IRL

CONNECTION

In Partnership With

Technology is supposed to save us time, facilitate connections and make us more efficient so we can spend more time with people we love. The truth is that many technologies, even the ones that are supposed to be the facilitator of connection (social media), replace in-real-life human interaction. This has a catastrophic impact on our lives and our society. 22% of U.S. adults say they always or often feel lonely. 39% of high school seniors say they often feel lonely (up from 26% in 2012). These are shocking statistics given our technological ability to connect with anyone.


From the advent of the dryer (replacing the backyard clothesline) to the garage clicker (replacing the serendipitous run-in with neighbors), technology has minimized our need to get together. Teens no longer go on dates or even get driver’s licenses. Startups are racing to solve this epidemic by addressing digital connectedness – the idea that tech can encourage in-real-life meetups and human interaction. Look no further than the evolution of e-sports. What started as gaming alone in a basement evolved into chat, video interaction and now must-attend live events and an entire sport ecosystem.


Will the emergence of 5G support the evolution of online interactions to a level where we feel human interaction? Can technology facilitate in-real-life meetups that transcend the loneliness of an Insta-life?

The Future of Work, with Russ Perry of Design Pickle

For the majority of the U.S. workforce, the past three months have been a complete paradigm shift in what’s considered “business as usual.” Millions of us are, for the first time in our careers, working entirely remotely, and brands across the country are scrambling to establish a “new normal.” But what if your entire workforce was remote to begin with? Marketing Futures spoke with Russ Perry, the founder of Design Pickle, a member of Inc.’s 500 fastest growing companies in 2019, about what it’s like to manage a staff of more than 400, of which only a small handful live and work in the company’s headquarter city of Scottsdale, Arizona. Russ discussed what the first few weeks of the COVID-19 crisis were like for Design Pickle, and shared advice for leaders looking to maintain creativity and camaraderie from afar.

> See all episodes
Get Up Stand Up: Brand Response to Black Lives Matter

Brands share a unique voice that consumers pay close attention to, and marketers can choose to amplify or mute that voice. Brand responses to the COVID-19 crisis have run the gamut from sensitive to tone-deaf, and consumer perception of those brands can change as a result of their responses. As the United States struggles with racial and policing issues, what can brands do to show they are fully allied to current causes, and not just toeing the line, or worse, throwing fuel on the fire?

> See all issues

IRL

CONNECTION

In Partnership With

Technology is supposed to save us time, facilitate connections and make us more efficient so we can spend more time with people we love. The truth is that many technologies, even the ones that are supposed to be the facilitator of connection (social media), replace in-real-life human interaction. This has a catastrophic impact on our lives and our society. 22% of U.S. adults say they always or often feel lonely. 39% of high school seniors say they often feel lonely (up from 26% in 2012). These are shocking statistics given our technological ability to connect with anyone.


From the advent of the dryer (replacing the backyard clothesline) to the garage clicker (replacing the serendipitous run-in with neighbors), technology has minimized our need to get together. Teens no longer go on dates or even get driver’s licenses. Startups are racing to solve this epidemic by addressing digital connectedness – the idea that tech can encourage in-real-life meetups and human interaction. Look no further than the evolution of e-sports. What started as gaming alone in a basement evolved into chat, video interaction and now must-attend live events and an entire sport ecosystem.


Will the emergence of 5G support the evolution of online interactions to a level where we feel human interaction? Can technology facilitate in-real-life meetups that transcend the loneliness of an Insta-life?

 

TWENTY
LOCATION-BASED FRIEND CONNECTOR

 

Twenty brings friends together in real life by allowing users to see who’s around and who’s down to hang out. Not another social network, a network that makes you more social. According to Teen Vogue, “Twenty is on a mission to remind us what it’s like to unplug, spending time with friends in real life and driving more human connection is the goal.”

 

 

 

 

 

 

 

 

 

 

 

 

PLAIN SIGHT
BUILDING BUSINESS IRL

 

With the growth in the freelance economy and remote office culture, Plain Sight seeks to help businesspeople connect with each other in all kinds of spaces including events, airplane lounges, coffee shops and hotel lobbies. Anonymous profiles allow users to pick who they want to meet in person based on background and skills, as opposed to what they look like, evening the playing field of the freelance marketplace.

 

 

 

 

 

 

 

 

 

 

 

 

BOUNCE
A DATING APP FOR ACTUAL DATES

 

It might be shocking to some that singles spend 7 hours on dating apps swiping and chatting for every 1 hour on an actual date. That’s a lot of prep time for minimal real-life connections. Bounce seeks to change that dynamic by setting up dates on the same day as couples match. Users simply choose a neighborhood, swipe, match and meet up at a designated location for a real, IRL experience.

About VentureFuel

VentureFuel helps futurize established companies by tapping into emerging technologies and breakthrough startups. Their innovation programs solve specific business challenges, uncovering first-to-market opportunities and delivering tangible results. From Corporate Accelerators to Innovation-as-a-Service to Strategic Projects, VentureFuel leverages our global network of top investors, scouts, founders and academics to deliver what’s next, now.

 

TWENTY
LOCATION-BASED FRIEND CONNECTOR

 

Twenty brings friends together in real life by allowing users to see who’s around and who’s down to hang out. Not another social network, a network that makes you more social. According to Teen Vogue, “Twenty is on a mission to remind us what it’s like to unplug, spending time with friends in real life and driving more human connection is the goal.”

 

PLAIN SIGHT
BUILDING BUSINESS IRL

 

With the growth in the freelance economy and remote office culture, Plain Sight seeks to help businesspeople connect with each other in all kinds of spaces including events, airplane lounges, coffee shops and hotel lobbies. Anonymous profiles allow users to pick who they want to meet in person based on background and skills, as opposed to what they look like, evening the playing field of the freelance marketplace.

 

BOUNCE
A DATING APP FOR ACTUAL DATES

 

It might be shocking to some that singles spend 7 hours on dating apps swiping and chatting for every 1 hour on an actual date. That’s a lot of prep time for minimal real-life connections. Bounce seeks to change that dynamic by setting up dates on the same day as couples match. Users simply choose a neighborhood, swipe, match and meet up at a designated location for a real, IRL experience.

About VentureFuel

VentureFuel helps futurize established companies by tapping into emerging technologies and breakthrough startups. Their innovation programs solve specific business challenges, uncovering first-to-market opportunities and delivering tangible results. From Corporate Accelerators to Innovation-as-a-Service to Strategic Projects, VentureFuel leverages our global network of top investors, scouts, founders and academics to deliver what’s next, now.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

Copyright © 2020 Association of National Advertisers-established in 1910

Contact

10 Grand Central

155 E 44th Street

New York, NY 10017

Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

marketingfutures.ana.net