Trust in institutions is eroding, and people are retreating into tribes where they still feel understood. That fragmentation has already reshaped politics, and now it's reshaping brands too. Business anthropologist Oliver Sweet, author of The Rules That Make Us, charts the slide into an oral-style culture, where symbolism beats evidence. And once AI makes every subculture "bulletproof," and everyone outside it just looks like a jerk, what's left to hold us together?
Growth Director at Made by Many
