Innovator Olga Osokina on how AI has changed the relationship between consumers and brands, why emotional reactions matter, and what makes the Labubu case worth studying.
In recent years, the global trend toward conscious consumption has gained momentum. In 2025, its popularity surged—tens of thousands of people joined the No Buy 2025 initiative, aiming to go a year without impulsive or irrational purchases. And while this trend has a positive impact on the environment and mental health, it poses a challenge for businesses: traditional sales tools are losing effectiveness, and the cost of customer acquisition is rising rapidly.
