No sex, no alcohol, no rock and roll. Just scroll.

This week, three seemingly unrelated news stories emerged. The Financial Times reported on the decline in couples and its impact on the birth rate . Official US data confirmed that teenage alcohol consumption has fallen to its lowest level in fifty years. And several studies documented unprecedented levels of chronic loneliness among Generation Z.  These aren’t three news stories. They’re three symptoms of the same phenomenon.  The demographic elephant that no one wants to name  The usual…

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90% of what you see on the internet is disguised advertising

When virality is manufactured, trust becomes the true competitive advantage for brands.  For years we were told that the internet was the great territory of authenticity . A space where people shared ideas, discovered trends, recommended products, and expressed opinions freely and organically.  But perhaps we have confused conversation with choreography.  A recent report published by New York Magazine / Vulture , written by Lane Brown, exposes an…

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How Zara overtook Nike and what it reveals about the true value of brands

In 1975, Amancio Ortega opened the first Zara store in A Coruña. Half a century later, that store, born far from the major traditional fashion centers, has become the most valuable fashion brand in the world.  The most important story is not that Zara has grown. The important story is what kind of value it has built.  According to Kantar BrandZ 2026 , Zara has…

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AI in business has nothing to do with technology

There’s a question that the world’s most powerful tech companies have been avoiding for years. Not because they don’t know the answer. But because the answer is uncomfortable. The question is this: if artificial intelligence is so transformative, why are most organizations seeing virtually no real improvement in their productivity? Satya Nadella, CEO of Microsoft—a…

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What is really happening when we ban devices in the classroom?

In recent years, the educational debate has been framed in rather simplistic terms: introducing more technology into classrooms as synonymous with progress. Tablets, mobile phones, screens… Everything seemed to point in a single direction: the more digital, the better. However, over time, a discomfort that is difficult to ignore has begun to emerge. Not because…

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From wanting to be important to doing things that matter

We live in an era where visibility has become a collective obsession. We are seduced by the idea of being “important”: accumulating likes, followers, awards, media appearances. As brands and as individuals, we have learned—sometimes unconsciously, sometimes consciously—to live outwardly, to define ourselves by the gaze of others, to build our identity on the recognition…

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What will be left for humanity when machines can do almost everything?

There’s a question that has been hovering over every conversation about artificial intelligence , every conference, every newspaper headline for years. A question that generates more fear than curiosity, more paralysis than action. And it is this: what will be left for humankind when machines can do almost everything? The McKinsey Global Institute has just…

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The paradox of commitment in southern Europe

For centuries, marriage was one of the most stable institutions in European societies. It organized family life, structured the household economy, and marked the beginning of adulthood. Today, that system is undergoing a profound transformation, especially in southern Europe. Spain, Italy, and Portugal are experiencing a simultaneous triple change : people are getting married later,…

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