Dear Reader,

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!

Kabir says : We have plastic minds, chasing plastic fame, in a plastic world. The only organic thing which seems to remain is denial.

DIGITAL MARKETING

The Creator Burnout Crisis

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.

WELLNESS

Plastic in our Minds

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. 

SCIENCE

Controlled Nuclear Fusion, a Reality?

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.

PROMPTITUDE

Ignite Ideas, One Prompt at a Time: Use this with any LLM to help you understand nuclear fusion better.

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.

FROM THE BOOKSHELF

To do this week: With every nuclear reaction that gives us power, there is nuclear waste. But what is it exactly and can we really think of it as neon green liquid?

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About the author: abhinavchetan.com

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