For now it is a smaller percentage, but it is on the rise and what is most novel is that it is not only people but also brands that are asking themselves if it is worth staying connected at all times.
The tourism digital-freethe detox digital or meals or meetings without cell phones at the table are already a trend. Even among the youngest, the advantages of using “airplane mode” on their cell phones while studying are highly valued.
We went from FOMO (Fear Of Missing Out or fear of missing something) to JOMO (Joy Of Missing Out or the joy of disconnecting) because the promises that people associated with the connection, such as having greater freedom and the ability to relate to others, did not happen that way, on the contrary. To this we add that the hyperconnection generated by the pandemic caused the limits between our personal and professional lives to be erased. now it in is to be out.
“In a better place. In the bathtub with a good book; pampering yourself with a mask and tea; or enjoying a bit of fresh air… We invite you to be in a better place for your mental health”, with this message the British cosmetics brand moved away from social networks Lush inviting his followers to spend their time on things other than being connected. The company has temporarily abandoned Facebook, Instagram, Snapchat, WhatsApp and TikTok until these platforms can be a safer environment for those who use them.
For celebrities like Justin Bieber or Ed Sheeran who “detoxed” their social networks for a while, it worked, but could a brand survive without being on social networks? Of course, yes, although not many are encouraged because, as we well know, they are the best option to publicize the story of a brand and connect with its consuming public. However, as the phrase says, no one is essential and neither are social networks. The British Lush will connect with its consumers from its website, through e-mail marketing strategies and in person at its physical stores.
Today notoriety and differentiation also go through doing what no one would do and brands that do not sell exclusively online and have a solid reputation can take advantage of that because it is not about disappearing but about using the networks in another way and looking for different ways to communicate its difference. Finally, social networks are an effective channel of communication, but they are still just that, a tool. A means to an end, but not the end itself.
The debate about networks yes or no and their impact on people’s lives is already open. Brands know this and some join that conversation, the challenge will be knowing how to read and understand this growing trend, that of conscious technology.