Engy Noureldin, Lead Strategist, KijamiiPeople don’t live as data points in strategy. They live as contradictions. They celebrate heritage during Ramadan, then order iftar through apps. They call for digital detox, then scroll TikTok until 2am. They cheer local brands, then queue for global launches. These aren’t paradoxes. They’re the tensions that define how people actually live.
Yet for years, the industry has mistaken scale for success. Impressions, clicks, and views became the scoreboard. But people don’t live in dashboards. They live in culture. And culture doesn’t move in neat lines, it moves in contradictions. That’s why getting seen isn’t the win. The real win is resonance. In 2025 and beyond, resonance is t
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