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Imagine sitting in your living room, watching TV—on the Dog Channel. Your dog sees a commercial, barks, “Woof-woof,” and in loose translation, demands, “Come on, order that for me before the sale ends!” Sounds far-fetched? Not really.
Advertising dominates our era. It floods the media, billboards, and even the clothes we wear. In the past, business owners relied on small signs above their stores or a line in the Yellow Pages. Today, ads bombard us from every direction in countless forms.
They target our pride, vanity, and desire to look good. They convince us that everyone else is already enjoying something, so how can we let ourselves miss out?
Our bodies naturally need food and drink for survival, without any advertising. Hunger and thirst drive us to seek them. But everything beyond our basic survival? That’s where advertising steps in. It manufactures artificial needs and then sells us the illusion of fulfillment.
Economic models of growth and prosperity rely on increased production and sales, and advertising fuels these goals. It has become the heart of modern existence, so deeply embedded in our lives that we can hardly imagine a world without it.
Yet, people have begun to feel exhausted and overwhelmed. We see more and more signs of boredom and a dull sense of heaviness. Many already yearn for something different, deeper, more fulfilling, which sparks a new spirit.
Why is this happening? Why now? How can advertisers stay relevant in this shifting landscape?
The inner force that drives us is the desire to enjoy and feel fulfilled. This desire evolves at every stage of human development. Today, it is undergoing a fundamental transformation, reaching a higher level. In this new stage, it becomes difficult to identify what people will crave, what will excite and motivate them, and what they will be willing to buy. This shift lies at the root of the crises we see across all aspects of life—frustration, emptiness, and depression.
Humanity resembles a person who has lost their appetite and feels indifferent to the world. While some developing countries still offer new markets to explore, even those will soon reach their limits.
On a larger scale, we have entered a phase where the desire to enjoy struggles to find anything truly fulfilling. Food, sex, family, money, honor, power, knowledge—none of it excites people the way it once did.
Nature is pushing humanity toward its next evolutionary stage, where genuine fulfillment will come only through deep connection with others. The next great source of satisfaction will emerge from unified human connection. As we build an integral and reciprocal connection, we will develop a new state of existence where we experience an extraordinary kind of fulfillment, a flow of life and vitality above anything we know today.
Tomorrow’s most valuable “product” will be human connection. Media and communication platforms will have to reinvent themselves accordingly. True to their original purpose, they will need to foster warm, positive connections between people. Advertising, as always, will serve as the tool to promote this shift, guiding us to a new worldview, an integral perception of reality that helps us step out of our isolation.
This transformation represents nothing less than an upgrade of human nature. We will evolve to function like different organs in a single body, working in mutual support, care, and responsibility for one another and for our environment. Everyone will feel enveloped in love, like being cradled in a mother’s arms, and this will fill the soul. As emotional connections deepen through conscious awareness and choice, we will rise above the limitations of our current perception.
Whether we recognize it yet or not, evolution is leading us in this direction. That is why the world is becoming increasingly interconnected, why our interdependence grows stronger, and why we all find ourselves in the same boat. If we fail to learn how to coexist, we will sink together. But if we do, a new reality will open before us.
The future belongs to those who understand the need to positively connect—linking desires and thoughts, hearts and minds—beyond time, space, and motion. Those who recognize this shift early will shape the future of media and advertising, standing at the forefront of humanity’s next great transformation and leading it to its ultimate fulfillment.
Based on “New Life 140 – Advertising” with Kabbalist Dr. Michael Laitman. Written/edited by students of Kabbalist Dr. Michael Laitman.
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