Clicking used to make sense. And have charm.

You saw a link, clicked, trusted.

And now? Before you click, you need to think, have an existential crisis, and check whether the “coconut shampoo” review wasn’t written by an AI with a tropical fetish.

Back then, people clicked out of curiosity. Today — with more suspicion than an aunt at a wedding.

Because in the past year, half of us have come across fakes, scams, deepfakes, or other digital impostors whispering, “trust me.” And how are we supposed to live like that? Or worse: how are we supposed to shop?

Convenience used to win.

We gave away personal data like freebies. We smiled at facial recognition cameras. Typed in Wi-Fi passwords with the conviction it was worth it.

But something changed.

Now, 60% of people question more than ever whether what they read, see, or click even makes sense. Or whether it's written by a human — or a computer with a self-help book obsession. And when trust disappears, so does everything. Not just shopping. Ideas. Relationships. Meaning.

You feel it at work — not because AI is stealing Excel sheets, but because we forgot that humans aren't "resources." And managing people through spreadsheets is like declaring love via PowerPoint.

So what do people do? They escape. For a walk. To the trees. To friends.

Because 47% are meeting up with friends again — the real ones. 48% spend more time outdoors — not out of obligation, but to stay sane. And walking around the city is trendy again. It used to be called “getting fresh air.”

This isn’t nostalgia. It’s a defence mechanism. A longing for something tangible. For serif fonts. For paper that doesn’t disappear when you close a tab.

In design? A return to mess. Handwriting. Colour. Layers. Emotion.

In communication? A tone that sounds like a person. Not a copywriter who married ChatGPT under a 20 quid monthly subscription.

This isn’t a call to bring back the Nokia 3310. It’s a call for balance.

For projects that breathe. For brands that occasionally go silent. For customers to have space for their own thoughts — not just pop-ups.

Because when someone hesitates, it doesn’t mean they don’t want to act. It means they need meaning. Peace. Value. Truth. Quality.

The winners won’t be those who shout the loudest. But those who speak honestly. With flaws, with humour, with character.

Humanly.

And that, that gets the click. At least from me. :)