Meleah Moore is a Brooklyn-based writer, photographer, and communications consultant for social enterprises. She holds a degree in sustainable development from the University of St Andrews.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience. 

Personal Worlds

In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and people. Many no longer see emotional intelligence as a pleasant add-on – it has become a default expectation.

If Pantone's colour of the year for 2024 is anything to go by – Peach Fuzz, a hue that 'echoes our innate yearning for closeness and connection' – it's that community and understanding are increasingly valued as a bedrock of resilience in building a more empathetic and interconnected society. As the loneliness pandemic spreads across the globe, people are prioritising companionship. What's more, they aren't afraid to turn to technology to fill the void, engaging with AI chatbots for emotional gratification as much as practical services. AI promises the rise of artificial empathy and an overhaul of care structures, including elderly care and parenting – and people are ready to embrace it to mitigate the ongoing crisis.

As social media has simultaneously boosted emotional honesty and knocked self-esteem, mental health issues are on the rise and support systems need reinforcement. More than 70% of Americans feel failed by the healthcare system, and in the UK, the NHS waitlist rose to a record 7.75 million in late 2023. With countries like the UK and France raising retirement ages, the demand for long-term care has increased, prompting people to seek alternative solutions – from telemedicine to community-based care programs – to address the pressing care crisis. The very notion of care is in flux. In this context, people are turning to brands and public figures for a helping hand, from BetterHelp and Gymshark offering free care to those that need it to Megan thee Stallion and Olivia Rodrigo using their platforms to democratise access to care for marginalised communities.

Everyday Empathy

Aaron Augenblick is the founder of Augenblick Studios, an independent animation studio based in Brooklyn, New York City. Augenblick Studios has been operating since 1999 and established Augenblick as one of the leading animation directors in the world. He currently has shows in development at HBO, Adult Swim, SyFy, and PBS. In 2022, he created the series 

Gen Alpha (born 2011-present)

United States

Media and Entertainment

TV, film, and social media video

Education

Current

Interview with Aaron Augenblick conducted by the author

Quartz

EducationWeek

Time

The Streamable

VeryWell Mind

Child Mind Institute

Romper

PR Newswire

Kidscreen

University of Minnesota

KidScreen

As Gen Alphas spend more time than ever before in front of screens, parents and educators are finding new ways to use entertainment as education. With kids watching content across various digital platforms, PBS Kids is adapting with bite-sized episodes and lesson plans to solidify learning.

Archetypes

Nurturer

Creator

PBS Kids: foregrounding edutainment for Gen Alphas