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 New Consumer Contract, with Erich Joachimsthaler of VIVALDI

Today’s guest is Erich Joachimsthaler, VIVALDI CEO and author of The Interaction Field (among others). Since his time at university, Erich has spent his career chasing the intangible value of a brand, far beyond sentimentality and logo recognition. In his latest book, Erich lays out the true intangible value brands can leverage — new digital business models that go beyond delivering great products and services. He shared why brands must enter into a new “Customer Contract” with consumers, one in which they work to solve problems faced by society, not the market.

> See all episodes
Light at the End of the Tunnel: How Dark Stores and Micro-Fulfillment Centers are Revolutionizing the Retail Supply Chain

As the well-worn proverb says, “necessity is the mother of invention,” the pandemic hit retail spaces particularly hard, pushing consumers to use ecommerce more as social and safety protocols increased. While there may be more stores open now, shoppers have found that the convenience and speed when ordering items online is invaluable even long after the protocols have gone.

To take advantage of this, retailers have turned parts or all of their spaces into “dark stores,” which act much the same way a warehouse or fulfillment center would. The opportunity then arises for retailers to not only leverage a wealth of direct consumer data from these types of transactions, but also provide greater personalization and localization services. This itself sets off a bevy of offers and angles from which to engage their customers.

> 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