By Fabiana Baraldi
Director of Planning, Social and Insights at Innova AATB
SXSW 2024 was a transformative event that left a great impact on all participants who were there or followed from afar, fulfilling the promise since its creation in 1987 to overflow the hype on topics around innovation and culture.
During the 8 days I was there, staying focused was a difficult task, I confess. I changed my schedule for the next day at least three times, when there weren’t any more. My balance was: 24 lectures attended, 1 workshop, conversations with more than 10 startups, more than 15 km traveled between one building and another, many changes in the queues and more than 40 cappuccinos and 2 liters of water per day to last this marathon !
I bring here some excerpts of what I saw, discussed and learned throughout the process.
#1 Focus on Sustainable Innovation: SXSW 2024 placed a heavy emphasis on sustainability, with sessions exploring renewable energy, green technologies and sustainable business practices.
#2 Advances in Artificial Intelligence and Virtual Reality: the event brought, as always, the latest advances in AI and VR, including applications in various sectors, such as healthcare, education and entertainment.
#3 Culture and Entertainment: The festival featured a diverse program of music, films and artistic performances, showcasing emerging and established talent from around the world.
#4 Visionary Thinkers: SXSW 2024 brought together some of today’s most influential thinkers, including scientists, activists, artists and business leaders, who shared their ideas and inspired the audience.
Lastly, I leave the fifth excerpt that I saw present in several lectures, of different sizes:
#5 The Power of Human Connection: In a time of increasing digital isolation, SXSW 2024 highlighted the importance of building meaningful relationships and strengthening communities.
Despite the theme above, I highlight some thinkers that I watched and that led me to think about how to accommodate so much innovation without losing humanity. This is obvious, I know, but believe me, if we don’t include this in work discussions, we will have a mental health crisis much bigger than we think we know.
Real connections in a hyperconnected world
SXSW had the honor of hosting two of the greatest contemporary thinkers on human relationships: Esther Perel, a psychotherapist specializing in modern relationships, and Bren Brown, researcher and best-selling author on topics such as courage, vulnerability and empathy.
The panel, titled “Unlocking Us: Live with Dr. Bren Brown Featuring Esther Perel,” was a live recording of the next episode of Brown’s podcast, and offered the audience a unique opportunity to witness an in-depth and inspiring dialogue about the challenges and opportunities for human connection in the digital age.
In a world where technology instantly connects us to millions of people, Perel and Brown highlighted the importance of cultivating real and authentic connections. The Belgian psychotherapist warned of the danger of “artificial intimacy”, which refers to digital experiences that simulate, but do not replace, genuine human interaction.
Rohit Bhargava and the Unobvious Thought
Rohit Bhargava, best-selling author and trends expert, dominated the SXSW 2024 stage with his talk “The Future Is Not Obvious: Mastering Chaos and Creating Opportunity.” Instead of simply predicting the future, Bhargava taught audiences how to develop a non-obvious mindset to navigate uncertainty and create opportunities in an ever-changing world.
Bhargava began by challenging the belief that the future is unpredictable. He argues that, rather than being completely random, the future is made up of weak signals that we can identify and use to make strategic decisions.
The key to success, according to him, is to develop non-obvious thinking. This means going beyond common sense and seeking different perspectives, questioning assumptions and exploring new paths. He also highlighted the importance of adaptability and resilience in a world in constant transformation. Once again, the soft kill speaking loudly.
Amy Webb: Navigating the Technological Superwave
Amy Webb, a fixture at SXSW for many years and one of the most anticipated speakers, presented the Future Today Institute’s 17th annual technology trends report.
The futurist dominated the stage with her talk “Navigating the Technological Superwave”, weaving a thought-provoking narrative about the future unfolding before our eyes. With a “good morning” in Portuguese that warmed up the audience, Amy, the event’s iconic figure, celebrated the Brazilian presence, the largest delegation after the USA, recognizing the country’s importance in the global innovation scenario.
Webb delved into a sea of insights, painting an exciting panorama of the “Technology Rapture”, the pinnacle of technology driven by the convergence of artificial intelligence, connected ecosystems and biotechnology. This confluence, according to the futurist, is shaping a “technological supercycle” that redefines society in all its spheres.
Amid this sea of innovations, “Generation T” emerges, individuals who thrive on transience and adaptability. For Webb, this generation, made up of all ages navigating this constantly changing world, is capable of embracing uncertainty and surfing the waves of change with resilience and creativity.
Amy Webb’s talk was a reflexive invitation to action. An inspiring journey that invites us to embrace transience, surf the waves of the technological superwave and shape a prosperous and sustainable future for all.
I recommend watching her lecture in full, now available on YouTube.
SXSW 2024 served as a reminder that the future is not predetermined, but rather in our hands. Through dialogue, collaboration and creativity, we can build a more prosperous, equitable and sustainable future for all.
I think SXSW 2024 will be remembered as a moment when leaders and creators came together to meet the challenges of our time and imagine a better future.
By navigating the diverse perspectives and debates at SXSW 2024, we can arm ourselves with tools to shape a more positive future for humanity.
May we put what we have experienced in these intense days on paper.
Onward to the next act!
* This text does not necessarily reflect the opinion of the vehicle
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