By Alex Panousis
This year’s SXSW transported me back to 2017. Planes were full, hotels reached sky-high prices, and attendees were okay with spending $2,000 to immerse themselves in a conference designed to inspire. And I think it did. SXSW has consistently served as a cultural compass, navigating the intricate realms of interactivity, film, and music, while also dissecting the interplay between culture, technology, and society. At its heart, SXSW is fundamentally about culture.
This year I was there as part of the Thinkingbox team to run our event, aptly named The Sunday Society, where we delved into the delicate balance between authenticity and innovation, alongside the critical dialogue surrounding design inclusivity. Our conversations with clients like Verizon, IKEA, Starbucks, and GM seemed to echo the broader themes of SXSW this year, where the drumbeat of societal and technological shifts was omnipresent. From discussions on women’s empowerment in both digital and physical spaces to the ethical dilemmas posed by AI and algorithm-driven content creation, the festival stood as a testament to the power of community and dialogue in tackling our most pressing challenges.
The potential U.S. ban on TikTok was a hot topic, sparking intense debates about the boundaries that individuals, brands, and companies are prepared – or not – to navigate. These discussions delved deep into the intricacies of our digital existence, carefully evaluating the advantages and drawbacks of either banning platforms or opting for regulation. This marked a noticeable departure from the focus on the rapid pace of technological adoption.
In a world now populated by more cell phones than people, a cautious approach to technology and a reevaluation of our digital limits became a central theme at the conference. The industry, once driven by a fear of missing out on the next technological breakthrough, now grapples with the repercussions of unchecked growth, including misinformation, job displacement, privacy invasions, and biases. This has created red lines and shifts toward containment, signaling a more measured and responsible engagement with technology.
On a lighter note, one of the highlights of SXSW is its hallmark brand activations. From Audible’s carnival-themed audio experience complete with a Ferris wheel, to Paramount+’s immersive lodge offering content-themed drinks. Reddit introduced its new suite of tools, Reddit Pro, highlighting the platform’s role in fostering genuine recommendations and discussions ahead of its IPO. Sharpie x Paper Mate inspired creativity with interactive art projects (“draw your drink”), while Tide unveiled its eco-friendly detergent innovation, Tide evo, through engaging scientific demonstrations, which received a lot of positive feedback.
However, amidst the spectacle, the importance of meaningful engagement became clear. I did not attend all of these activations, but my informal survey with those who did suggested that not all activations resonated equally, underscoring the necessity for brands to authentically contribute to the cultural conversation. In my opinion, one of the best smaller activations was the Sézane pop-up. The Paris-born clothing brand gave away tote bags with a “Bonjour Austin” label that quickly achieved “must-have” status, demonstrating that small but relevant is a winning formula for standing out. If you’re going to be at SXSW, make it relevant or don’t bother.
I am always looking for right and remarkable ways to connect and be inspired. In a world marked by rapid change and complex challenges, SXSW delivered with concepts and ideas that might shape the future of culture and technology. That for me is worth the squeeze!
And the lessons I’ve taken from SXSW highlight an important year to come, where finding the right balance between new ideas and doing the right thing matters more than ever. This year’s takeaways are making me rethink the strategies and approaches I trust most, while also reminding me of the moral amd ethical guidelines we all should follow as we navigate the constant changes of the digital world.
Alex Panousis is the chief growth officer at Thinkingbox
