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 explore how audiences seeking social media authenticity are fueling the growth of user generated content (UGC). Then we delve into the latest findings on how human beings flourish, an extensive and interesting study conducted across 22 countries. Finally, we look at the emerging field of clean hydrogen and its potential to revolutionize energy systems. So, we have UGC, happiness and clean energy this week. Happy Reading!

User-Generated Content or UGC has evolved from a supplementary marketing tool to a cornerstone of digital strategy. With a projected market size of $18.6 billion by 2031, UGC offers raw, unfiltered content that resonates with audiences seeking authenticity. Platforms like TikTok and Instagram have become hubs for everyday users to share experiences, making their content more relatable than polished brand campaigns.

A significant factor driving UGC’s success is its alignment with Gen Z’s values. Approximately 65% of Gen Z identify as ‘creators’, producing content that reflects their genuine experiences and opinions. This generation values authenticity over perfection, making UGC a powerful tool for brands aiming to connect with them. However, leveraging UGC comes with challenges like content moderation to align with brand values and tracking effectiveness of this content. Despite these challenges, the benefits of authenticity, cost-effectiveness and engagement make it an important tool for marketers.

What does it mean to live a flourishing life? According to a groundbreaking study involving over 200,000 people across 22 countries, human flourishing is not just about wealth or success. It’s about relationships, meaning, health, and character. The study, conducted by global experts, uncovers patterns of flourishing that transcend national borders. The study’s findings show that while wealth plays a role, factors such as psychological safety, connection, and a sense of purpose are far more critical in determining individual happiness and societal well-being.

Indonesia, despite being lower on the wealth scale, scored high on flourishing metrics due to strong community bonds and social support systems. Israel and the Philippines were also among the top-ranking nations, where strong family ties and societal connections were key drivers of flourishing. These insights can serve as a guide for both individuals and organizations, helping businesses and communities looking to foster well-being. This is my pick of the week.

In the transition to sustainable energy, clean hydrogen is emerging as a key player in the race to decarbonize multiple industries. Unlike traditional hydrogen production, which releases harmful emissions, clean hydrogen is produced using renewable energy sources, like wind or solar, ensuring a zero-emissions process.

Clean hydrogen’s potential lies in its ability to serve as a versatile energy carrier. It can be stored and transported efficiently, unlike electricity, making it ideal for industries that are difficult to electrify, such as steel manufacturing, chemicals and long-distance transportation. While there are still challenges in scaling clean hydrogen production and distribution, investments are growing, and governments worldwide are recognizing hydrogen as a critical component of their net-zero strategies. The global push for cleaner energy solutions means that clean hydrogen could soon be a fundamental part of our sustainable energy future.

Act as a digital marketing strategist specializing in user-generated content and community building, create a comprehensive, beginner-friendly guide to User-Generated Content (UGC). Define UGC and explain how it differs from traditional brand-created content by showcasing authentic customer voices, experiences, and creativity across platforms like Instagram, TikTok, YouTube, and review sites, using clear examples and relatable scenarios. Break down the various types of UGC including reviews, testimonials, social media posts, unboxing videos, and brand challenges. Detail proven strategies for encouraging, collecting, and curating UGC including hashtag campaigns, contests, influencer partnerships, and community building tactics with step-by-step implementation guides. Address legal considerations like usage rights, permissions, and disclosure requirements while providing actionable frameworks for measuring UGC effectiveness through engagement rates, conversion metrics, and brand sentiment analysis. Include real-world case studies of successful UGC campaigns across different industries, common pitfalls to avoid, and best practices for responding to negative user content. Maintain an engaging, accessible tone throughout with practical examples that progress from basic UGC identification to advanced campaign management, ensuring readers understand both the strategic value and tactical execution of leveraging authentic customer content for brand growth and community engagement.