All day long, ad campaigns are projected onto every spare moment: during breakfast, between meetings, and late into the evening. Every pause in our attention becomes a potential touchpoint. Meanwhile, the stream of content keeps growing. Headlines pile up, reels follow one another at lightning speed, and stories shift before we’ve even had time to process them. This constant flow of stimuli makes it increasingly difficult to be emotionally moved. Everything screams for attention, yet very little truly sticks.

Always online

We now live in a world where the speed at which information comes at us exceeds our capacity to process it. The line between day and night is blurring, and being 'always online' has become the norm. In this environment, creativity isn’t just about standing out — it has to fight against our decreasing ability to genuinely connect with what we see.

From Noise to Resonance

And that brings us to a crucial question for brands and agencies: how do you stay relevant in a world where so much is happening, yet so little truly lands? It’s no longer just about selling products, but about telling meaningful stories that move people. The challenge is not to drown in the noise, but to be the signal — the thing people, often unconsciously, are waiting for. A reminder that real emotion still has a place in this fast-moving world.

You can read Mae's full trend report here.