CES and beyond: tech’s new era of cultural power

Here are the major themes that stood out:

From anti-aging to super-aging

Longevity was one of the dominant buzzwords across the show floor, but not in the traditional medical or clinical sense. The focus wasn’t about caring for the elderly. Instead, aging was positioned as empowerment.

As life expectancy and vitality increase, brands are moving towards what might be called ‘super-ager’ technology and the desire to extend peak performance. Gadgets like NuraLogix’s Longevity Mirror, which uses AI to gamify healthspan and self-optimization, reflect a broader cultural shift. People don’t want technology that reminds them they’re getting older. They want technology that helps them stay in their prime.

This signals a massive market opportunity. Consumers are increasingly looking to AI as a partner in self-improvement. They want brands to help them feel better, perform better, and live longer on their own terms. Aging is no longer a problem to be solved. It’s a new identity waiting to be defined.

The rise of nowstalgia

As technology becomes more advanced, its design language is becoming more retro.

We call this phenomenon ‘nowstalgia,’ the blending of future capability with nostalgic form. From Clicks’ BlackBerry-style keyboards to Lego’s smart throwback models, brands are deliberately borrowing from the past to make the future feel more approachable.

This isn’t accidental. It’s an emotional design strategy.

In a world where technology evolves faster than people can wrap their heads around, familiarity can create authenticity. Old-school aesthetics lower psychological barriers, reduce friction, and build brand loyalty.

Nowstalgia is a reminder that the most successful innovations don’t just work better. They respect human memory, habit, and instinct. And, as AI becomes increasingly embedded into everything, design will become one of the last remaining beacons of trust.

Turning influence into intellectual property

Conversations around AI and the creator economy revealed a deeper truth about the future of media: content is no longer scarce, but true meaning is.

Anyone can generate images, videos, music, and copy at scale, thanks to AI. Speed and volume have become baseline expectations.

What can’t be automated is cultural relevance, taking a brand’s place in society and using it to create a strategy that resonates with people’s passions and drives affinity and purchase. At M+C Saatchi, we call this cultural power. The future belongs to those who turn influence into intellectual property. Think gourmet cuisine, not fast food.

The rules of growth

Real value lies in shifting culture, not feeding it. The fundamentals of how brands grow remain the same: be clear about your proposition, understand your audience, communicate with them in ways they will love and appreciate, and measure ROI. Oh, and ignore shiny distractions. The tools may evolve, but the principles of growth endure.