A few of our team members recently got back from SXSW in Austin, Texas, and let’s just say—it gave us a lot to think about. Between all the buzz around AI, creativity, and the future of human connection, one thing became crystal clear: as technology advances, consumers’ need for authenticity and community is more important than ever.
The conference was packed with discussions about how brands, artists, and creators are adapting to a world where artificial intelligence is everywhere. And the biggest theme? People aren’t just looking for the next big thing in tech—they’re craving realness, deeper engagement, and brands that actually stand for something.
Substance vs. superficial branding
The rise of brands like Light Phone underscores a shift in consumer expectations. At a time when many companies focused on aesthetics and aspirational marketing, Light Phone stood apart by prioritizing substance over trendiness. Instead of pouring resources into paid advertising, it relied on word-of-mouth and organic community engagement on platforms like Reddit and Discord.
For the most part, consumers today can detect inauthenticity from a mile away. Millennials witnessed the collapse of overhyped “Millennial Brands” in 2020, while Gen Z, who have grown up on social media, has become even more cynical of influencer-driven marketing. Trust is no longer easily built through sleek campaigns but through radical transparency, honesty about imperfections, performance, and meaningful dialogue with consumers.
The shift from advertising to community-centered growth
The traditional media landscape is shifting with rising costs and declining viewership, making traditional advertising less effective. Younger generations have grown indifferent to ads, with many relying instead on peer recommendations and community influence. Brands that adapt to this change are prioritizing owned channels, direct engagement, and grassroots marketing over mass-market messaging.
The 3Rs Framework for Community Engagement offers a roadmap:
- Reach: Find and engage with real communities instead of chasing mass appeal.
- Role: Know why your brand exists beyond making a profit.
- Relevance: Speak to the values and experiences of the people who care.
The companies that win are the ones that stop talking at people and start talking with them—or simply help connect their audience to each other.
Building meaningful communities: More than just marketing
True community-building goes beyond engagement metrics — it’s about fostering rituals, traditions, and shared values. The brands that excel in this space understand the emotional and psychological bonds that tie people together and know that it’s not their brand or product. Communities thrive when members feel a sense of belonging, safety, and purpose.
- Rituals & Traditions: The best communities develop inside jokes, shared experiences, and habitual interactions that make members feel connected.
- Spaces & Environments: Whether digital or physical, the setting of a community shapes its interactions and energy.
- Influence & Power: Community leaders, whether they’re influencers or grassroots organizers, can make or break brand relationships.
By engaging with communities authentically — rather than treating them as marketing tools—brands can cultivate lasting loyalty and advocacy. We also heard the need to build communities and retain audiences as something marketers were striving to attain at eTail West this year.
Imperfection and purpose lead to trust
One of the most radical shifts in today’s brand-consumer relationship is the acceptance of friction and imperfection. Light Phone, for example, openly acknowledges that its product is a work in progress. Rather than presenting a flawless, finished product, it invites consumers into the process, creating an ongoing dialogue and fostering deep engagement.
This approach extends beyond tech products. Brands like Patagonia, Dr. Bronner’s, and Ben & Jerry’s have successfully built trust in their communities through ethical business practices, transparent employer policies, adherence to shared values, and campaigns that prioritize social responsibility over sheer profit. For example, the “Don’t Buy a Light Phone” campaign encouraged conscious consumerism rather than pushing sales, reinforcing the brand’s integrity and long-term commitment to its mission.
How technology can unlock creativity and connection
Another key discussion at SXSW revolved around the intersection of AI, creativity, and artistic expression. A few themes that stood out to us included:
Expanding voices & new forms of expression: AI and digital platforms have made it easier for more diverse voices to be heard. A plethora of new, responsive communication tools allow people to discover new sources of information from different points of view. Similarly, the way this information is being told has evolved with memes and embedded content redefining storytelling.
The role of technology & gatekeeping: Traditional gatekeepers of content, such as newspaper editors or television executives, have been replaced by tech companies whose algorithms shape what content is seen and valued.
Reclaiming agency & AI literacy: Understanding AI and its biases is key to resisting its more problematic influences. It is becoming essential to understand how AI works, what models are trained on, and what human elements may be missing in order to know what human elements can be added to build trust and emotional connection. Transparency and creative repurposing of AI can help artists maintain control over their work.
Imagination & alternative futures: While many current tech narratives lean dystopian, fostering discussions about hopeful, human-centered futures is essential to keep up and evolve with the speed of change.
The future: Sustainable, purpose-driven growth
The brands that will thrive in an AI-driven world are the ones that embrace slow, sustainable growth instead of chasing hype cycles. Light Phone’s “Slow Train” model prioritizes longevity, ethical business practices, and deep engagement over rapid expansion. This philosophy is increasingly resonating with both employees and consumers, as companies that invest in worker well-being, transparent policies, and community-driven strategies attract top talent and dedicated customers. Viewing AI as a tool that unlocks productivity and allows humans to do the more “human” things can create the ever-elusive win-win scenario.
Ultimately, as AI continues to permeate every aspect of our lives, brands that embrace authenticity, transparency, and human connection will stand apart. The future of brand growth is not in mass advertising but in fostering genuine, purpose-driven communities that redefine what it means to be human in a digital world.
