The LA Fires Made Me Think: Are We Ready for the Next Big Change?
Alla Levin
PR ? Social Media Marketing ?? Meta Paid Ads??Awareness Funnel ?? Storytelling ??Turning Chaos Into Strategy ? Saving Businesses From Wasted Budgets
Rising From the Ashes
Los Angeles, the city of dreams, now stands as a symbol of resilience and a stark reminder of how quickly life can change.
The recent wildfires devastated entire neighborhoods, leaving families grappling with unimaginable loss. Yet amidst the destruction, something extraordinary emerged: people coming together, offering kindness, and supporting one another in ways that inspire hope and renewal.
To everyone affected by these fires, my heart goes out to you. The bravery of firefighters and the unity of communities are a testament to our ability to overcome even the darkest moments.
Rebuilding will take time, and while things may never feel the same, this is also an opportunity to reimagine a stronger future.
A Fragile Foundation
These wildfires also raise a critical question: why are we still building homes that can’t withstand such disasters?
The answer lies in a concept economists call the path dependence feedback loop.
Back in the 19th and early 20th centuries, when the U.S. was rapidly expanding, wood was abundant, cheap, and easy to use.
It became the default building material, creating countless jobs in construction and carpentry. Over time, wood wasn’t just practical—it became a cultural symbol of the American dream, with cozy wooden homes and picket fences etched into our collective identity.
But here’s the problem: while wood may feel familiar and nostalgic, it’s no match for the increasing risks of our modern world.
Concrete and steel are stronger, fireproof, and more resilient, but breaking free from this “wooden tradition” isn’t easy. Craftsmen, manufacturers, and entire industries are optimized for this system. It often takes a disaster—like the Great Fire of San Francisco in 1906—for society to say, “Enough is enough,” and embrace better, safer solutions.
A World in Flux
I’ve been thinking about how the LA fires force us to rethink how we build homes—and how they serve as a powerful metaphor for the upheaval we’re experiencing in marketing and business.
The world is changing at a pace that’s both thrilling and terrifying, leaving us to question if we’re ready for what’s next.
One of the most disruptive “fires” in the world has been the meteoric rise of AI. In just the past year, AI has completely reshaped how we work, connect, and consume.
Take ChatGPT , for example—it hit 100 million users in just two months. That’s faster than any big innovation before it. It’s amazing when I think about it. I still remember how excited I was when I first discovered Google, ran my first ads on Facebook, and explored all the opportunities platforms like Instagram gave us just a few years ago..
But the world has changed so much, and it feels like everything we once relied on is disappearing. I’ve spent the last seven years offering SEO services, but now it’s clear those old methods just don’t work the same way anymore.
Things are moving so fast, and we’ve had to adapt quickly just to keep up. It’s a reminder that we can’t keep doing things the way we always have—we need to find new ways to stay relevant.
The New Reality: Staying Relevant
Every industry is struggling to keep up and stay relevant, from aerospace to how we handle our daily needs.
I’ve already turned to tools like ChatGPT to get faster, more reliable answers. Instead of spending time scrolling through endless 亚马逊 "honest" paid reviews, I ask ChatGPT. It’s not perfect, but it’s great for research, book recommendations, and even quick advice about medicine.
谷歌 ?
It’s starting to feel more like “content Amazon” than a real search engine. And social media? It’s no longer the fun, engaging space it used to be—it’s now a maze of algorithms and ads that leave many people feeling lost if they don’t adapt quickly.
This shift isn’t just in tech and media; even giants like Boeing have faced massive challenges. The company, once synonymous with innovation and trust, became a cautionary tale of what happens when management prioritizes profits over progress.
Boeing’s focus shifted from engineering excellence to cost-cutting and short-term gains. They hired low-level developers to create software, leading to catastrophic results—including air crashes that caused tragic losses of life and widespread safety concerns.
Employees were so disheartened by the company’s direction that some were reportedly afraid to fly on their own planes.
The Generation Shaping the Future
I love watching keynote speeches from NVIDIA AI or interviews with Tim Cook, who continues to push 苹果 to lead in innovation. I’ve also been inspired by Sam Altman and the questions today’s students are asking. (We will talk about this in the next article)
They don’t seem as focused on how much money a business idea will make but on what kind of change it can bring to the world. It feels like we’re finally moving away from being purely consumers and starting to focus more on ideas and values.
This shift is massive and is changing how we work, create, consume, and make choices every day.
Even websites need to evolve. The days of bragging about being “the best” or showing off awards, best cases, whatever name it, its all over. People don’t care about how amazing you are—they care about how you can make their lives better.
In this rapidly evolving landscape, it’s crucial to acknowledge that Gen Z and Gen Alpha are dictating the future.
These younger generations are redefining what success looks like in marketing, business, and beyond.
They prioritize authenticity, inclusivity, and meaningful connection. If we don’t align with their values, we risk becoming irrelevant.
Here’s what matters most to these generations:
To thrive in the next 9 to 15 years, i see that we need to embrace a new cycle shaped by these generational shifts and technological advancements. Here are the key areas to focus on:
Moving Forward
This isn’t just a challenge—it’s a chance to rethink how we connect with people. Gen Z and Alpha are shaping the future, and they’re not interested in the old ways.
They want real, honest connections, new ideas, and things that actually matter to them. To keep up, we’ve got to let go of what worked before, stay creative, and figure out how to adapt without burning out.
If you’re feeling lost or terrified about how to keep your business running or what still works in marketing, I get it—it’s overwhelming. But you don’t have to do it alone.
I know how to create strategies that grab attention, connect with today’s audience, and actually work. Let me take that off your plate so you can focus on doing what you’re great at.
The future belongs to those who are ready to adapt.