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  "description": "What does intelligence (and by association stupidity) mean today, who gets to claim it, and what happens when thinking itself becomes increasingly outsourced to machines? AI has moved from novelty to daily habit at dizzying speed. Increasingly, people defer to AI not just for efficiency, but for judgement. Somewhere along the way, thinking started to feel optional.\n\nFor brands, this changes the equation entirely. In a world of infinite AI-generated content, polish becomes cheap. Personality, per",
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  "publishedAt": "2026-06-05T12:35:56.000Z",
  "site": "https://www.protein.xyz",
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    "Register Here",
    "Stupid As StrategyAhead of our next REPORT, we explore how AI is reshaping the value of human judgement – and the role taste and imperfection continue to play.Protein XYZProtein",
    "NeuroaestheticsBrand building that starts in the body, not just the mind.Protein XYZProtein",
    "The Fog EconomyWhen systems slow people down, culture reorganises around the illusion of progress.Protein XYZJon Jacobsen",
    "Dark Mode MerchMerch hasn’t died – it’s just taken a darker turn.Protein XYZProtein",
    "Generation TweenAs algorithms rip through traditional tween culture, brands are reasserting the importance of the messy, sometimes awkward inbetween.Protein XYZProtein",
    "Vibes GamblingWhy cultural life now runs on constant low-stakes bets on attention, identity and belief.Protein XYZSophia Epstein",
    "The Writer As ImageWhy literary culture increasingly demands visibility, performance and personal branding.Protein XYZIdil Galip",
    "Look Away NowIn an era of infinite content, ‘critical ignoring’ is becoming the ultimate cultural skill – and smart brands are learning when not to speak.Protein XYZProtein",
    "Inside SEED Club #5What our global community of 450+ cultural experts are currently obsessing over.Protein XYZProtein",
    "Inside SEED Club #6What our global community of 450+ cultural experts are currently obsessing over.Protein XYZProtein",
    "The Currency Report",
    "Anna Burzlaff",
    "Jonnie Craig",
    "Viv Vadoliya",
    "Drew McGill",
    "Continue reading ...",
    "Become a MEMBER",
    "PROTEIN JOURNAL #15 [AITOR THROUP]Whether it’s Amazon commissioning a major television series about transgender fathers, a global fashion designer placing menswear on models of both sexes, or Twitter enabling a new, spirited voice to young feminists, it seems that gender issues are at the fore of our collective consciousness. Dig deeper still, and it cProtein STOREProtein",
    "PROTEIN PINS (SET #1)Lightweight, sturdy, and easy to put on. With a scratch and UV-resistant coating and a glossy finish, these pin buttons are made to last.• They come in a set of 5 • Made of tinplate• Scratch and UV-resistant mylar coating• Glossy finish• Easy to put onThis product is made especially for you as soon as you place an ordeProtein STOREProtein",
    "DIRTY WORDS #5 [NOSTALGIA]DIRTY WORDS are words that dominate brand and media conversations and whose original meaning has been modified by cultural shifts. We want to take a step back and re-focus on the usage of these words. The goal is not to reach an objective definition of each DIRTY WORD, but to explore concept and context to build a foundation for discussion.Protein STOREProtein",
    "PROTEIN JOURNAL #14 [TELFAR]We are a generation a lot less motivated by material goods – experiences are what we care about – and we’re struggling to get those at home. Traditionally holidays were the light at the end of the tunnel, the reason to keep slogging away at dull jobs for so many weeks. But now travelling offers more than a brief, sun dProtein STOREProtein",
    "PROTEIN ECO TOTESay goodbye to plastic, and bag your goodies in this organic cotton tote bag. There’s more than enough room for your Teenage Engineering OP-1, Protein Journals and some groceries.• 100% certified organic cotton 3/1 twill• Fabric weight: 272 g/m²• Dimensions: 40.6 cm × 35.6 cm × 12.7 cm• Weight limit: 13.6 kg• 2.5 cm wiProtein STOREProtein",
    "PROTEIN JOURNAL #12 [ES DEVLIN]You would be forgiven for thinking that the whirr of electric drills and the clang of hammers as the final touches are put on Protein’s new HQ are the reason we’ve decided to look at work for this issue’s report. Well, OK, it played a part. Work, and in particular what makes an ideal workspace, tends to play on the minProtein STOREProtein"
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  "textContent": "What does intelligence (and by association stupidity) mean today, who gets to claim it, and what happens when thinking itself becomes increasingly outsourced to machines? AI has moved from novelty to daily habit at dizzying speed. Increasingly, people defer to AI not just for efficiency, but for judgement. Somewhere along the way, thinking started to feel optional.\n\nFor brands, this changes the equation entirely. In a world of infinite AI-generated content, polish becomes cheap. Personality, perspective and cultural fluency become harder to fake. The challenge isn’t about speed and producing more. Instead, it’s about producing something that feels distinctly human.\n\n**Join us on 1st July 2026 to discuss this and more, as part of the launch of our STUPID REPORT:**\n\nRegister Here\n\n* * *\n\n### **SEEDS**\n\nStupid As StrategyAhead of our next REPORT, we explore how AI is reshaping the value of human judgement – and the role taste and imperfection continue to play.Protein XYZProteinNeuroaestheticsBrand building that starts in the body, not just the mind.Protein XYZProteinThe Fog EconomyWhen systems slow people down, culture reorganises around the illusion of progress.Protein XYZJon JacobsenDark Mode MerchMerch hasn’t died – it’s just taken a darker turn.Protein XYZProteinGeneration TweenAs algorithms rip through traditional tween culture, brands are reasserting the importance of the messy, sometimes awkward inbetween.Protein XYZProteinVibes GamblingWhy cultural life now runs on constant low-stakes bets on attention, identity and belief.Protein XYZSophia EpsteinThe Writer As ImageWhy literary culture increasingly demands visibility, performance and personal branding.Protein XYZIdil GalipLook Away NowIn an era of infinite content, ‘critical ignoring’ is becoming the ultimate cultural skill – and smart brands are learning when not to speak.Protein XYZProteinInside SEED Club #5What our global community of 450+ cultural experts are currently obsessing over.Protein XYZProteinInside SEED Club #6What our global community of 450+ cultural experts are currently obsessing over.Protein XYZProtein\n\n* * *\n\n### **ARCHIVE**\n\n _This OBSERVATION doesn't feel like it's 10 years old, but it is. Included in_ The Currency Report_, it was written by_ Anna Burzlaff_with photos by_ Jonnie Craig_,_ Viv Vadoliya_,_ Drew McGill_._\n\n### Under the Influence\n\nThe landscape of social influence is changing. This means new rules and expectations when it comes to marketing on social media.\n\nIn 2009, Zoe Sugg decided to start vlogging. The 19-year-old had already set up a blog, but buoyed by other vloggers she wanted to attempt her first film. One of her first successes was “60 Things In My Bedroom”, a video composed of Sugg holding up items from her room. If it sounds simple, it was. The four minute video was twee, wholesome, banal even.\n\nAt the time of writing this article, Sugg, better known by her blogging name, Zoella, has close to 10 million subscribers, two book deals and multiple brand collaborations. Her rise charts the transformation of a 19-year-old student with a strong West Country accent to a global superstar with legions of fans. It is no mean feat, and the fact that it was social media, in this case YouTube, that got her there, makes it all the more extraordinary.\n\nInfluencers remain a key mediator between product and consumer. As social media continues to grow, what makes an influencer is changing. As consumers continue to look to their peers and immediate network for inspiration, the power of influencers and influencer content is only set to grow in the future. According to our Currency Survey, 94% of people trust the opinion of individuals over brands. It’s unlikely that the power of the influencer is going to dissipate. The direction it will take, however, is open to speculation. What’s clear is that influencers need to offer more than posed selfies and unimaginative hashtags. Rising cynicism means that brands and influencers alike need to work in tandem.\n\nAll of this means that offline is still important. Authenticity is rooted in real life. Ignoring it online has become staid and uninspiring. “Some of the biggest influencers in the skate world, for example, are at every party, every shop opening,” says Bickley. “Showing they are a part of the community. That’s what people want to emulate and look up to. So offline and online aren’t mutually exclusive. At best, when they work to their fullest they are completely connected.”\n\nContinue reading ... \n\n_(paywall has been removed ;-)_\n\n\n                            Become a MEMBER\n                        \n\n### STORE\n\nPROTEIN JOURNAL #15 [AITOR THROUP]Whether it’s Amazon commissioning a major television series about transgender fathers, a global fashion designer placing menswear on models of both sexes, or Twitter enabling a new, spirited voice to young feminists, it seems that gender issues are at the fore of our collective consciousness. Dig deeper still, and it cProtein STOREProteinPROTEIN PINS (SET #1)Lightweight, sturdy, and easy to put on. With a scratch and UV-resistant coating and a glossy finish, these pin buttons are made to last.• They come in a set of 5 • Made of tinplate• Scratch and UV-resistant mylar coating• Glossy finish• Easy to put onThis product is made especially for you as soon as you place an ordeProtein STOREProteinDIRTY WORDS #5 [NOSTALGIA]DIRTY WORDS are words that dominate brand and media conversations and whose original meaning has been modified by cultural shifts. We want to take a step back and re-focus on the usage of these words. The goal is not to reach an objective definition of each DIRTY WORD, but to explore concept and context to build a foundation for discussion.Protein STOREProteinPROTEIN JOURNAL #14 [TELFAR]We are a generation a lot less motivated by material goods – experiences are what we care about – and we’re struggling to get those at home. Traditionally holidays were the light at the end of the tunnel, the reason to keep slogging away at dull jobs for so many weeks. But now travelling offers more than a brief, sun dProtein STOREProteinPROTEIN ECO TOTESay goodbye to plastic, and bag your goodies in this organic cotton tote bag. There’s more than enough room for your Teenage Engineering OP-1, Protein Journals and some groceries.• 100% certified organic cotton 3/1 twill• Fabric weight: 272 g/m²• Dimensions: 40.6 cm × 35.6 cm × 12.7 cm• Weight limit: 13.6 kg• 2.5 cm wiProtein STOREProteinPROTEIN JOURNAL #12 [ES DEVLIN]You would be forgiven for thinking that the whirr of electric drills and the clang of hammers as the final touches are put on Protein’s new HQ are the reason we’ve decided to look at work for this issue’s report. Well, OK, it played a part. Work, and in particular what makes an ideal workspace, tends to play on the minProtein STOREProtein",
  "title": "#727 | Fog, Tweens & Vibes",
  "updatedAt": "2026-06-05T12:35:58.794Z"
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