At the start of every year — or even at the end of the previous one, in an attempt to capture more readers — those who work with brands in various fields already know the scenario: a flood of trend reports from every possible source. National and international materials, translated, adapted — an immense volume, each offering its own perspective on what to expect and what opportunities may arise in the new cycle.

From there, certain analyses start to gain traction, and inevitably, the same themes begin to echo among our favorite analysts. They appear in newsletters, on social media profiles, and in the lengthy thought pieces on LinkedIn. So far, nothing new.

At the beginning of 2025, I entered the year still so immersed in an intense 2024 — so challenging and significant that January felt like just a continuation, a 2024 part two. With this lingering sense of transition, all I wanted was to disconnect: spend less time on social media, be more present with the people I care about, connect more with the now. I wanted to talk less about what I think, set fewer expectations, make less noise, have fewer lists… just less of everything.

So, imagine my surprise when I read Bia’s Bits to Brands newsletter and found precisely this idea: the trend of disconnecting after a period of hyperconnection online. And out of everything I’ve been reading, two trends deeply resonated with this personal feeling.

The first, called The Analog Movement, from The Future 100 report, discusses how our hyperconnectivity and excessive screen exposure have pushed us to the brink of burnout, fueling a counter-movement toward disconnection — valuing personal interactions and a reconnection with nature.

The second, Sensescaping, from TrendWatching, reinforces this trend but adds another layer: the pursuit of self-knowledge through immersive and individualized sensory experiences.

These two perspectives together led me to reflect on the need to (re)connect — with others and with ourselves — and how this journey also involves the sensory, bringing an important dimension to our expectations of experiences.
After all this, two thoughts unfolded: I am not alone (in fact, we almost never are), and if everyone feels this way, what remains for brands that rely on social media to build connections?

My answer is short: I don’t know. And honestly, I don’t even intend to offer a quick answer to this question. Many might not even agree that this scenario is truly relevant. And that’s okay — after all, our field does not work with absolute answers, but with the right intentions at the right moment.

Given this, my thoughts turned back to our humanity and our need for belonging. Anyone who has worked with me has probably heard me talk about this concept, which is so fundamental and so powerful to our existence as a species. To belong, we need an attentive and human gaze.

It’s not about being self-centered, about glorifying our brand and saying how amazing we are (in fact, that hasn’t been a very effective formula for quite some time). Rather, it’s about recognizing in others something that also matters to us — so we can build genuine, meaningful connections that make sense for everyone involved.

Much is said, but little is simple.

Perhaps, in the face of this chaotic start to the year, the best invitation is to take a step back. To disconnect a little, try looking beyond the screens, and rediscover human-to-human (H2H, as many already call it) connection. To seek genuine interactions — which, by the way, don’t always need to happen online.

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