\ Edition 2017

For years we have been hearing about the conflict that is bubbling under between “content” and “medium”, and the inevitable triumph of one over the other. With both feet now in the digital era, beyond the battle to control distribution channels and the artefacts that go with them, the highest stakes lie clearly with “content”. In other words, we have entered the age of meaning. Hyperconsumption has been replaced by hyperconnectivity. Purchasing decisions come only after time spent researching information; experience is valued over ownership. Naturally, these new behaviours challenge certain beliefs and therefore old habits. Not that Millennials have waited to give these habits a good shake-up. And remind us of the need for meaning. We know that nature abhors a vacuum, and so wherever there is empty space, let us fill it with meaningful projects.

Fabienne Lupo, Chairwoman and Managing Director of the FHH