believe in today’s world, only loud, bold voices get noticed and quiet, subtle messages are lost.
TREND
Shouting economy
As volume becomes the currency of attention, people and brands feel compelled to go louder and bolder to avoid fading into the noise.
Attention has become one of the hardest things to earn. Simply being visible is no longer enough. Brands, creators and media outlets are louder, bolder and often unapologetically polarising in their quest to capture attention.
People live in a state of constant stimulation, from social media notifications and viral trends to endless streams of content. In this climate, loud, high-energy messaging feels almost necessary. This is also visible in the rise of hyper-flavoured foods, visually striking product design and bold campaigns that reflect the world’s chaotic energy. Cultural and political divides further amplify the demand for strong, distinctive voices, pushing brands and influencers to adopt sharper, more extreme positioning.
In this Shouting economy, standing out isn’t just about turning up the volume, but about intent. For some it is about connecting through the weird, the provocative or even the slightly distasteful. In doing so, they accept that pushing some people away can help draw in those who share their values and worldview.
Yet, amid the noise, people still crave authenticity, intentionality and meaningful engagement. The same intensity that grabs attention can just as easily push it away.
CASE
Fame Factory - A taste of stardom
UK - Entertainment
In a world where attention is the ultimate prize, Fame Factory lets people buy their moment in the spotlight. Created by the team behind the Oscars, this one-hour immersive experience invites participants to taste celebrity life, from jet-setting to talk shows and red-carpet photoshoots. The tagline says it all: “Lights. Camera. You.” Fame Factory doesn’t just simulate stardom; it exposes the collective obsession with being seen, liked and applauded.
“I am a very visual person, so I like bright colours, really, over the top branding that's really fun. That's what really gets my attention. I've just signed up to Monzo Bank and they have really bright fun branding. The bank card is like a bright coral colour and that's what draws me in.”
United Kingdom, female, 37
What's fuelling this trend
Human truth
People want their voices, choices and creations to be noticed and valued.
Driver: Visibility & significance
The escalating noise of today’s attention economy is fuelling louder, more provocative expressions as a way to be seen and heard.
CASE
Land of wilderness – Provocative play
China - Entertainment
Land of Wilderness in Lijiang pushes the limits of immersive experience with creepy sculptures and unsettling, childlike installations. Some pieces, including a ‘human centipede’ and ‘three-faced girl’, were removed for being too frightening, highlighting how shock and spectacle drive attention in a world saturated with content. The park exemplifies how bold, extreme experiences can captivate audiences, sparking conversation and leaving a lasting impression.
Why bold alone is not enough
In today’s Shouting economy, being bold grabs attention, but attention alone isn’t enough. People quickly see through messaging that is flashy but empty. Without evidence, proof or genuine utility, boldness feels performative or even exploitative. True impact comes when daring ideas are paired with substance: transparent claims, unvarnished visuals, demonstrable value or authentic storytelling. In other words, loudness only works when it earns trust. By coupling attention-grabbing expression with proof, you can stand out responsibly, avoid backlash and build engagement that lasts beyond the moment.
"In today’s social media era, it’s true that the loudest voices with the biggest presence attract attention. But I believe that what really matters is the substance behind the message. No matter how bold or flashy you are, if your words have real meaning, people will listen. For me, it’s the quality and value of what you’re saying that counts, not just how loud or visible you are."
India, male, 32
CASE
Art Brüt - Scent with an edge
Germany - Beauty & luxury
Art Brüt is a fragrance brand that thrives on provocation. With audacious names like ‘German Angst’, ‘Wet Dreams’ and ‘Je ne regrette rien’, the brand deliberately flirts with the edge, creating scents that are as much about attitude as aroma. Art Brüt captures attention through humour, boldness and unapologetic personality. The result is a fragrance line that doesn’t whisper, it speaks, daring consumers to engage with its provocative charm.
CASE
Gigantic – Candy with attitude
US – Food & beverages
Candy brand Gigantic whispers rebellion and somehow stands out even louder. Its cigarette-style packaging swaps clean and colourful for gritty and defiant, nodding to underground culture and unfiltered pleasure. Graffiti visuals and mischievous flair make it unapologetically bold, demanding attention while celebrating attitude over polish.
CASE
Selleys – If you can take it, it’s yours
Australia - Home improvement
Glue brand Selleys shows what strong really means. They glued everyday objects from arcade machines to kayaks to a wall daring anyone to pull them loose. People tried everything, but nothing gave. With this bold, unapologetic out‑of‑home ad, Selleys proves how a striking stunt can cut through the noise and grab attention.
Regional decode
Across the globe, people are navigating a tension in communication: the pull between bold, attention-grabbing messages and subtle, intentional expression. Bold voices are widely recognised as getting noticed, a notion particularly strong in Western Europe. Yet in many markets, subtlety is valued for its calmness, depth and predictability, offering a counterbalance to polarised or noisy media. The result is a complex landscape: while boldness often cuts through the noise, many people still prefer communication that is measured, nuanced and culturally attuned. Local values, societal norms and media environments shape how this tension plays out across regions.
“People who are quiet, subtle, or don’t speak up often get overlooked. Nobody listens to them. Meanwhile, those who are loud and bold, on social media or in everyday life, get heard and can influence change. I think it’s really important to have a strong, confident voice if you want people to listen and to make a difference in the world.”
India, female, 23
CASE
e.l.f. Beauty - "Give an e.l.f."
Global - Beauty
In 2025, e.l.f. launched its bold, purpose-driven 'Give an e.l.f.' campaign, asking audiences to reflect on what they truly care about. The campaign’s bold and playful messaging were paired with concrete action: over $2.5 million was donated to causes including boardroom diversity, LGBTQ+ empowerment and disaster relief.
What does this mean for brands?
In a world of constant stimulation, brands need to be bold and distinctive, but always with intention. Communication should cut through the noise with a clear purpose and authentic voice, whether through storytelling, social media or campaigns, ensuring every provocative or attention-grabbing message resonates meaningfully with the right audiences.
Products and packaging can stand out through striking design, hyper-flavoured or sensory-rich elements and playful details but these choices should be purposeful, reflecting brand identity and meeting real consumer needs.
Experiences, both physical and digital, should be designed to captivate while providing value and connection rather than just spectacle.
Cultural context matters. In harmony-focused markets, boldness works best when tempered with respect and empathy, while brands can lean more into assertive storytelling in others. It’s about striking the right balance between visibility and sincerity.