It’s impossible to heal from being human
why the mental health industry has infinite demand
This week, I came across a very interesting article by India Frey. It’s about therapy-speak, that has taken over our language. It is ruining how we talk about romance and relationships, narrowing how we think about hurt and suffering, and now, we are losing the words for who we are. Nobody has a personality anymore.
In a therapeutic culture, every personality trait becomes a problem to be solved. Anything too human—every habit, every eccentricity, every feeling too strong—has to be labelled and explained. And this inevitably expands over time, encompassing more and more of us, until nobody is normal.
Over the past few years at Hurae, we’ve done our fair share of soul-searching too. And it’s very easy to fall into the trap of labels. But I think it takes courage not to explain everything, to release control, to resist that impulse to turn inwards. And wisdom too, to accept that we will never understand ourselves through anything other than how we act, how we live, and how we treat other people.
We are thinking about ourselves enough. We don’t need more awareness or answers. My worry is that after a lifetime spent trying to explain themselves, solve their strong feelings, standardise their personalities, and make sense of every experience, a generation might realise that the only problem they had, all along, was being human. 💙
Must reads 👀
A lot of clients come to Hurae because they want to stand out: “something different”. On Tiktok, Telegram, Snapchat, or just in the streets.
It's hard to explain how we at Hurae set out to fulfill that desire but a big part of it is absorbing a lot of knowledge. About artists, about life, about technology. About everything. So we read up a lot on trends and we are always happy to share that knowledge with you. By giving some examples you can understand how our brain works:
Influencing Without the Influencers 🍷
Instead of relying on celebrities, brands are controlling the message by making their own social media videos. You may not even realize they’re selling you something. The hard sell of traditional advertising can feel out of sync with how young people want to be engaged. In-house creators offer something more casual and more human.
‘AI doesn’t know what an orgasm sounds like’: audiobook actors grapple with the rise of robot narrators. As demand for audio content grows, companies are looking for faster – and cheaper – ways to make it.
Make way for the very first leisure club for dogs in Paris: The Dogry opens its doors in the 17th arrondissement, with a playground, spa, café, yoga and top-of-the-range, subscription-based daycare. 🐶
Interesting: The Seven Modes of Modern Marketing. How Brands Build Growth in a Post-Advertising World 👯♀️
The number of 12-to-15-year-olds who say they take breaks from smartphones, computers, and iPads is now 40% — an 18% increase since 2022, according to GWI. Rather than relying on parental controls, young people are self-regulating: 24% delete apps for mental health, and nearly half of 16- to 24-year-olds now silence notifications. One expert called this shift “an act of rebellion,” as teens increasingly reject the idea that growing up online is inevitable
Going viral happens on the daily. The difference? Twenty million views on a video means absolutely nothing in terms of building a following nowadays. Several pieces of good content aren’t enough to keep an audience engaged anymore; now they have to want to keep up with you. They have to like you. 🥇
Hey bestie! In March, Coca-Cola relaunched its famous “Share A Coke” campaign with a focus on connection and personalized experiences to better reach Gen Z. And it worked. 👀
Organising an influencer filled event and ask them to leave the smartphones at home. That could be nice. 👀 Why the Phone-Free Atmosphere of the Masters Still Matters. No cell phones in sight, just thousands of golf fans—including the Morehouse College Golf Team—living in the moment.
Snapchat Launches Interactive Art Project at the Palace of Versailles
France is Snap’s biggest EU market, with 27 million users, and Snapchat recently opened a new office in Paris to capitalize on local opportunities. A local AR art activation is another step towards solidifying Snap as a key player in the local interactive landscape, and building more local connections.
What is scarce in a world of infinite content? Great lecture by Doug Shapiro about AI as the biggest media disruptor ever. Or is it? ⛱
Hurae - Experiental Marketing 🧗🏼♂️
Most agencies think out of the box. We think out of the blue. Or out of this world. We think of anything that gets people talking about your brand. Offline & online. The best content is not necessarily created for social media, but content that gets talked about on social media. Eyes Eyes Baby!
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