Post by Omnicom Advertising

“Convenience has created a crisis of meaning.” Speaking with LBBonline - Little Black Book’s Laura Swinton Gupta, Cecelia Girr, Strategy Director at Backslash, unpacks the ‘Proof of Human’ - a key theme from Backslash’s 2026 Edges Report. After years of optimizing ease, speed and seamlessness, culture is starting to push back. From analogue revivals to a renewed appetite for effort and discomfort, there are growing signs that people are seeking something more tangible and meaningful. Cecelia explains how this shift goes beyond AI, pointing instead to a deeper reassessment of what we value - from how we spend our time to how we relate to technology, creativity and each other. For brands, it raises a clear tension: knowing when to embrace efficiency, and when to deliberately reintroduce friction, craft and human judgement. Read the full interview including a quick guide to the six new edges for 2026: https://lnkd.in/ejgR2eDx