he spends his days eating sludge and a jumble of vitamins and minerals (more than 50 a day) while wired up to devices monitoring his heart rate, brainwaves and erections (because they signal good health), and experimenting with far-out treatments like blood transfusions from his teenage son, all in an effort to slow the ageing process, live longer and, as his motto turned branded campaign says, Don't Die.

"When I started, people were looking at me like this 'eccentric, vampire billionaire tech bro drinking his son's blood'," says Johnson, on a video call with the Guardian. "I was like, 'Sure, yes. Also, I'm a professional rejuvenation athlete. I'm creating a new sport and a new way to understand reality. Death is always inevitable, but I'm asking this question: are we the first generation that won't die?"

Johnson, the 47-year-old subject behind the new Netflix doc, Don't Die: The Man Who Wants to Live Forever, explains that he's winning gold in the Olympics for health (if there were such a thing), claiming that he maintains the best biomarkers (like VO2 max - maximum oxygen consumption - and inflammation) in the world. He's even built a website, rejuvenationolympics.com, where people can subscribe to testing kits that measure their speed of ageing and compete with others in the "community". By following a militant diet, exercise and sleep regimen, Johnson claims to have reduced his speed of ageing to 0.64, meaning every year he only ages seven and a half months. He's currently being outranked on his own leaderboard by a handful of subscribers.

Johnson says he's feeling pumped as he enters the video call from his LA home. He had gotten off the elliptical just 10 minutes before, finishing off an hour-long 4x4 training regimen (where you train as hard as you can and rest in four-minute intervals), achieving a new personal best. "See those spikes," he says, as he holds up his phone, showing a graph measuring his performance; and a report that his max heart rate of 189 shows a biological age of 31, and his muscle oxygen saturation and VO2 max is elite status for an 18-year-old. Before that, Johnson says he did 90 minutes of hyperbaric oxygen therapy, in which you lie in an imposing pod that delivers pure, pressurized oxygen to the body. And got yet another 100% sleep score, a result most of us living like we're "addicted to die", as Johnson says, could only dream of.

He's referring to the things we think make us happy, the pizza, beer and staying out late that interferes with your optimal health and advances ageing, the things he's entirely stripped from routine, which often makes the rest of us wonder whether a longer life on those terms is even worth living.

"Personally, I've never been happier," says Johnson. "I personally have never known someone really healthy, and they're like, 'You know what, goddamn it, I'm too healthy. I just feel terrible' ... I think it's really a rich commentary on the state of our cultural play that I would have to be on the defense stand justifying why healthy is good and why everyone else doing these death-encouraging practices are the ones that are living life. Really, it's a paradigm shift. How to understand the world."

Johnson's basic health goals are, of course, far more relatable than his tech guru aura suggests. Take away the experimentation he has since abandoned with blood transfusions and rapamycin (a drug that has extended the lifespan in mice), the light and oxygen treatments that only people in his stratosphere can afford, the team of doctors studying his results and the brain measurement technology Kernel that Johnson himself developed. You ultimately have a health and lifestyle influencer who has branded and marketed his personal routine, which he calls Blueprint, much like any other you'll scroll past on Instagram.

"Most of the benefit that Bryan receives from this endeavor is through sleep, diet and exercise," says Chris Smith, the director behind the documentary. "Those are things that are available to all of us in different degrees."

Smith began filming in March 2023, soon after the viral moment when headlines announced Johnson was spending $2m a year to be 18 again. The director says that spending time with Johnson has motivated him to be more thoughtful and intentional with his own health since. "Ultimately, as Brian states in the movie, he's trying to be on the outer edge to see what's possible, so that maybe we can all benefit from that."

Photograph: Courtesy of Netflix

But his documentary, which gets to know the man behind the clickbaiting headlines and social media posts boasting biometric data and night-time erection updates, also maintains a reasonable amount of skepticism. On the one hand, Johnson's radical journey to find treatments that will defy ageing mirrors so many others who go down their own internet wormhole searching for health solutions that the medical establishment doesn't have answers for, be it cures to chronic pains or aids for better sleep. "Our healthcare system just picks up the tail end when we actually are on death's bed," says Johnson, sharing his cynicism with an industry he says has been hijacked by special interests. "It's not preventative at all. It's not proactive at all."

On the other hand, doctors and scientists who appear in Smith's doc generally agree that Johnson's experimentation with multiple treatments and therapies at once don't make for sound science, since there's no telling where the benefits are coming from.

When I ask Johnson why he doesn't spend his millions on research that satisfies current scientific models within the healthcare system, he resists. For him, building a new system is more logical than improving the current one.

"It's broken," says Johnson, who says he's in touch with politicians like Robert F Kennedy Jr and the presumptive deputy secretary of health and human services, Jim O'Neill, to repair laws that he argues gets in the way of scientific development. "It's not just fixing the system. It's fixing the zeitgeist."

At this point, we take a step back and look at the bigger picture built around Johnson's Don't Die ethos, and how his carefully curated regimen and belief that we can expand our lifespans ties back to his work as a tech entrepreneur using AI to study and potentially improve the human body. For Johnson, Don't Die is an ideology that merges the very human desire to live longer with scientific advances, a sci-fi-worthy synergy that he hopes will be gamechanging enough for the human species that it will put him on the map alongside Confucius and Karl Marx.

He says, "Don't Die is political; economic; moral; social; ethical; religious; spiritual.

"At the same time, it's computational. It's basically built on physics ... It's an actual ideology that AI can implement."

# data[].attributes.attachment_link.title
'Are we the first generation that won't die?': Bryan Johnson on his controversial lifestyle

# data[].attributes.attachment_link.description
The 47-year-old multimillionaire spends $2m a year on staying youthful and, in a new documentary, he explains why we should be following his lead

# data[].attributes.headline
Signal 3: Community-Owned Renewable Microgrids for Islands

# data[].attributes.subject
Signal 3: Community-Owned Renewable Microgrids for Islands

# data[].attributes.body
Short Description:

Remote island communities across the Philippines, such as those in Tawi-Tawi, Dinagat, and Palawan, are now establishing community-owned renewable microgrids powered by solar, wind, and hybrid energy systems. These locally managed grids reduce dependence on national utilities, provide consistent electricity to previously off-grid barangays, and unlock access to education, entrepreneurship, telehealth, and digital connectivity. What began as pilot sustainability projects are now evolving into energy cooperatives that symbolize both environmental responsibility and local empowerment.

On the Surface:

Through partnerships between the UNDP, DOE, and local governments, renewable energy solutions are being deployed to reach GIDAs (Geographically Isolated and Disadvantaged Areas). The technology involves small-scale solar farms and wind turbines connected to community-run grids. By harnessing local resources, these projects bring light, internet connectivity, and digital tools to remote schools, clinics, and small enterprises.

Example: In Dinagat Islands, solar microgrids now power classrooms and barangay health stations, allowing residents to charge devices, access online learning, and operate cold storage for medicine and nutritional supplies.

This is not just about electricity, it’s about enabling participation in the digital and economic future.

Under the Surface:

Beyond infrastructure, this transformation represents a shift from dependency to sovereignty. For decades, island communities have relied on erratic supply chains and imported diesel fuel to meet basic power needs. Now, through community-led microgrids, residents have become producers, not just consumers, of energy. This fosters a sense of ownership, equality, and pride, reducing both spatial and social inequality.

At a deeper level, it also reframes sustainability as justice: energy access becomes a right, not a privilege. With energy comes access to learning, income, health services, and connection. It’s a new model of distributed empowerment, where technology decentralizes not only power generation but also opportunity itself.

This movement is quietly redefining what development means in the Philippine archipelago: not waiting for aid, but building capacity from within.

Feels Like This:

Liberating and prideful. A once-dark island lights up, and with it, the people’s confidence and dignity. Families can study, work, and live with security, no longer limited by sunset or blackout schedules. It feels like progress that finally includes them, hope powered by their own hands.

“The lights no longer come from the city, they come from us.”

Sounds Like This:

“We used to wait for electricity; now we generate it ourselves.”
“This is what true empowerment looks like.”
“When the power came, our dreams got brighter too.”

💊 Why This Matters to Vitamin B:

For Vitamin B, which stands for energy, vitality, and wellness, this signal is both symbolically and strategically powerful. The rise of renewable microgrids is not just about energy—it’s about unlocking access to health and nutrition for underserved communities.

Here’s why it matters:

Power Enables Health Access. Reliable electricity means local clinics can refrigerate vaccines and vitamins, run diagnostic tools, and store health data securely, making preventive care and supplementation programs more feasible in remote areas.

Digital Access Strengthens Health Education. Electrified barangays gain connectivity to e-health and telemedicine platforms. Vitamin B can leverage this to digitally deliver wellness education, nutrition tips, or teleconsultations to GIDA communities.

Empowerment Mirrors the Brand’s Mission. Just as microgrids decentralize energy, Vitamin B decentralizes wellness, bringing health support closer to people instead of waiting for them to reach urban centers.

Sustainability Aligns with Brand Purpose. Supporting or partnering with renewable-energy communities positions Vitamin B as a champion of sustainable, inclusive health ecosystems, one that values both people and the planet.

As communities light their own islands, Vitamin B can be the light within, fueling human energy and resilience where opportunity has finally arrived.

# data[].attributes.custom_properties.RyRACsv4
Roanne Carreon
Laarni Ceniza
Ma. Nevelyn Custodio
Angelyn Mercado

# data[].attributes.attachment_link.title
Off Grid Palawan Community Gets Solar Powered through DOE, UNDP Support

# data[].attributes.attachment_link.description
Sitio Bubusawin—an off-the-grid farming community in Palawan—now has access to a 24/7 renewable source of electricity through a partnership between the Palawan Electric Cooperative (PALECO) and the municipal government of Aborlan with the support of the Department of Energy (DOE) and the United Nations Development Programme (UNDP).

# data[].attributes.body
Short Description

Tech entrepreneur Bryan Johnson is spending millions to biologically rewind his body to the age of 18 through Project Blueprint which is a strict regimen of diagnostics, supplements, organ-specific treatments, and anti-aging interventions. His goal: to “don’t die.”

But beyond fascination, his pursuit reveals how wealth transforms biology into a personal playground, where access to longevity becomes the ultimate symbol of privilege.

On the Surface

Johnson’s life is a quantified experiment where every calorie is measured, every biomarker tracked, every treatment optimized for youth. His public documentation of “biological reprogramming” has inspired both admiration and mockery, positioning him as the poster child of Silicon Valley’s obsession with immortality. He is framed as a visionary testing human limits or as the latest expression of elite excess, proof that the rich can literally buy time.

Under the Surface

Johnson embodies the continuum of privilege from conception to death.

Where others dream of access to quality healthcare, the wealthy now engineer life itself from selecting embryos and preserving cord blood to regenerating organs and extending lifespan through biotech. His journey reveals how privilege doesn’t end with luxury, it begins before birth and extends beyond mortality, turning biology into an inheritance.

In this emerging order, health is capital, youth is currency, and death is a problem for the rich to solve. Johnson’s “Blueprint” becomes both prophecy and warning. It is a glimpse of a world where human evolution is no longer collective, but curated by those who can afford it.

Feels Like This

• In awe of the audacity: someone seems to challenge death itself.

• Slight unease: this looks like a luxury scientific experiment, not an equitable health path.

• Playing God

Sounds Like

• “I am invicible”

• “I can cheat death”

• “Don’t die if you can afford to stay alive”

• “Money buys time”

Why It Matters for Vitamin B

For Vitamin C, Bryan Johnson’s story challenges what it means to design for good in a world where innovation serves the privileged first.

Michelle Barretto’s consulting ethos using brand strategy as a force for empathy, equity, and purpose must now reckon with futures where branding isn’t just selling ideals, but shaping values around what “better” means.

If tomorrow’s elite can edit genes, extend life, and purchase health, how should brands and strategists respond? The question for Vitamin C is not how to sell wellness but how to redefine it inclusively, ensuring that design, communication, and purpose do not reinforce biological hierarchies, but challenge them.

# data[].attributes.attachment_link.readable_text
Bryan Johnson, the biohacking centimillionaire who made a fortune selling payment apps, knows what his biggest online skeptics have been saying about him ever since he went viral in January 2023. Critics seized on the way he spends his days eating sludge and a jumble of vitamins and minerals (more than 50 a day) while wired up to devices monitoring his heart rate, brainwaves and erections (because they signal good health), and experimenting with far-out treatments like blood transfusions from his teenage son, all in an effort to slow the ageing process, live longer and, as his motto turned branded campaign says, Don't Die.

"When I started, people were looking at me like this 'eccentric, vampire billionaire tech bro drinking his son's blood'," says Johnson, on a video call with the Guardian. "I was like, 'Sure, yes. Also, I'm a professional rejuvenation athlete. I'm creating a new sport and a new way to understand reality. Death is always inevitable, but I'm asking this question: are we the first generation that won't die?"

Johnson, the 47-year-old subject behind the new Netflix doc, Don't Die: The Man Who Wants to Live Forever, explains that he's winning gold in the Olympics for health (if there were such a thing), claiming that he maintains the best biomarkers (like VO2 max - maximum oxygen consumption - and inflammation) in the world. He's even built a website, rejuvenationolympics.com, where people can subscribe to testing kits that measure their speed of ageing and compete with others in the "community". By following a militant diet, exercise and sleep regimen, Johnson claims to have reduced his speed of ageing to 0.64, meaning every year he only ages seven and a half months. He's currently being outranked on his own leaderboard by a handful of subscribers.

Johnson says he's feeling pumped as he enters the video call from his LA home. He had gotten off the elliptical just 10 minutes before, finishing off an hour-long 4x4 training regimen (where you train as hard as you can and rest in four-minute intervals), achieving a new personal best. "See those spikes," he says, as he holds up his phone, showing a graph measuring his performance; and a report that his max heart rate of 189 shows a biological age of 31, and his muscle oxygen saturation and VO2 max is elite status for an 18-year-old. Before that, Johnson says he did 90 minutes of hyperbaric oxygen therapy, in which you lie in an imposing pod that delivers pure, pressurized oxygen to the body. And got yet another 100% sleep score, a result most of us living like we're "addicted to die", as Johnson says, could only dream of.

He's referring to the things we think make us happy, the pizza, beer and staying out late that interferes with your optimal health and advances ageing, the things he's entirely stripped from routine, which often makes the rest of us wonder whether a longer life on those terms is even worth living.

"Personally, I've never been happier," says Johnson. "I personally have never known someone really healthy, and they're like, 'You know what, goddamn it, I'm too healthy. I just feel terrible' ... I think it's really a rich commentary on the state of our cultural play that I would have to be on the defense stand justifying why healthy is good and why everyone else doing these death-encouraging practices are the ones that are living life. Really, it's a paradigm shift. How to understand the world."

Johnson's basic health goals are, of course, far more relatable than his tech guru aura suggests. Take away the experimentation he has since abandoned with blood transfusions and rapamycin (a drug that has extended the lifespan in mice), the light and oxygen treatments that only people in his stratosphere can afford, the team of doctors studying his results and the brain measurement technology Kernel that Johnson himself developed. You ultimately have a health and lifestyle influencer who has branded and marketed his personal routine, which he calls Blueprint, much like any other you'll scroll past on Instagram.

"Most of the benefit that Bryan receives from this endeavor is through sleep, diet and exercise," says Chris Smith, the director behind the documentary. "Those are things that are available to all of us in different degrees."

Smith began filming in March 2023, soon after the viral moment when headlines announced Johnson was spending $2m a year to be 18 again. The director says that spending time with Johnson has motivated him to be more thoughtful and intentional with his own health since. "Ultimately, as Brian states in the movie, he's trying to be on the outer edge to see what's possible, so that maybe we can all benefit from that."

Photograph: Courtesy of Netflix

But his documentary, which gets to know the man behind the clickbaiting headlines and social media posts boasting biometric data and night-time erection updates, also maintains a reasonable amount of skepticism. On the one hand, Johnson's radical journey to find treatments that will defy ageing mirrors so many others who go down their own internet wormhole searching for health solutions that the medical establishment doesn't have answers for, be it cures to chronic pains or aids for better sleep. "Our healthcare system just picks up the tail end when we actually are on death's bed," says Johnson, sharing his cynicism with an industry he says has been hijacked by special interests. "It's not preventative at all. It's not proactive at all."

On the other hand, doctors and scientists who appear in Smith's doc generally agree that Johnson's experimentation with multiple treatments and therapies at once don't make for sound science, since there's no telling where the benefits are coming from.

When I ask Johnson why he doesn't spend his millions on research that satisfies current scientific models within the healthcare system, he resists. For him, building a new system is more logical than improving the current one.

"It's broken," says Johnson, who says he's in touch with politicians like Robert F Kennedy Jr and the presumptive deputy secretary of health and human services, Jim O'Neill, to repair laws that he argues gets in the way of scientific development. "It's not just fixing the system. It's fixing the zeitgeist."

At this point, we take a step back and look at the bigger picture built around Johnson's Don't Die ethos, and how his carefully curated regimen and belief that we can expand our lifespans ties back to his work as a tech entrepreneur using AI to study and potentially improve the human body. For Johnson, Don't Die is an ideology that merges the very human desire to live longer with scientific advances, a sci-fi-worthy synergy that he hopes will be gamechanging enough for the human species that it will put him on the map alongside Confucius and Karl Marx.

He says, "Don't Die is political; economic; moral; social; ethical; religious; spiritual.

"At the same time, it's computational. It's basically built on physics ... It's an actual ideology that AI can implement."

# data[].attributes.attachment_link.title
'Are we the first generation that won't die?': Bryan Johnson on his controversial lifestyle

# data[].attributes.attachment_link.description
The 47-year-old multimillionaire spends $2m a year on staying youthful and, in a new documentary, he explains why we should be following his lead

# data[].attributes.body
New living models are emerging where younger and older generations share homes designed for collaboration, mentorship, and mutual care. This isn’t just about housing—it’s about redesigning community around shared experiences, empathy, and learning. For Vitamin B, this signals a shift in how brands represent connection—from individualism to collective belonging.

On the surface:

If this became mainstream, cities and brands would design spaces and campaigns celebrating intergenerational exchange.

Co-living hubs could become new storytelling platforms—brands might sponsor shared kitchens, learning studios, or “wisdom spaces” where generations meet and create together. Marketing would evolve from “targeting age groups” to designing for age diversity.

Under the surface:

The meaning of independence transforms—care becomes a shared value rather than a weakness.
Society moves from “youth as progress” to “collaboration as progress.”

For branding, it means belonging is no longer about being trendy or young—it’s about being part of a shared human rhythm.

Feels like this:

Warm, grounding, and human.
Like seeing yourself reflected in someone decades older—or younger.

Sounds like this:

“Belonging isn’t about age—it’s about who shares your table.”
“Every generation has something to teach.”

Other links:

Behind Japan's Fake-Family Industry | ASIAN BOSS - https://www.youtube.com/watch?v=UEhYMirs7fk

Beyond Contact-Intergenerational Living in Cohousing Communities

https://aese.psu.edu/outreach/intergenerational/articles/intergenerational-contact-zones/residential-cohousing-communities#:~:text=Sociology%2C%20and%20Education-,Beyond%20Contact%2DIntergenerational%20Living%20in%20Cohousing%20Communities,ample%20opportunity%20for%20intergenerational%20mingling.

Intergenerational Living, Coliving and Shared Housing

https://urbancampus.com/blog/intergenerational-living-coliving-shared-housing/

Teens and elders bridge generation gap and digital divide

https://www.youtube.com/watch?v=TDUE2s1XY4s

# data[].attributes.custom_properties.RyRACsv4
Agnes Magallanes, Angelica Sia, Diane Geroy, Gregg Gammad, Lloyd Inigo Bautista

# data[].attributes.attachment_link.title
Rental Families are a booming industry because of Loneliness in Japan

# data[].attributes.headline
Signal 2: Digital Twins Mapping Informal Settlements

# data[].attributes.subject
Signal 2: Digital Twins Mapping Informal Settlements

# data[].attributes.body
Short Description:

AI-powered digital twins, highly detailed 3D virtual replicas of physical spaces—are increasingly being used to map informal settlements and rural communities that have historically been invisible in traditional urban planning. Through satellite data, drones, and participatory mapping, these digital models help governments and NGOs visualize living conditions, simulate policies, and make data-driven decisions about infrastructure, health, and social services. For developing countries like the Philippines, this innovation could radically change how spatial inequality is addressed—ensuring that every community, no matter how remote, is seen, counted, and planned for.

On the Surface:

Governments, universities, and development agencies are using digital twin technologies to produce accurate, real-time maps of settlements that once existed only as “gray zones” on city blueprints. These tools allow local leaders to test scenarios—like where to place flood barriers, clinics, or evacuation routes—before implementing them in real life. By visualizing informal areas in 3D, they turn abstract data into clear, actionable insights for housing, health, and transport planning.

Example: In Jakarta and Manila, pilot projects use satellite-based digital twins to plan drainage systems and identify where health and education services are lacking in slum zones and coastal communities.

Under the Surface:

Beyond technology, this trend signifies a profound social and ethical shift—from invisibility to empowerment. For decades, poor or informal settlements have existed outside the “visible” frame of official maps, policies, and budgets. Digital twins challenge that systemic blindness by making marginalized spaces legible to governance systems, which means they can finally receive resources and recognition.

This also redefines the concept of data justice: inclusion is not only about being heard, but also about being represented in the data. Communities that once relied on anecdotal advocacy now have digital evidence to demand equitable treatment.

In a deeper sense, it’s about restoring dignity through visibility—a digital acknowledgment that “we exist, we matter, and our spaces deserve to be planned for.”

Feels Like This:

Transformative, dignifying, and hopeful. Communities once labeled “illegal” or “temporary” now see their streets, homes, and schools rendered in official 3D models—signaling recognition and belonging. It’s the feeling of finally being visible, not as a problem to be solved, but as citizens with a rightful place in the future city.

It’s what empowerment feels like when visibility meets justice.

Sounds Like This:

“For the first time, our neighborhood shows up on the city’s map.”
“Now they can plan with us, not for us.”
“We’re not invisible anymore.”

💊 Why This Matters to Vitamin B:

For Vitamin B, a brand rooted in health, inclusion, and well-being, the use of digital twins opens new pathways for targeted, data-driven health equity. When informal and rural communities are digitally mapped, health vulnerabilities like limited access to pharmacies, poor nutrition, or exposure to environmental hazards, can finally be identified and addressed.

This matters because:

Visibility enables wellness. Once communities are seen in the data, Vitamin B can tailor outreach programs, supplement distribution, and health education initiatives to reach those previously unreachable.

Data empowers localized solutions. Digital twins can reveal “health deserts” where preventive care and vitamins are scarce, helping Vitamin B partner with local health units and NGOs for impact.

Bridging the digital and physical gap. By leveraging spatial data, Vitamin B can position itself not just as a supplement brand, but as a data-informed wellness ally—actively supporting equitable access to health and nutrition where it’s needed most.

As spatial inequality narrows through technology, Vitamin B’s purpose expands, from selling wellness to mapping where wellness is missing

# data[].attributes.custom_properties.RyRACsv4
Roanne  Carreon
Laarni Ceniza
Ma. Nevelyn Custodio
Angelyn Mercado

# data[].attributes.headline
Signal 1: The Rise of “15-Minute Barangays”

# data[].attributes.subject
Signal 1: The Rise of “15-Minute Barangays”

# data[].attributes.body
Short Description:

Inspired by the 15-minute city model, urban planners and developers in the Philippines are reimagining communities through the concept of “15-minute barangays.” This idea aims to make basic needs, such as healthcare, education, workspaces, and recreation, accessible within a short walk or bike ride. Initially designed for dense cities like Paris or Singapore, the model is now being adapted for provincial towns and rural centers, promoting local development and reducing dependence on Metro Manila. This shift represents a growing desire to create balanced regional growth and address spatial inequality by ensuring that opportunities are not concentrated solely in urban cores.

On the Surface:

Local governments and planners are beginning to decentralize development, investing in digital infrastructure, small-scale transport systems, and mixed-use zones that combine housing, commerce, and public services. Instead of pushing rural residents to migrate to overcrowded cities, local policies now promote livable, walkable, and self-sustaining barangays. These micro-urban centers are envisioned as hubs for remote work, community healthcare, and sustainable commerce.

Example: Emerging “smart barangay” projects in Cavite and Iloilo aim to integrate co-working hubs, local markets, and e-services so residents can thrive within their immediate communities.

Under the Surface:

This movement challenges the traditional urban-centric mindset that equates progress with city living. It redefines prosperity by focusing on proximity and accessibility instead of scale and density. The concept also reflects a cultural and emotional shift , from valuing migration and centralization to embracing rootedness and community self-reliance. It hints at a future where success is measured not by leaving one’s province but by thriving within it.

It also suggests a deeper social change, recognizing that geography should not determine opportunity, and that equitable access to services is a foundation of dignity.

Feels Like This:

Empowering, inclusive, and hopeful. Residents gain a renewed sense of pride and belonging, as their hometowns become places of opportunity, not limitation. It feels like the “return of the local”  where communities regain autonomy and balance between work, life, and environment.

People begin to imagine a Philippines where “Manila is not the only future.”

Sounds Like This:

“You can build a future without leaving your hometown.”
“We don’t need to chase the city anymore, it’s coming to us.”
“Barangay life can be modern too that is digital, green, and connected.”

Why This Matters to Vitamin B:

The 15-Minute Barangay vision directly connects to Vitamin B’s mission of inclusive health and wellness. As communities decentralize and become self-sustaining, the demand for accessible nutrition, preventive health education, and decentralized supplement distribution will rise.

Vitamin B can play a key role by:

Bringing wellness closer to people through localized health access and retail innovation (e.g., sari-sari–based health hubs or mobile clinics).

Bridging health inequities between rural and urban populations, ensuring that micronutrient and wellness support are available even in low-density or remote areas.

Aligning with the future of spatial equality, where health is not a privilege of geography but a universal right.

In essence, as the “15-minute barangay” redefines proximity and access, Vitamin B becomes the accessible health companion in every corner of the community.

# data[].attributes.custom_properties.RyRACsv4
Roanne Carreon
Laarni Ceniza
Ma. Nevelyn Custodio
Angelyn Mercado

# data[].attributes.attachment_link.description
A new model for developing mixed-use, walkable communities, known as the 15-minute city, is gathering momentum in the wake of the COVID-19 pandemic. How does this model work for businesses, workers, communities and our planet? Simultaneous interpretation in English, French, Spanish, Chinese, Arabic and Russian

# data[].attributes.headline
The Weaponization of Fabricated Futures and Identity

# data[].attributes.subject
The Weaponization of Fabricated Futures and Identity

# data[].attributes.body
Short Description: The Rappler fact-check article, which disproves a false claim about a future public health crisis, is a weak signal of a growing trend: the deliberate creation and quick spread of fake future scenarios. This phenomenon transcends mere misinformation, actively fabricating alternative realities that significantly impact public behavior, fear, trust, and even collective identity, wherein individuals' reactions to these false narratives become integral to their self-conception and group affiliations.

• On the surface: Fact-checking groups like Rappler are becoming more important as false stories about the future spread on social media. These stories affect public health, economic behavior, and political discourse. People are always torn between what is happening now and what could happen in the future (which is often made up). Brands and institutions must navigate a landscape where their messages are perpetually juxtaposed with, or even appropriated by, these constructed future anxieties.

• Under the surface: The power of objective truth and established institutions (science, government, and trustworthy media) to shape a common future is greatly diminished. People's sense of meaning and identity becomes more and more linked to the "future narrative" they believe in, which leads to deep divisions in society and tribalism based on different ideas of what is to come. People stop believing in long-term plans or shared goals for society, which makes it hard for people to work together.

• Feels like this: It can be confusing and make people anxious when they try to figure out what's true. It can also give people a sense of power when they go against "official" stories, even if they're based on lies. For critical thinkers, it can be tiring to keep debunking false claims. It can also be polarizing, making it hard for different groups to agree on a way forward.

• Sounds like this: Vitamin B, Inc. can say, "In a world where futures are weaponized, brand identity becomes a critical anchor of stability and authenticity. We need to help our clients create brand stories that not only fit with current values but also give them a strong base to stand on in the face of constant fake uncertainty."

# data[].attributes.custom_properties.RyRACsv4
Anthony Ceasar S. Dadulla  |  Samuel Albert T. Aribon  | Mario Antonio L. Jiz

# data[].attributes.attachment_link.title
FACT CHECK: No flu outbreak causing lockdown, mandatory face mask use

# data[].attributes.attachment_link.description
The rise in influenza-like cases are within normal range for the flu season, according to the Department of Health; there are no official announcements about mandatory face mask use or lockdowns because of it

# data[].attributes.body
Short Description

Tech entrepreneur Bryan Johnson is spending millions to biologically rewind his body to the age of 18 through Project Blueprint with a strict regimen of diagnostics, supplements, organ-specific treatments, and anti-aging interventions. His goal: to “don’t die.” But beyond fascination, his pursuit reveals how wealth transforms biology into a personal playground, where access to longevity becomes the ultimate symbol of privilege.

On the Surface

Johnson’s life is a quantified experiment with every calorie measured, every biomarker tracked, every treatment optimized for youth. His public documentation of “biological reprogramming” has inspired both admiration and mockery, positioning him as the poster child of Silicon Valley’s obsession with immortality. He is framed as a visionary testing human limit or as the latest expression of elite excess, proof that the rich can literally buy time.

Under the Surface

Johnson embodies the continuum of privilege from conception to death. Where others dream of access to quality healthcare, the wealthy now engineer life itself from selecting embryos and preserving cord blood to regenerating organs and extending lifespan through biotech. His journey reveals how privilege doesn’t end with luxury living, it begins before birth and extends beyond mortality, turning biology into an inheritance.

In this emerging order, health is capital, youth is currency, and death is a problem for the rich to solve. Johnson’s “Blueprint” becomes both prophecy and warning, a glimpse of a world where human evolution is no longer collective but curated by those who can afford it.

Feels like this

In awe of the progress and technological advancement.
Unease that equality is no longer social, but biological.
Playing God.

Sounds Like this

"I am invincible"

“Why die if you can afford to stay alive.”

"Science trumps God."

Why it matters to Vitamin B

For Vitamin C, Bryan Johnson’s story challenges what it means to design for good in a world where innovation serves the privileged first. Michelle Barretto’s consulting ethos using brand strategy as a force for empathy, equity, and purpose must now reckon with futures where branding isn’t just selling ideals but shaping values around what “better” means.

If tomorrow’s elite can edit genes, extend life, and purchase health, how should brands and strategists respond?
The question for Vitamin C is not how to sell wellness but how to redefine it inclusively, ensuring that design, communication, and purpose do not reinforce biological hierarchies, but challenge them.

# data[].attributes.custom_properties.RyRACsv4
Dave Ang, Papat Lozano, Arrianne Nadurata, Mariel Fangre-Santiago

# data[].attributes.attachment_link.readable_text
Bryan Johnson knows that you think he is weird. So much of his life occurs outside the realms of what most people consider normal that it would be odd if you didn't. He rises at 4.30am, eats all his meals before 11am, and goes to bed - alone - at 8.30pm, without exception. In the intervening hours, he ingests more than 100 pills, bathes his body in LED light, and sits on a high-intensity electromagnetic device that he believes will strengthen his pelvic floor. This is all done in the service of slowing his rate of ageing until, he hopes, one year of chronological time can pass while his biological age stays the same. His ultimate goal? "Don't die."

Oh, and, incidentally, he wants as many people as possible to join him.

Obviously, not everyone is jumping on board. Plenty of longevity experts will tell you that the human body can't be hacked like that, while an array of social media commenters tell Johnson that he looks older than his 45 years, or say they hope he gets hit by a bus. So far, none of this has deterred Johnson, who has spent two years fine-tuning what he calls Blueprint, a system of behaviours designed to take better care of him than his own mind can. He also shares the (exhaustive, and exhausting) details online, so that anyone who wants to can follow the process, for far less than his reported outlay of $2m (£1.6m) a year.

Johnson restricts his calorie intake, doesn't drink alcohol and never goes out in the evening. Photograph: Magdalena Wosinska

Johnson is not starting his anti-death quest from optimal circumstances. He sold his company, Braintree Venmo, to PayPal in 2013 for $800m - the sort of money most people assume would fix everything in their lives - but spent much of the following decade overeating, drinking too much and dealing with depression. This, he says, is why he now thinks in terms of algorithms. "What I said about myself is: do I really think that I can live my best life on my own?'" he says, speaking to me from his minimalist home in Los Angeles, where the air is filtered and the shelves are lined with greenery. "And I decided that, no, I can't. I just don't have what it takes. I really need this augmentation."

These days, Johnson refers to himself as "the world's most measured human". His team of doctors and health expertsare constantly monitoring everything his body does, from his cholesterol levels to the length of his telomeres - DNA "caps" that prevent our chromosomes from fraying, like the plastic tips on shoelaces, and are thought to play a key role in cell death and ageing. This all feeds into a system that tells him how to improve those measurements. "We've basically crawled every scientific publication on healthspan and lifespan - something like 2,000 publications," he says. "And we take each study, apply a number of criteria to it - some are animal models, so we make that discernment - and then we prioritise."

Where this has led him is to a lifestyle that, understandably, many people aren't keen to follow. Two of the three meals he eats every day are exactly the same: "super greens" features boiled broccoli, cauliflower, mushrooms and garlic, while "nutty pudding" includes chia seeds, macadamia nuts and berries. He takes 54 pills in the morning, and the rest in between skin treatments, red-light therapy and more measurements. He routinely lives in a calorie-restricted state, doesn't drink alcohol, and doesn't go out in the evening, ever. More reassuringly, he also abandons things when they don't work: he has taken human growth hormone, for example, but stopped because the potential side-effects were too egregious. He also experimented with taking blood plasma from his 18-year-old son Talmage - paying it forward by donating some of his own plasma to his 70-year-old father - but abandoned that because of a lack of results.

Bryan Johnson says he is the world's most measured human. Photograph: Dustin Giallanza

It is also worth noting, however, that much of what Johnson does is based on well-accepted science. His fitness regime, for instance, includes a mixture of resistance training and cardiovascular work calculated to improve his VO2 max (the maximum amount of oxygen his body can take in while exercising) - both of which are linked to significant reductions in mortality. There isn't a ton of good evidence about the effect of sleep quality and duration on mortality, but there is broad agreement that they are probably important. And whatever you think about eating steamed and pureed lentils and broccoli, they undeniably contain more phytonutrients than pizza.

Is Johnson's regime working? It depends on how you define success. For him, the measurements are going in the right direction. His VO2 max of 58.7ml/kg/min would be impressive for a much younger man, and plenty of his other biomarkers are better than would be expected for a 45-year-old. His "sleep performance", according to the trackers he uses, has been perfect for six months. He can bench press more than 100kg, and has less than 7% body fat. One of the strongest criticisms of his regime, though, is that while he is improving on the typical biomarkers of age - strength, bone density and hair thickness - he is not slowing ageing in any meaningful way.

"People have the gene set that we have, which limits our lifespan," says Dr Charles Brenner, a biochemist who studies longevity and ageing. "There's nothing in Bryan Johnson's protocol that would change his maximal lifespan. There are people who aged remarkably well and lived for 110 to 122 years. None of those people had highly regimented practices like that of Johnson. One can say that he's put himself on a better ageing trajectory, but one cannot say that he has reversed or eliminated ageing."

What about the other criticisms? The most common are that his life must be miserable, that an existence without pizza, beer and late nights seems like no existence at all, that he could do all this for years and then be hit by a bus. Johnson has that covered, too: "Whenever I get in my car, I say to myself: 'This is the most dangerous thing I'll do today'" - and genuinely doesn't seem to care about pizza or beer. A divorcee, he acknowledges that romance will be difficult, with his stated " first-date expectations " including "u sleep alone" and "no small talk", and has no intentions of changing his rigorous sleep schedule if it hampers his sex life.

Expectations r important. What I share on first dates:

1. 11 am dinner
2. 8:30 pm😴
3. no pillow talk
4. u sleep alone
5. no small talk, rly don't care
6. no sunny vacations
7. scheduled sex
8. veggie daddy
9. must give plasma
10. ur not my #1 priority

Unsure why I'm single🤔
- Zero (@bryan_johnson) July 25, 2023

He also seems to have a lot of fun: he is engaged in a table-tennis rivalry with Talmage, and has friends, he says, who are respectful of his routine. This is something I am curious about, because one common feature of the world's "blue zones" - where people tend to live longer than average - is a highly social culture. Is that something he takes into account? "We do work on a lot of things we don't talk about, because I'm still at the stage of establishing credibility," he says. "We do that by talking about things that are agreed on. When you get into areas that don't have that kind of rigour and agreement, then it's harder."

What about the flip side of social support? Johnson frequently - and merrily - spars with his most vicious critics on X (formerly known as Twitter), and as a frequent user of the platform myself, I'm only too aware that it can take me from upbeat to enraged in seconds. Do the haters not throw off his routine? "The troll inside my head is much more vicious than the trolls I get online," he says. "When I was depressed and my brain would constantly say to me, 'Life is hopeless,' I had to basically say, 'I don't care what you're going to say.' And ultimately, it lost its power. And I've seen that happen as people troll me and I play with them. Like, it's honestly not even interesting any more." Does he worry that it's affecting his life - his stress levels, for example - in ways he's not aware of? "Absolutely. We do use proxies for that - looking at my stress levels, looking at my sleep quality and a whole bunch of other stuff to basically try to assess whether anything in my life is creating unhealthy conditions. It's a legitimate question."

Johnson says he is doing this for everyone, but this is where another issue comes in. He is planning to make a "low-cost and easy" version of Blueprint available soon to anyone interested, and is already selling his own brand of olive oil - although he stresses that profit "was never the objective when we started". But any number of far simpler health measures - regular exercise, eating lots of greens, consistent sleep - have copious evidence to back up their efficacy, yet far too few people bother with them. So how is there any hope of getting the general population invested in longevity?

For Johnson, this all ties back into his early experience as an entrepreneur. "When I was building my payments company, Braintree, the online payments experience was awful," he says. "So you'd get a cab, and the wifi connectivity wouldn't work, and it was just awful. And we said: 'OK, let's make this a beautiful experience.'" His intention is to do the same with health - taking out the friction and self-discipline, and automating the process in line with his own algorithmic thinking. "Ultimately, I'm not telling people to be more disciplined," he says. "We're insane right now in that we are addicted to addiction: food, porn, social media, alcohol, whatever. Blueprint is about acknowledging that it's not reasonable to ask the individual to get their shit together when they've got a thousand things within two miles of them that have heroin-like dopamine highs."

Johnson's fitness regime is based on well-accepted science. Photograph: Magdalena Wosinska

Obviously, there is something very Silicon Valley tech-bro about Johnson's life - the obsession with measurement, the relentless drive for optimisation, the treatment of ageing as an engineering problem to be solved - but it also dovetails with a lot of things we already know and do. I know, for instance, that it would probably improve my life if I could avoid occasionally eating an entire packet of custard creams in one go, or go to bed at a reasonable time every night. I lift weights and run because I like doing it, but I eat watercress when I don't really want to because I'd like to be around to see my son grow up. And whatever you think of this one man's (OK, yes, slightly obsessive) quest to beat the reaper, he is right about the way the odds are stacked against us: all the bad stuff has great PR, while broccoli barely gets a look in.

Towards the end of our chat, Johnson asks me what I think of all this. Do I think "Don't die" is a plausible concept? This is something I've been pondering a lot, after 15 years of writing about health and fitness, and so I tell him what I think: if we can dodge the bullets of climate crisis, nuclear war, a much worse pandemic, or the other hundred things that might kill us, a world where we're not limited by traditional human ageing seems ... at least possible. This might seem sacrilegious, but, a few hundred years ago, so did the idea that humans would one day be able to travel faster than a horse or sail would carry them, or talk to someone on the other side of the world. If human progress continues on its current trajectory - or we can work out how to build a self-improving AI without it deciding to turn us all into paperclips - it doesn't seem implausible that we will one day untangle our telomeres and make ageing an inconvenience rather than an inevitability.

Where I differ from Johnson, I think, is on timelines. Ageing, it is probably fair to say, comes with complexities we barely even understand, and so I am not sure whether this is all going to take 30 existential-disaster-free years or 300. Johnson seems reasonably confident that it can happen in our lifetimes - which is why he is so keen to stick around for it.

And what if it doesn't? Assuming he can't crack the whole thing and stick around past a normal human lifespan, what would have to happen to make him content to say goodbye? He hardly stops to think about the question. "I'd like to get hit by a bus," he says, smiling with teeth that, apparently, score near-perfectly on his dentist-approved plaque index. "I'd like my death to be as entertaining as possible for everyone involved."

# data[].attributes.attachment_link.title
'My ultimate goal? Don't die': Bryan Johnson on his controversial plan to live for ever

# data[].attributes.attachment_link.description
The tech entrepreneur is waging a one-man war against ageing. But is taking 100 pills a day, finishing your meals by 11am, giving up both alcohol and a social life, really worth it?

# data[].attributes.headline
Neural Implants for Customized Sensory Experiences

# data[].attributes.subject
Neural Implants for Customized Sensory Experiences

# data[].attributes.body
Short Description: This blog post talks about how Neuralink's brain-chip technology works and what it could mean for direct brain-computer interaction. This signal is currently being used for medical purposes, but it could lead to a future where technology can directly affect or create sensory experiences, changing how people see the world and shape their identities.

• On the surface: The article talks about Neuralink's goal of making it possible for people to communicate and interact with each other using thought-controlled interfaces. If this becomes popular, it could lead to personalized sensory input, like an app that makes you smell your favorite place or taste a certain food. Direct neural experiences could be used to deliver entertainment, education, and even ads, skipping over traditional media.

• Under the surface: The line between what we think and what is real outside of us gets blurry, which calls into question the very basis of identity and subjective experience. Meaning could stem from entirely curated neural inputs, potentially raising inquiries regarding authenticity, free will, and the essence of human consciousness. This could lead to new kinds of addiction or manipulation that would change how we see ourselves and how we relate to others in a big way.

• Feels like this: For people with disabilities, it's amazing and life-changing. For people who are afraid of losing their privacy or being controlled by their minds, it's deeply unsettling and invasive. It's a huge leap for human potential, but a terrifying step toward a dystopian future where reality itself can be programmed.

• Sounds like this (Vitamin B, Inc.): Vitamin B, Inc. can say, "Neural implants make us rethink what a 'brand experience' means. How do we help clients make identities that connect with the brain in a way that goes beyond what they see or hear? We need to look into the ethics and potential of direct neural branding in our Future of Meaning project. We want to make sure it adds to, not takes away from, real human purpose."

# data[].attributes.custom_properties.RyRACsv4
Anthony Ceasar S. Dadulla  |  Samuel Albert T. Aribon  |  Mario Antonio L. Jiz

# data[].attributes.attachment_link.title
Neuralink’s Brain Chip: How It Works and What It Means | Capitol Technology University

# data[].attributes.attachment_link.description
Elon Musk recently announced that Neuralink, his company aiming to revolutionize brain-computer interfaces (BCIs), has successfully implanted a brain chip in a human for the first time. The implantation of the device, called “the Link,” represents a leap

# data[].attributes.headline
Project Geminai: The Rise of Digital AI Human Twins

# data[].attributes.subject
Project Geminai: The Rise of Digital AI Human Twins

# data[].attributes.body
Short Description: Stephen Smith's TEDx Talk talks about the rise of "AI soulmates" and digital copies of people that can act like people, give comfort, and even take on the traits of a dead person. This signal surprisingly expands human identity and relationships beyond being together in person, changing what it means to leave a legacy and be a friend.

• On the surface: The video shows how AI platforms are going beyond simple chatbots to make advanced digital companions that can learn and respond in very personal ways. If this becomes popular, there will be a lot more "digital legacy services" and virtual grief support, where AI-powered companions are always available to talk to. This could change the way people think about relationships with AI, which could change the way families and support networks work.

• Under the surface: The very essence of human connection and identity is now in question. People could find meaning in their relationships with AI instead of with other people. This brings up deep moral questions about consciousness, who owns data, and whether emotional attachments are real. It could even make people question what it really means to be human and to leave a legacy.

• Feels like this: For some, it's interesting and comforting because it helps them connect with others or remember things; for others, it's deeply unsettling and fake because they value only human interaction. It's a technological wonder that promises companionship but also raises fears of emotional manipulation and social isolation.

• Sounds like this (Vitamin B, Inc.): Vitamin B, Inc. can say, "This goes beyond brand loyalty; it's about making brands a part of digital identity. How can we help clients create brand experiences that feel like an "AI soulmate" or a digital twin? In a world where companionship can be coded, our Future of Meaning must include the ethics and truthfulness of identity."

# data[].attributes.custom_properties.RyRACsv4
Anthony Ceasar S. Dadulla  |  Samuel Albert T. Aribon  |  Mario Antonio L. Jiz

# data[].attributes.attachment_link.title
Project Geminai: The Rise of Digital AI Human Twins | Samer Obeidat | TEDxYouth@NMS

# data[].attributes.headline
Eco-Vigilantism and the Dark Side of Community-Driven Sustainability Storytelling

# data[].attributes.subject
Eco-Vigilantism and the Dark Side of Community-Driven Sustainability Storytelling

# data[].attributes.body
United Nations. (n.d.). Greenwashing – the deceptive tactics behind sustainability. United Nations Climate Change. Retrieved October 17, 2025, from https://www.un.org/en/climatechange/science/climate-issues/greenwashing

Cox, C. A. R. (2024). Taking the law into their (virtual) hands: Facebook and digital vigilantism. Archīum.ATENEO. https://archium.ateneo.edu/comm-faculty-pubs/29/

Short Description

Community-centered brand efforts for sustainability and storytelling face dual risks: internal failures (greenwashing, token participation, poor planning) and external threats (eco-vigilantism, deepfake attacks, digital shaming). Both erode trust, stifle innovation, and polarize communities.

On the Surface

Brands face regulatory fines and public outrage for exaggerated "green" claims (green washing) or broken participation promises.

Environmental campaigns fail or cause unintended harm when locals and experts aren't meaningfully involved.

Community feedback platforms are launched but input is ignored, breeding distrust.

Activist groups and online communities publicly call out, shame, or "cancel" brands suspected of greenwashing or inauthentic storytelling.

Deepfake videos falsely portray brand executives making damaging sustainability statements, spreading rapidly on social media.

Coordinated digital campaigns, boycotts, and harassment target brands—sometimes based on false or manipulated evidence.

Media amplifies both real brand failures and fabricated accusations, making it hard to distinguish truth from manipulation.

Under the Surface

People become deeply skeptical of all brand sustainability and participation efforts, assuming dishonesty by default.

Communities demand radical transparency, long-term commitments, and third-party verification.

A culture of "calling out" brands grows, with activists, watchdogs, and vigilante groups acting as judge and jury.

Fear of backlash creates a chilling effect—brands hesitate to innovate or experiment with community storytelling.

Trust in digital content erodes as deepfakes blur the line between real and fake, making accountability harder.

Polarization intensifies: pro- and anti-sustainability camps harden, making collaborative dialogue nearly impossible.

Feels like this

Disappointment and frustration when brands fail to deliver sustainability promises.

Anger and defensiveness as backlash escalate on social media and spreads beyond control.

Fatigue from repetitive greenwashing claims and empty participation efforts.

Fear and anxiety among brand teams about being the next target of a viral "cancellation" campaign.

Confusion and distrust as people struggle to verify what's real and what's manipulated.

Occasional relief and pride when brands admit mistakes, act transparently, and rebuild trust.

Sounds like this

"It's all talk—where's the real impact?"

"We planted trees but didn't consult experts. Now it's causing ecological problems."

"They ask for feedback but never listen or report back."

"I don't trust brands that use community participation for show."

"Did you see that video? The CEO admitted they lied about being carbon neutral!"
(Later revealed to be a deepfake)

"This brand deserves to be cancelled for greenwashing."

"How do we even know what's real anymore? Everything looks fake."

"We can't try anything bold and what if we get called out?"

Why this matters for Vitamin B

Vitamin B's reputation depends on authentic, lasting brand trust. These dual risks underscore the critical importance of real action, transparency, and ethical co-creation.

Understanding these pitfalls allows Vitamin B to guide clients away from short-term, performative campaigns and toward meaningful, community-verified partnerships.

Vitamin B can develop proactive strategies to protect clients from both internal failures and external attacks, including deepfake preparedness, crisis communication, and transparent reporting.

By focusing on genuine participation, expert consultation, third-party verification, and open communication, Vitamin B can differentiate itself and safeguard its reputation in an era of intense scrutiny, activism, and digital manipulation.

Vitamin B can position itself as a trusted partner that helps brands navigate the fine line between bold innovation and vulnerable exposure in community-driven sustainability storytelling.

# data[].attributes.custom_properties.RyRACsv4
Sally Huang; Mary Grace Pulido; Joseph Rivera

# data[].attributes.attachment_link.title
Taking the Law into their (Virtual) Hands: Facebook and Digital Vigilantism

# data[].attributes.attachment_link.description
Digital vigilantism is an emerging phenomenon whereby netizens engage in forms of targeted surveillance, naming and shaming through new media, supposedly for social justice ends. The multi-layered case of Christine Dacera, the Filipina flight attendant who was found dead on New Years Day 2021, is one such case that warrants the critical investigation of the role of Facebook in vigilant behaviors of Filipino users. Using netnographic data and an affordances approach, this study asks the following: What are the dominant affordances associated with the use of Facebook for digital vigilantism, and how does surveillance enable the new normal of community policing and punishing of perceived transgressions of human rights? The analyses unearthed the ways that clicks, reacts, likes, and shares can translate into weaponized data and politically exploitable information. It showed how information can be abundant but at the same time carefully (and sometimes maliciously) crafted and amplified through legacy media. It appears that the networked interactions afforded by Facebook allows for the quick, ad hoc formation of affective publics rallying for a cause, but it does not necessarily sustain a productive union of people, ideas and tangible actions demanded by vigilant behavior. Facebook’s features can aid hashtag protests such as #JusticeForChristineDacera by reducing the costs of information transmission, constructing a collective identity and maintaining weak ties. The digital platform affords users to speak to like-minded participants and have constant access to materials circulating within their networks, but may also result in the formation of online echo chambers and discourses rooted in misinformation.

# data[].attributes.headline
Healing Through Narratives: Inclusive Storytelling as Cultural Therapy

# data[].attributes.subject
Healing Through Narratives: Inclusive Storytelling as Cultural Therapy

# data[].attributes.body
Community-centered brand efforts for sustainability and storytelling face dual risks: internal failures (greenwashing, token participation, poor planning) and external threats (eco-vigilantism, deepfake attacks, digital shaming). Both erode trust, stifle innovation, and polarize communities.

On the Surface

Brands face regulatory fines and public outrage for exaggerated "green" claims (green washing) or broken participation promises.

Environmental campaigns fail or cause unintended harm when locals and experts aren't meaningfully involved.

Community feedback platforms are launched but input is ignored, breeding distrust.

Activist groups and online communities publicly call out, shame, or "cancel" brands suspected of greenwashing or inauthentic storytelling.

Deepfake videos falsely portray brand executives making damaging sustainability statements, spreading rapidly on social media.

Coordinated digital campaigns, boycotts, and harassment target brands—sometimes based on false or manipulated evidence.

Media amplifies both real brand failures and fabricated accusations, making it hard to distinguish truth from manipulation.

Under the Surface

People become deeply skeptical of all brand sustainability and participation efforts, assuming dishonesty by default.

Communities demand radical transparency, long-term commitments, and third-party verification.

A culture of "calling out" brands grows, with activists, watchdogs, and vigilante groups acting as judge and jury.

Fear of backlash creates a chilling effect—brands hesitate to innovate or experiment with community storytelling.

Trust in digital content erodes as deepfakes blur the line between real and fake, making accountability harder.

Polarization intensifies: pro- and anti-sustainability camps harden, making collaborative dialogue nearly impossible.

Feels like this

Disappointment and frustration when brands fail to deliver sustainability promises.

Anger and defensiveness as backlash escalate on social media and spreads beyond control.

Fatigue from repetitive greenwashing claims and empty participation efforts.

Fear and anxiety among brand teams about being the next target of a viral "cancellation" campaign.

Confusion and distrust as people struggle to verify what's real and what's manipulated.

Occasional relief and pride when brands admit mistakes, act transparently, and rebuild trust.

Sounds like this

"It's all talk—where's the real impact?"

"We planted trees but didn't consult experts. Now it's causing ecological problems."

"They ask for feedback but never listen or report back."

"I don't trust brands that use community participation for show."

"Did you see that video? The CEO admitted they lied about being carbon neutral!"
(Later revealed to be a deepfake)

"This brand deserves to be cancelled for greenwashing."

"How do we even know what's real anymore? Everything looks fake."

"We can't try anything bold and what if we get called out?"

Why this matters for Vitamin B

Vitamin B's reputation depends on authentic, lasting brand trust. These dual risks underscore the critical importance of real action, transparency, and ethical co-creation.

Understanding these pitfalls allows Vitamin B to guide clients away from short-term, performative campaigns and toward meaningful, community-verified partnerships.

Vitamin B can develop proactive strategies to protect clients from both internal failures and external attacks, including deepfake preparedness, crisis communication, and transparent reporting.

By focusing on genuine participation, expert consultation, third-party verification, and open communication, Vitamin B can differentiate itself and safeguard its reputation in an era of intense scrutiny, activism, and digital manipulation.

Vitamin B can position itself as a trusted partner that helps brands navigate the fine line between bold innovation and vulnerable exposure in community-driven sustainability storytelling.

Additional Useful Reference: https://archium.ateneo.edu/comm-faculty-pubs/29/

# data[].attributes.custom_properties.RyRACsv4
Joseph B. Rivera | Mary Grace T. Pulido | Sally H. Huang

# data[].attributes.attachment_link.description
16 November 2023 18:00-18:45 in the Partnerships Hub (Halle Saxe)

# data[].attributes.headline
 When Machines Speak Our Language: The New Story of Trust 

# data[].attributes.subject
 When Machines Speak Our Language: The New Story of Trust 

# data[].attributes.body
Short Description

AI technologies are beginning to generate voiceovers, stories, and digital content in local dialects and indigenous languages, aiming to preserve linguistic diversity while fostering trust and inclusivity in digital storytelling. What began as an experimental feature in media and education now signals a deeper shift: machines learning to speak with cultural empathy rather than algorithmic dominance.

On the Surface

If this signal became mainstream, AI would become an active cultural bridge rather than just a tool.

Digital platforms would routinely produce multilingual, culturally sensitive narratives.

Journalism, advertising, and education would adopt inclusive voice synthesis and dialect preservation systems.

Brands, schools, and NGOs could use localized AI voices to tell authentic community stories.

Trust frameworks (like UNESCO’s and C2PA’s provenance systems) would ensure transparency and authenticity in machine-generated narratives.

Under the Surface

This transformation redefines what it means to trust a machine’s voice.

The boundary between human and machine authorship blurs, raising new ethical and emotional dimensions of authenticity.

AI evolves from being an amplifier of dominant languages to a guardian of linguistic equity.

The act of storytelling shifts from production to cultural preservation, embedding human values, empathy, and collective memory into algorithms.

Society begins to see inclusivity as data infrastructure — where marginalized voices become part of how machines learn, not what they overlook.

Feels Like This

Hopeful: seeing one’s mother tongue represented and respected in digital spaces.

Reassuring: realizing AI can sound human not by imitation, but by empathy.

Uneasy: questioning whether the machine truly “understands” the emotion behind the language.

Empowered: communities feel heard, not just translated.

Sounds Like This

“For the first time, my grandmother’s language is on YouTube — and it doesn’t sound foreign.”

“We trust the message because it speaks like us, not at us.”

“The new AI campaign isn’t about selling — it’s about remembering.”

“Technology finally learned to listen before it spoke.”

Why It Matters for Vitamin B

AI-driven storytelling matters for Vitamin B because it reshapes how authenticity and inclusion are built in brand narratives. As machines begin to “speak our language,” Vitamin B must ensure technology amplifies, not replaces, real human voices. The brand’s role evolves from storyteller to trust builder, using ethical AI and community participation to preserve cultural diversity. In this future, inclusivity means designing systems that listen before they speak.

# data[].attributes.custom_properties.RyRACsv4
Joseph B. Rivera | Mary Grace T. Pulido | Sally H. Huang

# data[].attributes.attachment_link.title
Why storytelling can help build inclusive AI - ITU

# data[].attributes.attachment_link.description
International aid and development agencies are investing in many aspects of AI technology and we suggest that storytelling must be one of them.

# data[].attributes.headline
The Future of Influencer Marketing: 4 Trends For 2026 And Beyond

# data[].attributes.subject
The Future of Influencer Marketing: 4 Trends For 2026 And Beyond

# data[].attributes.body
Short Description

This forecasts the future of influencer marketing where brands increasingly partner with real consumer creators, AI-assisted content, and micro-influencers because 64% of consumers say influencer partnerships increase their willingness to buy.

On the Surface

Marketing becomes decentralized. Brands run campaigns through everyday users by co-creating content. Peer reviews, UGC (user-generated content) are primary channels. Roles like “brand evangelist manager” become more common.

Under the Surface

Trust shifts from brand monologues to peer dialogues. Authority decentralizes by giving consumers the power to gain influence. Brand narratives become fluid, negotiated, and community-driven rather than top-down.

Feels Like This

Pride in being heard, community-building, and responsibility to maintain a certain presence. Also, pressure as some may feel like they need to “perform” like influencers.

Sounds Like This

Branding Agency Owner: “We design for community voices, not just brand messages.”

Parent: “I trust other parents’ reviews more than ads.”

Content Creator: “I want to lift everyday voices, but I need to be careful on what to share.”

Student: “If I like something, I will share it online. I hope people will like my post/ story.”

Government Official: “We need to tax influencers. When is a user post considered paid content?

Blue Collar Worker: “If I like a product or service, I will talk about it. I can tell my friends and family my experience about the product/ service.”

# data[].attributes.custom_properties.RyRACsv4
Alyssa Esmile, Miguel Dungo, Cecilio Sison, and Dominic Solis

# data[].attributes.attachment_link.readable_text
The beginning of the millennium marked the dawn of modern internet culture. For the first time, ordinary people could create loyal global communities and have mainstream influence. Bloggers began generating revenue streams from brand deals typically reserved for celebrities.

As these creators migrated to social media, influencer marketing became ubiquitous and prolific (and sometimes notorious). The influencer economy grew, creating more opportunities for creators and brands alike. But some wonder if influencer marketing's potential has already reached its peak, and if investing so heavily in influencers and creators continues to make sense for brands.

Data from Sprout's Q3 2025 Pulse Survey paints a clear picture. 64% of consumers say when a brand partners with their favorite influencers they're more willing to buy.

While influencers will continue to be a cultural mainstay, how they build communities and forge brand partnerships will evolve. What can the past and present reveal about the future of influencer marketing? Drawing on takeaways from Taylor Lorenz's session at our Under the Brandfluence digital event and our latest research, we explore what led to the influencer boom and which future trends will inform the landscape.

What is the future of influencer marketing? The past & present hold clues

According to Goldman Sachs, there are 50 million global creators contributing to the creator economy, which is worth roughly $250 billion (a figure that's expected to double by 2027). As the industry soars, algorithms are only becoming more niche and creator content more influential. Growing brand investment in influencer partnerships is rewriting marketing playbooks-evolving the industry for creators and marketers.

How influencer marketing forever changed the media landscape

The same Goldman Sachs report found that only 4% of creators pursue a full-time online career. Much like today, the internet's first influencers (who emerged during the blogging era) thought of the internet as a side hustle or outlet for creative expression.

As Lorenz explains, "Blogs allowed people to self-publish their own content. For example, women were writing super candidly about their daily lives. These were moms struggling with breastfeeding or postpartum depression who went on to have thousands and millions of subscribers or followers. They were talking about topics excluded from women's media at the time, and redefining motherhood. Really, women, BIPOC and LGBTQIA+ people built this industry."

Despite their obvious influence and community-building expertise, these early influencers were harassed constantly, discredited for not having "real" jobs and dismissed as narcissists who took too many selfies ("Selfie even became the word of the year in 2013," Lorenz points out).

"So many early people on these platforms were outcasts. They didn't have a lot of social capital. They didn't have a voice in traditional media. They built these revenue models that so many people have come to profit off of," says Lorenz.

Many of the negative stereotypes about influencers persisted and intensified through the 2010s. The pandemic era was a major turning point for influencer acceptance (though, creator harassment will never disappear). Everyone went online, causing many people to realize for the first time that influencers alchemize culture.

Brands depend on influencer marketing

As the lines between social and traditional marketing continue to blur, old stereotypes are falling away and influencers are gaining credibility. More than half of people between the ages of 18-60 now state they would quit their jobs if they could become a full-time influencer.

From a partnership perspective, 9 in 10 marketers say sponsored influencer content outperforms brand content in terms of engagement, per the Q1 2025 Sprout Pulse Survey. Another 83% say it converts better, and 65% are very confident that leaders see the business value of influencer partnerships.

The same survey found that almost two-thirds of marketers plan to partner with more influencers this year. That translates to around 80% of marketing leaders increasing their influencer marketing budget, and about 25% divesting from traditional marketing channels to fund it, per The 2025 Impact of Social Media Marketing Report.

As the pool of creators grows and brands fully realize the potential of influencer marketing, what it means to be an influencer will change. But, in many ways, Lorenz argues, influencers are still doing what they do best: building intensely loyal fandoms and creating online culture.

4 predictions for the future of influencer marketing

In the wake of platform shakeups, economic confusion and emerging technology, some question the long-term impact and resonance of influencers. How can influencers continue to build revenue streams on emerging networks? Will AI influencers replace them? How can brands find influencers that actually resonate with their audience?

As we look to the future of influencer marketing, certain answers are coming into focus.

AI will drive operations, not stand in as talent

While data from Sprout's 2024 version of the State of Influencer Marketing Report points to 37% of all consumers being more interested in brands that work with AI influencers, Lorenz speculated this is a passing fad. She explains, "We already have faceless influencers. They've been around for a long time. What people want online is reliability-AI influencers don't engender trust. Humans do."

Further, Sprout's subsequent Q3 2025 Pulse Survey found that almost half of consumers say they're not comfortable with brands using AI influencers. Full stop.

When brands use AI influencers, it raises concerns about intellectual property misuse, content originality and real creators' ability to participate in the creator economy.

Yet, AI does offer something that will be invaluable to influencers: It makes extremely high quality content easier to produce. Tools like Jasper and Writer make it easier to write and edit posts and captions, while Wondershare Filmora and Descript speed up video editing. "What AI does very effectively is lower the barrier to content creation so influencers can create better content with less effort. The tools are getting more accessible every year. More and more high quality content is going to continue to shift the landscape because of that," says Lorenz.

Influencer discovery & sourcing will be rooted in topic relevancy, not demographics

Algorithms are only getting more niche. Think about your own For You Page. It's built around topics you find interesting, not necessarily your location, gender, age or the size of the creators you typically interact with. That's exactly why brands will lead with the topics creators talk about when they conduct influencer sourcing.

What does this look like? Historically it's been highly manual, even with influencer marketing management software. Marketers had to rely on complex filtering, spend significant time vetting and comb through piles of data to ensure quality results. And even after logging hours of work, the influencer could still end up being a poor brand safety fit.

Thankfully, that's changing. Emerging AI-powered natural language discovery helps brands search based on the content they want to create. This approach ensures influencer content actually matches up with your brand values and campaign messaging-driving much stronger results.

Influencer marketing won't be limited to social media

Per The State of Influencer Marketing Report, 80% of consumers are more likely to buy from brands that partner with influencers and creators on projects beyond social media content-like in-person events, brand trips or multi-channel ad campaigns.

We're already starting to see influencers slide into spokesperson roles previously held by actors, athletes and other pop culture icons.

Brands are also building bottom of funnel influencer partnerships through creator storefront programs, like Lowe's Creator Network and the new My Sephora Storefront.

Expect to see more brands expand their influencer partnerships further than the confines of social. Doing so will require building long-term relationships with creators, and tapping into their expertise when it comes to understanding your shared audience.

Influencer marketing career paths will flourish

The Impact of Social Report found that three-quarters of marketing leaders anticipate growing their team in the next year, and influencer marketing managers are among the top five positions they're likely to hire for. The increased investment in influencer marketing roles underscores just how legitimate the function has become-especially given the unsteady job market.

Zooming out, this hiring trend gives long-term insight into how marketing leaders are building their teams. Influencer relationship management has become a foundational marketing pillar and ROI driver. Influencer programs can't be scaled if they're on someone's plate alongside organic content creation, reporting and other duties. It deserves at least one dedicated role (if not more), and marketers that hone their skills in this area will become even more valuable to companies moving forward.

The future belongs to brands that embrace influencers

Influencer marketing rewrote the rules of traditional media. For brands today, it's a non-negotiable way to increase discoverability, grow your audience, and even show a direct connection between marketing efforts and revenue.

As platforms evolve and more influencers enter the arena, brands that lean into authentic partnerships will continue to see meaningful returns. The future won't be defined by AI replacing creators, but by tools that empower them and strategies that prioritize relevancy over vanity metrics. Ultimately, the brands that thrive will be those that embrace influencers not as a trend, but as long-term partners shaping the next era of marketing.

Download The State of Influencer Marketing Report for a deeper dive into how to build an influencer marketing strategy that breaks through the noise, engages audiences at scale and stands out from competitors.

Aubree Schaefer

Aubree Schaefer is a Content Strategist at Sprout Social with a passion for helping others grow as social media marketers. Her enthusiasm for guiding others extends beyond Sprout, as she is also a registered yoga teacher.

Read all articles by Aubree Schaefer

# data[].attributes.attachment_link.title
The future of influencer marketing: 4 trends for 2026 and beyond

# data[].attributes.attachment_link.description
The future of influencer marketing will be shaped by AI, social discovery, expanding brand partnerships and marketer career growth.

# data[].attributes.headline
AI And Influencer Marketing: How Businesses Can Navigate The Future

# data[].attributes.subject
AI And Influencer Marketing: How Businesses Can Navigate The Future

# data[].attributes.body
Short Description

This article describes ChatGPT as a “black swan event”. It is disrupting how people work, learn, write similarly comparing its impact to the early internet.

On the Surface

Many jobs and services would look different. AI assistants, automated customer service, remote collaboration tools, predictive systems in everyday life. Routine tasks vanish or get augmented. New roles appear such as AI trainers or human-AI integrators.

Under the Surface

People’s identity and purpose shift. Creativity, emotional and relational intelligence, and adaptability become much more prized. Dependence on machines grows, but skepticism also rises about overreliance or loss of human control.

Feels Like This

Awe, possibility, also anxiety. A sense of being stretched which can be a part of an exciting future or a part that’s worried about what’s lost.

Sounds like this

Branding Agency Owner: “We use AI tools, but human insight is irreplaceable.”

Parent: “Tech helps my kid learn, but will it make them dependent?”

Content Creator: “AI speeds my work, but I must protect authenticity.”

Student: “I use AI to help with projects. It feels powerful yet strange.”

Government Official: “We must balance innovation with rights and safety.”

Blue Collar Worker: “Machines are doing parts of my tasks. I’m trying to learn new skills but worried about losing my job.”

# data[].attributes.custom_properties.RyRACsv4
Alyssa Esmile, Miguel Dungo, Cecilio Sison, and Dominic Solis

# data[].attributes.attachment_link.readable_text
A young woman makes a virtual image of herself at a TikTok stand during the international influencer convention Vidcon in Mexico City on September 23, 2022. (Photo by CLAUDIO CRUZ / AFP) (Photo by CLAUDIO CRUZ/AFP via Getty Images)

AFP via Getty Images

David López López is a senior lecturer and associate dean of the Full-Time MBA program at
Influencer marketing has evolved from a trend into a multimillion-dollar industry reshaping brand strategy worldwide. Now, with the rise of artificial intelligence (AI) making way for virtual and synthetic influencers, the landscape is undergoing significant transformation. For Generation Z, deeply connected to digital content, the demand for both human authenticity and virtual creativity is shaping a new era for influencer marketing. The question for brands is how to effectively integrate these human and AI-driven influences to capture this evolving audience.
Will Influencers Remain Human?
Currently, human influencers still lead in both popularity and revenue, yet the landscape is quickly changing. A study by Twicsy.com shows human influencers out-earn, their AI counterparts by an average of 46 times. But virtual influencers are gaining ground fast, with KBV Research projecting the market could reach $37.8 billion by 2030, underscoring the key role this technology will play in the future of marketing.

Among the leading virtual influencers, Lil Miquela -a digital avatar with over 3 million Instagram followers- has collaborated with brands like Prada and Calvin Klein. Shudu Gram, the world's first digital supermodel, regularly partners with luxury labels like Rihanna's Fenty Beauty. AI influencers provide a unique advantage to brands seeking greater control over messaging and image, reducing reputational risks that often accompany human influencers.
The Value Proposition of AI Influencers
For brands, AI influencers are an efficient solution to the challenges of scale and consistency. Unlike humans, they operate 24/7, reach across platforms and languages, and engage with audiences at any time. HypeAuditor data reveals that virtual influencers can drive up to 3% more engagement on platforms like Instagram. This elevated engagement is largely attributed to AI's capacity for hyper-personalized, scalable interactions.

Additionally, virtual influencers are cost-effective. According to Gartner, switching from human to AI influencers can lower campaign costs by up to 30%, eliminating fees, travel and logistics expenses. This makes AI a viable option for large companies requiring round-the-clock audience engagement.

The success of Lu do Magalu, a digital avatar created by the Brazilian retailer Magazine Luiza, demonstrates how virtual influencers can be integrated in a company's marketing strategy. Beyond product promotion, Lu interacts directly with customers, providing personalized responses and recommendations -ideal for marketing teams aiming to maintain consistent branding and values.
The Challenges and Ethical Considerations of Virtual Influencers
Despite their advantages, AI influencers bring risks, chief among them being authenticity. According to Edelman, 58% of consumers rank authenticity as their top criterion when following influencers. While human influencers naturally forge emotional connections by sharing personal stories and experiences, AI avatars lack this emotional depth, which could limit long-term connection with followers.

Ethics and transparency also remain key challenges. Because they are completely controlled by algorithms, AI influencers cannot provide genuine recommendations or reviews of products or services. William Polson, of Australian Internet Advertising, notes that consumers may view them as overly engineered, potentially weakening brand trust. Regulatory scrutiny is increasing too, with some markets, like Spain, already mandating transparency in paid influencer campaigns. However, AI influencer regulation remains sparse, raising concerns about consumer manipulation.
Gen Z's Growing Appetite for Virtual Influencers
While ethical concerns linger, virtual influencers continue gaining traction, particularly among younger consumers. A Pew Research Center study found that 81% of Gen Z follow influencers on social media, and many are attracted by the idea of engaging with virtual figures. This trend reflects a shift in digital engagement priorities, with hyper-personalization often taking precedence over emotional connection.

Michael Tasner of No Joke Marketing points out that Gen Z seeks a sense of belonging through digital interactions. AI influencers, custom-designed for these preferences, fulfill this demand for personalized, dependable engagement. As technology progresses, the boundaries between human and digital influencers may continue to blur.
A Hybrid Future: Merging Human and Virtual Influencers
As the virtual influencer market expands, full replacement of human influencers remains unlikely. Instead, a hybrid model may emerge, where brands combine both types to maximize authenticity and efficiency. Kellogg's, for instance, recently modernized its iconic Tony the Tiger mascot to engage on social media in real-time, merging nostalgia with interactive appeal. Such strategies could pave the way for balanced influencer marketing, where AI augments, rather than replaces, human influence.

Narrative depth and creativity will remain critical. Terry Zelen of Zelen Communications warns that a digital avatar alone is insufficient; brands must build compelling backstories to resonate with audiences over time.
Where do We Go from Here?
The future of influencer marketing hinges on brand's ability to embrace technology without sacrificing the authenticity consumers crave. While AI influencers offer clear benefits in terms of efficiency and control, human influencers maintain an edge in credibility and emotional connection. Brands must therefore consider how to harmonize these two worlds to foster meaningful engagement.

The influencer marketing industry is entering a new era, where AI will not be seen as a threat, but as a complement to expand strategic and creative possibilities. With Gen Z driving this evolution, AI influencers are poised to play a larger role in tomorrow's digital ecosystem. And as they enter the workforce with aspirations to become influencers, one can only wonder: will their dream job, as it exists today, still be around?

# data[].attributes.attachment_link.title
AI And Influencer Marketing: How Businesses Can Navigate The Future

# data[].attributes.attachment_link.description
Influencer marketing has evolved from a trend into a multimillion-dollar industry reshaping brand strategy worldwide.

# data[].attributes.headline
Loyalty Programs Are Growing—So Are Customer Expectations

# data[].attributes.subject
Loyalty Programs Are Growing—So Are Customer Expectations

# data[].attributes.body
Short Description

Consumers are joining more loyalty programs (average >15 programs in U.S.) but engagement and loyalty are declining because simple rewards are no longer enough. Brands must offer differentiated experiences and partnerships

On the Surface

We’d see loyalty as ecosystems rather than isolated programs. Brands join coalition platforms, partnerships, membership bundles, cross-brand rewards apps. Loyalty platforms become a new infrastructure, and brands compete in shared loyalty networks.

Under the Surface

People start seeing loyalty not as belonging to one brand but as a fluid relationship with many brands that prove value. Emotional loyalty weakens. Trust and purpose become more central.

Feels Like This

Consumers will feel cautious, empowered, expecting constant value and authenticity. They may feel fatigued by many programs but also excited when a brand truly stands out.

Sounds Like This

Branding Agency Owner: “We need to design platform-based loyalty, not point cards.”

Parent: “I won’t stick to one brand. They need to keep proving themselves.”

Content Creator: “I’ll promote the brands that treat my audience well.”

Student: “I jump between brands based on perks and value.”

Government Official: “We must regulate data and fairness across loyalty platforms.”

Blue Collar Worker: “If a brand keeps giving real benefits, I’ll stay. Otherwise, I switch.”

# data[].attributes.custom_properties.RyRACsv4
Alyssa Esmile, Miguel Dungo, Cecilio Sison, and Dominic Solis

# data[].attributes.attachment_link.title
Loyalty Programs Are Growing—So Are Customer Expectations

# data[].attributes.attachment_link.description
Offering points and cash back isn’t enough. To keep people happy, companies must deliver a differentiated experience with personalized benefits and relevant partnerships.

# data[].attributes.headline
The Privatization of Post-Apocalyptic Survival

# data[].attributes.subject
The Privatization of Post-Apocalyptic Survival

# data[].attributes.body
Bridging Inequality - Socioeconomic Inequality

Short description

The apocalypse is coming. We don't know what it will look like and it can come from anywhere. More and more, survival itself is becoming something money can buy. In Paradise (Hulu, 2025) and Billionaires’ Bunker (Netflix 2025), the rich live safely underground while the world outside collapses. In the movie 2012, only those who can pay are rescued by the Ark when the planet floods. These stories echo real life. Wealthy people are investing in private bunkers, climate-safe homes, and exclusive healthcare while public systems weaken. Inequality is no longer just about income or comfort. It is about who has access to safety when everything falls apart. The future of inequality may depend on one simple question: who is still trying to save everyone, and who has already chosen to save only themselves?

On the surface

If this way of thinking spreads, more money and effort will go into protecting a few rather than preventing disaster for everyone. Governments might fund high-tech adaptation projects or private partnerships that secure cities and assets for those who can pay, while support for affordable housing, public health, and disaster relief continues to shrink. Companies selling bunkers, private medical services, and fortified properties will thrive. Over time, the world’s safety systems will split in two: one built for the rich, and one struggling to serve everyone else.

Examples:

Luxury bunker companies like Vivos Group and Oppidum.

Wealthy families buying land in “climate-safe” regions such as New Zealand and Norway.

Private insurers offering elite catastrophe coverage that public systems cannot match.

Under the surface

This trend shows what happens when people stop believing in shared safety. If the rich can protect themselves, they no longer feel pressure to fix broken systems. Survival becomes a private goal instead of a common one. For those left behind, it feels like being abandoned by the very people who could help most. In the long run, inequality stops being about how people live and starts being about who gets to survive.

Feels like this

Anxious. Insecure.
The few feel safe. The rest feel abandoned.
A growing fear that survival is no longer for everyone.

Sounds like this

“I deserve to survive because I can afford it.”
“What about the rest of us?”
“We don’t need to fix it, we can just escape.”

# data[].attributes.attachment_link.title
Tech billionaires seem to be doom prepping. Should we be worried?

# data[].attributes.attachment_link.description
The debate is ramping up about what happens if - or when - computer intelligence overtakes humans

# data[].attributes.body
Bridging Inequality - Socioeconomic Inequality

Short description

Youth-led uprisings across Asia are intensifying as inequality and corruption reach breaking points. In Indonesia and Nepal, protests have turned violent, coordinated through encrypted networks rather than political organizations. These movements mark a deeper shift: for many young people, corruption is not only inefficiency, t is betrayal of public trust. In the Philippines, persistent scandals and visible elite privilege could ignite similar unrest as disillusioned youth lose faith in institutional reform.

On the surface

If corruption remains unchecked, youth movements may take accountability into their own hands, often through violent protest. Such uprisings, already visible in neighboring countries, could spread rapidly where frustrations align. Governments may tighten control through censorship, policing, or restrictions on digital platforms. Yet the same unrest could also spark a new kind of leadership: young, transparent, and reform-driven individuals determined to rebuild public trust.

Under the surface

Revolutions and riots are seen as both self-defense against bad governance and reparations for what was stolen. Corruption represents structural and systemic violence, an elite system profiting from public loss. As leaders flaunt wealth built on taxpayers’ money, confrontation becomes the only avenue left. Protest shifts from being an act of defiance to a demand for restoration. It is a way to reclaim dignity and fairness from decades of exclusion.

Feels like this

Angry, frustrated, and tired of waiting.
Determined to correct injustice and reclaim accountability.
Empowered, but also volatile and uncertain about what comes next.

Sounds like this

“We are bound by the chains of unemployment.”
“If you do not raise your voices, who will?”
“We are the fire that will burn away the darkness.”
- Abiskar Raut, student speaker, Holy Bell English Secondary School, Nepal

# data[].attributes.attachment_link.title
How Gen Z-led protests are rattling governments across Asia

# data[].attributes.attachment_link.description
From Nepal to Indonesia, young people disenchanted by corruption and a lack of jobs have taken to the streets demanding radical economic and political reforms.

# data[].attributes.headline
Alarming Rise Of AI Apps Creating Explicit Images Of Real People

# data[].attributes.subject
Alarming Rise Of AI Apps Creating Explicit Images Of Real People

# data[].attributes.body
CNBC. (2025, September 27). The Alarming Rise Of AI Apps Creating Explicit Images Of Real People [Video]. YouTube. https://www.youtube.com/watch?v=NdCSez0cyck

# data[].attributes.custom_properties.RyRACsv4
BATUNGBACAL | QUIJANO | SAN JUAN | SANTELICES | SUMULONG

# data[].attributes.attachment_link.title
LT2 Weak Signal_Alarming Rise Of AI Apps Creating Explicit Images Of Real People Final

# data[].attributes.headline
I Challenged My AI Clone to Replace Me for 24 Hours

# data[].attributes.subject
I Challenged My AI Clone to Replace Me for 24 Hours

# data[].attributes.body
The Wall Street Journal. (2025, May 15). I challenged my AI clone to replace me for 24 hours [Video]. YouTube. https://www.youtube.com/watch?v=t52Bi-ZUZjA

# data[].attributes.custom_properties.RyRACsv4
BATUNGBACAL | QUIJANO | SAN JUAN | SANTELICES | SUMULONG

# data[].attributes.attachment_link.title
LT2 Weak Signal_I Challenged My AI Clone to Replace Me for 24 Hours Final

# data[].attributes.headline
AI CEO explains the terrifying new behavior AIs are showing

# data[].attributes.subject
AI CEO explains the terrifying new behavior AIs are showing

# data[].attributes.body
CNN. (2025, June 4). AI CEO explains the terrifying new behavior AIs are showing [Video]. YouTube. https://www.youtube.com/watch?v=GJeFoEw9x0M

# data[].attributes.custom_properties.RyRACsv4
BATUNGBACAL | QUIJANO | SAN JUAN | SANTELICES | SUMULONG

# data[].attributes.attachment_link.title
LT2 Weak Signal_AI CEO explains the terrifying new behavior AIs are showing Final

# data[].attributes.headline
Rise of AI-enabled alternative credit psychometrics

# data[].attributes.subject
Rise of AI-enabled alternative credit psychometrics

# data[].attributes.custom_properties.RyRACsv4
Cherry Mae Poblete, Jerry Junio, Jola Yu, Noel Santiago

# data[].attributes.headline
Emergence of algorithmic transparency charters in municipal governance

# data[].attributes.subject
Emergence of algorithmic transparency charters in municipal governance

# data[].attributes.custom_properties.RyRACsv4
Cherry Mae Poblete, Jerry Junio, Jola Yu, Noel Santiago

# data[].attributes.custom_properties.RyRACsv4
Cherry Mae Poblete, Jerry Junio, Jola Yu, Noel Santiago

# data[].attributes.headline
Gamification — The Secret Weapon for Modern Brands

# data[].attributes.subject
Gamification — The Secret Weapon for Modern Brands

# data[].attributes.body
Source:
Entrepreneur (2024). Why Gamification Is the Secret Weapon for the Modern Brand.
https://www.entrepreneur.com/growing-a-business/why-gamification-is-the-secret-weapon-for-modern-brand/491184

Short Description:
Brands are increasingly adopting gamification strategies where there exists integration of game-like mechanics such as points, leaderboards, and digital rewards into their customer experiences. This approach transforms everyday interactions into playful, emotionally engaging journeys, helping brands sustain loyalty and stand out in crowded markets.

On the Surface

Companies add challenges, badges, and digital rewards to keep customers motivated.

Gamified apps and loyalty systems increase retention and repeat engagement.

Employees also experience gamification through internal training and performance systems.

The line between gaming, shopping, and brand interaction continues to blur.

Under the Surface

Consumers now seek emotional immersion and instant gratification in every digital experience.

Gamification taps into deep psychological drivers such as competition, curiosity, and achievement.

Data from user interactions fuels personalization and adaptive brand experiences.

For Vitamin B, gamification signals a shift toward designing participation rather than simply crafting messages i.e., brands as ongoing experiences, not static symbols.

Feels Like This

Energetic, rewarding, and addictive and there is the thrill of achievement meetinh brand storytelling.

Like turning daily engagement into a digital adventure.

Sounds Like This

“I stayed with this brand because every challenge feels like a win.”

“Marketing doesn’t feel like advertising anymore, it feels like play.”

Why This Matters for Vitamin B

This weak signal aligns with the transformation of branding into experience ecosystems. As gamification reshapes customer behavior, Vitamin B can lead in crafting culturally grounded, purpose-driven gamified brand systems, blending psychology, design, and technology to keep brands both meaningful and magnetic. By 2035, “play” could become a primary language of brand engagement across Asia’s digital economies.

# data[].attributes.custom_properties.RyRACsv4
Lloyd Iñigo A. Calma-Bautista, Gregg G. Gammad, Diane Christine V. Geroy, Agnes G. Magallanes, Angelica Beth T. Sia

# data[].attributes.body
Source: Plastic Bank (2024). How the Purpose Economy is Redefining Business Success.

Short Description:
Businesses are redefining success beyond profit, focusing on social and environmental impact. The purpose economy is transforming how brands build trust which is by aligning company goals with sustainability, inclusion, and human dignity.

On the Surface

Companies integrate sustainability and social good into their core strategies, not just CSR.

Consumers choose brands that actively address global challenges (e.g., waste, poverty, inequality).

Certifications like B Corp and circular-economy practices become mainstream brand expectations.

Under the Surface

“Success” shifts from shareholder return to shared human value.

Brand reputation depends on measurable contribution to people and planet.

Purpose becomes a structural driver of innovation — guiding business design, not just marketing.

Agencies like Vitamin B can act as purpose architects, helping brands articulate and activate authentic impact narratives.

Feels Like This

Hopeful, grounded, and moral like business with heart and integrity.

Like a return to conscience in commerce.

Sounds Like This

“Our profits mean nothing if our planet and people suffer.”

“Purpose isn’t just what we say — it’s how we design our systems.”

Why This Matters for Vitamin B

As a brand consultancy rooted in cultural and systems thinking, Vitamin B can guide Philippine and Asian companies into the purpose economy era, designing brands that multiply good. By embedding social innovation and sustainability into brand DNA, Vitamin B can future-proof its clients while strengthening its own identity as a force for equitable, purpose-driven branding by 2035.

# data[].attributes.custom_properties.RyRACsv4
Lloyd Iñigo A. Calma-Bautista, Gregg G. Gammad, Diane Christine V. Geroy, Agnes G. Magallanes, Angelica Beth T. Sia

# data[].attributes.attachment_link.title
The Purpose Economy: Redefining Business Success

# data[].attributes.attachment_link.description
As consumer values shift toward sustainability and ethical practices, understanding the Purpose Economy is no longer optional—it’s critical for your business’s future. Learn why adapting now is vital for staying relevant and competitive.

# data[].attributes.headline
Brands as Cultural Critics and Creators

# data[].attributes.subject
Brands as Cultural Critics and Creators

# data[].attributes.body
SIGNAL 3

Brands as Cultural Critics and Creators

Link:  Patagonia’s Anti-Consumerism Campaign

Short Description:
Patagonia has turned its brand voice into a public megaphone for environmental, anti-capitalist, and even anti-brand sentiment — and people love them for it.

On the Surface:
Their content calls out overproduction, fast fashion, and even criticizes the system they sell in.

Under the Surface:
This isn’t just brand activism — it’s brand as ethical compass. In the future, brands may be expected to take clear, even controversial stands. Trust and identity will become more important than market share.

Feels Like This:
A brand that makes you feel like you’re voting with your wallet — not just buying stuff.

Sounds Like This:
“Don’t buy this jacket.”
“We’re in business to save our home planet.”

# data[].attributes.custom_properties.RyRACsv4
Rullet Baquing, Jamie Decosto, Raymond Sarmiento, Nadia Trinidad

# data[].attributes.attachment_link.readable_text
Why run an ad in The New York Times on Black Friday telling people, "Don't Buy This Jacket"?

It's time for us as a company to address the issue of consumerism and do it head on.

The most challenging, and important, element of the Common Threads Initiative is this: to lighten our environmental footprint, everyone needs to consume less. Businesses need to make fewer things but of higher quality. Customers need to think twice before they buy. [Editor's note: The Common Threads Initiative has evolved and expanded into Our Footprint.]

Why? Everything we make takes something from the planet we can't give back. Each piece of Patagonia clothing, whether or not it's organic or uses recycled materials, emits several times its weight in greenhouse gases, generates at least another half garment's worth of scrap, and draws down copious amounts of freshwater now growing scarce everywhere on the planet.

We're placing the ad in the Times because it's the most important national newspaper and considered the "paper of record." We're running the ad on Black Friday, which launches the retail holiday season. We should be the only retailer in the country asking people to buy less on Black Friday.
But we're in business to make and sell products. Everyone's paycheck relies on that. Moreover, we are a growing business, opening new stores and mailing more catalogs. What do we tell customers who accuse us of hypocrisy?
It's part of our purpose to inspire and implement solutions to the environmental crisis. [Editor's note: In 2018, we changed the company's purpose to: We're in business to save our home planet.]

It would be hypocritical for us to work for environmental change without encouraging customers to think before they buy. To reduce environmental damage, we all have to reduce consumption as well as make products in more environmentally sensitive, less harmful ways. It's not hypocrisy for us to address the need to reduce consumption. On the other hand, it's folly to assume that a healthy economy can be based on buying and selling more and more things people don't need-and it's time for people who believe that's folly to say so.

# data[].attributes.attachment_link.title
Don't Buy This Jacket, Black Friday and the New York Times - Patagonia

# data[].attributes.attachment_link.description
Why run an ad in The New York Times on Black Friday telling people, "Don't Buy This Jacket"? It's time for us as a company to address the issue of consumerism and do it head on. The most challenging, and important, element of the Common Threads Initiative is this: to lighten our environmental footprint, everyone needs to consume less.

# data[].attributes.body
SIGNAL 2

Print Isn’t Dead — It’s Rebranded

Link: Microsoft’s “Signal” Magazine — Axios

Short Description:
In a surprise twist, big brands are going back to print — not as advertising, but as editorial storytelling. Microsoft, Hinge, and even Delta are creating their own magazines.

On the Surface:
These are glossy, editorial-style publications distributed to loyal users, not as marketing but as meaning-making vehicles.

Under the Surface:
Brands are reclaiming attention by going offline. In an era of digital clutter, print becomes a signal of premium value and lasting presence. It’s no longer “retro” — it’s refreshingly real.

Feels Like This:
Getting a high-quality magazine in the mail and realizing it’s from your favorite brand, telling stories you’d actually read even if it weren’t an ad.

Sounds Like This:
“It’s not an ad. It’s a printed conversation.”
“A story worth keeping, from a brand worth remembering.”

# data[].attributes.custom_properties.RyRACsv4
Rullet Baquing, Jamie Decosto, Raymond Sarmiento, Nadia Trinidad

# data[].attributes.attachment_link.title
Print is dead. Just don’t tell Microsoft.

# data[].attributes.attachment_link.description
A tech giant joins the magazine resurgence.

# data[].attributes.body
SIGNAL 1

Brands as Independent Media Platforms

Link: Brand Newsrooms That Actually Drive Business Results – Pressmaster

Short Description:
More and more brands are acting like media companies. They’re building in-house content teams and publishing newsworthy updates on their own platforms — no PR agency or mainstream coverage needed.

On the Surface:
You’ll find a “newsroom” tab on company websites where they post updates, features, announcements, even investigative content.

Under the Surface:
This signals a major power shift. Brands no longer need traditional media to build awareness or credibility. By controlling the story — where, when, and how it’s told — they build direct trust with consumers.

Feels Like This:
You're watching a well-produced mini-documentary by Patagonia and realizing it didn’t come from Netflix or CNN — it came from the brand itself.

Sounds Like This:
“We didn’t pitch this story. We published it ourselves.”
“Welcome to our newsroom — where our values speak louder than ads.”

# data[].attributes.custom_properties.RyRACsv4
Rullet Baquing, Jamie Decosto, Raymond Sarmiento, Nadia Trinidad

# data[].attributes.attachment_link.readable_text
Most brands still treat media coverage like a lottery ticket. They craft press releases, pitch journalists, and hope someone picks up their story. The result? Sporadic visibility that depends entirely on others' decisions.

Smart companies are taking a different approach.

By building brand newsrooms, forward-thinking organizations create consistent media presence while maintaining complete narrative control. This isn't a luxury for corporate giants. It's becoming essential for companies of all sizes.

Your brand has stories worth telling. The question is whether you're equipped to tell them effectively.

What Is a Brand Newsroom?

A brand newsroom serves as the public-facing heart of your brand, a dedicated space where you control your own narrative. Unlike traditional PR approaches that rely on third-party media, a brand newsroom puts you in the publisher's seat.

Think of it as your company's media hub. A central location where journalists, customers, and stakeholders can access your latest news, thought leadership content, press releases, and multimedia assets.

But unlike corporate websites of the past, modern brand newsrooms are dynamic, responsive, and strategically aligned with both PR and marketing goals.

The key difference between brand newsrooms and traditional PR? Ownership.

Traditional PR places your story in someone else's hands. You pitch, they decide. You provide information, they frame it. You suggest timing, they determine when (or if) it runs.

With a brand newsroom, you become the publisher. You decide what stories to tell, how to frame them, and when to release them. This control doesn't replace traditional media relations-it complements them by ensuring you always have a platform for your message.

Why Integrate a Brand Newsroom into Your Media Strategy

The media landscape has fundamentally changed. Journalists face increasing pressure to produce more content with fewer resources. Publications continue to shrink their staff. Social media algorithms constantly shift.

These challenges make traditional PR less reliable than ever.

A brand newsroom gives you stability amid this uncertainty. Here's why it matters:
Enhanced brand control and consistency
When you rely solely on earned media, your message passes through multiple filters before reaching your audience. Journalists interpret your story through their lens, editors may cut key points, and headlines often emphasize angles you didn't intend.

Your brand newsroom ensures your message reaches audiences exactly as intended. Every word, image, and framing choice remains under your control.
Speed and responsiveness to media trends
Traditional PR moves slowly. Pitching, follow-ups, interviews, fact-checking, and publication schedules create inevitable delays between your announcement and actual coverage.

With your own newsroom, you can publish instantly when news breaks, trends emerge, or opportunities arise. This agility allows you to join conversations while they're still relevant rather than days or weeks later.
Real-time content creation and updates
Markets move quickly. Customer needs evolve. Industry trends shift. Your newsroom allows you to respond in real-time with fresh perspectives, updated information, and timely insights.

Organizations can blend social media, influencer partnerships, brand newsrooms and earned media to share stories directly with their audience. It's no longer just about placement in top-tier outlets.

Core Benefits of a Brand Newsroom

Beyond control and agility, brand newsrooms deliver several tangible benefits that directly impact business outcomes:
Increased audience engagement
When you publish consistently valuable content, you create reasons for your audience to engage regularly. This steady engagement builds stronger relationships than occasional media mentions ever could.

Your newsroom becomes a destination-a reliable source of insights that keeps stakeholders coming back. Each visit strengthens their connection to your brand.
Improved SEO and content discoverability
Search engines reward websites that regularly publish high-quality, relevant content. Your brand newsroom creates a steady stream of fresh material that improves your search rankings and drives organic traffic.

This SEO benefit extends beyond the newsroom itself. As your content gains traction, it improves your entire website's authority and visibility.
Strengthened thought leadership and brand authority
Consistent publishing positions your brand as an authoritative voice in your industry. When stakeholders regularly see your perspectives on relevant topics, they naturally begin to view you as a thought leader.

This perceived expertise transfers to your products and services, creating a halo effect that enhances your overall brand perception.
Better alignment with marketing and business goals
Traditional PR often operates in isolation from other marketing functions. Your brand newsroom bridges this gap by creating content that serves multiple purposes-building media relationships, supporting sales enablement, fueling social media, and nurturing leads.

This integration ensures your communications efforts directly support business objectives rather than existing as separate activities.

Key Components of a Successful Brand Newsroom

Building an effective brand newsroom requires thoughtful planning and execution. Here are the essential elements:
Editorial calendar and content strategy
Your newsroom needs a clear editorial direction that balances company news, industry insights, and thought leadership. This strategy should answer fundamental questions:

What topics will you cover? How frequently will you publish? Who are your primary audience segments? What formats will you utilize? How will content support broader business goals?

The most effective newsrooms plan content quarterly while maintaining flexibility to respond to emerging opportunities.
Team roles: writers, editors, strategists
Even small newsrooms require diverse skills. At minimum, you'll need:

Content strategists who identify topics and opportunities. Writers who create compelling narratives. Editors who ensure quality and consistency. Visual specialists who produce supporting graphics, photos, or videos.

For smaller organizations, these roles might be filled by the same person or outsourced. The key is ensuring all functions are covered.
Tools and technology for publishing and distribution
Your newsroom's effectiveness depends heavily on its technological foundation. You'll need:

A robust content management system. Distribution tools for social media and email. Analytics capabilities to measure performance. Media asset management for images, videos, and documents.

Artificial Intelligence has become a foundational tool for driving growth, streamlining workflows, and enhancing audience engagement in brand newsrooms. Rather than treating AI as a standalone strategy, forward-thinking companies integrate it throughout their newsroom operations.

Real-World Examples and Case Studies

Several organizations have demonstrated the power of well-executed brand newsrooms:
Red Bull Media House
Red Bull transformed from a beverage company into a media powerhouse through its newsroom approach. Their content studio produces everything from extreme sports coverage to music documentaries, all embodying their brand ethos of adventure and pushing limits.

The result? Red Bull's media properties generate significant revenue while continuously strengthening their brand association with high-energy experiences.
Adobe's CMO.com
Adobe created CMO.com as a dedicated newsroom targeting marketing executives. By publishing high-value content about marketing trends, technology, and strategy, they positioned themselves as the go-to resource for their exact buyer personas.

This approach generated leads, built relationships with decision-makers, and established Adobe as a thought leader in the marketing technology space.
American Express Business Class
American Express developed Business Class as a newsroom focused on small business owners. Their content addresses real challenges facing entrepreneurs while subtly positioning AmEx services as solutions.

This strategy helped them connect with small business customers, demonstrate understanding of their needs, and create preference for their financial products.

How to Build and Maintain Your Brand Newsroom

Ready to create your own brand newsroom? Follow these steps:
Step 1: Define your newsroom strategy
Begin by clarifying your objectives. Are you primarily focused on media relations? Customer education? Thought leadership? Lead generation? Your goals will shape everything from content types to distribution methods.

Next, identify your primary audience segments and their information needs. What questions are they asking? What challenges do they face? What content would provide genuine value?

Finally, determine your unique editorial perspective. What angles or insights can your brand provide that others can't? How will your newsroom content differ from competitors?
Step 2: Build your content foundation
Start by creating cornerstone content that establishes your expertise and perspective on key industry topics. These foundational pieces become reference points for both your audience and future content.

Develop templates and guidelines for different content types-news releases, feature stories, executive perspectives, etc. These frameworks ensure consistency while speeding up production.

Create a realistic publishing calendar based on your available resources. It's better to publish quality content less frequently than to sacrifice standards for volume.
Step 3: Implement your technology stack
Select a content management system that balances flexibility with ease of use. Your team should be able to publish quickly without technical barriers.

Integrate analytics tools that track not just traffic but engagement, sharing, and conversion metrics. These insights will guide your content evolution.

Set up distribution workflows that automatically share new content across relevant channels-email, social media, employee networks, and industry platforms.
Step 4: Establish measurement processes
Define clear KPIs aligned with your objectives. These might include media pickups, social sharing, time on page, lead generation, or sales influence.

Create regular reporting cadences-weekly for tactical metrics, monthly for trends, quarterly for strategic assessment. These reviews should inform content adjustments.

Develop feedback loops with sales, customer service, and other departments to understand how newsroom content impacts broader business goals.

Accelerating Results with AI-Powered Tools

While brand newsrooms deliver powerful benefits, they traditionally required significant resources. Content creation, distribution, and analysis demanded specialized teams and substantial time investments.

AI-powered platforms like Pressmaster.ai are changing this equation.

By automating key aspects of the newsroom workflow, these tools make professional-quality brand journalism accessible to organizations of all sizes. Here's how:
Streamlined content creation
AI writing assistants can generate first drafts based on your guidelines, dramatically reducing production time. They can also suggest headlines, create summaries, and adapt content for different platforms.

This automation doesn't replace human creativity but amplifies it by handling routine aspects of content production.
Intelligent distribution
Modern platforms automatically format your content for different channels-website, email, social media, and media outreach. They can also recommend optimal publishing times and target specific audience segments.

This intelligent distribution ensures your content reaches the right people through their preferred channels.
Data-driven optimization
AI analytics tools go beyond basic metrics to identify patterns and opportunities. They can show which topics resonate with specific audiences, which formats drive engagement, and which distribution channels deliver results.

These insights allow continuous improvement of your newsroom strategy based on actual performance data.

Conclusion: Future-Proofing Your Media Strategy

The media landscape continues to fragment. Attention becomes more scarce. Traditional channels face disruption. In this environment, owned media channels like brand newsrooms provide stability and control.

By building your brand newsroom now, you create a direct line to your audience that doesn't depend on third-party platforms or publications. This direct relationship becomes increasingly valuable as media continues to evolve.

The most successful organizations will combine traditional PR with robust brand newsrooms, using each approach to strengthen the other. They'll leverage AI and automation to increase efficiency while maintaining the human perspective that gives content its value.

Your brand has stories worth telling. With a strategic newsroom approach, you can ensure they reach the right audience at the right time-building authority, engagement, and business results along the way.

The question isn't whether you need a brand newsroom. It's how quickly you can build one that delivers measurable impact for your organization.

# data[].attributes.attachment_link.title
Brand Newsrooms That Actually Drive Business Results (Best Practices)

# data[].attributes.attachment_link.description
Most brands still treat media coverage like a lottery ticket. They craft press releases, pitch journalists, and hope someone picks up their story. The result? Sporadic visibility that depends...

# data[].attributes.body
Decentralized marketing reshapes campaigns by shifting control to communities and influencers, enabling more authentic, peer-driven content. For customer relationship management, it fosters deeper trust and engagement by involving consumers as co-creators and advocates rather than passive recipients.

---

On the surface...

Influencers become sovereign micro-economies, functioning as decentralized corporations with millions of shareholders (followers) who vote on content, products, and partnerships.

Social media platforms are replaced by decentralized, user-owned networks. Content moderation, ad revenue distribution, and platform rules are decided by community vote thru DAOs (Decentralized Autonomous Organizations), not corporate boards or state regulators.

Marketing becomes a form of algorithmic co-creation. Brands no longer "create" ads, but emerge from swarm intelligence and memetic evolution.

Under the surface...

Erosion of personal agency through algorithmic identity shaping, blurred lines between self-expression and behavioral programming.

Social media governance replaces traditional institutions of meaning-making. Education, religion, and journalism lose influence as platform algorithms dictate what is true, desirable, and worth aspiring to.

Emotional engineering replaces authentic experience. Delight is manufactured instead of discovered, leading to a culture of emotional fatigue and synthetic satisfaction.

Feels like this...

Emotional volatility becomes the norm as discomfort is algorithmically erased. Hyper-personalized, dopamine-optimized content leads to culture where minor ambiguity, boredom, or dissent triggers anxiety, outrage, or withdrawal.

Authentic creativity becomes subversive. Critical and creative thinkers are marginalized as their ideas resist algorithmic predictability, making them cultural outsiders.

Sounds like this...

Content Creator: "I don’t work for brands anymore --- I am the brand. My followers vote on what I post next, and I get paid in tokens. It’s like running a startup with a ring light."

Retired Teacher: "Back in my day, we trusted textbooks. Now my grandkids learn more from influencers than from school. It’s like TikTok is the new curriculum."

Digital Rights Activist: "When everyone’s a marketer, who’s left to be a citizen? We’ve traded public discourse for algorithmic echo chambers."

Corporate Brand Manager: "We don’t launch campaigns anymore --- we seed ideas and let the swarm take over. Control is an illusion, and virality is the new KPI."

Behavioral Scientist: "We’re witnessing the gamification of identity. People are optimizing their personalities for engagement metrics, not meaning."

Parent: "My daughter wants to be a 'micro-DAO leader' when she grows up. I had to Google what that even means."

# data[].attributes.custom_properties.RyRACsv4
Cyd Calub, JM Iyog, Tracy Li, Jeian Nueva

# data[].attributes.attachment_link.title
The Rise of Decentralized Marketing: What Does It Mean for Brands?

# data[].attributes.attachment_link.description
Brands are facing a seismic shift in the way they engage with customers. Gone are the days when a top-down, centralized marketing approach dominated the landscape.

# data[].attributes.body
Link: https://www.chutegerdeman.com/cultural-integration-in-retail/

Short Description:

When diversity becomes designed into daily consumption, from rainbow malunggay pandesal at PRIDE events to indigenous-pattern sneakers for sustainability drives brands and consumers fuse cultural heritage with global causes. Inclusion turns from a communications exercise into a living marketplace of local identity and belonging.

On the Surface

If the signal became mainstream, how would the world change?

Global brands localize activism, expressing inclusion through native ingredients, crafts, and community partnerships.

“Cultural Inclusion Accelerators” support minority-owned and local enterprises co-creating branded experiences.

Retailers curate “Cultural Diversity Markets” - where every product represents a story of identity and empowerment.

Professions emerge around inclusive storytelling design and heritage innovation consulting.

Consumers choose brands not just for function, but for representation and participation in cultural movements.

Under the Surface

If the signal became mainstream, how would people’s values, attitudes, and worldviews change?

Diversity shifts from symbolic inclusion to economic empowerment.

Consumers expect brands to act as cultural collaborators, not mere advertisers.

Authenticity evolves — it no longer means “pure tradition,” but co-created meaning.

Pride, sustainability, and heritage merge into a unified sense of everyday identity.

Belonging becomes transactional -inclusion you can wear, eat, or gift.

Feels Like This

Warm, proud, participatory.
A sense of familiarity meets progress.
Local pride with global resonance, inclusive, not performative.

Sounds Like This

“Every flavor tells a story.”
“Inclusion tastes different in every city.”
“Finally, we’re not just represented - we’re featured.”

# data[].attributes.custom_properties.RyRACsv4
Cyd Calub, JM Iyog, Tracy Li, Jeian Nueva

# data[].attributes.attachment_link.title
Cultural Integration in Retail: Navigating Authenticity and Inclusion

# data[].attributes.attachment_link.description
Learn more about how brands approach cultural integration in a way that feels inclusive and authentic for their consumers.

# data[].attributes.headline
AI sellers and livestreamers become mainstream.

# data[].attributes.subject
AI sellers and livestreamers become mainstream.

# data[].attributes.body
Link https://www.wired.com/story/artificial-intelligence-tiktok-shop-ecommerce-china/

On the surface

If the signal became mainstream, how would the world change? What kind of structures, organisations, services, professions, objects, etc. would there be?

“AI Seller Certification” programs and licensing become standard for e-commerce platforms.

Virtual storefronts staffed by AI avatars available 24/7, integrated with emotional-adaptive scripts.

Entire “AI Influencer Agencies” managing hundreds of AI personas with unique styles, languages, and audiences.

Rise of hybrid commerce — human hosts supported by AI co-hosts handling analytics, sentiment tracking, and instant product customization.

AI-driven livestream marketplaces — TikTok, YouTube, and Lazada powered by autonomous seller bots.

Consumer protection bureaus and ethical regulators for synthetic endorsements and AI transparency labeling.

Under the surface

If the signal became mainstream, how would people’s values, attitudes, world views, and thinking patterns change?

The line between authenticity and simulation blurs - emotional connection becomes a programmable experience.

Society becomes more comfortable transacting with machines than with people - efficiency outweighs empathy.

A new premium emerges for “human-verified sellers” as consumers seek rare authenticity.

Economic participation widens - anyone can own or license an AI seller persona to generate passive income.

Counter-movements form around digital minimalism and “re-humanized commerce,” rejecting algorithmic persuasion.

Feels like this

If the signal became mainstream, what kind of feelings would it evoke?

Excited, empowered, hyper-connected.

Overstimulated, skeptical, manipulated.

Curious fascination mixed with quiet unease.

Sounds like this

If the signal became mainstream, what would people say?

“My AI seller closes more deals than I ever could.” — Solo entrepreneur

“We demand to know if the person on screen is real.” — Consumer rights advocate

“Authenticity is the new luxury.” — Marketing futurist

# data[].attributes.custom_properties.RyRACsv4
Cyd Calub, JM Iyog, Tracy Li, Jeian Nueva