It permeates our lives through technology, fashion, real estate, entertainment, and finance—touching many aspects of our existence.

Furthermore, it’s a well-documented subject. There are many theoretical models like the Gartner Hype Cycle that track technological releases, field guides on how to navigate it, and trend reports exploring its evolution. While many reports focus on industries or technology, and set out subsequent frameworks, this exploration centres on universal truths and lived experiences—with first-hand stories that help us better understand how hype touches all of our lives.

Listen to this article

To truly grasp the anatomy of hype, we’ve interviewed a diverse range of people with lived experience across sectors like Blockchain, 3D printing, Real Estate, Sneakers, and the Creator Economy. The goal here is that these perspectives will equip us to better navigate, chase, or ride the next big wave; all of which are grounded in human truths anyone can understand and apply for themself. Below, you’ll find a brief overview of our process, and be sure to explore the bios of our wonderful guests as you read on.

0. Index & Executive Summary

This article explores the pervasive role of hype across industries, focusing on four key areas drawn from our main research questions:

1. The Duality of Hype: Hype inflates expectations, often leading to excitement but also disappointment. We blame people in positions of power for wielding it as a tool for influence, yet we all have the choice in how we engage with it.
2. Emotional Impact of Hype: Hype generates energy and innovation but can also lead to stress, distraction, and poor decision-making.
3. Navigating The Hype Cycle: Engaging with hype is necessary to stay relevant, you need to practise critical thinking and never lose sight of your personal values in order to navigate it effectively.
4. The Future of Hype: As hype cycles accelerate, there is an increasing need for sustainability, authenticity, and deeper, more meaningful connections.

1. The Duality of Hype

Hype comes with strong connotations of noise and over-claim. Hype is a place where expectations are inflated, disappointment is imminent and substance is easily shrouded. Hype is also divisive: where it’s undesirable to some, and seen as a force of good to others. It’s easy to forget that we are all participants within hype and it’s our choice as to how we engage with it.

In simple terms, Hype is a product of novelty, and through word of mouth or promotion, it spreads like wildfire through society and organisations. There’s something shiny and new in the world, and the maker, creator, brand, community (insert et al) shares it with you. In a single announcement we are told what to expect and a promise on what the “thing” offers in terms of it’s benefits, functionality or the problem it solves. We then walk away with our own set of inherited, and growing, expectations depending on our level of interest and biases. If we’re into it, we drink it in, learn more about it and share it with others. We love novelty, and if delivered by a credible source with a convincing keynote (and maybe even wearing a turtleneck) we’re welcomed into a shared belief about a utopian future we’ve been longing for.

However, this kind of persuasion is fatiguing us. After years of promises that failed to deliver our expectations, we’re growing increasingly sceptical and disillusioned with Hype itself. We’re weary because hype doesn’t provide a guaranteed answer or even something important to humanity. It’s a tool that is wielded for our attention, and the intentions are not always pure. We’ve been sold solutions to society’s biggest challenges—like the metaverse that was hailed as a cure for inequality—only to find they often serve commercial interests, not meaningful change. What was supposed to revolutionise society is often a means to promote a product, not drive inherently needed change. Hype becomes a double-edged sword: it fuels excitement, but can easily lead to disappointment and distrust when the bold claims fall short and the focus shifts from progress to profit.

“The art of the over claim... It's over claiming in a way that feels entirely possible and a logical thing... but really encouraging just the belief.” — Michaela Larosse

“You talk about valuation way more than revenue and I mean, that’s okay for like the first six months, but when that discussion just is stuck on those numbers alone. Yeah, that's a warning sign.” — Johannes Klingebiel

When investigating the perception of hype and how people feel about it, the starting point is often to mention “The Perpetrators of Hype.” This includes “The Media,” “VCs,” and “Founders,” who are often perceived as having the influence to shape or control hype—an act typically associated with a cost or threat to others. Hype is frequently seen as being driven by those in positions of influence, wielding this tool to drive a certain narrative, control resources and capture our attention. Yet, it’s important to recognise that we are all participants in hype. Sometimes we fall victim to novelty and social contagion, but other times, we find ourselves in the right place at the right time and benefit enormously as a result. Yes, there are those who may seek to reap rewards without substance, but many are driven by commendable values and great ideas. As consumers, corporations, entrepreneurs, creators, and marketers, we all have the opportunity to choose how we engage with hype, rather than getting swept up in hysteria, scepticism, or the other emotions it often stirs.

“The real question is, who is wielding that tool? Who is driving the narrative, and how are they influencing where resources and attention are being focused?” — Lawrence Lundy-Bryan

Navigating Hype From Dismissal to Practical Engagement

Hype can be divisive, often leading to two extremes: some get caught in its momentum, while others resist it with skepticism. David Bailey, Chief Marketing Officer at Azteco, and Johannes Klingebiel, a designer and researcher, each navigated hype in different ways. Their stories reveal how skepticism can either prevent us from recognising innovation or be harnessed to engage with hype in a more thoughtful and productive way.

Overcoming Skepticism — David Bailey

David Bailey, Chief Marketing Officer at Azteco, initially found himself in the latter camp. When first approached about bitcoin and the opportunity to work with Azteco, a bitcoin voucher company, Bailey was quick to dismiss the entire crypto space, labelling it as “just a bunch of trash.” His skepticism was fuelled by the noise and inflated claims that often surround new technologies. In this instance, the negative stigma of bitcoin only being adopted by “Crypto Bros” and “Moon Boys”.

However, as he delved deeper into bitcoin’s potential, particularly as a financial alternative for the unbanked, his perspective began to shift. In countries like Venezuela and Argentina, where hyperinflation makes traditional currencies unreliable, bitcoin offers a solution for people to store value and transact without depending on unstable financial systems. Bailey came to realise that, despite bitcoin’s hype, its technology had the potential to solve real-world problems. Reflecting on his initial reaction, he later admitted, “I was a victim of my own skepticism.” Now, his primary mission at Azteco – “bitcoin vouchers for every bit of life” – has emerged, tackling the negative hype surrounding this technology through everyday stories of everyday people doing everyday things with bitcoin.

Bailey’s journey highlights a critical lesson: While skepticism can protect us from overhyped promises, it can also prevent us from seeing genuine innovation. His story invites us to ask ourselves: How often do we dismiss emerging technologies due to the noise around them, without probing deeper into their potential?

Engaging Constructively with Hype — Johannes Klingebiel

Building on this idea of navigating hype with care, Johannes Klingebiel, a designer and researcher, took a more constructive approach. Instead of dismissing the promises of blockchain outright, Klingebiel chose to turn his curiosity into a learning opportunity. The result? A field guide, or zine, on the topic of hype. By exploring hype as a communication phenomenon that can be harnessed, Johannes turned his skepticism into a tangible product for others to use. A product that has since been adopted by agencies and institutions alike. Klingebiel demonstrated how individuals have the power to shape, influence, and contribute to the narrative surrounding hype.

Conclusion

Together, Bailey’s and Klingebiel’s stories illustrate two key facets of navigating hype: the risk of dismissing innovation too quickly, and the value of assessing it thoughtfully to create something constructive. By striking a balance between healthy skepticism and practical engagement, we can better understand the true value behind the noise.

2. Emotional Impact of Hype

Hype leads to stress or overwhelm, distraction from core goals, poor decision making, and ultimately burnout - yet the very same phenomenon creates energy, engagement, and positive momentum necessary for further innovation and risk taking.

We’re all participants of Hype to some degree, whether we like it or not. No matter our level of wits, it can get to the best of us. It creates urgency and FOMO, hysteria even, affects our ability to make sound decisions, can distract us from from core goals, lead to stress, and at worse, maybe burnout.

“We were all operating at this very unsustainable speed, but not necessarily wanting to be the one to say, you know what? I don't think I can keep doing this.” — Michaela Larosse

“You get swept up in it...you believe it, you convince yourself and others.” — Lawrence Lundy-Bryan

Hype can feel overwhelming, but shifting our perspective reveals its potential for fun and connection. It’s a powerful tool for sharing meaningful ideas and amplifying important causes. As emotional beings, we should embrace life’s possibilities, using hype to celebrate and shape the future. It sparks engagement, invites us to explore new ideas or relationships, and encourages quick iteration, all in the spirit of ‘good energy.’ Without it, life might feel flat, missing the spark that makes us human.

“Hype can be a necessary tool for good…we need this amplification in order to get our world across.” — Thami Schweichler

“The talking something up... I will say that’s necessary. If something new has come along and it is useful, we need to know about it.” — Jackie Fenn

Cautionary Tales in the Pull of Hype

Jesse Jansman, an Amsterdam-based entrepreneur, and Debra Langley, a seasoned venture capitalist, offer two perspectives on how the momentum of hype can cloud judgment, jeopardise decision-making, and ultimately reshape how they approach their professional goals.

Don’t Let Hype Rush You — Jesse Jansman

Jesse’s e-bike startup was poised to capitalise on the COVID-19-driven surge in demand for alternative mobility. Public transport was restricted, and the market for e-bikes boomed. In the desire to seize the moment, Jesse fast-tracked his business strategy. He and his team focused on building an e-commerce platform and app ecosystem, this was all before they’d finished building their bike.

Eventually, the production of their bike set them back. Thanks to supply chain issues and manufacturing malfunctions their bike wasn’t ready to go live, when the rest of their brand was. The pressure to act had clouded Jesse’s decision making, as he admits, “Would I have done it another way, knowing we wouldn’t have the product finished in time? Yes, I would,” he said. “I would first have the product [the bike], then start on an e-commerce platform, app ecosystem, test it, etcetera.”

Jesse learned that while hype can create incredible momentum, it can also push businesses into rushing critical decisions. Today, he’s taking a different approach—perfecting the product before diving into broader business strategies. His lesson: not letting hype rush your decision-making is key to long-term success.

Distractions, Growth, and Emotional Decision-Making — Debra Langley

For Debra Langley, hype brought a different challenge. As a venture partner at Lyra Ventures, she found herself absorbed by the excitement around NFTs, a trend that quickly became a dominant conversation in the tech and creative industries. While the possibilities were exciting, the time spent in meetings, research, and discussions began to divert her attention from her key responsibilities.

“It was a huge distraction from my core focus,” Debra reflected, acknowledging how the momentum of hype can pull even seasoned professionals off track. While she explored projects like WE’RE NEW HERE, an NFT initiative funding a documentary on Cryptoart [in which she ultimately invested and is still in touch with the founder], it was only her investment in Thousand Faces—a decentralised funding platform supporting female entrepreneurs—that truly aligned with her values as a supporter of female founders.Her ability to navigate these distractions while (in some instances) staying true to her values highlights the extent to which hype can affect decision-making.

Now, as Debra faces the growing wave of hype around AI, her approach has evolved. “I think this time around with AI… I’m spending a lot more time with the certain tools that I like to figure out how… I can immediately deploy and increase my productivity, do things different, better, save time.” Her wiser approach with AI contrasts with her earlier experiences, reflecting how she has learned to be more discerning in engaging with new trends, ensuring they align with her goals and offer tangible value.

Conclusion

In navigating the pull of hype, both Jesse Jansman and Debra Langley offer essential lessons on the risks of being swept up by momentum. Jesse’s experience underscores the importance of pacing and product focus to avoid rushed, costly decisions, while Debra’s journey highlights the potential distractions that can distract even experienced professionals. Ultimately, both have refined their approaches, learning to balance hype’s excitement with a grounded strategy that aligns with their values and long-term goals.

Harnessing Hype: Risk, Acceleration, and Amplification for Good

Hype, as outlined above by Jesse and Debra, can be viewed as a force of fleeting excitement or distraction, however it can also serve as a powerful catalyst for positive change. For three individuals—Infanint James, Michaela Larosse, and Thami Schweichler—hype was more than just noise; it became the very thing that pushed them to take risks, iterate quickly, and amplify their missions for societal good.

Embracing the Excitement and Risk to Switch Careers — Infanint James

Infanint James, creative director and founder of “Th4nks for Nothing,” navigated the intersection of fashion, technology, and digital art, using hype as a stepping stone to success. When the 3D printing craze swept the creative world, it sparked his curiosity and propelled him to learn a new skill—3D design—at a time when his career was stalled due to the pandemic.

“When the pandemic hit, I was bored. I couldn’t do photography, so I let that skill die out and started looking for something new. The hype around 3D design pulled me in, and it opened up a whole new world for me.” **Investing in the latest Nvidia chips and building a custom computer at the height of their demand, Infanint took a gamble, which paid off when he secured high-profile projects with Warner Records. For him, hype acted as the fuel that drove his leap into new territory, showing how excitement around innovation can create both risk and opportunity for career reinvention.

Drawing on Energy for Fast Iteration in the Start-Up Bubble — Michaela Larosse

Michaela Larosse, a key player in the rise of digital fashion, knows first-hand how hype can push the boundaries of innovation, especially in fast-moving industries. During the peak of the NFT and blockchain hype, Michaela’s work at The Fabricant, the world’s first digital fashion house, was instrumental in pioneering new narratives around virtual garments and digital ownership.

“It was like trying to drink from a fire hydrant,” she reflects, noting the intense pace of development that the hype brought to the industry. In her experience, hype enabled rapid iteration and experimentation, especially in start-ups she noted. Although it carried the risk of burnout, the excitement and energy of working within a hype cycle accelerated progress, pushing projects forward at a pace that would be unattainable outside such momentum. As Michaela observed: “Hype potentially could be useful... you iterate and experiment at speed... it does act as an accelerator.”

Harnessing Hype to Amplify Important Causes— Thami Schweichler

For Thami Schweichler, founder of the United Repair Centre, hype became a strategic tool to amplify the importance of sustainability in the fashion industry. By leveraging the visibility that comes with hype, Thami successfully brought attention to systemic issues and championed sustainable practices through large-scale repair programs in collaboration with global brands like Patagonia.

“Hype can be a necessary tool for good…we need this amplification to get our world across,” Thami explains. By using the energy and attention hype generates, Thami inspired both consumers and companies to engage in sustainable practices, demonstrating how hype can be harnessed to create meaningful industry transformation. His story underscores how, when guided by purpose, hype can catalyse positive change on a broad scale.

Conclusion

Infanint James, Michaela Larosse, and Thami Schweichler demonstrate that while hype can often be associated with distraction and overwhelm, it it also holds transformative potential. For Infanint, this provoked a reinvention of his career, Michaela to iterate quickly, and Thami to amplify his sustainability mission. In all instances, hype serves as a powerful and positive accelerator.

3. Navigating The Hype Cycle

Hype must be engaged with to stay relevant, informed, and connected. However, it’s equally important for people to step back, ground themselves, and adopt strategies for critical analysis, being selective with their efforts and staying focused on their personal values and truths.

The emotional pull of hype - as we’ve explored above - is undeniable, pushing us to make decisions in the heat of the moment, for better or worse. The excitement it generates can propel innovation, but it can also cloud judgement and derail long-term success. We must choose wisely when to engage. To harness the benefits while avoiding the pitfalls, it’s crucial to strike a balance. On the one hand, we need to acknowledge it’s inevitability, that it must be engaged with responsibly, to stay relevant, informed and connected. Yet at the same time we must also operate with a certain level of detachment and grounded-ness. Adopting strategies for critical analysis, being selective with our efforts — whether it be intuitively or theoretically driven — and staying true to our values, logic, and vision.

“You need to be grounded in your own truth and your own priorities to select a hype cycle before you even validate it.” — David Bailey

“Make sure that you find people around you who dare to say, ‘hey, that's not smart’”. — Henk Jansen

Balancing Engagement and Grounded-ness

Hype, in its most alluring form, can pull individuals, businesses, and entire industries into a whirlwind of excitement and anticipation. However, as we explore the stories of Jackie Fenn, Lawrence Lundy-Bryan, Tim Ngwena, and Henk Jansen, a clear message emerges: emotional self-regulation is key, theoretical predictions don’t always translate into practice, hype cannot be manufactured in isolation, and staying critical amid the frenzy is vital.

Mapping Decades of Hype — Jackie Fenn

Jackie Fenn developed the influential Hype Cycle model at the research and advisory company Gartner in the mid-90s after noticing a recurring pattern of rising enthusiasm followed by inevitable disillusionment surrounding new technologies. As her team mapped technologies onto the hype cycle year after year, it became clear that there were two forces in play. The first upward surge toward the Peak of Inflated Expectations is driven by the emotional excitement and social contagion of hype, which evaporates when the early technology capabilities fail to live up to those expectations. After the inevitable Trough of Disillusionment, the second upward curve along the Slope of Enlightenment is supported by genuine technological maturity. Over time, the model evolved beyond technological trends to include management innovations and other sectors. “The hype cycle isn't really about the technologies or trends, it’s about human reaction to novelty,” she explains. “The key message is to understand the risks if you choose to adopt early in the cycle.”



Hype isn’t just something happening around us; it also plays into how we think, making us more susceptible to the excitement. Fenn highlights that recognising this can help us better manage the psychological effects of hype. “If you know it’s coming, you can dampen its effect,” she notes.

From Frenzy to Focus — Lawrence Lundy-Bryan

Building on Jackie Fenn’s perspective that emotional self-regulation is key, Lawrence Lundy-Bryan illustrates how emotional excitement can overshadow even the best theoretical frameworks in real-world investments. Lawrence, a venture capitalist specialising in deep tech, has come to learn that theory doesn’t always work in practice. “Hype doesn’t always map neatly to how technically mature something is,” Lawrence reflects. Despite models like the market adoption curve and the technical readiness level (TRL) scale, the emotional allure of emerging technologies often clouds sound decision-making. As Lawrence puts it, “The map is not the territory,” highlighting that even the best frameworks can’t capture the full complexity of real-world dynamics.

Through lived experience and acquired wisdom, Lawrence now takes a more measured approach, avoiding hype-driven excitement in favour of long-term, strategic thinking. By focusing on peer-reviewed academic articles and selecting founders who build sustainable, “default alive” companies, he ensures that his investments are driven by structural trends rather than short-term hype.

Navigating Hype with Integrity — Tim Ngwena

Lawrence’s conclusion for a more measured approach is echoed by Tim Ngwena. Tim is a prominent figure in the Tableau community and YouTube content creator, has learned that hype cannot be manufactured in isolation. “Hype is not a tangible product; it’s the culmination of various elements aligning perfectly,” Tim explains, stressing that it results from “ticking the three boxes: engaging vision, clear communication, and impressive delivery.” Preparedness is key for him—“To be a part of it, you need to have your shoes on already”—but knowing when to engage or step back is essential to maintaining integrity. His experience demonstrates that while hype can propel you forward, being selective about which opportunities to pursue is key to staying grounded and making meaningful contributions.

Staying Grounded in an Overheated Market — Henk Jansen

While Tim growns himself in careful engagement, Henk does so by the people he surrounds himself with. Henk Jansen is highly experience in navigating the emotional frenzy of the Dutch property market. Co-owner of Expat Mortgages, Henk sees buyers overbidding due to fear of missing out or status pressure. His solution? Rely on trusted advisors willing to challenge you. “I learn the most from people who challenge my opinion, who challenge my decisions,” Henk says. By focusing on financial fundamentals and affordability, Henk helps clients make rational decisions in an overheated market.

Conclusion

The stories of Jackie Fenn, Lawrence Lundy-Bryan, Tim Ngwena, and Henk Jansen illustrate a common thread: navigating hype requires both engagement and grounded-ness. Whether it’s understanding its psychological impact, recognising the limits of theoretical models, staying true to one’s values, or maintaining a critical peer group, each highlights the importance of being intentional in how we respond to hype.

4. Navigating The Hype Cycle

Hype feels faster, more frenzied, and vacuous than ever—all driving further fatigue and isolation. Yet, there is a growing cry to slow things down and look further ahead, utilising creativity, authenticity, sustainability, and more meaningful metrics as measures of success.

Fashion once had two main seasons, but brands like Zara and H&M now push over 52 micro-seasons, releasing collections weekly. Just two years ago, Web3 dominated the hype cycle with constant updates around DAOs, NFTs, and Initial Coin Offerings (ICOs), and now TikTok memes and AI tools flood our mental bandwidth with daily announcements. Shorter hype cycles, across multiple industries and categories, are making it harder to maintain attention or momentum. Excitement builds quickly, but it dissipates just as fast, leaving little room for long-term impact or sustained engagement.

“We already see that hype cycles have become generally, I think, shorter and faster. We’ve already seen that with tech.” — Debra Langley

“The future of hype...I think it's a challenging thing because it has no timing anymore.” — Thami Schweichler

At the same time, there is a growing desire for authenticity, sustainability, and creativity. As hype continues to play a central role in how new ideas and innovations are shared, there is a call for it to be more purposeful, driving deeper connections and fostering meaningful societal change, rather than simply fuelling superficial trends.

“Hype is almost like a fetishism of something... But now what we see as hype is confused... it loses authenticity.” — Geraldine Wharry

“There’s always the temptation to chase the next big thing, but the technologies that endure are those that balance hype with genuine, lasting value.” — Jackie Fenn

This highlights a tension: acceleration vs. sustainability. As hype cycles grow shorter, the risk of burnout increases, both for consumers and industries. The challenge moving forward is finding the balance between fast-paced innovation and ensuring that what emerges has lasting, genuine value, without falling into the trap of short-lived distractions.

“I think that this is a very interesting time to see what's going to happen because people are opting out.” — Maartje van den Hurk

“I think the future... is more radical imagination in the driver's seat, going back to understanding the direct link between authenticity and creativity.” — Geraldine Wharry

Redefining Hype From Rapid Trends to Lasting Impact

As hype continues to dominate industries like fashion and street culture, the rapid churn of trends and drops is creating fatigue that challenges brands and individuals alike. Both Maartje van den Hurk, a veteran of sneaker culture, and Geraldine Wharry, an experienced futurist, are witnessing this phenomenon firsthand. Despite operating in different sectors, both are advocating for a slower, more thoughtful approach that prioritises community, creativity, and sustainability over short-lived excitement.

Rethinking Sneaker Culture — Maartje van den Hurk

Based in Rotterdam, Maartje van den Hurk has spent over 15 years immersed in sneaker culture, working with iconic brands like Nike, Reebok, Puma, and Adidas. What was once a community-driven culture has evolved into a fast-paced cycle of constant releases, where hype dictates consumption. As a result, sneaker enthusiasts are pulling back, choosing timeless pieces with lasting value over the latest drops that quickly become over-saturated. “Hype makes you feel like you’re ahead of the curve, but then you see those shoes everywhere,” Maartje reflects. This shift is prompting retailers to rethink their strategies.

Stores like Maha and Baskèts in Amsterdam are responding by incorporating coffee shops, creating experiential, community-focused spaces that offer more than just the latest sneaker release. By emphasising authenticity and community-oriented experiences, they offer sustainable hype that goes beyond fleeting excitement. For Maartje, it’s these deeper connections that will help brands rise above the noise and ensure hype evolves into long-lasting cultural relevance.

Rewilding Futures — Geraldine Wharry

Geraldine Wharry, a fashion futurist, has built a career helping brands and organisations navigate cultural shifts and macro trends. She advocates for rethinking our approach to future foresight. For Geraldine, our obsession with hype and its relentless pace is not only undermining authenticity, and a positive relationship to culture, it is environmentally unsustainable. Drawing on her experience, she highlights the need to slow down and re-evaluate the metrics used to measure success, proposing a set of regenerative principles and methods based on both cultivating creativity and modelling nature’s intelligence. Geraldine points to trends like Millennial Pink and Barbiecore, which once had deeper cultural significance but were quickly commodified for no other benefit than profit. “The media turned it into a shopping list,” she explains, illustrating how hype can distort creativity and progressive ideologies into something toxic for both culture and our planet.

In her Hypercycle report produced in collaboration with Gung Ho, Geraldine unpacks our relationship to hype, the why and how of our confusing sense of progress and offers a set of solutions. In the report, Guillaume Dacquet, Global Head of Marketing at Estée Lauder, advocates for reframing Key Performance Indicators (KPIs) into Key Purpose Indicators (KPIs). This shift focuses on cultural and creative value rather than short-term metrics like clicks and sales. Geraldine resonates with this approach, arguing that creativity should be appreciated for its long-term cultural impact, not just consumed as a passing trend.

Conclusion

Both Maartje and Geraldine are seeing the same challenge across different arenas: an over saturation of hype that is wearing down consumers and stripping value from creativity. Maartje sees it in the sneaker community, where the constant churn of releases is pushing consumers towards more meaningful choices. Geraldine sees it in trend forecasting, where hype distorts creativity,and compromises the meaningful production of cultural movements.

Conclusions & Recommendations

Hype, as we’ve explored through its various perceptions, dynamics, and consequences, is an unavoidable force that shapes industries, decisions, and culture. Whether viewed as a double-edged sword of influence or a powerful catalyst for innovation, its impact cannot be ignored. Grounding ourselves in these lessons, we can approach hype with more strategic and thoughtful intent.

1. The Duality of Hype

Hype is both divisive and pervasive. It often distorts substance with noise, yet it serves as a driving force behind innovation and excitement. We are all participants in this cycle, and how we engage with it shapes not only our experiences but the trajectory of industries and ideas. Rather than avoiding hype, we can harness it for progress—so long as we maintain a critical eye on what lies beneath the surface.

Recommendation

Recognise the dual nature of hype and evaluate it carefully. Always ask: Does this trend or innovation hold genuine value to me personally? Recognise that we are all participants and steer the path of Hype itself. Engage with hype selectively, ensuring it aligns with your vision for prosperity.

2. Emotional Impact of Hype

The emotional impact of hype cannot be understated. It creates momentum and excitement but can also lead to stress, burnout, and poor decision-making. The same energy that drives creativity and innovation can just as easily cloud judgment. Learning to manage these emotional triggers is key to maintaining clarity in a world driven by constant stimulation.

Recommendation

Build emotional resilience. Be mindful of how hype influences your decision-making processes. Set clear boundaries to prevent burnout and overwhelm, so that when you choose to engage with hype, you can channel the energy, engagement, and positive momentum hype generates for innovation and transformational risk-taking.

3. Navigating the Hype Cycle

Navigating hype effectively requires a delicate balance between engagement and detachment. While staying relevant and connected demands some degree of interaction with hype, we must also remain grounded, adopting strategies for critical analysis and being selective about where we place our focus. By anchoring ourselves in personal values and truths, we can prevent being swept away by the frenzy.

Recommendation

Embrace critical thinking and discernment. Develop a habit of reflection, regularly stepping back to reassess your involvement with a particular hype. Use your values and pre-defined parameters of success to plan for the long term, even in a context of immediacy and heightened excitement.

4. The Future of Hype

As hype accelerates and cycles grow shorter, there is a growing call to slow down and focus on sustainability, creativity, and authenticity. The future of hype will demand that we move beyond superficial metrics and fleeting trends, to instead prioritise meaningful impact. By focusing on these deeper principles, we can ensure that hype-driven innovation contributes to long-term progress rather than just momentary attention.

Recommendation

Slow down and focus on the metrics that matter to you. Measure success not by speed or visibility but by the depth of impact and the sustainability of ideas. Prioritise authenticity and creativity as guiding forces for lasting success.

—

Final Thoughts

This exploration on the anatomy of hype is deeply rooted in the stories and perspectives of those who have lived through its highs and lows. We owe a special thanks to the dozen remarkable individuals who generously shared their experiences, insights, and vulnerability. Their openness has helped ground this piece in human-centred views that go beyond any single industry or trend, offering invaluable lessons for how we can better navigate the next big thing.

—

This report was researched and written by Ben Culpin, reviewed by Sara Keegan and Georgios Athanassiadis, and graphics were created by Alexia Boiteau and Marko Krsul.

---

Want To Get Ahead of Culture?

Send us a message to discuss if we can help, and don’t forget to subscribe to our bi-weekly newsletter 10 Things, where we share insight in the world of fahion, tech, business and more.