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SXSW 2025: Reclaiming social connection with Mozi

Molly DeWolf Swenson, Ev William and Baratunde Thurston, SXSW 2025. Photography by Nick Piacente, US

Mozi

US – Storyteller Baratunde Thurston led a conversation with Molly DeWolf Swenson and Ev Williams, co-founders of Mozi, exploring the evolution of social media and the need to bring more purpose back to how we connect.

The session opened with a live networking exercise encouraging attendees to find common ground with a stranger – an early reminder of what social media once aimed to facilitate. The panel then traced social media’s origins, from AOL Instant Messenger to Twitter’s transition from an information network to a social one.

The shift, they noted, came when platforms moved from enabling genuine interaction to prioritising media distribution and, ultimately, passive consumption. What started as social networks gradually morphed into social media, where, at first, users received updates from people they deliberately chose to follow. But in the race to maximise engagement, carefully curated timelines were replaced by algorithm-driven feeds, transforming social platforms into a chaotic competition for attention. And for most users, the truth became clear: their friends simply couldn’t compete with influencers whose full-time job is churning out content. Molly emphasised how our natural desire to connect was hijacked by algorithms designed to keep us endlessly scrolling – and purchasing.

But what if technology could do the opposite – help us break free from the noise and reconnect with the people who matter? This is where noetics, the study of the mind and its connection to deeper truths, comes into play. As we move to balance artificiality and reality, there’s a growing desire to reconnect with what truly matters. That’s where Mozi comes in.

Mozi is designed to remove social friction and make real-life connections easier with the people you already know. Embracing ‘slocial’ – slow, intentional socialising – the app helps users coordinate meet-ups without the distractions of traditional social media. Users add their plans, see who’s in town and find when their paths overlap. Unlike conventional platforms, Mozi isn’t about content but about connection. There’s no posting, liking or following, and no influencers – just real friends trying to make connection easier and more convenient.

For more on SXSW 2025, look out for our upcoming Event Debrief.

Strategic opportunity

As consumers reject algorithm-driven engagement in favour of intentional, real-world interactions, brands must decide: will they foster deeper, more meaningful relationships or design platforms that scale communal connection without sacrificing authenticity?

FKAHaeckels pilots Pay What You Feel pricing model

UK – British skincare brand formerly known as Haeckels (FKAHaeckels) has introduced a Pay What You Feel initiative, allowing customers to choose from four pricing tiers for selected products until 20 March 2025. The scheme aims to drive revenue recovery while fostering a more transparent relationship with consumers.

The pricing model ranges from Tier 1, covering only raw materials and production costs, to Tier 4, which adds a 10% premium to fund FKAHaeckels’ free sauna in Margate. Products included in the initiative, such as the Marine Facial Cleanser and Algae Plump Serum, start at £15.63 ($20.20, €18.52) in Tier 1 and reach up to £94.60 ($122.30, €112.10) in the highest tier.

Brand founder Dom Bridges describes the scheme as an 'experiment' to redefine customer relationships. ‘It is about cementing ideas as we try to navigate our vision of a citizen versus a consumer,’ he told Cosmetics Business. This initiative is reminiscent of Telfar Live, the fashion brand’s radical new pricing model allowing consumer demand to determine a product’s final price.

The initiative is available through FKAHaeckels’ website and physical stores, offering customers a new way to engage with ethical skincare. For more insights on FKAHaeckels’ strategy, head to our Brand Innovation Debrief: Haeckels.

FKAHaeckels, UK

Strategic opportunity

Consider how to use pricing as a loyalty tool. Could you implement variable pricing models, for instance, to reward returning customers, ethical shoppers or those who contribute to brand advocacy?

Stat: English trip-hop collective sets a new standard for sustainable gigs

Gaia by Luke Jerram

UK – English trip-hop collective Massive Attack has broken a world record for the lowest-emissions live music event.

Its Act 1.5 festival, held in Bristol in summer 2024, generated 98% fewer power emissions than a typical outdoor gig, according to scientists at the Tyndall Centre for Climate Change Research.

The event was 100% battery-powered, used electric vehicles for transport, served only vegan food and worked with rail providers to maximise train travel for attendees. Artists also committed to low-carbon travel. Despite these efforts, the report found that air travel from just 5% of attendees accounted for most emissions, highlighting an ongoing challenge in the industry.

Massive Attack launched the Act 1.5 project in 2019, aligning with the Paris Agreement’s climate goals. Most recently, in November 2024, the collective hosted Act 1.5 in Liverpool, the world’s first UN Accelerator City.

With the Great Concert Comeback in full swing, it’s more important than ever that other artists and hospitality providers host environmentally responsible events. For more innovators pioneering ‘eco-disco’ head to our Designing Nightlife report.

Strategic opportunity

Festivals, venues and promoters can follow in Massive Attack’s footsteps and future-proof events by investing in green power solutions, low-carbon transport options, sustainable food offerings and eco-friendly construction materials