Hello I’m Tish 👋 I help people show up in the world authentically and in a way that resonates with their audience through strategic brand and communications development, and my Clarity Coaching programme. You can learn more about my work on my website, follow me on Instagram or view my profile on Linkedin.
If I were a founder looking to future-proof my brand, I’d head to the cinema to watch Babygirl. Why do I think you need to watch a film on BDSM to help your business? Because it offers an unexpected lens into the human needs that brands must tap into. When we create, build, and scale, staying deeply connected to our audience is critical. These are the people we aim to serve, build community with, and ultimately, sell to.
The film opens with a nod to the rising influence of AI and technology, setting the stage for an era that demands heightened emotional intelligence (EQ). As my peer Lauren Ducrey highlights, the demand for socio-emotional skills in the workplace is projected to increase by up to 14% in the next five years. This is a clear signal: as technology advances, human connection becomes more valuable.
As the story unfolds and Nicole Kidman’s character delves into a BDSM affair, the film isn’t just about dominance, submission, and trust. It’s about something bigger—a world craving intimacy, touch, play, and connection. This mirrors the reality brands face today: our increasingly digital lives contribute to a loneliness epidemic. With 1 in 5 U.S. adults reporting daily feelings of loneliness, the stats are alarming.
In response to this growing isolation, people are seeking alternatives to meet their need for connection. BDSM and related services have seen a rise in interest, not simply as indulgences, but as outlets for trust, intimacy, and emotional safety. Similarly, the rise of professional cuddling salons, such as Ania Od Przytulania in Poland, highlights a societal craving for touch and connection. These services provide non-sexual human contact, proving that grounding, physical experiences resonate deeply in a disconnected world.
For brands, this is a wake-up call. Replace BDSM with brands, and the lesson is clear: the closer we stay to human needs, the more value we create. Brands that design content, experiences, and strategies around emotional and physical touchpoints will stand out and endure.
We’re at a tipping point. As Nicole Kidman’s character seeks balance from her always-on, lifestyle, she embodies the larger societal yearning for balance. Just as she finds grounding through physical and emotional experiences, brands must create moments that bring audiences back to themselves. This is a pivotal opportunity for founders to embrace IRL community building, unpredictability, and creativity.
A piece by Holly Friend and Emily Rhodes, “Why Brands Must Reclaim Decision-Making,” emphasizes rejecting curation and embracing spontaneity. In a world of predictability, moments of surprise and genuine connection will capture attention and foster loyalty.
Actionable Takeaways for Brands
To build a brand that resonates in this changing landscape:
Create IRL community experiences: Design events, meetups, or touchpoints that foster physical and emotional presence.
Embrace unpredictability and creativity: Surprise your audience with fresh, engaging experiences.
Address emotional and physical needs: Go beyond products—integrate grounding, human interactions into your strategy.
As your audience spends more time online, how can you think of ways to connect with them, retain them, and serve them in a world where we’re craving connection, intimacy, and a… metaphorical spanking? Sometimes, all we’re truly seeking is to be reminded that we’re alive—seen, felt, and touched in ways that technology simply can’t replicate.
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