As Alex Murrell observed, we are living in the “age of average"—interiors, architecture, cars, and even fashion or public spaces are starting to look the same. Homogenization touches nearly every aspect of our surroundings, creating a world filled with predictable forms and solutions.

This phenomenon is even more pronounced in the digital space, where copying has become almost effortless. Websites, logos, advertisements, posters, and Instagram photos all follow similar templates, trends, and algorithms. Uniformity here is not just evident, it’s dominant.

This isn’t a coincidence. It’s a result of mechanisms governing the modern world—the drive for optimization, simplification, and predictability, which on one hand bring certain benefits but on the other hand stifle creativity and diversity:
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Companies optimize processes and costs, leaving little room for experimentation.
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Customers want things that “work” rather than those that require time to be understood or appreciated.
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The mass audience chooses what is safe and proven. Companies seeking to reach the mass audience chooses what is safe and proven.
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Social media algorithms promote fleeting trends, favoring repetition over originality and long-term value.
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Globalization unifies aesthetics to create a sense of comfort across cultures (e.g. every Starbucks looks familiar).
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The push for fast, mass production encourages the use of ready-made solutions, minimizing time spent on creativity (e.g. easily accessible website or presentation templates).
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People naturally gravitate towards familiar and predictable things because they’re easier to digest. Stepping outside the norm often carries the risk of dissatisfaction or rejection (e.g. the backlash against Jaguar’s rebranding).
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Uncritical use of AI, which relies on existing data and lacks the ability to invent from scratch like humans do.
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Both companies and clients often expect quick results, which leads to investments in solutions that guarantee immediate outcomes rather than those that build long-term value.

It would be naive to think we can reverse this trend on a global scale. The market and cultural mechanisms favoring homogenization will continue to reward "average." However, we can find opportunities within this landscape and consciously leverage the situation. I believe that both creatives and entrepreneurs can benefit from it.

Changing strategies requires courage and effort—stepping beyond easy, default options and accepting the risks of playing the long game. For creatives, this means experimenting and producing work that exceeds the expectations of a mass audience. For entrepreneurs, it involves investing in authentic solutions that differentiate their brand and build long-term value.

In the “age of average" the courage to break away from the norm becomes the most valuable asset—for those willing to seize it.