Picture this: A teenager sits on their bed, phone in hand, endlessly scrolling through TikTok. One video makes them laugh. Another shows them a product they didn’t know they needed. Hours pass, and when they finally put their phone down, the world feels no different. They feel no different.
This isn’t just a snapshot of today—it’s the chilling reality Aldous Huxley envisioned in Brave New World. A society pacified not by oppression, but by pleasure. A generation distracted, not by force, but by convenience. And the question we must ask ourselves is simple but urgent: Are we raising a generation that will never dream of revolution?
The Role of Technology: Algorithms as the New Conditioning
In Huxley’s world, people were conditioned to love their servitude. Today, we don’t need dystopian conditioning—we have algorithms.
Every swipe, click, and search is analyzed, creating a feedback loop that shapes what we see. TikTok feeds us what’s familiar. Spotify curates playlists that reflect who we already are. Amazon predicts our needs before we voice them.
These tools are convenient, even impressive. But they come with a cost: They narrow our perspectives, flatten our curiosity, and keep us in comfortable bubbles. The result? A generation that rarely questions what lies beyond the algorithm.
When technology decides for us, are we still free to think for ourselves?
Consumerism: Selling Conformity as Individuality
In Brave New World, consumerism wasn’t just an economic system—it was a way of life. People were conditioned to consume endlessly, equating happiness with possessions.
Today, brands don’t just sell products—they sell identities. Social media influencers promote lifestyles that look unique but follow the same template: curated, polished, and monetized. Consumers, especially young people, are encouraged to express individuality through what they buy, wear, or post.
But is this individuality, or just another layer of conformity? When a generation is taught to find meaning through consumption, rebellion becomes harder to imagine.
Standardized testing prioritizes rote memorization over critical thinking. Curriculums focus on compliance rather than creativity. Students learn what to think, not how to think.
Without curiosity, there is no rebellion. Without imagination, there is no change. If we want a generation that dreams of revolution, we must demand an education system that values exploration over standardization.
Today, endless content streams—from Netflix binges to viral TikToks—dominate our time and attention. Entertainment is designed to keep us scrolling, laughing, and consuming. But when was the last time a binge-watch session left you inspired to take action?
Entertainment doesn’t have to be a pacifier. It can be a spark. Think of documentaries that ignite movements, campaigns that challenge norms, or art that provokes conversation.
If we demand more from our entertainment, it can do more than distract us—it can drive us to dream.
AI: The Invisible Puppeteer
Artificial intelligence is the most powerful force shaping our generation. It curates our feeds, writes our stories, and even creates our art. But with that power comes a question: Whose values is AI reflecting—ours, or the system’s?
Generative AI is already influencing how we consume and create. From AI-generated influencers to automated content creation, technology is blurring the line between authentic creativity and algorithmic conformity.
But AI can also be a tool for revolution. It can amplify voices, connect communities, and democratize knowledge. The choice is ours: Will AI empower us, or pacify us?
Are we building a world that sparks curiosity—or suppresses it?
Are we raising a generation that dares to dream—or one that’s content to scroll trapped in its own little bubble full of apathy, tired from the constant economic crises, unemployment, and wars?
Let’s choose action. Let’s choose curiosity. Let’s choose revolution—not just in protest, but in thought, creativity, and compassion. The future depends on it.
After watching the fascinating documentary below, Buy Now! The Shopping Conspiracy I was wondering whether increased Transparency in advertising would Change the Game
What’s Really in the Fine Print?
Imagine you’re watching a car commercial. It’s a sleek electric SUV driving through pristine mountains, the narrator extolling its eco-friendly features. But then, instead of ending with a catchy tagline, the screen flashes a message: “This vehicle’s production and transportation generate 17 metric tons of CO₂ emissions.”
Now picture a fast-food ad. A juicy burger spins across the screen, fries perfectly golden, the soda fizzing in slow motion. But beneath the tagline, another line reads: “This meal contributes to a 35% higher risk of obesity if consumed regularly.”
It’s uncomfortable, isn’t it? The kind of transparency that strips away the illusion and forces us to confront the real cost of our choices.
Advertising tells us what to buy, but it rarely tells us what that choice costs—not just in dollars/euros, but in the impact it has on our health, our environment, and our future.
The Case for Radical Transparency
Advertising is storytelling. It’s designed to captivate, persuade, and sometimes distract. But what happens when we demand from all brands to tell us the full story? When the glossy veneer of marketing is peeled back to reveal uncomfortable truths?
What if advertising didn’t just sell us products, but also sold us accountability? What if every ad had to legally came with a receipt—not just for the price tag, but for the cost your choice makes on the world around you?
Here’s what could happen:
Empowered Consumers: Imagine walking into a store armed with the full picture. You’re not just buying clothes; you’re choosing between a sustainable option and one made under questionable labour practices. Transparency could give consumers the tools to align their spending with their values.
Pressure on Brands: Brands would no longer be able to greenwash their way out of responsibility. A beauty company couldn’t hide behind the word “natural” if their supply chain harmed ecosystems.
A Race for Responsibility: In a world where societal impact disclosures are mandatory, the brands with the cleanest records would stand out. Ethical practices would become a competitive advantage, not just a PR strategy.
Real-Life Parallels: We’ve seen hints of this kind of transparency before.
Tobacco companies are required to display health warnings on packaging and more and more people are quitting smoking. Pharmaceutical ads list side effects, sometimes humorously downplayed but still present.
What if these standards extended to every industry? What if every ad—not just for products that harm our health—had to disclose its societal cost and impact?
Would It Lead to Better Choices—or Just Better Ads?
The central question remains: Would transparency drive meaningful change, or would brands simply become better at crafting the illusion of responsibility? Knowing the truth doesn’t always change behaviour. But if we never know the truth, how can we even begin to make better choices?
Transparency, in theory, could transform the way we think about consumption and change our behaviour. But as the Netflix documentary Buy Now! The Shopping Conspiracy reveals the truth about our purchases is often hidden behind many layers of spin and manipulation and to change that you need government support.
A Vision for Accountability in Advertising
Imagine a world where brands were as proud of their ethical practices as they were of their profits. Where consumers make choices based not just on what they want, but on what aligns with their values.
Transparency won’t solve every problem. But it’s a step—a step toward a society where businesses are accountable for more than their bottom line, and where consumers have the power to demand more for their lives, their society and their planet.
We can’t change what we don’t see. And when we start to see the full picture, we just might create a marketplace where doing good isn’t just possible—it’s profitable.
Directed by Emmy-winning writer and filmmaker Nic Stacey, Buy Now! The Shopping Conspiracy pulls back the curtain on the world’s top brands, exposing the hidden tactics and covert strategies used to keep all of us locked in an endless cycle of buying—no matter the cost.
