Millennial existentialism
When I first coined “Millennial existentialism,” I meant it to describe the angst and unique existential dilemma faced by my generation — those born between 1981 and 1996. Globalization, the internet, climate change, AI… We are shaped by a convergence of societal, technological, and environmental changes, and face questions previous generations haven’t — or do we?
What I didn’t anticipate were the layers of meaning behind these two words: millennial and existentialism.
“Existentialism” is a philosophical movement that emerged in the 19th and 20th centuries, with thinkers like Jean-Paul Sartre and Albert Camus playing significant roles — though they did not identify as “existentialists.” Existentialism explores themes of individual freedom, choice, responsibility, and the search for meaning in a seemingly indifferent or absurd world.
While the word “Millennial” describes Generation Y who came of age in 2000 at the turn of the new millennium, “millennial” is an adjective that refers to a period of a thousand years, figuratively qualifying something that spans over a significant period of time.
With this in mind, I think Millennial existentialism is a perspective that delves into the fundamental questions of our existence, acknowledging the interplay between individual lives and the broader historical, cultural, and technological shifts that unfold across generations.
It seeks to explore the endurance and continuity of these questions across distinct epochs, regardless of time or place, and investigates how different generations grapple with and answer similar questions and challenges.
So maybe “millennial existentialism” is the relationship between a generation and the timeless, enduring questions that have persisted across time. And “Millennial existentialism” is the focus on how my generation, Milllennials, is responding.
For me, this exploration is fueled by a relentless desire to discover a transcending principle and reveal our interconnectedness.
This fundamental intuition is the heart of my poetic pursuit.
On the power of ideas
A seven-part series to reshape how we think about branding, advertising, and consumer culture.
Defining millennial existentialism, the unspoken crisis driving how an entire generation engages with work, consumption, and identity.
Learning from three iconic advertising campaigns—Marlboro, Volkswagen Beetle, and Patagonia—to understand what they teach us about influence, impact, and responsibility.
Introducing three new concepts — philanthropic advertising, interdependent consumerism, and poetic capitalism — for a bold vision of the future of brands.
What does your name stand for?
In the world of personal branding, there’s nothing more powerful than a name that stands for something.
Look at the great fashion houses: Chanel, Givenchy, Saint Laurent, Balenciaga, Mugler. These are not just names; they are symbols. They transcend time because they carry meaning. Each one represents a vision, a standard, a way of seeing the world.
Chanel is elegance.
Saint Laurent is rebellion wrapped in refinement.
Mugler is bold, unapologetic self-expression.
The founders of these brands may be gone, but their names aren’t just remembered; they are revered because they stand for something that resonates deeply.
A personal brand is no different. Whether you’re a creative, a coach, or an entrepreneur, your name can carry the same weight. It can be a beacon for what you believe in, a banner that others rally behind.
To build a personal brand is to take ownership of your name—to imbue it with purpose, meaning, and identity. It’s not just about what you do, but what you stand for. A name that carries weight isn’t about chasing trends or fleeting recognition. It’s about crafting a legacy.
So, what does your name stand for? What values, vision, and story are you leaving behind? Like the great designers, your name can transcend the moment and carve out a place in history. The question is: will it?
How will your name be remembered?
What is a brand?
To understand what a brand truly is, you have to go back to its roots. The word "brand" comes from the Old Norse brandr, meaning to burn. It began as a literal mark seared into wood, livestock, or metal, and was a sign of ownership, identity, and belonging.
Over time, it also came to mean "sword"—a tool of precision, forged in flame. A sword doesn’t waver—it stands for something. It slices through the noise, protects what matters most, and commands attention. It delivers its message with power.
In French, brand translates as “marque” or mark—a stamp of ownership, a declaration of identity, a symbol that speaks without words. Like a coat of arms or a flag, it is a bold declaration of our values and a rallying point that others recognize and follow. It says, “This is who I am. This is what I stand for.” It is the mark we leave on the world.
To create a brand is to take a stand. It’s to plant your flag and draw your sword. It is a way of being recognized without words.
During the Industrial Revolution, the concept of “brand” underwent a significant transformation. In a rapidly expanding marketplace filled with mass-produced goods, brands became essential for distinguishing products—soap, clothing, food—from their competitors. A brand was no longer just a physical mark; it became a symbol of quality and a badge of trust, signaling reliability and consistency to consumers navigating an increasingly crowded and impersonal economy.
This evolution laid the foundation for branding as we know it today: a promise that stands out in the noise.
If you are building, running, or marketing a brand — whether it’s a business brand or your own personal brand — how long does it take you to answer these questions:
What is the flame that fuels your purpose?
What is the sword that defines your stance?
What is the mark you want to leave on the world?
Because a brand isn’t just what you create—it’s who you are. And if it’s done right, it has the potential to last forever.
Why do people build brands?
At the core of every successful brand lies a driving question: Why? Why pour time, energy, and resources into something that might take years to grow? Why show up, day after day, to build something new? The answer is motivation.
Every brand begins with a spark—the force that drives creation, decision-making, and connection. Here’s why people build brands, broken down through six powerful motivations:
1. Fear
Some people build brands because they see danger on the horizon. They identify the risks and challenges others ignore and feel a deep need to address them. These brands exist to prepare, protect, and solve critical problems before they arise.
What drives them: Awareness of what could go wrong and a desire to create solutions that bring safety and clarity.
Examples: Norton, Allstate, ADT, FEMA, Ring, Go Bag...
2. Hope
Others build brands because they believe in the possibility of a brighter future. These creators are optimistic, forward-thinking, and focused on what can go right. Their brands exist to inspire and empower, reminding people of their potential and the good that lies ahead.
What drives them: Faith in the future and a commitment to building something better for everyone.
Examples: Headspace, TOMS, Impossible Foods, Nike, Dove, Patagonia, TED...
3. Desire
Some build brands out of a hunger for change. They want to lead, disrupt, and innovate. These brands are ambitious, bold, and unapologetic about their drive to create something entirely new.
What drives them: A vision of transformation and the determination to leave an undeniable mark on the world.
Examples: Tesla, Apple, Airbnb, Netflix, Shopify, Dyson, OpenAI…
4. Need
Some build brands to fulfill a practical necessity. These creators see what’s missing, what’s needed, and how to make life simpler or more efficient. These brands are grounded, reliable, and focus on solving real-world problems.
What drives them: A focus on delivering essential solutions that make life easier, better, or more functional.
Examples: IKEA, Brita, The Red Cross, UNICEF, Habitat for Humanity…
5. Guilt
Others build brands because they feel a deep sense of responsibility. They see injustice, broken systems, or unsustainable practices and feel called to make things right. These brands are purpose-driven, mission-focused, and committed to creating positive change.
What drives them: The need to repair, improve, and take responsibility for making the world better.
Examples: Beyond Meat, Dr. Bronner’s, B-Corp Certified Brands, Seventh Generation…
6. Innocence
Finally, there are those who build brands out of pure curiosity and love for creation. They aren’t motivated by trends or competition—they’re here to explore, express, and enjoy the process. These brands feel fresh, authentic, and true to the moment.
What drives them: A desire to create for the sake of creation, with no agenda other than curiosity and expression.
Examples: LEGO, Etsy, Pixar, GoPro, National Geographic, Kickstarter, Adobe, Lonely Planet…
What Drives You?
Every brand is rooted in one or more of these motivations. Whether it’s fear, hope, or curiosity, your “why” shapes the way you create, connect, and grow. Understanding your motivation allows you to build a brand that’s more than a business—it becomes a reflection of your core values and purpose.
So, ask yourself: Why are you building? When you can answer that, you’ll create a brand that isn’t just seen, but felt.
Build with intention. Build with clarity. Build with purpose.
Let me know if this version resonates better!
Deep Branding: building brands for legacy
In an age that glorifies rapid launches, viral moments, and instant gratification, there’s a quiet rebellion in choosing a different path, a deliberate march toward something deeper, greater, and enduring. This philosophy is about crafting not for now but for the ages.
Building for Timelessness
When we think of the great cathedrals of Europe—those towering monuments to art, faith, and human ingenuity—we see a testament to patience and vision. Many of these cathedrals took centuries to complete. Generations of craftsmen worked on projects they knew they’d never see finished, driven by the belief that their work contributed to something eternal.
Deep Branding allows us to build not just for ourselves but for a legacy. The brands that stand the test of time are those that resist the pull of fleeting trends — they are timeless. They are built with intention, aligned with deep truths, and designed to resonate long after their creators are gone.
Redefining Speed
The world of business often prioritizes speed: launch quickly, iterate faster, grow exponentially. An obsession with speed can lead to shallow results and work that fails to connect. Brands that chase the latest trend become disposable.
True agility is about moving deliberately and creating with purpose. Each step considered and aligned with a larger vision. Each action, however small, a brick laid in the foundation of something greater.
The Slower I Get, the Faster I Move
In a world addicted to speed, focusing on legacy is revolutionary. It prioritizes quality over quantity, depth over superficiality, and meaning over metrics. It attracts audiences who value authenticity, care, and intention — turning customers into lifelong brand fanatics.
Brands that embrace this philosophy differentiate themselves from the crowd of disposable brands chasing short-term gains. They create for the future and build for the ages.
They become unforgettable.
Why everyone needs a personal brand
A personal brand isn’t reserved for solopreneurs, freelancers, or those running service-based businesses. It’s about intentionally defining and sharing who you are, your values, and the unique qualities you bring to the world. Whether you’re an entrepreneur, employee, or creative, your personal brand can be an invaluable tool for building trust, showcasing your authenticity, and creating meaningful connections.
Why Everyone Needs a Personal Brand
Clarity of Identity: A personal brand helps you articulate your values, strengths, and goals. It’s a form of self-awareness that guides how you show up in any environment.
Connection: People are drawn to people, not faceless entities. Your personal brand humanizes your presence, whether you’re part of a team or leading a company.
Differentiation: In a crowded marketplace or workplace, your personal brand is what sets you apart. It’s your unique stamp that no one else can replicate.
Adaptability: Your personal brand evolves with you, making it a lifelong asset no matter your career or business path.
Expanding the Scope of Personal Branding
For Professionals in Corporate Roles:
Your personal brand can amplify your career by positioning you as a thought leader or expert in your field. It’s not about being self-promotional but about sharing insights, values, and contributions that resonate with colleagues and industry peers.
For Entrepreneurs and Leaders:
A personal brand helps you connect with your audience on a deeper level, showcasing the passion and vision behind your business. This creates trust, fosters loyalty, and distinguishes you from competitors.
For Creatives and Artists:
Your personal brand is an extension of your artistry, reflecting your creative process, inspirations, and the stories behind your work. It builds a connection that goes beyond the finished product.
For Students and Job Seekers:
Your personal brand can open doors by showcasing your unique perspective, skills, and aspirations. It gives potential employers or collaborators a glimpse of who you are beyond your resume.
How to Build a Personal Brand That Works for You
Define Your Values: Identify the principles and passions that drive you. What do you stand for?
Highlight Your Unique Strengths: Reflect on your skills, experiences, and personality traits that make you stand out.
Show Up Authentically: Your personal brand should reflect the real you—no pretense, no over-curation.
Share Consistently: Use platforms that align with your goals to share insights, stories, and reflections.
Evolve Over Time: As you grow, your personal brand should adapt to reflect your journey.
Why Your Personal Brand Matters in Every Role
Your personal brand is more than a professional tool—it’s a way to connect, inspire, and make an impact. It’s how you show up in the world, whether you’re leading a team, collaborating on a project, or forging new relationships. Everyone has a story, a perspective, and a presence worth sharing. By cultivating your personal brand, you give others the opportunity to see, understand, and value the unique person you are.
The difference between personal and business brands
Understanding the Difference and When to Use Each
The terms "personal brand" and "business brand" are distinct concepts with unique purposes. Understanding the difference between the two can help you craft clearer messaging, attract the right audience, and build a cohesive presence that aligns with your goals. Let’s explore how to leverage them effectively.
What Is a Personal Brand?
A personal brand is the essence of who you are, the unique combination of your personality, values, and expertise. It’s the story you tell about yourself, intentionally or unintentionally, and how you connect with others on an emotional level.
Key Characteristics of a Personal Brand:
Personality-Driven: It reflects your authentic self—your quirks, passions, and values.
Relationship-Focused: People engage with personal brands because they feel connected to the person behind them.
Evolving: As you grow and change, so does your personal brand.
What Is a Business Brand?
A business brand represents an organization, product, or service. It’s more about delivering consistent value, reliability, and expertise.
Key Characteristics of a Business Brand:
Entity-Focused: It emphasizes the mission, values, and services of the business rather than the individual.
Solution-Oriented: The primary goal is to meet customer needs through quality offerings.
Professional and Consistent: The brand's tone, visuals, and messaging remain steady, regardless of who is delivering it.
Can You Have Both?
Yes! Many successful entrepreneurs and leaders balance both a personal and a business brand. The key is knowing when and how to separate or integrate them.
Integration Example — The CEO of a corporation might use their personal brand on social media to share thought leadership and build trust while maintaining a separate website and brand identity for their coaching services.
Separation Example — The Founder of a tech company might maintain a professional LinkedIn profile to share professional announcements while their business brand focuses solely on the company’s products and services.
Choosing the Right Approach
Ask yourself these questions to determine which brand strategy fits your needs:
What are your goals? Are you building a personal connection or promoting a service?
Who is your audience? Do they want to connect with you or with your offerings?
What is your role? Are you the face of your business, or is your business its own entity?
Final Thoughts
Both personal and business brands have their place in the modern marketplace. By understanding their unique strengths, you can create a strategy that aligns with your goals, resonates with your audience, and allows your brand—whether personal or professional—to thrive.
Whether you're crafting heartfelt personal narratives or presenting polished business offerings, the key to success is clarity. Know your purpose, understand your audience, and let your authenticity shine in whatever branding approach you choose.
Instagram, the End of Mediocrity and Competition
We are living in a new era —
—one that is both disrupted and redefined by the force of social media. Where once cut-throat competition and scarcity ruled our thinking, we are now witnessing a profound shift—one that is making room for excellence, collaboration, and a new standard of possibility.
Social media is a disruptor — yes. But not just for businesses, influencers, or individuals. It is a disruptor of human potential. For the first time in history, we have a real-time broadcast of what humans can achieve: unparalleled health, unimaginable wealth, globe-spanning travel, jaw-dropping beauty, and lifestyles we didn’t dare dream of in the past. Success is no longer a story written in books—it is seen and shared on screens, accessible to anyone with a smartphone. These new possibilities break through what we once considered the limits of achievement.
Mediocrity, as a default, simply no longer works.
But there’s something more important happening alongside this visibility. Social media is also ending competition. That sounds counterintuitive, but look closer. Take what I witnessed just today: LACMA shared a post and a “competitor”—the Hammer Museum—showed up in the comments, not as a rival, but as a friend.
It was a moment that revealed a bigger truth: the age of isolation and hoarding attention is over. Institutions, businesses, and people can now amplify each other.
Success doesn’t have to be a zero-sum game—it’s something that grows when shared.
This collaborative spirit has the potential to build bridges in places we never imagined. When museums support one another on Instagram, patrons can flow between them, discovering new art, new experiences, and deepening their connection to culture. The same is true for creators, entrepreneurs, and even everyday individuals. Social media allows us to see that lifting others up doesn’t threaten our success; it enhances it.
The shift doesn’t stop there. Social media also holds us to a higher standard when it comes to peace and reconciliation. In war zones across the world, everyday people—“commoners” with nothing but a phone—broadcast their lives, their fears, their tragedies. This isn’t curated content; it’s raw and real.
It’s no longer possible to hide violence or sweep suffering under the rug. The world is watching.
This shared witness to war and destruction makes violence unacceptable in a way it hasn’t been before. Social media’s visibility has created a collective call for peace, for nonviolence, for solutions.
So here we stand, on the edge of a new paradigm. Social media is disrupting competition, mediocrity, and even the systems that perpetuate violence. In their place, it offers connection, collaboration, and a new vision of what’s possible.
Whether in art, business, or global justice, the future belongs to those who support, amplify, and build bridges. The era of competition is ending. What comes next is up to us.
Extase et Fragrance
La Gravure sur bois de Flammarion est une gravure sur bois anonyme, ainsi nommée car on retrouve pour la première fois sa trace dans le livre de Camille Flammarion publié en 1888, L'Atmosphère : météorologie populaire, au chapitre « La forme du ciel ». Elle est également appelée Gravure au pélerin en référence au personnage représenté.
Le trait est une rencontre.
Le pélerin voyageur intoxiqué,
à genoux s’est enivré d’une fleur.
La rose comme une flèche le traverse.
Transpercé au coeur,
tranché par le plan céleste,
pris d’un rapt d’extase,
il voit la machine superbe
et entend les anges.
Les fleurs ne sont-elles pas
Les étoiles de la terre?
ASTRUM*
Fleur inventée, imaginaire,
Suspendue dans ton huile précieuse.
Sécrétion secrète,
Voluptueuse,
Magique,
Qui ensorcelle et envoûte,
Comme une pluie d’étoiles et de baisers.
*Astrum est l’huile précieuse et magnifique créée par Reålea Skincare qui a inspirée cette page. Elle mélange magistralement jasmin égyptien, rose turque, bois de santal de Nouvelle-Calédonie, myrrhe somalienne, fleur d'hélichryse croate, fleur de champaca indienne, romarin, géranium égyptien, cèdre de l'Atlas marocain, huile d'ambre fossilisé de l'Himalaya et huile d'or.
L’Autre. Une fragrance. Un trait. Une rencontre, qui nous révèle à nous-même ces dimensions que l’on ne soupçonne pas.
Bridget Riley, Study for Kiss, (1961)
Le trait de l’olfaction.
La rose émet des molécules volatiles odorantes. À l'intérieur du nez, elles se lient aux récepteurs olfactifs. Lorsqu'une molécule odorante se lie à son récepteur correspondant, une cascade de signaux chimiques ouvre des canaux ioniques et génère un potentiel d'action. Les signaux sont envoyés au cerveau, qui les associe à des souvenirs et des émotions puis, après, les identifie.
Cupid Shooting Arrows at the World Globe
Attributed to Otto van Veen
Netherlandish, 1608 or shortly before
Bliss, B-Corps, & Reishi Cappuccinos
Yesterday, I felt so alone and here I am now, sitting at Erewhon alone again and I’m in bliss. Why is every sip of this “reishi cappuccino” so pleasurable? I think it’s because it is sweet. Profoundly sweet. Like a hug from my best friend. And that could make me cry right now. It’s 6:30 pm and I’m having a mystical experience. I feel like I’m out of my body, turning into a cloud, floating high, around myself. A profound sense of peace. Warm, euphoric. Like falling in love, but it’s just me. It’s just me and everything else. Everything else to be fallen in love with — sound, shape, movement.
It’s funny how everyone looks familiar when you feel like this. The girl in front of me is eating a raw carrot (with skin on), dipping it in a fresh raw omega-3 dairy and gluten-free no soy, no canola dip. California women are the hottest babes under the sun. This woman is beautiful. She’s opening a box of Simple Mills Almond Flour Rosemary & Sea Salt crackers. The box reads, “Feel what good food can do. Food has the power to transform how you feel. To help you live your fullest life.” Is that what’s happening to me?
The girl has a bite of Honey Mama’s Oregon Mint raw cacao. She’s glowing. There’s an olive tree behind her. I wonder what her name is. She’s on her phone. Watching her is so pleasurable. She radiates health. She nibbles on another bite of chocolate and pulls out a kombucha — GT’s Alive Ancient Mushroom Elixir.
Somehow, over the course of 14+ billions of years of evolution, this woman and I are sitting across from each other, both drinking ancient mushrooms. I drink the last sip of my faux-cappuccino from my disposable cup, gazing up at the outdoor heaters. It’s June and it’s cold in Venice. So we heat the outside. Is this right? Is this wrong? Should we have ever left Africa? What took us? Boredom? Folly? The call of the unknown. Maybe that’s what it is — the mystical, the unknown. Maybe life is more than survival? Maybe life is more than surviving? Maybe life is sitting under a heater outside in June in Venice, California. Maybe evolution is pleasure? Why not? Someone had to decide to put clothes on and go north. And here I am, with my empty cup under the warmth of the heater. Me, her, and this little bird eating her gluten-free crumbs.
I love Erewhon. The name comes from the word nowhere. It’s an establishment. LA iconic. The founders Michio and Aveline Kushi started selling macrobiotic and organic foods out of a 10’ x 20’ stall below street-level in Boston back in 1966. They moved to Los Angeles in 1968. Erewhon was the first store of its kind in America. It was built upon the core idea that “if we fill our bodies with the very best that Earth has to offer, we can become our best selves.”
Their paper bags read, “We are proud to be a Certified B-Corp, using business as a force for good.” This reminds me of Angelina Jolie’s post on Instagram about her Atelier Jolie x Chloé collaboration. “It was important to me to work with Chloé, one of the first luxury brands to be a B Corp.” Ange cares so whenever she shares, I care to listen.
I look around and realize I am surrounded with the hottest babes in LA. A total of seven women are sitting around the patio. It feels so good to be around women. No need to talk or make eye contact. Just being in each other’s presence. Women are the salt of the earth. Maybe this is another key ingredient to my blissful cup. The girl two tables down has a sweater that reads, “A little slice of heaven” on the back. Feels like a great title for whatever I’m writing — “Erewhon Venice: A Little Slice of Heaven.”
Indeed, I feel bliss. I haven’t moved an inch. I sincerely wonder what is causing it. The reishi mushrooom? The cacao? A deeply satisfying day of work? The shower I took this morning? My hair? Maybe it’s being 32? Or the last 4.54 billion years? From the Big Bang to the reishi cappuccino, to think this moment is the culmination of 13.8 billion years is dizzying. I am here, sitting under the heater, writing in my notebook ordered on amazon.com. I love Amazon. Imagine if it became a B Corp. Imagine if every time we buy something there, we regenerate a piece of the Amazon. I wonder if some of our land is forever lost. Maybe lost land lives elsewhere. Somewhere in stories and songs? Somewhere in me?
The B Corporation might be one of the greatest economic revolutions of the 21st century. “B Lab Certification is a third-party standard requiring companies to meet social, sustainability, and environmental performance standards.” Accountability and transparency. Angelina Jolie shared a link to Chloé’s official page explaining what it means to them. I love when brands have a manifesto. “Women Forward. For a fairer future.” “To bring positive impact to people and the planet. This is our purpose guiding all we do…” “Women as change agents.” You bet. “We are proud to be part of this community of leaders, driving a global movement of people doing business as a force for good.”
I wonder what’s next for us — Homo sapiens. Sustainable capitalism and reishi cappuccinos. I feel the warmth of the heater on my cheeks. This is millennial existentialism — fast lives in ancient bodies. Absurdly beautiful.
yosemite
AFTER 1851 — Upon visiting Yosemite Valley for the first time, I realized the impact of naming the land on the way we perceive the environment. The symbols created through language become a civilizational lens through which to see and read the landscape. El Capitán, Bridalveil Fall, Three Brothers, Sentinel Rock, Cathedral Rocks, Half Dome... were the names given by Lafayette Bunnell, a pioneer and member of the Mariposa Battalion — the first non-indigenous group to enter the valley.
BEFORE 1851 — Before Yosemite, the Miwok people called the valley Ahwahnee, meaning “large mouth,” a reference to the gaping mouth of a bear. El Capitán was called too-tok-ah-noo-lah, “measuring-worm stone” from the legend of the measuring worm that saved two children who were stranded when the rock grew. Bridalveil Fall was pohono, “huckleberry patch.” Sentinel Rock was loya, “long water basket.” Cathedral Rocks was poo-see-na-chuck-ka, “large acorn cache.”
NOW —
the name of the land
a reflection
a relationship
mountains
words are not your name
what is your name?
are you nameless?
speak the unspeakable
We are listening…
We hear something…
a silence that tells everything.
Names tell stories.
Silence speaks the truth.
“Dieu n’est atteint que dans la mesure où on l’a depouillé de tout ses noms.”
Yosemite Valley has a geological story, a natural story, an indigenous story, a colonial story, and a contemporary story — all unfolding at same time. There is an immense opportunity with AR (Augmented Reality) to create layers over the landscape to honor these many stories.
Originally published on 10/23/2023 We are environmentalists
As above, so below.
As within, so without.
Environmentalism begins and ends with our selves.
Environmentalism is realizing that separation is an illusion.
What is going on outside of ourselves
is a perfect, total, and complete reflection
of what is going on inside ourselves.
Being an environmentalist
is realizing the inter-connectedness
of our inner and outer lives.
And taking full responsibility.
As environmentalists, we know clearing the inside clears the outside.
As environmentalists, we know clearing the outside clears the inside.
So could the fear of clearing our outside,
simply reflect our fear to clear our inside?
Originally published on 9/21/22