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Sabrina Elba says she “doesn’t trust Google”

Idris and Sabrina Elba talk about community, business, and impact in their latest Future Talk at the Museum of the Future.

"I don't believe in Google" says Sabrina Elba with Idris Elba at Museum of the Future - Future Talks 2023

On the 16th of February in one of the most forward-thinking developments in the UAE, if not the world, the Museum of the Future hosted a Future Talk with two inspiring leaders. Actor and musician Idris Elba along with his wife, model, and activist Sabrina Elba joined the stage to talk about the importance of culture in the work they do as well as in their joint business venture together. The couple has dedicated their lives and their platforms to bettering the world as well as UN People Ambassadors for the International Fund, for agricultural developments. They are advocating for issues such as food security, climate change, and environmental changes.

Past, Present & Future

Scientist Carl Sagan (1980) said “you must know the past to understand the present,” and the host of the evening acknowledged in her introduction that we should understand the past to be able to create a better future. With this ideology intact, Idris and Sabrina were asked to share where their motivations came from creating a positive change and input on global issues around the world.

One of the common denominators mentioned by the couple were their parents and family having a huge impact on their journey. Sabrina said her ambition “comes from my mum” and Idris similarly said he comes from his “humble beginnings.” As an actor and a people person, Idris showed comedy, wit, and an educated mind as he spoke to the audience about his life and learnings. He joked telling the crowd “I love being famous,” followed by “it’s a useful tool to fight for balance. The world is out of balance, and someone like me can shift the narrative using my toolbox.”

Entertainment in Africa

Idris Elba also spoke about knowing when the moment came that he had to make a change and it started with the entertainment industry in Africa. Having starred in over 100 films, he felt at some point, “he had to speak up.” The conversation developed into the film infrastructure in Africa which he said was “comparatively primitive to the rest of the world.” Idris saw the “joy, the happiness, the pride of these areas seeing this happen” therefore making him want to do more and be that voice as “people aren’t just seeing an Actor, they’re seeing an opportunity.”

Information is Power

There is so much information in the world and both Sabrina and Idris touch on how literature is important to read as there is a vast amount of research, reports, and self-learning to acquire daily. With their skincare business that both of the couple shares, Sabrina told the audience it took her “4 years to learn and understand about skincare” and even then, she still educates herself on ingredients, products, sustainability,/head, and more.

Social media was a topic that came up when Idris spoke about information saying that it can either be a “great debate” or it can create “ignorance.” He says it can be a “dangerous place to use a platform like social media which is essentially there to share moments for you to then give your opinions about something that is bigger than the moment.” He continues with “depending on the forum, what they’re saying, why they’re saying it, what’s their position – it’s one of these things that is a bit of a grey area.”

As the world has become more digital, Sabrina Elba does say she uses social media to “voice a lot of her advocacy.With all of the work they have done and currently do, Sabrina and Idris are influencers who have the power to make a change. Idris has 6 million followers on Instagram and Sabrina has 539 thousand – businesses understand the impact social media platforms have in promoting services, products, ideologies, and more. Sabrina said when she does have meetings with the government, they “want an exchange or post” which she says is “useful in the grander scheme of things. As long as we understand it’s an echo chamber, the algorithm supports opinions like your own.”

In a 2022 report titled Scrolling Social Media for Dopamine, it states that 70% of people believe social media has reduced their attention span. As a well-educated couple, Sabrina acknowledges the fast-paced world of social media telling the audience how “impatient” we are now and that we “just want to scroll, and see something quick.” With so much of their work presented online, Sabrina says social media is a “way to educate yourself if it’s used right. But to just create conversations – talking with friends and family or even going to the library.” As the crowd chuckled, Sabrina asked if anyone “even goes to the library anymore!?” She then said, “it’s hard to trust Google now – if you Google my age or where I’m from, it’s wrong.”

The Birth of S’Able Labs

Covid-19 was a difficult time for everyone. As it was a global pandemic, billions of people were unable to leave their homes, see their friends or family members, go to work, or even get the basic necessities. Others embraced this time to themselves, worked on projects, and brainstormed ideas that filled a gap in industries that they were passionate about. For the Elba’s, when they were diagnosed with Covid-19, certain actions and questions sparked new initiatives. “My family in Africa told me to drink more ginger sending me daily instructions. What was affecting us most at that time was community and relationships – that’s the reason we started our podcast [Coupledom]” explained Sabrina. This then went on as a snowball effect, questioning or realising other things.

Idris, who is at the forefront of their brand S’Able elucidated that when on set, he “never really knew what was going on [his] skin.” He was advised to look after his skin, his “pores” etc making him go on a journey to begin to discover all of the ingredients, or “natural ingredients” in products. Both discussed how most of the ingredients came from Africa but were described as the “secret” or “hidden” ingredient and that is the narrative they wanted to change. Highlighting the beautiful and natural components of Africa, Idris and Sabrina were inspired to create a genderless product inclusive of men and women with the look and language.

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