Interview: G.O.D.'s Douglas Young on how to stay rooted in the digital era

In a world where trends shift by the minute and digital platforms are saturated with content, brands face an unprecedented challenge: how to remain relevant without losing their essence. One of the deeply rooted local brands which strives to stay anchored to its original spirit is G.O.D. (住好啲), a heritage design and lifestyle brand which is committed to elevating Hongkongers’ quality of life by delivering designs inspired by the local culture.  

In a conversation with MARKETING-INTERACTIVE, Douglas Young, CEO and founder of G.O.D said Hong Kong is an inspiring place and founding the business is something he is passionate about. “It's not a massive challenge to stay anchored to G.O.D.’s original spirit because it comes from my heart. It is my life story. It is what I've always been about. So, it takes no effort to stay focused because the message is genuine.” 

“I am not distracted by the digital noise because I try to avoid it when searching for inspiration. I go around the neighbourhoods of Hong Kong, the older areas. I walk around, open my eyes, listen to things, and get inspiration firsthand from the real source. I find things inspiring in what most people see as mundane,” he added. 

The DNA of the brand stems from the creativity and authenticity of its designs. Young believed authenticity comes across as consistent as his message comes from his heart. “Even though it spans various categories, my work still brings forth the same message because it's coming from my heart, and that sense of consistency gives me authenticity.” 

“I don’t think that authenticity is that easily faked. People can tell if you are just there to make money or if there is some passion and heart in it. Of course, you need to make some money to sustain, but I think customers can tell if you are doing something just for trends or speciality or not being honest to your roots or brand story,” he added. 

However, the emergence of artificial intelligence (AI) is transforming the way brands communicate, create, and connect with their audiences. From automated content creation to personalized marketing strategies, AI offers unprecedented efficiency and scalability. 

According to Bynder’s 2024 study, content production has increased by 56.7% since the year ChatGPT launched as content generation becomes easier than ever. The study also revealed that the increase in content production is unlikely to slow down as the average marketer is predicted to be responsible for creating 23% more content than they do today in 2030. 

For Young, AI has given him more options and more possibilities to choose from. “But at the end of the day, it still takes me as a human being to make curatorial choices. But AI has undoubtedly opened up new possibilities.” 

“It hasn’t made it harder or easier. It just gives a different way of doing things. It opens up all opportunities, so I have to think about what not to do and what to do. So, it just changes the nature of work. I don't think it makes it any harder or easier. It changes the nature of the work,” he added. 

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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