Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

This week, we peel back the glossy filter of the creator economy to reveal a workforce on the brink of burnout. Then, we shift our gaze internally to the alarming discovery that our brains are rapidly becoming vessels for microplastics. Finally, we look at a promising nuclear fusion experiment from Germany, where scientists are inching closer to bottling the power of the sun and solving the global energy crisis. So, we have creator burnout, microplastics and fusion power in this edition. Happy Reading!

We often look at influencers and see the highlight reel, the brand deals, the travel and the "freedom." But a new study by Billion Dollar Boy suggests the reality is far from perfect. While the industry itself is rocketing toward a projected $33 billion valuation in 2025, the human engines driving it are stalling out. The numbers are stark: 52% of creators are reporting significant burnout, and perhaps more alarmingly, 37% are considering leaving the industry entirely. 

It’s not just the pressure to be always on, though creative fatigue and the blurring of work-life boundaries play a huge role. The silent killer is financial instability. For all the glamor, income unpredictability remains the number one stressor for more than 1/2 creators. Though brands are pouring billions into the space, they often do not treat creators as creative partners. The result is a transactional, high-pressure environment where creators feel isolated and undervalued. The takeaway is clear: if the industry wants to sustain its growth, 'support' may need to mean more than just a paycheck.

If you needed another reason to reconsider that plastic water bottle, here it is; your brain might be absorbing some of that plastic. In a study done by researchers at the University of New Mexico Health Sciences, microplastics have been detected in human brain tissue at concentrations higher than other organs. The team, led by Matthew Campen, PhD, found that microplastics are accumulating in the brain at levels higher than in the liver or kidneys. Even more disturbing, the amount of plastic found in brain samples has increased by 50% in just the last eight years. The study identified 12 different polymers including polyethylene, widely used clear food wrap and bottles.

The study also noted that brain tissue from patients with dementia contained up to 10 times more plastic by weight than healthy brains. While they haven’t proven causation yet, the implications are massive. It is commonly known that the occurrence of microplastics in humans comes mainly through ingesting food containing them. Say no to plastic, if and when you can. 

Nuclear fusion has long been the "holy grail" of energy. Limitless, clean power that mimics the sun has perpetually been a few decades away. But recent record-breaking results suggest that timeline might finally be shrinking. The latest development comes from the Wendelstein 7-X in Germany, an advanced fusion reactor. Within the reactor, a twisted ribbon of hydrogen gas as a plasma was bottled up magnetically for a record 43 seconds. 

In the world of fusion physics, where stability is usually measured in milliseconds, 43 seconds is an incredible milestone. It proves that we can not only reach the extreme conditions needed for fusion but actually maintain or even somehow control them. While we still have a long way to go to stabilise this power, the dream of commercial fusion is moving from "if" to "when." We are inching closer to a reality where we may not need to depend on fossil fuels for energy.

As a nuclear physicist with expertise in fusion technology and clean energy systems, create a comprehensive, beginner-friendly guide to nuclear fusion. Define nuclear fusion and explain how it differs from nuclear fission by demonstrating how it replicates the sun's power generation process while producing clean, virtually limitless energy using clear analogies and everyday examples. Break down core concepts like plasma containment, magnetic confinement, tokamak reactors, and inertial confinement while exploring major projects including ITER and National Ignition Facility breakthroughs. Detail recent scientific milestones such as achieving ignition and net energy gain while addressing engineering challenges in plasma stability, extreme temperatures, and commercial viability timelines. Include current research progress and practical implications for global energy security and climate goals alongside safety considerations and radioactive waste comparisons. Address common misconceptions about fusion timelines and feasibility while exploring the gap between scientific breakthrough and commercial deployment. Maintain an optimistic yet realistic tone throughout while acknowledging both the transformative potential and remaining technical challenges, ensuring readers gain understanding of fusion's promise and appreciation for this decades-long scientific pursuit.

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

This week, we delve into the complexities of creator marketing attribution, highlighting the importance of multi-touch models in accurately measuring creator impact across various platforms. Next, we discuss a recent study revealing that neck circumference can serve as a powerful indicator of hidden health risks. Lastly, we examine groundbreaking research from the Cassini spacecraft, which has provided new insights into the complex chemistry occurring in the subsurface ocean of Saturn's moon Enceladus, suggesting the potential for life-supporting environments beyond Earth. Happy Reading!

Attribution was never easy, but it was definitely easier before the rise of the creator economy. Now, there's an additional aspect of accurately attributing conversions and ensuring fair compensation to creators who influence purchase decisions. Traditional models, such as last-click attribution, often overlook the contributions of creators who drive awareness and engagement earlier in the customer journey. 

To address this, marketers are increasingly adopting multi-touch attribution models that distribute credit across various interactions, providing a more comprehensive view of creator impact. These models, including U-shaped and data-driven approaches, consider the role of creators at each stage of the funnel, from discovery to conversion. But as a creator you should be in the know of how you're getting credited for contributing to a brand's funnel. You may be far more valuable for your brand partner than you previously thought. 

Did you know that your neck size can reveal a lot about your health? A recent study has highlighted the significance of neck circumference as an indicator of hidden health risks, such as cardiovascular disease, diabetes, and sleep apnea. Researchers found that individuals with larger neck sizes i.e. men with a neck circumference of 17 inches or more, and women with 14 inches or more, face elevated health risks, despite having a normal body mass index (BMI). 

Fat stored around the upper body, particularly in the neck area, can affect vital metabolic processes, increasing strain on the heart and blood vessels. This finding challenges the traditional reliance on BMI as a sole measure of health, suggesting that neck circumference may provide additional insights into an individual's health status. So, the next time you're tempted to cite BMI and say you're okay, do take a long, hard look at your neck as well. 

Saturn's always been the most mysterious planet to me, so it was no surprise when one of its moons showed the presence of water. And where there's water, there's a possibility for life. Cassini which was sent to study Saturn and its orbiting moons collected large amounts of data which provided new insights into the complex chemistry occurring in the subsurface ocean of Saturn's moon, Enceladus. It revealed the presence of complex organic molecules in the moon's ocean. 

In fact, Enceladus ticks all the boxes to be a habitable environment that could support life, the presence of liquid water, a source of energy, a specific set of chemical elements and complex organic molecules. Who knew that data collected years ago would yield such fantastic insights today, and that life outside Earth might be closer than we previously thought. 

As an anthropometrist and ergonomics researcher with 20+ years bridging physical anthropology, human factors engineering, and applied measurement science, create a comprehensive beginner's guide to anthropometry. Define the field and its significance using clear analogies, then systematically break down core concepts including measurement methodologies, fundamental terminology, and practical applications across ergonomics, healthcare, fashion, sports science, and safety engineering. Address common challenges like designing for diversity vs. averages, temporal trends, and ethical considerations while explaining how to interpret anthropometric data tables and charts. Include historical evolution from early anatomical studies to contemporary technology, real-world examples for each major concept, and practical resources for beginners. Structure with progressive complexity—simple explanations layered with nuance—ensuring readers understand both theoretical foundations and actionable applications. Our audience are beginners and enthusiasts who are new to this field and want to learn more with a guide that balance scientific rigor with accessibility, concluding with next steps and resources for deeper learning.

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

In this edition of Between Calls, we explore the rise of AI visibility in search, with Semrush's AI Visibility Index revealing how brands are adapting to AI-driven search platforms. Next, we highlight Unilever's groundbreaking research uncovering the connection between the skin microbiome and mental well-being, offering new perspectives on holistic health. Lastly, we discuss MIT's development of SCIGEN, a tool that enhances generative AI models to design materials with exotic properties, potentially revolutionizing fields like quantum computing. Happy Reading!

AI-driven search and visibility is taking over from SEO incredibly fast. Semrush's AI Visibility Index provides a comprehensive analysis of how brands are performing in AI-generated search results, highlighting the importance of AI visibility for digital marketers. The index reveals that users interacting with large language models (LLMs) are 4.4 times more likely to convert than those using traditional search engines, emphasizing the need for brands to optimize their presence in AI search environments. 

Furthermore, AI-generated results are projected to overtake organic search traffic by 2028, signaling a significant shift in how consumers discover information online. The AI Visibility Index analyzed over 2,500 real-world scenarios across platforms like ChatGPT and Google AI Mode, providing insights into brand mentions, sentiment, and competitive performance. It also showcases which sources are the most important for AI-based searches, with emphasis on more online community forums like Reddit, Wikipedia. Brands are now tasked with not only creating high-quality content but also ensuring their visibility in AI-generated responses to maintain a competitive edge in the evolving digital landscape.

Unilever scientists, in collaboration with the University of Liverpool's Microbiome Innovation Centre and Brain & Behaviour Lab, have uncovered a significant link between the skin microbiome and mental well-being. Their research, published in the British Journal of Dermatology, identifies that higher levels of the bacterium, 'Cutibacterium', on the face and underarm are associated with reduced stress and improved mood. This discovery suggests that the skin microbiome plays a crucial role in the skin-brain axis, the bidirectional communication between the skin and the brain. 

The study analyzed skin samples from various body sites of 53 adults and found that a more resilient microbial community correlates with better psychological well-being. These findings open new avenues for developing skincare products that not only enhance physical appearance but also support mental health. By targeting the skin microbiome, there is potential to create holistic solutions that address both aesthetic and psychological needs, marking a significant advancement in the field of wellness.

Researchers at MIT have introduced SCIGEN, a novel tool that enhances generative AI models to design materials with exotic properties, such as those required for quantum computing. Traditional AI models often generate materials optimized for stability, but SCIGEN incorporates specific design rules that steer models toward creating materials with unique structures that exhibit desired quantum properties. This approach addresses a critical bottleneck in materials science, where the discovery of new materials with specialized properties has been limited. 

By applying SCIGEN, researchers can generate millions of candidate materials, including complex lattice structures like the Kagome lattice, which are associated with quantum properties. The tool's ability to guide AI models in material design has the potential to accelerate breakthroughs in areas such as superconductivity and quantum computing. While experimentation is still necessary to assess the practical applications of AI-generated materials, SCIGEN represents a significant step forward in leveraging AI to tackle complex challenges in materials science.

As a dermatologist and neuroscience researcher with expertise in psychodermatology, create a comprehensive, beginner-friendly guide to the skin-brain axis. Define the concept and explain its unique bidirectional communication system between skin health and mental wellbeing using clear analogies and everyday examples. Break down core concepts like neurogenic inflammation, stress-induced skin conditions, and neuropeptides while exploring how psychological states manifest in skin disorders including eczema, psoriasis, and acne with their specific biological mechanisms. Detail communication pathways between the nervous system and skin including the HPA axis, neurotransmitters in skin tissue, and immune interactions while addressing evidence-based approaches for managing conditions through stress reduction and lifestyle modifications. Include current research findings, real-world applications, and practical recommendations for mental health and skincare routines. Maintain a balanced, accessible tone throughout while acknowledging both the promising potential and important limitations, ensuring readers gain theoretical understanding and practical knowledge about this connection between our largest organ and our mind.

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

This week, we delve into the dynamic landscape of CTV advertising, explore cutting-edge approaches to pain management, and celebrate a significant breakthrough in quantum computing. First, we look at the resurgence of connected TV advertising, which grew in double-digits last year. Next, we highlight a pioneering clinic in San Diego utilizing a novel technique to address chronic pain without the need for drugs or surgery. Last, we discuss a groundbreaking achievement by Harvard scientists who cleared a significant hurdle in quantum computing by demonstrating a 3,000-qubit system capable of continuous operation. Happy Reading!

CTV is back! As per IAB, Connected TV advertising has gained impressive momentum, achieving double-digit growth. This surge reflects the ongoing migration of audiences from traditional linear television to streaming platforms, fueled by the rise of smart TVs, OTT services, and mobile streaming. For advertisers, CTV presents a unique opportunity to reach highly engaged viewers with personalized, programmatic campaigns. Small and medium-sized businesses (SMBs) now have access to self-serve CTV platforms, enabling them to compete alongside major brands.

The growth is not merely about scale, it’s about precision and effectiveness. CTV enables advanced targeting, such as demographic, behavioral, and geographic segmentation, allowing marketers to deliver tailored content that resonates. Also, CTV offers measurable performance metrics, giving brands actionable insights to optimize messaging in real time. With these strategies, marketers can transform exposure into meaningful engagement, driving conversions and long-term brand loyalty.

A San Diego clinic is leveraging the National Upper Cervical Chiropractic Association (NUCCA) technique to address chronic pain without drugs or surgery. Unlike traditional pain management approaches that often rely on pharmaceuticals or invasive interventions, this groundbreaking technique focuses on precise spinal realignment, particularly targeting the upper cervical vertebrae. NUCCA uses advanced 3D imaging and individualized adjustments to restore proper nervous system function, improving both posture and overall bodily coordination.

Patients with chronic conditions, including back and neck pain, migraines, vertigo, and joint discomfort, have reported substantial relief after NUCCA interventions. By correcting subtle misalignments in the cervical spine, the approach reduces pressure on neural pathways, supporting natural healing mechanisms. The clinic’s success highlights the potential of non-invasive solutions in transforming quality of life, enabling patients to regain mobility and reduce dependence on medications. Beyond individual benefits, NUCCA represents a broader shift in wellness, focusing on preventive, targeted care rather than symptom management alone.

Harvard scientists have achieved a major milestone in quantum computing, demonstrating continuous operation of a 3,000-qubit system, effectively addressing a critical challenge in keeping quantum computers running over extended periods. Known as “atom loss,” this issue occurs when qubits lose their encoded information. By developing methods to stabilize qubits and mitigate errors, researchers have advanced a neutral atom-based quantum processor capable of sustained operation, signaling a significant step toward practical and scalable quantum computers.

The breakthrough was accomplished through careful control of qubit interactions, precise laser manipulation, and continuous monitoring of qubit coherence. This research opens the door to more complex computations that classical computers struggle to achieve efficiently, like cryptography & artificial intelligence. While challenges remain before fully functional quantum computers become widely available, this achievement lays the groundwork for transformative applications. Beam me up Scotty is seeming more possible than ever before!

As a digital advertising strategist with expertise in connected TV and programmatic media, create a comprehensive, beginner-friendly guide to CTV (Connected TV) advertising. Define CTV advertising and explain how it differs from traditional linear TV and digital video by demonstrating its unique combination of television's storytelling impact with digital precision targeting and measurability using clear analogies and everyday examples. Break down core concepts like OTT platforms, programmatic buying, addressable advertising, and cross-device attribution while exploring major streaming services and smart TV advertising capabilities. Detail evidence-based strategies for different advertiser budgets while addressing targeting options, creative specifications, measurement methodologies, and campaign setup processes. Include current industry trends, viewership patterns, and ROI benchmarks alongside practical guidance on platform selection and performance optimization. Address common misconceptions about CTV costs and complexity while exploring ad-supported streaming tiers and privacy-compliant targeting. Maintain an informative, accessible tone throughout while acknowledging both the opportunities and challenges, ensuring readers gain strategic understanding and practical knowledge for launching their first CTV campaign.

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

This week we explore what's making social media tick, an ingenious solution to counter the microplastics we consume and a scientific explanation to what octopuses' arms really do. First up, social media trends in 2025 range from social listening to adopting AI to micro virality. Then, we dive into some innovative ways to use probiotics and combat microplastic ingestion. Finally, we look at the remarkable precision of octopus arm coordination. So, we have social media trends, combating microplastics & fascinating octopuses this week. Happy Reading!

2.5 hours, that's the time users spend on an average on social media every day. That's why there is nothing like active social media channels for brands aiming to connect with audiences. According to Hootsuite's latest report, marketers are leveraging content experimentation, using long-term social listening tools and focusing on audience-targeted virality instead of simply riding the latest "viral trend" to refine their strategies

Another trend is the increasing adopting generative AI to enhance content creation, with 83% marketers stating it significantly boosts their output. While tactics might change but the fundamentals don't. Brands need to continually focus on building genuine relationships with audiences, moving beyond mere transactional interactions to foster long-term brand loyalty. This report does a great job of breaking down strategies you need to succeed with social media.  

It is no secret that we are ingesting microplastics through our food, breathing it in the air & drinking it from water. It's just a sign of the times. In a groundbreaking study published in 'Frontiers in Microbiology', a novel approach to addressing the health risks associated with microplastic ingestion has been proposed. Researchers have identified specific probiotic strains, such as the DT66 and the DT88, that can adsorb and excrete microplastics within the human gut. 

Researchers tested this with animals where these probiotics demonstrated a 34% increase in microplastic excretion and a 67% reduction in intestinal microplastic accumulation. Furthermore, DT88 was shown to alleviate microplastic-induced intestinal inflammation as well. This innovative strategy offers a potential therapeutic and non-invasive solution to the growing concern of microplastic exposure. 

Who lives on the ocean floor under the sea? As per the Spongebob Squarepants theme song it's octopuses! These are fascinating invertebrates with three hearts and blue blood, they're best known for having eight arms. But exactly what can those arms do? A recent study by Florida Atlantic University has provided new insights into the complex motor control of octopus arms. 

Observing nearly 7,000 arm movements across various habitats, researchers discovered that octopuses utilize their arms with remarkable precision, front arms are primarily used for exploration, while back arms assist in locomotion. Each arm is capable of bending, elongating, shortening, and twisting independently, allowing for sophisticated behaviors such as camouflage and cooperative hunting. This has many lessons for robotics and neuroscience. And if you are interested in this, you might also like 'My Octopus Teacher', I'll leave you to research that on your own :) 

Assuming the role of a marine biologist with expertise in science communication, create a detailed beginner's guide on teuthology, the study of cephalopods. Begin with a clear definition of teuthology and its significance in marine research, then methodically break down key areas: major cephalopod groups (squids, octopuses, cuttlefish, nautiluses), their unique biological features like camouflage and intelligence, their ecological roles, and current research methods. Ensure each explanation is simple, relatable and free of scientific jargon. Use analogies or everyday examples where possible to illustrate complex concepts. The objective is to make teuthology accessible and engaging for anyone regardless of their scientific background, inspiring curiosity about these fascinating marine creatures and the scientists who study them.

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

In this edition, we explore optimizing the “above the fold” section on sites to boost conversions and enhance user experience. Next, we highlight a pilot study that shows how dynamic lighting can improve sleep quality among older adults, reinforcing the link between sleep and overall health. Finally, we celebrate the groundbreaking success of the first personalized CRISPR gene therapy treatment for a patient, paving the way for more personalized medical interventions. So, we have above the fold optimization, better sleep with customized lighting and precision medicine this week. Happy Reading!

First impressions matter more than ever both in the real and the digital world. This is where the importance of optimizing the "above-the-fold" section of your website comes in. This section is prime real estate, this is where visitors form their initial opinions and decide whether to stay or leave your website. For businesses, this means that clear messaging, concise value propositions, and strategic call-to-action buttons must be placed in this critical section. In 2025, where attention spans are short, making sure visitors immediately see what they came for is crucial.

Above-the-fold optimization is about guiding user journeys. Using AI and behavioral data, marketers can now create dynamic above-the-fold experiences tailored to individual preferences, improving engagement and boosting conversion rates. From testing layouts to headline variations, every detail in this space counts. With platforms like Google’s AI tools and heatmaps, businesses can understand visitor behavior and refine their strategies accordingly. The takeaway? Invest in optimizing this space and read this playbook to get started. 

In a senior care facility in Amman, Jordan, eight elderly residents became unwitting pioneers in architectural medicine. Researchers replaced their standard fluorescent lights with a dynamic lighting system that mimics the sun's journey, cool and bright in the morning to warm and dim by evening. The results were astonishing: sleep quality improved by 43%, total sleep time increased by 3 hours and 8 minutes, and sleep efficiency jumped by 16%.

This study confirms that human biology is intricately tied to natural light and the sun's journey. Our brains still use light as its primary timekeeper, triggering cortisol in the morning and melatonin at night. But modern architecture, with its static 24/7 illumination, sends our internal clocks spinning. What's revolutionary is the simplicity. No drugs or behavioral interventions. As aging populations spend 90% of their time indoors, this could change how architecture for care centers are thought of where the built environment supports the biology and ultimately health of its occupants. This reiterates what we already know but keep forgetting 'Nature knows best.' 

Baby KJ was born with carbamoyl phosphate synthetase 1 deficiency, a rare genetic disorder. This is a metabolic disorder affecting one in 100,000 births. Without a crucial enzyme, ammonia accumulated in his blood. The standard treatment, a liver transplant, wouldn't be possible for years, if he even survived that long. But doctors at Children's Hospital of Philadelphia did something unprecedented, they created a CRISPR therapy just for him.

In six months, the team designed, manufactured, and delivered a bespoke gene-editing treatment targeting KJ's specific genetic mutation. This wasn't adapting an existing therapy, this was precision medicine taken to its logical extreme i.e. population of one. As Dr. Kiran Musunuru, who led the effort, puts it: "The promise of gene therapy we've heard about for decades is coming to fruition." What's most remarkable is the speed. While typical drug development takes 10-15 years and billions of dollars, KJ's therapy went from diagnosis to treatment in half a year. We're witnessing the industrialization of the bespoke, where personalized medicine stops being a luxury and becomes a manufacturing challenge. A new age has begun. 

You are a world-renowned geneticist and science communicator, your task is to create an engaging, comprehensive beginner's guide to CRISPR gene editing technology. Begin by defining CRISPR using relatable analogies like comparing it to a word processor that can edit the text of life itself. Explain how CRISPR differs from traditional genetic modification by highlighting its precision, speed, and accessibility. Break down the three-step process: the guide RNA that locates target genes like a GPS system, the Cas9 protein that cuts DNA like molecular scissors, and the cell's natural repair mechanisms that insert new genetic material. Detail current real-world applications across medicine, agriculture, and scientific research. Address both the transformative potential and ethical considerations, including current limitations and safety protocols. Use clear analogies throughout eg : DNA as a library, genes as books, CRISPR as the precise librarian and incorporate visual thinking with step-by-step explanations. Maintain an engaging, accessible tone that balances scientific accuracy with storytelling elements, ensuring readers gain both theoretical understanding and practical knowledge of how this revolutionary technology is reshaping medicine, agriculture, and biological research while addressing common misconceptions and future possibilities.

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

This week, we explore how AI is shaping the future of advertising in India, delve into the latest trend of longevity travel, and break down how magnets can unlock the secret to stabilising quantum computers. Happy Reading!

India's digital marketing spends will touch ~20B as per Bain & Company’s latest report. With more than 500 million internet users and mobile consumption leading the charge, digital marketing is seeing an increasing emphasis on personalized, data-driven campaigns. The traditional marketing strategies are making way for hyper-targeted ads that rely heavily on first-party data and AI-powered insights. Companies are diversifying their ad strategies across multiple platforms, with a particular focus on short-form video content, native ads, and programmatic buying. 

In this rapidly shifting landscape, brands must constantly adapt and experiment with agile marketing tactics that drive both immediate engagement and long-term loyalty. Marketers will need to move beyond just advertising and provide experiences that connect with people on an emotional level, all while maintaining transparency and authenticity.

Longevity has moved from just being about healthy eating or fitness routines to now a travel trend. According to Esquire, longevity travel is gaining momentum in 2025 as individuals seek destinations and experiences that focus on health optimization and well-being. These wellness retreats combine medical interventions, nutritional therapy, and mental health programs to slow aging and promote longevity. The appeal of these immersive experiences is particularly strong among high-net-worth individuals and health-conscious travellers looking to invest in long-term health. 

Destinations like Canyon Ranch in Tucson and Clinique La Prairie in Switzerland offer wellness programs that include genetic testing, IV hydration therapies, and personalized diet plans designed to maximize physical vitality and mental clarity. This rise in interest reflects the increasing global focus on aging well, with holistic care models becoming central to improving both physical and mental health.  

A recent advancement in quantum material science promises to significantly bolster the stability of quantum computers. Researchers from Chalmers University of Technology, Aalto University, and the University of Helsinki have developed a novel quantum material that utilizes magnetic interactions to create robust topological excitations. These excitations are less susceptible to environmental disturbances, a common challenge in quantum computing. 

Unlike traditional methods that rely on rare spin-orbit interactions, this approach leverages the more prevalent magnetic interactions found in many materials, making it a more accessible and scalable solution. The design naturally protects the delicate quantum properties the computer needs. This means quantum computers could soon perform complex calculations more reliably, even in less-than-perfect conditions. By constructing stability directly into the material's design, this breakthrough paves way for practical quantum computing (although that phrase seems like a paradox at the moment)

As a world-renowned longevity travel expert, create a comprehensive, beginner-friendly guide to longevity travel. Define longevity travel and explain how purposeful travel extends healthspan using simple analogies. Cover key approaches including wellness retreats, medical tourism, Blue Zone immersions, forest bathing, and transformative healing journeys. Explain the science behind travel's impact on longevity through stress reduction, social connections, physical activity, and cognitive stimulation. Address practical planning strategies, destination selection based on health goals, and how to evaluate authentic wellness experiences. Include diverse real-world examples, cost considerations, and common misconceptions. Maintain an engaging tone with actionable frameworks, concluding with a starter guide for planning longevity-focused journeys and resources for deeper exploration.

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

This week, we dive into marketers exploring Snapchat’s immersive tools to reach Gen Z in authentic, engaging ways. Then we look at gut health which if improved with small daily habits can shape long-term wellness. And finally, science is playing match maker, discover how one gene change altered the way how fruit flies fall in love. So, we have a Snapchat deep dive, improving gut health and flies in love. Happy Reading!

Snapchat's rise as a major player in digital advertising was certainly not on anyone's 2025 bingo cards. In India, which is a massive user market for Snap, brands are lining up to tap into their 150 M active users. With a variety of options like interactive Lenses, AI-powered recommendations, and AR try-ons brands are trying to create experiences that convert. With cost-effective ad formats, lower competition, and hyper-targeting capabilities, Snapchat is becoming a strategic channel for performance marketing, particularly in fashion, edtech, gaming, and D2C sectors.

While other platforms saturate with ad fatigue, Snapchat's "experience-first" philosophy means users interact and create rather than scroll mindlessly. Some stand out examples are Nike's IPL-themed AR sneaker campaign delivering 3.5x higher engagement, Netflix with a 12% increase in signups from Snapchat referrals, and Swiggy boosting order volume by 32% with dynamic ads. Snap is no longer a fringe ad platform now, it is making its presence felt in the mainstream. 

Have you heard the often-repeated adage 'Trust your gut'? Turns out that its great advice for long term wellness as well. The gut impacts far more than just intuition, it influences immunity, mood and even brain function. It hosts thousands of microorganisms that do innumerable things to keep you healthy. 

To support this microbiome, you don't need to do anything too fancy. It's the simplest things done regularly that count: eat more fiber, stay well-hydrated to aid digestion, manage stress through techniques like meditation or deep breathing, prioritize seven to nine hours of sleep and remain physically active, combining aerobic and resistance exercises. Together, these steps help your gut flourish, enhancing overall wellness and resilience from the inside out. Perhaps we need a new gut related adage as well. 

Who said science can't play matchmaker? Researchers in Japan's Nagoya University have shown that a single gene can transfer a unique courtship behavior between species of fruit flies. Male Drosophila subobscura naturally regurgitate food as a gift, while the closely related D. melanogaster sings to attract females. By activating the gene in insulin-producing neurons in singing flies, scientists rewired the neural circuits, enabling them to display the gift-giving ritual for the first time.

The findings reveal that the evolution of new behaviors may not require entirely new neurons. Small genetic adjustments in existing neurons can create entirely novel strategies. This study provides a remarkable glimpse into how genetic and neural rewiring drives species-specific behaviors, offering insights into evolution, reproduction, and the origins of complex actions. I just hope they don't overdo it, we don't want a lord of the flies! 

As a molecular biologist and genetic engineering specialist with expertise in genome editing technologies and bioethics, create a comprehensive, beginner-friendly guide to gene editing. Define gene editing and explain how it differs from traditional genetic modification through precise DNA targeting, programmable nucleases, and therapeutic applications using clear analogies. Break down core technologies like CRISPR-Cas9, base editing, and prime editing while exploring applications from treating genetic diseases and cancer to agricultural improvements and research, addressing breakthrough treatments, clinical trials, and regulatory pathways. Detail the editing process from design to delivery and current limitations like off-target effects, and ethical considerations surrounding human enhancement, germline editing, and equitable access alongside real-world success stories in sickle cell disease and inherited blindness. Maintain a balanced, informative tone while addressing both revolutionary medical potential and important safety concerns, ensuring readers gain foundational understanding of gene editing principles and appreciation for its transformative impact on medicine, agriculture, and biotechnology.

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

This week, we explore the technologies that are blurring the lines between humans and machines. These include voice assistants that know what you'll order before you ask, genetic profiles that reveal your optimal diet encoded in your DNA, and brain-computer interfaces that create a genuine dialogue between neurons and silicon. First up is voice commerce, which is rewriting the rules of shopping online. Second, we explore how our genes can help us better understand our diets. Finally, we look at a fascinating development in brain computer interfaces where things are getting really exciting. So we have voice commerce, personalized nutrition and brain computer interfaces this week. Happy Reading!

Voice commerce will reach $421 billion by 2029, growing at 29.2% annually. While we may think it is about technology understanding us better, it's about us learning to talk naturally to machines. The shift from typing "best smartphones 2025" to asking "What are the best smartphones under $800?" has forced retailers to completely rethink SEO. 

They're now optimizing for conversational queries, long-tail keywords, and natural language patterns. Walmart lets customers add items via voice while cooking. Smart fridges detect low supplies and suggest reordering. The friction between desire and purchase is approaching zero. They use voice not because it's novel but because it works. The future of commerce isn't typing, it's talking.

What if the perfect diet for you was written in your genes? Welcome to personalized nutrition, where science is now using genomic insights to decode why certain people thrive on specific diets while others don't. The findings are striking such as individuals with certain genetic variants see HDL cholesterol surge with omega-3s, while others show no response. 

These findings are making us learn that the question isn't whether a diet is healthy, but healthy for whom. Yet challenges remain. Privacy concerns, psychological impacts of genetic information, and health disparities all demand careful consideration. The gap between what we can know and what we should do with that knowledge remains wide. We spent centuries asking "What should we eat?" when the better question was "What should I eat?" The answer was in our cells all along.

Chinese bioengineers have created the world's first truly bidirectional brain-computer interface (BCI). It doesn't just decode brain signals; it sends feedback that helps the brain refine its commands. The result? A 100x efficiency improvement with 1,000x less energy consumption. The innovation uses a memristor chip with dual loops: one loop uses machine learning to adapt to changing brain signals, while another provides feedback to help users think more precisely. 

Traditional BCIs were one-way streets. This one creates a dialogue where the machine trains the brain as the brain trains the machine. Users can now potentially control drones through thought alone with unprecedented precision: rotation, altitude, complex maneuvers. But here's the critical question, if machines can help us think more clearly & direct thoughts more precisely, who's really in control ?

As a neurotechnology researcher and biomedical engineer with expertise in brain-computer interfaces and neural signal processing, create a comprehensive, beginner-friendly guide to brain-computer interfaces (BCIs). Define brain-computer interfaces and explain how they differ from traditional human-computer interaction by demonstrating direct communication pathways between the brain and external devices through neural signal interpretation using clear analogies. Break down core concepts like neural recording, signal processing, machine learning decoding, and feedback systems while exploring different BCI types including invasive, non-invasive, and semi-invasive approaches with their capabilities and limitations. Detail current applications from medical treatments for paralysis and epilepsy to cognitive enhancement and gaming interfaces, addressing breakthrough companies like Neuralink, Synchron, and research institutions alongside technological challenges like signal stability and biocompatibility. Include real-world success stories of patients regaining movement control, emerging consumer applications, and future possibilities in memory enhancement and direct brain-to-brain communication while addressing ethical considerations, privacy concerns, and safety protocols. Maintain an accessible, balanced tone while presenting both transformative medical benefits and important limitations, ensuring readers gain foundational understanding of BCI technology and appreciation for its potential to revolutionize treatment of neurological conditions and human-computer interaction

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

This week, we dive into the world of spatial computing and how our physical and digital worlds seem to be merging. Then, we look at some emerging trends in wellness and how this is nudging people move towards conscious consumerism. Finally, we marvel at the closest ever photos that have been clicked of the sun. So, we have spatial computing, wellness trends for the future and some spectacular images of the sun this week. Happy Reading!

Spatial computing refers to human-computer interactions that create experiences by blending the digital and physical worlds. This innovative technology goes beyond traditional VR and AR applications, it integrates data from diverse sources like sensors, drones, and the Internet of Things (IoT) to create dynamic, real-time simulations that mirror real-world environments. 

Spatial computing technology connects physical and digital inputs and overlays these onto a blended interface. The technology is also reshaping collaboration. With the rise of immersive virtual environments, workers can now interact with digital systems in new ways, making it easier to understand complex data and collaborate across disciplines. However, this doesn't come without challenges. The integration of different data sources often requires overcoming data silos, ensuring quality, and building robust data pipelines. But once these hurdles are addressed, the potential is enormous.

The wellness consumer of today is a hyper aware, conscious and well-informed customer. According to the NielsenIQ Global Health & Wellness Report, 70% of global consumers now view themselves as proactive in managing their health, reflecting a shift towards more personalized wellness and self-care routines. With a growing focus on aging well, 57% of consumers are prioritizing long-term health and wellness in ways they didn’t five years ago, from investing in better nutrition and physical activity to prioritizing mental health. 

Technology is going to play a pivotal role in shaping these habits. From fitness trackers to sleep monitoring devices, tech helps individuals track their progress and stay aligned with their health goals. Besides tracking, consumers are increasingly demanding eco-friendly and ethically sourced products with 71% willing to pay more for products that align with these values. This trend reflects a growing awareness of how personal well-being is also connected to societal responsibility. This report has some great insights and offers a peek into a more aware and healthier future. 

In an extraordinary achievement for space exploration, NASA's Parker Solar Probe has captured the closest images ever taken of the Sun. During its historic flyby on Christmas Eve of last year, the probe passed just 3.8 million miles (6.12 million kilometers) from the Sun’s surface, setting a new record for the closest approach by a spacecraft. The images, taken by Parker’s Wide-Field Imager for Solar Probe (WISPR), provide an unprecedented view of the Sun’s corona.

One of the most striking aspects of the new images is the sight of multiple coronal mass ejections (CMEs)colliding near the Sun’s magnetic field. These CMEs, play a key role in space weather and through observing them, scientists hope to improve our understanding of space weather and its impact on satellite communications, earth-based technology, and even astronaut safety. Parker’s images also offer high-resolution insights into solar wind activity, helping NASA improve space weather predictions. With each new flyby, the probe will continue to unveil mysteries about the Sun, a reminder of how much we still have to learn about our nearest star. 

As a spatial computing researcher and immersive technology specialist, create a comprehensive, beginner-friendly guide to spatial computing. Define spatial computing and explain how it differs from traditional computing by demonstrating digital-physical space interaction through 3D interfaces, gesture recognition, and environmental understanding using clear analogies. Break down core concepts like 3D mapping, depth sensing, and spatial anchors while exploring AR/VR/MR technologies, their capabilities, and applications across gaming, healthcare, manufacturing, and collaboration. Detail underlying technologies from computer vision to real-time rendering, addressing current breakthrough products like Apple Vision Pro and Meta Quest alongside emerging metaverse applications and adoption challenges. Maintain an engaging tone while balancing technical depth with practical insights, ensuring readers gain foundational understanding and vision for spatial computing's transformative potential in human-computer interaction.

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

This week, we dive into three transformative topics that are shaping our future. First, we explore the essential human skills marketers need in the age of AI. Then, we look at 2025's trends in mental wellness and their impact. Finally, we explore the exciting advancements in quantum chips, a technology poised to revolutionize multiple industries. So, we have marketing with AI, mental wellness trends and quantum chips this week. Happy Reading!

Did you know that 4 out of 5 marketers are now using AI? They're just not telling their bosses :) However, with great power comes great responsibility. Marketers should not lose sight of the human skills crucial to the success of their efforts. 

AI can analyze behavior, churn out ideas, create content, but it lacks emotional intelligence, ethical guidance and an understanding of cultural nuances. Neil Perkin, in his analysis on the Think with Google podcast, discusses how key skills like creativity, empathy, and adaptability combined with AI-driven insights will set successful marketers apart. Marketing in 2025 will have to embrace AI without losing sight of human creativity and connection. Brands that master this balance between technology and humanity will lead the way forward.

Since the pandemic, mental wellness has come into sharp focus. With more awareness, people are taking proactive measures to build mental fitness into their routines. This is where the Mental Wellness Initiative 2025 trends caught my eye. This article underscores holistic approaches to mental health, combining physical, mental & social fitness to improve long-term wellbeing. 

Tt highlights resistance training, gut health, microplastics and self-awareness among some solutions, but there is no one size fits all fix. These critical and often ignored aspects have a profound effect on our system and inaction in this area comes at a price. According to the McKinsey Health Institute brain health disorders are already costing the global economy over $5 trillion annually. While it is a societal mandate to highlight mental health, it is an individual's prerogative to incorporate this in their own life. 

Quantum physics was my favorite subject in college, which was a long time ago, but this field is finally catching the spotlight. The United Nations has designated 2025 as the International Year of Quantum Science and Technology for starters. But moving beyond the symbolic, this space is developing fast. For instance, Google's quantum chip 'Willow' demonstrated quantum supremacy in a very specific task. 

But how does it really work? Unlike traditional computers that process data in bits, quantum computers utilize qubits to perform calculations at speeds that were previously unimaginable. At the heart of quantum computing is a qubit's ability to exist in a state of superposition, meaning it can represent both 0 and 1 simultaneously. This property allows quantum computers to solve complex problems faster than traditional computers and potentially revolutionize industries. Yes, it does make your head spin, which is why I suggest you read the article. It's my pick of the week!

As a quantum computing researcher and semiconductor technology specialist with expertise in quantum hardware development and nanotechnology, create a comprehensive, beginner-friendly guide to quantum chips. Define quantum chips and explain how they differ from classical computer processors by demonstrating their use of quantum mechanics principles like superposition and entanglement to process information in fundamentally new ways using clear analogies and everyday examples. Break down core concepts like quantum bits (qubits), quantum gates, coherence times, and error correction while exploring different quantum chip technologies including superconducting circuits, trapped ions, photonic systems, and silicon quantum dots with their unique advantages and applications. Detail the manufacturing challenges, operating requirements like extreme cooling, and current limitations alongside breakthrough developments from major players like IBM, Google, and emerging startups. Include real-world applications in cryptography, drug discovery, financial modeling, and optimization problems while addressing the timeline for practical quantum computing and its potential impact on various industries. Maintain an accessible, forward-looking tone throughout while balancing technical accuracy with practical insights, ensuring readers gain both foundational understanding of quantum computing hardware and realistic expectations about this transformative technology's development and future possibilities.

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

This week, we explore customer journey mapping, delve into the energy demands of the brain, and we conclude with the Darvaza gas crater aka the gates of hell. First, we examine how businesses can better understand their customers by following their paths very closely. Then, we go inside the brain and explore the energy-intensive nature of the mind. Finally, we visit the gates of hell which are apparently closing. Happy Reading! 

We all have heard the of repeated adage 'Customer is king', so it should make sense to follow their regal journey just to know them better. Enter customer journey mapping, which does exactly that and is becoming a crucial tool in creating exceptional customer experiences. From the first interaction to post-purchase support, a clear map of interactions gives businesses valuable insights into customer needs and pain points. 

The customer journey is rarely linear. It’s filled with twists, turns, and various channels, be it online, in-store, or beyond. By analyzing these touchpoints, businesses can optimize their strategies to create seamless, engaging experiences. Businesses should begin mapping by identifying customer personas, defining the stages of their journey, and mapping out every interaction. This gives organizations the ability to anticipate needs and ultimately increase customer satisfaction. Remember know thy customer, not just their name!

Did you know that he human brain, despite being only 2% of the body’s weight, uses about 20% of its energy. In infants it can even go up to 50 %! This might seem surprising, given that thinking doesn’t appear to be as physically demanding as other body functions like running or lifting. Yet, cognitive processes require significant energy to sustain neurons and synapses. The energy used by the brain supports all cognitive functions, from memory recall to decision-making.

Interestingly, the brain consumes only 5% less energy when it’s 'at rest' than when it’s engaged in simple tasks. The reason? It’s maintaining constant activity in the background, ensuring neurons are ready to fire at a moment’s notice. What’s even more fascinating is that this energy use is not solely tied to conscious thought. The brain is constantly processing, analyzing, and connecting information even when you’re not actively thinking about it. So, you may be chilling, but your brain still remains at work. Understanding this aspect is key to unlocking your brains full potential. 

Known as the 'Gates of Hell,' the Darvaza Gas Crater in Turkmenistan has been burning continuously since 1971. This fiery phenomenon began when a Soviet drilling rig collapsed into a vast natural gas cavern. To prevent the dangerous release of methane gas, scientists set the cavern on fire, expecting it to burn out in a few weeks. However, over 50 years later, the flames are still burning. This man-made crater is now slowly closing as the natural gas supply is depleting causing the intensity of the flames to diminish, signaling the eventual end of this fiery spectacle.

Recent reports indicate that the flames are weaker than before, and experts predict that the crater could eventually cease burning. Once a symbol of human intervention and nature’s power, the Darvaza Gas Crater serves as both a fascinating marvel of Earth’s raw energy and a reminder of the fleeting nature of our planet’s resources. It's also a humbling reminder that there's so much that we don't know. 

As a customer experience strategist and user research specialist with expertise in behavioral psychology and service design, create a comprehensive, beginner-friendly guide to customer journey mapping. Define customer journey mapping and explain how it differs from traditional marketing funnels by demonstrating its holistic approach to understanding customer experiences, emotions, and touchpoints across entire relationships using clear analogies and everyday examples. Break down core concepts like personas, touchpoints, pain points, and moments of truth while exploring different journey types including awareness, consideration, purchase, onboarding, and advocacy phases. Detail proven mapping methodologies for various business contexts including B2B, B2C, digital services, and omnichannel experiences while addressing data collection techniques, stakeholder alignment, and cross-functional collaboration throughout the process. Include real-world applications for improving customer satisfaction, identifying optimization opportunities, and driving business growth alongside common mapping mistakes and validation approaches. Maintain a practical, actionable tone throughout while providing frameworks and tools that teams can immediately apply, ensuring readers gain both strategic understanding of customer-centric thinking and hands-on skills for creating impactful journey maps that drive meaningful business improvements.

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

In this edition we dive into the most effective strategies for marketing a podcast, through social media, partnerships and building a network. Next, we highlight the importance of microbreaks and how they reduce physical strain and boost mental well-being. Lastly, we look at a fascinating robot boxing match between humanoid robots that showcases the future potential of robotics. So, we have podcasting, microbreaks and robot boxing this week. Happy Reading! 

Podcasting is no longer a trend, it’s become a core element of modern digital marketing strategies. This change accelerated significantly with podcasts moving from audio only to video. In 2025, brands are tapping into podcasts to engage with their audiences more deeply and meaningfully. With the growing reliance on digital media, podcasts provide individuals and brands with an intimate platform to share stories, build trust, and develop strong community relationships. 

The key to effective podcast marketing though still lies in content quality. It takes a lot of dedication, patience and strategy but it's a great long-term asset to build. This guide is among the most comprehensive ones I've come across for podcast marketing and is my pick of the week. 

Remote work has its perks, but maintaining productivity in a home environment can be challenging. Microbreaks are short, intentional breaks of 1 to 5 minutes and are becoming essential for boosting focus and improving overall well-being. Simple activities like stretching, stepping outside, or even deep breathing can have an immediate positive impact on both physical and mental health.

Employers who support microbreaks foster a healthier and more productive workforce. Encouraging employees to take time away from their screens helps maintain focus and engagement, which is critical in sustaining performance. As remote work & extended screen time continues to dominate waking hours, integrating microbreaks into your daily routine can drastically improve productivity and personal well-being. 

In a historic moment, humanoid robots participated in the world’s first robot boxing match in China, showcasing advancements in AI and robotics. The 'Unitree Iron Fist King: Awakening' event held in Hangzhou, China, has set the stage for a new frontier in robotic sports and entertainment. Earlier in May humanoid robots, controlled by human operators, faced off in a dramatic, live-streamed boxing match that culminated in a historic knockout. 

The event was an exhilarating showcase of AI, motion capture technology and robot agility. Despite some challenges with fluidity and reaction times, the match highlighted robot potential for mobility and life like action. As we move toward a future where robots might compete alongside humans, this match marks the beginning of a new era of robotics in entertainment and who knows what else. 

As a workplace wellness specialist with expertise in productivity optimization and employee well-being, create a comprehensive, beginner-friendly guide to micro-breaks at work. Define micro-breaks and explain how they differ from traditional break periods by demonstrating their strategic use for maintaining focus, preventing burnout, and enhancing cognitive performance using clear analogies and everyday examples. Break down core concepts like attention restoration theory, mental fatigue cycles, and optimal break timing while exploring various micro-break types including movement breaks, breathing exercises, eye rest periods, and mindfulness moments. Detail evidence-based implementation strategies for different work environments including remote work, office settings, and high-pressure roles while addressing common barriers like guilt, time constraints, and workplace culture resistance. Include scientific research on productivity benefits, stress reduction outcomes, and long-term health impacts alongside practical techniques for incorporating micro-breaks into busy schedules. Maintain an encouraging, practical tone throughout while providing actionable strategies that workers and managers can immediately implement, ensuring readers gain both understanding of the science behind micro-breaks and concrete tools for transforming their daily work experience.

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

In this edition we explore the intricacies of email deliverability and its crucial role in your digital marketing efforts. Next, we look at the differences between abs and core exercises, one is rooted in aesthetics, the other in function. Finally, we delve into the exciting world of psychedelic science as a breakthrough study explores a mystery fungus sought for its LSD-like effects. So, this week we have email marketing, abs and psychedelics. Let’s dive in!

Did you know that email is the cheapest form of communication? When running email campaigns, keeping deliverability in mind is paramount. Ensuring that your emails reach your audience's intended inbox and don’t end up in spam folders is essential for effective engagement and ROI. Recent insights from Demand Curve reveal that list hygiene, authentication protocols, and engagement rates all play critical roles in optimizing deliverability.

Maintain a clean list, remove inactive users and ensure that you’re sending messages to engaged, opted-in contacts to increase your chances of getting into inboxes. Additionally, focusing on email engagement by delivering relevant and value-driven content will keep your open rates high and your email reputation intact. The future of email marketing isn’t just about the content but also about ensuring that it reaches its audience effectively. Read this guide and learn more about these tactics in detail. 

When it comes to fitness, the terms 'abs' and 'core' are often used interchangeably. But there is a difference. In essence, abs focus on aesthetics, while core training is designed for function. Core training targets the entire trunk of your body, including the deep muscles that stabilize your spine, support overall body movements and improves posture. On the other hand, abs training isolates the muscles most visible on the front of your body, providing that infamous six-pack look.

Abs training typically involves exercises like crunches, leg raises, and sit-ups that are focused more on appearance and muscle definition. In contrast, core exercises such as planks and twists engage deeper muscles, enhancing stability and strength. It is important to integrate both in a workout routine to improve both your aesthetics and functionality. So, next time you hit the gym, don't forget the core as you chase those abs. 

A recently discovered rare fungus could be the key to unlocking the next frontier in psychedelic research. This eagerly awaited research explored the potential therapeutic uses of this fungus for mental health benefits. It appears to be comparable to established treatments like psilocybin and LSD, with fewer side effects. The study is now extending to see if it can treat conditions like depression, anxiety, and even addiction.

What makes this fungus unique is its chemical composition, which mimics the effects of LSD but works differently at the molecular level. Initial trials have shown promising results, suggesting that it could have a longer-lasting impact on mood disorders and cognitive flexibility. Nature seems to have all the answers, if only we spend enough time looking. 

As a clinical psychologist and psychedelic research specialist with expertise in therapeutic applications and consciousness studies, create a comprehensive, beginner-friendly guide to psychedelic therapy. Define psychedelic therapy and explain how it differs from traditional mental health treatments by demonstrating its unique approach to consciousness exploration, trauma processing, and neuroplasticity enhancement using clear analogies and everyday examples. Break down core concepts like set and setting, integration therapy, and therapeutic protocols while exploring major psychedelic substances including psilocybin, MDMA, LSD, and ayahuasca with their specific therapeutic applications. Detail evidence-based treatment approaches for conditions like PTSD, depression, anxiety, and addiction while addressing safety protocols, screening procedures, and the crucial role of trained therapists throughout the process. Include current research findings, clinical trial results, and real-world therapeutic outcomes alongside legal considerations and the evolving regulatory landscape. Maintain a balanced, scientific tone throughout while acknowledging both the promising potential and important limitations, ensuring readers gain both theoretical understanding and practical knowledge about this emerging field of mental health treatment.

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

This week, we explore how audiences seeking social media authenticity are fueling the growth of user generated content (UGC). Then we delve into the latest findings on how human beings flourish, an extensive and interesting study conducted across 22 countries. Finally, we look at the emerging field of clean hydrogen and its potential to revolutionize energy systems. So, we have UGC, happiness and clean energy this week. Happy Reading! 

User-Generated Content or UGC has evolved from a supplementary marketing tool to a cornerstone of digital strategy. With a projected market size of $18.6 billion by 2031, UGC offers raw, unfiltered content that resonates with audiences seeking authenticity. Platforms like TikTok and Instagram have become hubs for everyday users to share experiences, making their content more relatable than polished brand campaigns.

A significant factor driving UGC's success is its alignment with Gen Z's values. Approximately 65% of Gen Z identify as 'creators', producing content that reflects their genuine experiences and opinions. This generation values authenticity over perfection, making UGC a powerful tool for brands aiming to connect with them. However, leveraging UGC comes with challenges like content moderation to align with brand values and tracking effectiveness of this content. Despite these challenges, the benefits of authenticity, cost-effectiveness and engagement make it an important tool for marketers.  

What does it mean to live a flourishing life? According to a groundbreaking study involving over 200,000 people across 22 countries, human flourishing is not just about wealth or success. It’s about relationships, meaning, health, and character. The study, conducted by global experts, uncovers patterns of flourishing that transcend national borders. The study’s findings show that while wealth plays a role, factors such as psychological safety, connection, and a sense of purpose are far more critical in determining individual happiness and societal well-being. 

Indonesia, despite being lower on the wealth scale, scored high on flourishing metrics due to strong community bonds and social support systems. Israel and the Philippines were also among the top-ranking nations, where strong family ties and societal connections were key drivers of flourishing. These insights can serve as a guide for both individuals and organizations, helping businesses and communities looking to foster well-being. This is my pick of the week. 

In the transition to sustainable energy, clean hydrogen is emerging as a key player in the race to decarbonize multiple industries. Unlike traditional hydrogen production, which releases harmful emissions, clean hydrogen is produced using renewable energy sources, like wind or solar, ensuring a zero-emissions process. 

Clean hydrogen’s potential lies in its ability to serve as a versatile energy carrier. It can be stored and transported efficiently, unlike electricity, making it ideal for industries that are difficult to electrify, such as steel manufacturing, chemicals and long-distance transportation. While there are still challenges in scaling clean hydrogen production and distribution, investments are growing, and governments worldwide are recognizing hydrogen as a critical component of their net-zero strategies. The global push for cleaner energy solutions means that clean hydrogen could soon be a fundamental part of our sustainable energy future. 

Act as a digital marketing strategist specializing in user-generated content and community building, create a comprehensive, beginner-friendly guide to User-Generated Content (UGC). Define UGC and explain how it differs from traditional brand-created content by showcasing authentic customer voices, experiences, and creativity across platforms like Instagram, TikTok, YouTube, and review sites, using clear examples and relatable scenarios. Break down the various types of UGC including reviews, testimonials, social media posts, unboxing videos, and brand challenges. Detail proven strategies for encouraging, collecting, and curating UGC including hashtag campaigns, contests, influencer partnerships, and community building tactics with step-by-step implementation guides. Address legal considerations like usage rights, permissions, and disclosure requirements while providing actionable frameworks for measuring UGC effectiveness through engagement rates, conversion metrics, and brand sentiment analysis. Include real-world case studies of successful UGC campaigns across different industries, common pitfalls to avoid, and best practices for responding to negative user content. Maintain an engaging, accessible tone throughout with practical examples that progress from basic UGC identification to advanced campaign management, ensuring readers understand both the strategic value and tactical execution of leveraging authentic customer content for brand growth and community engagement.

Welcome to Between Calls, your weekly dose of hand picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

This week we explore Gen AI adoption, the booming fitness tracker market, and the latest advancements in brain mapping. First, we delve into how generative AI is transforming work, moving from novelty to necessity. Then, we examine the rapid growth of the fitness tracker market, driven by increasing health awareness and technological advancements. Finally, we look at the most detailed map of a mammalian brain to date, offering new insights into neural circuits and brain function. So, we have Gen AI, fitness tracking and a map of the brain this week. Happy Reading! 

Last week on Upgrad Enterprise’s GenAIrous podcast, I shared our learnings from startups & nonprofits adopting Gen AI. In our portfolio we have a nonprofit which grew its social presence from one channel to seven, tripling its reach without adding headcount. Another partner, a manufacturing company automated its organic marketing, increasing output tenfold while cutting time spent by 80 percent. 

These examples show that generative AI is not a luxury or a threat. It is a quiet multiplier, helping teams do more with less. The biggest hurdle is not cost or complexity, but mindset. What started with text has now moved into images, video, and voice, laying the groundwork for deeper, more scalable impact. If you're interested in Gen AI adoption, then here's an article where we've distilled insights from the discussion. 

The global fitness tracker market is skyrocketing, with projections estimating a rise from USD 60.94 billion in 2024 to USD 323.47 billion by 2034, achieving a CAGR of 18.04%. This surge is driven by increasing health consciousness, advancements in wearable technology, and the growing popularity of fitness tracking among consumers. 

Fitness trackers now offer a range of features, including heart rate monitoring, sleep tracking, and integration with mobile apps, providing users with comprehensive insights into their health and fitness. The market is also witnessing innovations in design and functionality, catering to diverse consumer preferences and needs. It's moved from watches, to bands, to patches, to rings and now it's even getting implanted inside our bodies! 

In a groundbreaking achievement, scientists have created the most detailed map of a mammalian brain to date, mapping a tiny fragment of a mouse's brain tissue. This high-resolution 3D map contains more than 200,000 brain cells, including around 82,000 neurons, and over 500 million synapses. The project known as the Machine Intelligence from Cortical Networks project, comprises more than 150 researchers. They utilized advanced microscopy and artificial intelligence to reconstruct the neural circuitry, providing unprecedented insights into brain organization and function. The findings reveal new cell types and a refined understanding of inhibitory neurons, showing they selectively target specific cells to coordinate network function. This research marks a significant milestone in neuroscience, offering a detailed blueprint of brain activity that could inform studies on neurological disorders and cognitive functions. Do give it a look, it's a fascinating picture. 

As a generative AI researcher with expertise in machine learning and practical applications, create a comprehensive, beginner friendly guide to generative artificial intelligence. Define generative AI and explain how it differs from traditional AI by demonstrating its ability to create new content, text, images, code, audio rather than just analyzing existing data, using clear analogies and everyday examples. Break down core concepts like large language models, neural networks, training data, and tokens in accessible language while exploring major generative AI platforms including ChatGPT, Claude, Gemini, and Midjourney with their unique strengths and use cases. Detail practical applications across industries from content creation and coding to design and research, including step-by-step examples of effective prompt engineering techniques. Address common misconceptions and limitations while providing actionable guidance on ethical usage, avoiding bias, and protecting privacy. Maintain an engaging, accessible tone throughout with progressive explanations that build from basic principles to advanced applications, ensuring readers gain both theoretical understanding and practical skills for leveraging generative AI in their personal and professional lives.

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

In this issue, we explore the intersections of digital presence, workplace wellbeing, and cognitive breakthroughs. First, we delve into strategies for removing unwanted Google search results, empowering you to take control of your online reputation. Next, we examine the latest research on workplace wellness, highlighting the importance of trust and support in fostering employee wellbeing. Finally, we uncover the brain science behind those elusive "Aha!" moments, shedding light on how insights emerge and how to cultivate them. So, this week we have ungoogling yourself, wellness at the workplace and the secret of 'aha' moments this week. Happy Reading!

Did you know 75% of recruiters judge you by your digital footprint even before they meet you? In today's digitally driven world, your online presence serves as a permanent record. A single unfavorable search result can significantly impact professional opportunities, financial prospects, and personal relationships. Thankfully Google provides a structured mechanism to address this concern through its 'Results About You' dashboard, enabling users to request the removal of search listings containing sensitive personal information. This is useful for removing PII or misinformation about yourself. Remember that while Google may delist such content from search results, the original source material remains published unless removed by the website owner.

Did you know that most employees say that workplace stress affects their sleep & relationships? We intuitively know this, but the latest Workplace Wellness Research highlights the importance of mental health in the workplace. The study which surveyed nearly 4,000 employees across various industries shows that a supportive work culture significantly enhances employee wellbeing. The report also shows that workplaces fostering trust, appreciation, and psychological safety experience lower levels of stress and higher employee satisfaction. Conversely, environments lacking these elements show increased absenteeism and burnout. Companies investing in wellbeing don’t just build healthier teams, they build more resilient and competitive organizations. Show this to your HR team if they need a reminder. 

Have you ever struggled with a problem for hours, only to have the solution strike you in a flash of sudden clarity? These breakthroughs often labeled as 'aha' moments or insights, are more than just flashes of brilliance. Instead, they are the result of complex brain processes and our environment. Neuroscience reveals that such insights occur when the brain forms unexpected connections between existing ideas, leading to a solution. A few key factors are stillness, mood, and receptivity, which are deeply correlated with 'aha' moments. The reward of such insights is the delight it creates, as it's hard wired in our brains. So, if you want more breakthroughs, design workflows that balance deep focus with mental space because the next big idea might arrive when you least expect it.

As an SEO specialist, create a comprehensive guide explaining Google's crawling and indexing processes from discovery to storage using clear analogies. Break down Googlebot functioning, crawl budget, and rendering while detailing how sitemaps, robots.txt and linking influence crawling decisions. Explain Google's content analysis, meaning extraction, and indexing alongside technical ranking signals. Provide a thorough, step-by-step section on using the 'Results About You' dashboard to identify, request removal of, and monitor personal information in search results, including interface navigation, content qualification criteria, review process timelines, and removal limitations. Maintain an accessible tone with straightforward explanations throughout. 

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity Between Calls brings you insights to make you think and think again.

This week we're exploring hidden systems that shape our world. First, we'll look at bot farms, the fake accounts making social media trends feel more popular than they really are. Then we'll plunge into floatation tanks, where people pay to destress and rest. Finally, we'll travel back to when Earth's oceans were green instead of blue, and what that tells us about climate change today. 

Did you know that about 35% of all internet traffic today is driven by bots? So much so that in the age of digital influence, the authenticity of online engagement is under threat. Bot farms which are data center like facilities filled with smartphones are being used to amplify narratives and manipulate public opinion on social media platforms. These operations employ real mobile devices to mimic human behavior, making them challenging to detect and allowing them to bypass traditional security measures. The result is a distorted perception of popularity and influence, which can sway public opinion and impact brand reputation. This is a reality which can't be ignored today.

Imagine a place free from the hustle and bustle of the world, no emails, no notifications, just you in a state of deep meditation.
This is the essence of sensory deprivation tanks, also known as floatation tanks. These tanks offer a unique approach to mental wellbeing by immersing individuals in a dark, soundproof environment filled with warm epsom salt infused water. This setup allows the body to float effortlessly, minimizing external stimuli and enabling the mind to enter a deeply relaxed state.​ Studies have shown that floatation therapy can reduce stress, alleviate anxiety and enhance creativity. The experience is often compared to floating in space, free from the constraints of gravity and sensory input. I haven't tried it yet but is the kind of thing I'd like to. 

Did you know that for nearly half of Earth's history, oceans were green due to bacteria thriving in high iron and low oxygen conditions? As the atmosphere changed, these bacteria became extinct, revealing the blue waters we know today. Recent studies indicate that coastal areas have turned green again, this is due to phytoplankton blooms fueled by pollution and warming waters. While some blooms absorb carbon dioxide, others create dead zones. Earth’s history shows that ecosystems can shift drastically, and such changes come with consequences, supporting only specialized life forms. Climate change today is an unplanned experiment that could revive ancient ocean colors, so is the return of the green ocean good or bad for us? We don't know.  

As a cybersecurity expert specializing in automated threats, create a comprehensive, beginner-friendly guide to bot farming. Define bot farming and explain how malicious actors create, maintain, and deploy networks of compromised devices or fake accounts to conduct coordinated activities online. Break down the different types of bot farms like social media bots, click farms, credential stuffing networks and their mechanics using clear analogies and everyday examples. Explore the common techniques used to create and control bot networks, including malware distribution, account generation, and command-and-control infrastructure. Discuss the real-world impacts of bot farming on businesses, social media platforms, online communities, and individual users. Address common misconceptions about bots while explaining detection methods and protective measures that organizations and individuals can implement. Maintain an informative yet accessible tone throughout, using straightforward explanations without unnecessary technical jargon. Your goal is to provide readers with a thorough understanding of this digital threat landscape, balancing technical accuracy with practical insights for beginners. 

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity Between Calls brings you insights to make you think and think again.

This week, we’re diving into Duolingo’s marketing genius, the transformative power of breathwork and the revolutionary discovery of marine fungi fighting pollution. First up we'll see how Duolingo's shock tactic of killing their mascot got everyone talking. Then we'll turn to how entrepreneurs can find peace and clarity amid chaos by just focusing on their breath. And finally, we will explore how fungi are becoming the unsung heroes in the fight against ocean pollution. So, we have a viral campaign, the art of breathwork and pollution fighters this week. Happy reading! 

Can a brand’s shock move actually make it unforgettable?
Duolingo's TikTok strategy, known for its quirky and sometimes unhinged antics has recently taken the internet by storm, and for good reason. The brand decided to 'kill' its beloved mascot, Duo the owl, leading to an explosion of social media mentions, a surge in engagement, and a whole lot of buzz. But how did a mascot's dramatic death lead to an incredible 25,000% spike in conversations? By breaking away from the traditional, Duolingo tapped into something far more powerful. All while staying true to its brand personality. Just like an unorthodox social strategy, staying true to your brand's authenticity in the digital world is everything. But then sometimes breaking the norm can create a lasting impact.

Can you really reset your mind in just a few minutes a day? Turns out you can, by just following your breath. Breathwork is quickly becoming the go to practice for entrepreneurs who want to combat stress, improve focus, and boost their emotional resilience. Picture this - you’re juggling multiple projects, constant meetings, and endless to-do lists. But instead of reaching for more caffeine or pushing through the exhaustion, you take a few moments to consciously breathe. Breathwork doesn’t just calm you, it reboots your mind and restores mental clarity. It’s a quick, easy and effective way to re-center during busy days. More and more professionals are using breathwork as a tool to stay sharp, reduce burnout, and nurture creativity. As a wise man said, 'Take a deep breath, and go step by step.'

Could nature's organisms hold the key to environmental cleanup?
It may sound like science fiction, but marine fungi can indeed eat plastic. And this is exactly what scientists in Hawaii are training these microorganisms to do. By feeding on ocean plastics like polyurethane, these fungi break down harmful materials into harmless organic matter, offering an innovative solution to a growing climate crisis. As we face the challenge of ocean pollution, the solution may not be complex technology but the simplicity of nature itself. This groundbreaking discovery could be a game-changer in cleaning up our oceans, demonstrating that innovation doesn’t always have to be high-tech to make a huge difference.

As a marine biologist specializing in bioremediation, create a comprehensive, beginner-friendly guide to plastic-eating fungi. Define these specialized fungi and explain their remarkable capability to break down synthetic polymers that typically persist for centuries in marine environments. Break down the biological mechanisms these fungi employ to metabolize plastics, using clear analogies and everyday examples to illustrate complex enzymatic processes. Explore the various species with this ability, their natural habitats, and how they've been discovered or engineered. Discuss current research applications, field tests, and potential large-scale uses for addressing plastic pollution in oceans and waterways. Address common misconceptions about the speed and scope of fungal plastic degradation while maintaining scientific accuracy. Include real-world examples of research breakthroughs and challenges in implementation. Maintain an engaging, accessible tone throughout, using clear explanations and visual descriptions. Your goal is to provide readers with a thorough understanding of this promising biological solution to plastic pollution, balancing scientific rigor with approachable explanations for non-specialists.

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity Between Calls brings you insights to make you think and think again.

This week's edition of Between Calls delves into AI driven marketing, mental health, and quantum computing. Ever wondered how your favorite brands seem to read your mind? Or why, after a hectic day, your brain feels like it's been through a blender? And what's all this buzz about quantum computing, sounds like something out of a sci-fi movie, right? Let's find out more about these fascinating topics. Happy Reading! 

Have you ever felt like your online shopping cart is mysteriously filled with items you were just thinking about? That's AI at work, analyzing your every click to serve you personalized ads. But as AI becomes more adept at understanding our preferences, have we stopped to consider how it affects our privacy and autonomy? Studies show that 88% of marketers working with AI say that the technology has helped them personalize the customer journey across different channels. Now with Gen AI added to the mix, the dream of creating a tailored message of each customer can be realized. Today embracing AI in marketing isn't just a trend, it's a strategic move towards more efficient, targeted and impactful campaigns.

Have you ever noticed that during stressful times, even your favorite playlist can't lift your spirits? That's because chronic stress doesn't just affect our mood, it can alter the way our brain processes sounds. Research indicates that stress can dampen our response to quieter sounds while maintaining sensitivity to louder noises. This shift is linked to changes in specific brain cells responsible for auditory processing, highlighting the profound impact stress can have on our sensory systems. This research suggests that repeated stress doesn’t just impact our reactions to emotionally charged stimuli—it may also alter how we respond to everyday neutral stimuli! 'Don't worry, be happy' sounds so much more meaningful now..

Can the promise of quantum computing revolutionize industries or does it present insurmountable risks? Criss crossing strings of 0s and 1s offer the potential to solve complex problems beyond the reach of classical computers. In 2025, both startups and tech giants are investing heavily in this field, aiming to harness its power for applications ranging from cryptography to material science. However, with great power comes great responsibility. The risks associated with quantum computing, particularly concerning data security and ethical considerations are significant. As we venture further into this quantum era, balancing innovation with caution will be key to unlocking its full potential without compromising security or ethical standards. I reckon Schrodinger's cat would do the same. 

As a pioneering quantum physicist with expertise in quantum computing, create a comprehensive, beginner-friendly guide to quantum computing. Define quantum computing and explain how it differs fundamentally from classical computing using clear analogies and everyday examples. Break down core quantum concepts like superposition, entanglement, and quantum bits in accessible language. Explore the current state of quantum hardware, major quantum computing approaches and notable quantum algorithms. Discuss real-world applications and potential future impacts across fields such as cryptography, drug discovery, optimization, and artificial intelligence. Address common misconceptions about quantum computing while maintaining scientific accuracy. Use an engaging, accessible tone throughout with clear explanations that build progressively from basic principles to more complex ideas. Your goal is to provide readers with a solid foundation in quantum computing concepts without requiring advanced mathematics or knowledge of physics.