A foresight report for EarnOS
The Future Laboratory worked with EarnOS to decode what’s next. Drawing on trend analysis, behavioural insight and interviews with eight global experts from advertising, sport, media and digital ethics, the report maps out an emerging ecosystem – one where verified human audiences, mutual data exchange and trust-based media replace the current advertising model.
Contributors such as Douglas Rushkoff (media theorist), Tom Chatfield (technology philosopher), John Shiel (Nike Innovation Labs) and Scott Galloway (NYU Stern) helped frame the case for brands to build connections through more credibility rather than more content.
Whether it’s the rise of reward-driven platforms, new verification tools or emerging models of co-owned content, the research argues for a shift from short-term impressions to long-term relationships.
If you want to explore the insights from this research and understand how your brand can stay ahead of the competition by navigating the future of advertising, download the full report today.
JELLY LUISE Photos
The Internet Fanette Guilloud Photos
: The Deadnet
The internet is becoming increasingly polluted by bot traffic and AI-generated fakery that’s exhausting users and diminishing the value of online engagement.
: Feast, Famine, Fame
Despite the projected boom in the creator economy, most still face unstable, low incomes and little legal protection.
: Parasocial Pushback
One-sided ‘fan’ relationships with influencers are increasingly seen as empty and exploitative, prompting audiences to push back.
: Human First
Human verification is becoming essential online. The use of authentic content, and technologies such as digital IDs and zkTLS, will ensure that interactions and data are genuinely human and trustworthy.
: The Quality Doctrine
A new consumer trend sees people leaving the bot-filled, AI-dominated internet for curated micro-communities where authentic human interaction and trust are prioritised.
: The Mutual Web
Pushback against exploitative platforms is driving fairer social media like Mastodon and Bluesky which focus on real interactions, supporting creators and sharing profits with members.
: Digital Stewards
Navigating today’s complex digital world will require strong digital literacy and critical thinking. How will AI assistants come into play?
Jess Hunt REFY
