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The average adult spends five hours and 48 minutes each day looking at their phones. Heineken thinks thats way too much time and has launched a new campaign encouraging people to put their devices down and socialize more in person. Ideally, with a beer of course. With consumers spending 88 days per year scrolling on their phones, the Dutch brewer this week is kicking off a Social Off Socials marketing blitz thats built around the premise that adults acknowledge they spend too much time online, but also feel trapped in a vicious cycle of social media addiction. Heineken commissioned a study of 17,000 adults of legal drinking in the U.S., U.K., and seven other international markets and found that more than half of adults feel overwhelmed keeping up-to-date with social media. Nearly two-thirds say they are nostalgic for the 1990s when there were no smartphones. Social Off Socials will include a TV ad spotwhich counterintuitively, also appears on social mediaand stars singer Joe Jonas and influencers including Dude with Sign, Lil Cherry, and Paul Olima. The spot depicts empty highways with abandoned cars, quiet streets, and influencers who are freaking out because they arent getting any views or likes from their content. Where is everybody, Jonas screams. It turns out they are all at the bar, sans phones and having a great time. Championing social life is at the core of what we do, says Nabil Nasser, global head of the Heineken brand, during an interview with Fast Company. And addressing the barriers to social life, the enemies of social life, is at the core of this campaign. One of those enemies, which Heineken has been confronting for some time, is excessive use of the phone thats driven by doom scrolling on TikTok, Instagram, and other social media channels. Too much reliance on technology is a theme that also appeared in Heineken’s The Boring Phone and Forgotten Beers ad campaigns last year. Boring Phone, in particular, leaned on the insight that some consumersin particular those from the Gen Z cohortwere eschewing the smartphones and instead buying flip phones to help curb their online addiction. Heinekens Boring Mode mobile app blocked notifications, the functions of the camera, and other apps for a set period of time to help users unplug. Gen Z needs to hear this Heinekens survey found that Gen Z is even more addicted to their phones than older generations, with daily usage rising to six-and-a-half hours for that demographic. One in 10 spend over 12 hours each day looking at their phone screens. Gen Zers are also more likely to say they feel drained by the amount of time they spend speaking to other people online. Gen Zers are aware there is a time and a place for technology, says Nasser. And they also long for real-life connection as well. Four out of 10 adults surveyed by Heineken also reported that they speak to people on their phones more than they do in real life, and even with all those connection points, three in five say they feel lonely. That ties into the loneliness epidemic thats become a rising concern among health care professionals, including former U.S. Surgeon General Vivek Murthy. Bars, hotels, restaurants, and stadiums can play a role in helping mitigate those feelings of loneliness. Last year, Heineken announced a $50 million investment in revitalizing U.K. pubs, a reaction to high inflation. The investment also points to Heinekens own business interests in keeping spaces open where consumers can meet and talk around a beer. Thats especially key in mature markets like the U.S., where brewers are facing competition from ready-to-drink cocktails and non-alcoholic beers, resulting in lower consumption of traditional ales. Protecting the bar makes business sense, but it also makes sense for our communities and consumers, says Nasser. It is a place where people go to socialize. Heinekens new ad campaign was filmed in South Africa and developed by the brewer along with creative agency LePub, which is part of French ad giant Publicis Groupe. Jonas, who stars in the spot, filmed his scenes amid his busy touring schedule. Jonas will also appear at an in-person event, hosted by Heineken in Manhattan, that promotes disconnection. The intention is that when Jonas performs his new song, Heart by Heart, the crowd will unplug and simply enjoy the moment. The musician says there are benefits to being online, including socializing with friends, and finding new music and artists. But Jonas adds that he was enticed to appear in the campaign because he liked the idea of encouraging people to be on their devices less frequently. I could be using that time to meditate, or reading or writing, or pick up a guitar, says Jonas. Find a healthier balance. And spend time with friends, which is why I think the ad that we built really came easily to all of us. He recalls a recent visit to the Masters Tournament, which is held at the Augusta National Golf Club, where cellphones are prohibited. Moments of panic would set it when hed find himself in a line, with no phone to reach for. And youre like, Oh wait, Im fine, I can be without my phone for another hour, says Jonas.
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E-Commerce
Lets get one thing out of the way right now: If youre taking photographs with a Polaroid camera in the 21st century, its not because pristine image quality is your overarching priority. In the digital age, the dreamy imperfection of Polaroid pictures is part of their appeal. Theyre never that sharp, and no two come out exactly the same. Even Fujifilms Instax camerasinstant photographys current market-share giantproduce more consistent results. Still, even people who love Polaroids analog soul and tactile immediacy have their limits. Each shot from an eight-photo film pack costs about $2.25, considerably more than Instax shots. Thats less than it did in instant photographys golden age decades ago, once adjusted for inflation, and you can save by buying multipacks of film. But paying more than two bucks to take a photo is a shock to the walletespecially given that digital ones are effectively free. So youd probably like to get the best pictures your Polaroid camera can muster, or at least avoid outright misfires. [Photo: Polaroid] Thats the idea behind the companys newest camera, the Polaroid Flip. At $200, its pricier than the diminutive Polaroid Go ($95), entry-level Polaroid Now ($120), and slightly above-entry-level Polaroid Now+ ($140). The additional investment buys you several features designed to improve your odds of getting pleasing shots in a variety of shooting environments. (Meanwhile, the high-end Polaroid I-2, with its fancy lens and manual settings, is aimed at the select group of photographers who crave more artistic control and are willing to spend $450 on an instant camera.) The Flip in the cameras name references its most obvious new element, a flippable bar that houses the flash and some LED indicators. Relocating the flash let Polaroid increase its size and distance from the lens, both of which can improve photo qualityjust as they did back when original Polaroid models such as the Sun 600 sported a similar design. That is particularly critical given that instant photos benefit from turning the flash on in pretty much any environment except bright sunlight. The Polaroid Flips improved flash helps in dimly lit environments. The Flip upgrades the two lenses used by Polaroids cheaper models to a four-lens system capable of sharper results at a wider range of distances. It also has sonar autofocusing, a technology the company first used almost 50 years ago in one of the worlds first autofocus cameras that works equally well regardless of lighting. None of these features transforms the look and feel of the photos youll get, but they help eke out better image quality in tough conditions. Along with helping you take better pictures, the Flip has a new feature that prevents you from taking bad ones. If you try to take a photo of a subject thats too close or insufficiently lit, a red light displays in the viewfinder. In extreme cases, the shutter button wont fire at all. Stine Bauer Dahlberg, Polaroids chief product officer, reminded me that one of the most famous original Polaroid cameras, 1965s Swinger, did something similarthough I like its approach even better: If its vetting confirmed you could take a good photo, you saw an affirmative YES in all caps. Compared to Fujifilmwhich offers several hybrid Instax cameras melding digital sensors and film outputPolaroid seems happy, so far, to stick to its traditional roots. The Flip does connect to Polaroids smartphone app via Bluetooth, opening up options such as exposure compensation and manual control of aperture and shutter speed. But even if you adjust some of the settings on your phone, the resulting photos are still analog through and through. Functionally and aesthetically, most 21st-century gadgets bear little resemblance to gear of the 1970s and 1980s, unless theyre going out of their way to embrace a retro vibe. By contrast, a citizen of 1985 transported to 2025 would unhesitatingly identify the Flip as a Polaroid camera. Yet its striking resemblance to the models of yore doesnt feel like an act of nostalgia. Why mess too much with something that still works? The classic Polaroid design did, and does. Pressing the red shutter button and listening to the whirring as the photo emerges from the slot in front is still a satisfying experience. Take someones photo, and theyll be curious how it turned out in a way thats less common with smartphone photos. Even a Polaroid camera thats just sitting on your desk provokes questions and smiles. My biggest quibbles with the current Polaroid experience are with the film, not the camera. The company still hasnt quite gotten its quality back to where it was before the old Polaroids near-death experience early in this century. Nor do photos develop anywhere near as quickly as the old ones did and Fujifilm Instax ones do today. Keeping up with demand for film packs also seems to tax Polaroids production capacity: Earlier this week, the classic white-frame version was out of stock on the companys website. (Its back as I write this, and usually seems easy enough to find at retail.) Dahlberg told me Polaroid is still working on film improvements: There are a couple of things that we’re doing right now that are going to be more visible soon. Now, at some point in every article about Polaroid in the 21st century, it has been obligatory to marvel at the factthat instant photography is still a thing and that the companywhich went bankrupt twice and once abandoned camera and film productionremains extant. Such wonderment seems less and less essential. After all, its been almost two decades since a band of enthusiasts calling themselves the Impossible Project took over the only remaining Polaroid film factory. That last-moment gambit eventually led to it acquiring the Polaroid brand, launching new cameras, and securing shelf space in places such as Best Buy and Target. Fujifilms Instax, meanwhile, never stopped booming. Human beings, it turns out, still like to take instant film photosincluding people who werent even alive in Polaroids heyday. At this point, its safe to say the medium isnt going anywhere. If you want to partake in it, the Flip is one of the best options Ive seen, and certainly worth the $60 premium over Polaroids Now+. Its available for purchase on the companys site and will be in stores next month. You’ve been reading Plugged In, Fast Companys weekly tech newsletter from me, global technology editor Harry McCracken. If a friend or colleague forwarded this edition to youor if you’re reading it on FastCompany.comyou can check out previous issues and sign up to get it yourself every Friday morning. I love hearing from you: Ping me at hmccracken@fastcompany.com with your feedback and ideas for future newsletters. I’m also on Bluesky, Mastodon, and Threads, and you can follow Plugged In on Flipboard. More top tech stories from Fast Company 20 years ago, this simple video rewired the way we share our lives onlineJawed Karim’s 2005 upload didn’t just launch YouTubeit helped usher in a share-all culture, where even the mundane became content. Read More Bot farms invade social media to hijack popular sentimentGovernments, financial influencers, and entertainment insiders are using data center-like facilities full of phones to push narratives fabricated through fake social media engagement.Read More AI coding tools could bring us the ‘one-employee unicorn’As the tools, and other AI agents, gain functionality, billion-dollar startups with a single human employeeor even nonemay become possible. Read More Microsoft thinks AI colleagues are coming soonMicrosoft is dubbing 2025 the year of the ‘Frontier Firm.’ Read More Adobe releases ‘created without generative AI’ tag to label human-generated artJust as it’s introducing the option to use GenAI models like OpenAI, Runway, and Google, Adobe is letting creators draw a new line in the sand between their work and AI. Read More How to delete your personal info from the internet for freeHiding your address, phone number, and other details from Google and people search sites is easier than you might think. Read More
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E-Commerce
Job interviews are the fortune cookies of hiringvague and often misleading. But companies keep using them, despite research suggesting that typical job interviews are mostly unreliable predictors of future job performance, because they give hiring managers the illusion of insight, and a convenient way to validate gut instinct with zero data. Its not that all interviews are useless; some formats, like structured behavioral interviews with scoring rubrics, including AI-based scoring algorithms that match responses to actual outcomes and future performance, can be moderately predictive. But the typical unstructured interview? Oftentimes, it conveys the illusion of predictability by allowing hiring managers and interviewers to unleash their biases and subjective preferences during the interview, and then reactivate those same biases during their job performance ratings and evaluations of those candidates, once they become employees. Its mostly a personality contest masquerading as a talent evaluation. The candidates who perform best in interviews are often the ones with the most confidence, charisma, and charm. Unfortunately, these traits are also the calling cards of narcissists, Machiavellians, and the occasional smooth-talking psychopath. What passes for “leadership gravitas” can often be ego dressed in a blazer. In fact, studies show that narcissists are more likely to be seen as competent in interviewsespecially by less experienced, trained, or qualified interviewers who confuse bravado with ability.. So how do you stand out in an interview without sounding like you’re auditioning for a TED Talk titled “Why I’m Amazing (and You’re Lucky I’m Here)”? Here are five science-based recommendations: 1. Quantify your brilliance instead of announcing it Its one thing to say youre a strong leader. Its another to say you managed a team that increased revenue by 35% in under a year during a hiring freeze. Guess which one gets remembered? Vague self-praise triggers skepticism. Data builds trust. Candidates who provided specific behavioral examplesespecially with measurable outcomesare generally rated significantly higher in competence and hireability. Swap generic lines like Im results-oriented for I led a cross-functional team that reduced churn by 28% in Q3. And when you do this, resist the urge to sound smug. If your data is good, it speaks for itself. No need to add a drumroll. 2. Be confident enough to admit what you dont know Ironically, one of the most confident things you can do in an interview is say, I dont know. Not followed by silence, of coursebut followed by . . . but heres how Id go about figuring it out. This signals humility and problem-solving, a combo thats far more attractive than pretending youve mastered every domain from supply chain to quantum physics. As psychologist and author Tasha Eurich suggests, self-awarenessparticularly awareness of ones own limitationsis a key marker of effective leadership. If you mention a skill you havent mastered, follow it with a brief story of how youve successfully learned something similar.Now youre not just self-awareyoure coachable. In todays volatile and unpredictable job market, people should care less about what you know, and more about your ability, disposition, and willingness to learn in the future. 3. Show you have empathy Narcissists tend to lack empathy. So, if you want to distance yourself from that ego-obsessed camp, demonstrate that you can see the world through someone elses eyes. Empathy isnt just about being nice in interviews. Its about showing an ability to collaborate, manage conflict, and not derail an entire Slack thread with your emotional immaturity or self-centered delusional rants.Same rule applies to the job interview: When you describe past experiences, include others in the narrative. What were their challenges? How did they feel? How did you adapt your approach to help? How did you realize they felt and reasoned? Ask your interviewer thoughtful questions about the team dynamics, not just your potential title. It shows you care about humans, not just your LinkedIn profile. 4. Let your achievements shine, but dont dwell on them for too long The bigger the accomplishment, the more chill you should be when you mention it. Theres a fine line between thats impressive and wow, do you talk about anything else? Weve all met someone who peaked in high school sports and never got the memo. Think of it this way: if youre a big deal, you dont need to say ityour story should do the heavy lifting. Let your success land quietly and let the interviewer be the one who leans in. For example, instead of I turned around a failing division single-handedly, try I was fortunate to be part of a turnaround effort that ended up boosting performance by 40%. In other words, same data, less ego. 5. Read the room Heres a wild idea: Focus more on the people interviewing you than on your own performance. Read the room. Listen actively. Make eye contact. Nod (at appropriate times, not like a bobblehead). Pause to check if your answers are clear. It sounds basic, but narcissists are notoriously bad at this. They monologue. They steamroll. They mansplain. They circle back to points no one asked about.So if you want to distinguish yourself, be the person who not only speaks wellbut listens even better. For example, after you answer a question, try asking, Did that answer what you were hoping to learn? or Would you like more detail on that? Its called being a kind and socially skilled human, and its rarer than you think. Final thought: Be the antidote to the ego parade The truth is, narcissists can be magnetic in interviews. But so can people who are competent, thoughtful, and self-aware. The latter are just more unusualand in far greater demand once the honeymoon phase is over and actual work begins. So, the next time you walk into an interview, remember: You dont have to dazzle with hype.You just have to seem real, competent, and curious enough to connect. Confidence is great, but only if it helps you persuade others that you are competent. In contrast, humility in the face of complexity will make you stand out, because modest competence beats delusional confidence (most of the time).
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E-Commerce
Dubai, the go-to destination for influencers, is now doubling down on its biggest market with the launch of its very own influencer academy. Jointly funded by the Dubai Department of Economy and Tourism and a travel content creation agency, the Beautiful Destinations Academy offers three months of social media training for students, aimed at bolstering Dubais tourism industry. The academy is still accepting applications for four budding influencers, who will be paid to travel and live in the city starting next month. A promotional video by Beautiful Destinations describes the program as an elite training environment where we invest in you to support Dubais unparalleled vision for the future of tourism. Successful applicants will typically train five days a week, with modules covering photography and cinematography, editing and color grading, sound effects, AI tools, industry regulations, and professional development as a travel content creator. At the end of the course, students will receive a certificate from Dubai College of Tourism, with the really special ones offered a full-time job at Beautiful Destinations. All expenses, including flights and accommodation in a luxury serviced apartment, are covered, along with a livable income for the three-month program. Students will also have access to shoot at some of Dubais most stunning and exclusive locations, normally reserved for celebrities and royalty. Jeremy Jauncey, CEO and founder of Beautiful Destinations, told The Independent: I want to share what Ive learned with the next generation and give others the chance to experience the coolest career in the world. And theres no better city than Dubaiwhich has inspired Beautiful Destinations creators since our earliest daysto do this in. You dont need to be an expert to applywere looking for raw, hidden talent. He added: We want to equip young people with the skills to build a solid future in travel content creation, to take advantage of this fast-growing sector. You dont need expensive equipment or formal training just a desire to turn your social media hobby into a dream career. Issam Kazim, chief executive of Visit Dubai, told The Times UK that the academys launch is a testament to our commitment to fostering creativity, innovation and excellence in the tourism sector. Dubai welcomed a record 18.72 million international visitors last year and recently introduced the “golden visa” (a new visa that allows influencers to live in the UAE sponsorship-free), along with a Dhs 150 million (about $40 million in USD) government support fund to aid influencers. Given that over half of Gen Zers aspire to be influencers, where better to make that happen than the influencer hotspot of the world? Applicants must upload a 60-second video on travel culture or adventure on Instagram, tag @BeautifulDestinations @VisitDubai #BDacademy, and complete an online form before April 24 to be considered for the first cohort.
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E-Commerce
Mel Robbinss best-selling book, The Let Them Theory, has captured the imagination of millions of people, earning critical acclaim and resonating deeply with those seeking peace in a chaotic world. The core premise is simple yet powerful: let people be who they are, let them make their own choices, and most importantly, dont waste your energy trying to change others. Its a philosophy of radical acceptancean invitation to stop being burdened by the expectations, behaviors, and opinions of those around us.At first glance, this mindset seems liberating. Who wouldnt want to shed the weight of trying to control the uncontrollable? In a time where burnout is rampant and people are constantly drained by personal and professional obligations, the Let Them philosophy offers a reprievea way to step back and prioritize emotional well-being.And yet, as compelling as this idea may be, it raises an important question: Is letting them always the right approach? The Appeal of Letting Go Theres undeniable wisdom in Robbinss message. Far too many people spend their lives tangled in the choices and behaviors of others, investing enormous emotional energy in situations they have no real power to change. Parents stress over grown childrens choices. Friends stay in draining relationships, hoping people will evolve. Professionals lose sleep over colleagues attitudes and behaviors.In these cases, Robbinss philosophy is a wake-up call: Stop trying to fix what isnt yours to fix. Let them.Let them be irresponsible. Let them be distant. Let them succeed, let them fail. Let them love you or walk away. Let them hold on to outdated beliefs. Let them go down a path you dont agree with. The argument is that by surrendering control over others, you reclaim control over yourselfyour happiness, your peace, your emotional freedom.Its an enticing philosophy, and for certain moments in life, its the exact right thing to do. But what happens when letting go becomes an excuse for disengagement? What happens when let them is applied too broadly? When ‘Let Them’ Becomes an Excuse If Let Them is about relinquishing control over what we cannot change, then where does that leave the things we can change? What about the injustices in our world? What about the relationships that are worth fighting for? What about the responsibilities we carry toward our families, our communities, our workplaces?There are times in life when letting them isnt the right answerwhen stepping back is an abdication of responsibility, not a path to freedom. If a colleague is sabotaging team morale, do you simply let them? If a friend is struggling with self-destruction, do you let them spiral? If a system is broken, do you let it stay that way?The truth is, some things are worth our time and effort. Some battles are worth fighting. Some people are worth engaging with, even if change isnt immediate or easy. To withdraw entirely under the banner of Let them is to risk apathy in moments that require action. A Luxury Not Everyone Can Afford Then theres another realityLet Them is a philosophy that, in some ways, is easier for those who have already secured success, influence, or financial stability.For a young professional trying to establish a career, the idea of simply letting things happen may not be practical. For parents raising children, letting them doesnt always workyou cant let a child make every decision unchecked. For leaders steering a company, a community, or a movement, stepping back at the wrong moment can mean failure, chaos, or even harm.The ability to disengage from unnecessary drama is a privilege, one that grows more accessible with financial independence, career success, and age. Its no coincidence that many of the most enthusiastic adopters of this philosophy are those who have already reached a place where they can afford to say, Time is precious. I wont waste it.In fact, this may be the true strength of Let Themnot as a universal directive, but as a philosophy particularly well-suited for those in the later stages of life. For those who have already built their careers, raised their children, fought their battles, and established their reputations, Let Them can be a tool for cutting away unnecessary distractions and spending their remaining years in peace.But for those still climbing, still building, still fighting? Let them might not always be the right answer. Be Selective, Then Commit So where does this leave us? If we reject a total embrace of Let Them, do we go back to exhausting ourselves in battles we cannot win? Do we spend our lives trying to fix people who dont want to be fixed?Of course not.The balance lies in discernmentin knowing when to let go and when to lean in. Not every battle is worth fighting, but some are. Not every relationship is worth saving, but some are. Not every system is worth engaging with, but some demand our full attention.The key isnt to detach from everything but to be highly selective about where you invest your energy. And once you decide something is worth your time, you dont go halfwayyou go all in.Ive never been one to do things halfway. I dont believe in a life of passive observation. I believe in engagement, in purpose, in fighting for what matters. And while I agree that some thingssome peopleare best left to their own devices, I also know that meaningful change requires effort. If everyone simply let them, where would progress come from? Lead Them Theres real value in Let Them, but like all philosophies, its not one-size-fits-all. It works best when applied strategicallywhen used to free ourselves from unnecessary burdens while still engaging with the things that truly matter.For those in the final chapters of life, those who have earned the right to be selective, it may be a mantra of peace. But for those still in the fightbuilding, growing, leading, advocatingthe call isnt to let go entirely. The call is to choose wisely, and when the moment demands it, to step in fully.Because sometimes, the answer isnt Let Them. Sometimes, the answer is Lead Them.
Category:
E-Commerce
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