Love the idea that brands have moved past standing for an ideal and now express a human tension. Mapping out Apple as control and creativity was a particularly new and clear way to think about it. Also love this quote: "In this era of existential tension, it’s not about what you stand for. It’s about the contradiction you’re brave enough to hold."
One way to look at the cultural tensions across different decades is through the lens of rebellion—a feeling that’s very present during youth. That rebellion is kind of a natural response to something very real: the fear of joining the system, taking on responsibilities, growing up, maturing… basically, the fear of losing your freedom. It’s a tension that brings frustration and discomfort, which totally makes sense at that stage in life.
For most people, joining the system doesn’t mean the tension disappears—it just gets buried, left simmering under the surface. That’s why it keeps showing up in different ways throughout history, depending on the cultural and technological moment we’re in. Sometimes it’s more moral, other times more about aesthetics, and nowadays it feels more existential. But deep down, it’s still that same fear of becoming part of the system.
The difference now is that the system feels kind of hollow—like it’s lost its meaning, its depth, its promises. And that just adds even more unease on top of a tension that’s already natural as people grow and try to figure life out.
Great point. Maybe that’s why so many of today’s cultural shifts feel like delayed reactions. You could interpret it as inherited tension and how the rebellion of one generation becomes the disillusionment of the next. The system does feel increasingly hollow and it's just hard to pretend like it isn't anymore. Feels like in our "mask off" era, its not just the public thats taking their masks off but our institutions and leaders, too. Separate but related thought that maybe part of the existential tension today comes from the fact that “the system” isn’t as clear-cut as it once was. It’s fragmented and economic, technological, cultural systems are all misaligned. That makes rebellion more diffuse and disoriented.
Hate the name you've given our era but it feels very true. My recent work for a major cultural institution tried to toe the spirituality vs rationality line (we used the word "joy" quite a bit). It's been handed off to an agency. I hope they can bring the work to its rightful conclusion.
Yeah I had the same reaction but truly there was no other word for it. Psychic tension? Spiritual? Metaphysical? None of them were quite as honest as existential.
“Wholesome strangeness.” Enjoyed this essay and idea. Do you think what’s “strange” might eventually shift into the mainstream? And won’t be “strange” anymore?
I think folks do want wholeness more than anything. The “union of opposites” and some “third force” that unifies that.
‘Embodiment’ may be exactly what will straddle the existential tension. As people start to realise they are not a mind with a body, but a body with a mind. This is the opposite of what AI peddlers and tech bros want you to believe, including religious hucksters. Yet every mindfulness advice points towards the body. And the body is the ultimate here and now cause, but with a mortality calendar attached, the ultimate focus and ultimate distraction.
Love the idea that brands have moved past standing for an ideal and now express a human tension. Mapping out Apple as control and creativity was a particularly new and clear way to think about it. Also love this quote: "In this era of existential tension, it’s not about what you stand for. It’s about the contradiction you’re brave enough to hold."
Glad you liked my essay enough to mention it here, I appreciate it!
It was a great piece that really gave me perspective.
Fascinating article.
Aim for a ‘wholesome strangeness’. stays with me...awesome read.
Great article. Thanks so much for sharing it.
One way to look at the cultural tensions across different decades is through the lens of rebellion—a feeling that’s very present during youth. That rebellion is kind of a natural response to something very real: the fear of joining the system, taking on responsibilities, growing up, maturing… basically, the fear of losing your freedom. It’s a tension that brings frustration and discomfort, which totally makes sense at that stage in life.
For most people, joining the system doesn’t mean the tension disappears—it just gets buried, left simmering under the surface. That’s why it keeps showing up in different ways throughout history, depending on the cultural and technological moment we’re in. Sometimes it’s more moral, other times more about aesthetics, and nowadays it feels more existential. But deep down, it’s still that same fear of becoming part of the system.
The difference now is that the system feels kind of hollow—like it’s lost its meaning, its depth, its promises. And that just adds even more unease on top of a tension that’s already natural as people grow and try to figure life out.
Great point. Maybe that’s why so many of today’s cultural shifts feel like delayed reactions. You could interpret it as inherited tension and how the rebellion of one generation becomes the disillusionment of the next. The system does feel increasingly hollow and it's just hard to pretend like it isn't anymore. Feels like in our "mask off" era, its not just the public thats taking their masks off but our institutions and leaders, too. Separate but related thought that maybe part of the existential tension today comes from the fact that “the system” isn’t as clear-cut as it once was. It’s fragmented and economic, technological, cultural systems are all misaligned. That makes rebellion more diffuse and disoriented.
Hate the name you've given our era but it feels very true. My recent work for a major cultural institution tried to toe the spirituality vs rationality line (we used the word "joy" quite a bit). It's been handed off to an agency. I hope they can bring the work to its rightful conclusion.
Yeah I had the same reaction but truly there was no other word for it. Psychic tension? Spiritual? Metaphysical? None of them were quite as honest as existential.
Though one can argue the tension has been existential for a long long time. It just feels “more” now. Heightened Existentialismness.
There you go 😆
“Wholesome strangeness.” Enjoyed this essay and idea. Do you think what’s “strange” might eventually shift into the mainstream? And won’t be “strange” anymore?
I think folks do want wholeness more than anything. The “union of opposites” and some “third force” that unifies that.
‘Embodiment’ may be exactly what will straddle the existential tension. As people start to realise they are not a mind with a body, but a body with a mind. This is the opposite of what AI peddlers and tech bros want you to believe, including religious hucksters. Yet every mindfulness advice points towards the body. And the body is the ultimate here and now cause, but with a mortality calendar attached, the ultimate focus and ultimate distraction.
Watch this space.