Our Creative Director, Marty McCauley, shares key takeaways from this year’s Fast Company Innovation Festival.

The 2024 Fast Company Innovation Festival was a melting pot of new ideas, bringing together innovators, entrepreneurs, and thought leaders to explore the intersection of technology, sustainability, and creativity. There were a few main themes that we observed throughout the panels and events, from inclusive design to empathetic leadership. While AI and other cutting-edge technology took center stage as well, it was clear that innovation is being driven by so much more than the traditional components brands have typically considered. The prioritization of things like emotional intelligence and representation is now embedded into any successful company’s culture and overall strategy.

For those who couldn’t attend, the ChangeUp team decided to highlight a few standout sessions that we believe truly captured the essence of the festival. Each one offered unique insights into the future of business, leadership, and craftsmanship.

Spotlight Session #1
Heartland America: Ditch the Coastal Pretense and Take a Journey Through Small-Town America

The team at creative agency Mother began by posing a complex question:

What happens when you set aside coastal assumptions, embrace curiosity, and journey across America one small town at a time?

This session explored their research aimed at better understanding how to authentically communicate with people in rural counties across America’s heartland. Rather than relying on secondhand assumptions, Mother conducted their own in-depth study, seeking to uncover the core values, motivations, and perspectives of this often overlooked—and frequently misunderstood—market segment.

The team shared their process and key findings, shedding light on how rural communities perceive their relationship with brands, navigate their daily lives, see themselves represented, and what they hold dear. What emerged was a profound connection to community, a deep sense of pride in their principles, and a culture of hands-on ingenuity. These insights are now guiding Mother’s creative decisions, allowing them to craft messaging with a more genuine, resonant voice and a respectful approach that fosters authentic connections with this audience.

Having just flown in from Ohio to New York City for the festival, our team was especially eager to dive into Mother’s insights and discover what we could learn about ourselves. ChangeUp’s roots are in Ohio, and the session confirmed that this remains one of our superpowers. We are also able to provide a grounded, well-balanced perspective due in part to the number of remote workers we have all across the country. Our diverse workforce gives us a unique ability to understand any audience, while blending creative solutions with the practical realities of each brand’s specific challenges.

Spotlight Session #2
A Conversation with Netflix’s Co-CEO, Ted Sarandos

In one of the festival’s most highly anticipated talks, Netflix Co-CEO Ted Sarandos shared his vision for the future of entertainment and content creation. He highlighted how the fusion of data-driven insights and compelling storytelling lies at the core of Netflix’s global success. Sarandos emphasized the importance of blending human creativity with advanced analytics, explaining how Netflix strikes a balance between artistic expression and cutting-edge technology. He also underscored the role of content personalization, AI, and a commitment to diverse storytelling as essential pillars for staying ahead in the fast-evolving entertainment landscape.

We were particularly struck by how Netflix’s content strategy mirrors our approach to retail design partnerships and the way we initiate our creative process. Like Netflix, we navigate a constant balancing act—combining customer data, market research, and insights with our human intuition and expertise to solve brand challenges. The thrill of “cracking the code” for each project—merging the science of analysis with the art of creative solutions—is what truly energizes us in every client engagement

Spotlight Session #3
Craftsmanship Through the Ages: The Future of Heritage Brands

This intimate session at the iconic Filson store delved into the enduring value of craftsmanship in an increasingly tech-driven world. Filson’s Chief Creative Officer, Alexander Carleton, highlighted the brand’s rich history, its time-tested products, and the delicate balance between preserving tradition and embracing modern innovation. Carleton explained how Filson maintains an “analog” presence in the market to stay true to its heritage, helping the brand stand out in today’s crowded landscape. At the same time, he emphasized the importance of integrating “digital” elements behind the scenes, including the technology that enhances their products. Collaborations, he noted, offer Filson a unique opportunity to evolve while maintaining its identity, as seen in their recent partnership with Junya Watanabe—offering a fresh take on Filson’s iconic designs. The session underscored a key message: while technology continues to accelerate, the demand for high-quality, thoughtfully crafted products and retail experiences remains as strong as ever.

The 2024 Fast Company Innovation Festival highlighted the dynamic intersection of creativity, technology, and leadership, reminding us that the future is shaped by a blend of heritage, cutting-edge technology, diversity of thought and experiences, and human ingenuity.