Exponential technology is creating the most rapid social and cultural transformation in modern history. But, as technology becomes more complex, could we be on the cusp of a paradigm shift that is leading us back to a simpler life? And, does “going analog” mean what we think it does?

Are we going back to 8-tracks and floppy disks? No.

There is a new school of thought gaining momentum. Driven by maxed-out tech workers and a new generation of curious digital natives, this movement hinges on the notion that we can still leverage technology to simplify our lives; but must be conscious of how, when and why we consume it, soas not to let it consume us.

Mobile devices have become ubiquitous tools: our maps, music players, writing utensils, books and connection to the outside world. On one hand, access to high-speed internet and powerful smartphone computers levels the playing field – effectively leaving us all with the world in the palm of our hands.

On the other hand, as humanity’s shift to digital accelerates, we’ve become more disconnected from the real world and the tangible tools that helped us experience life through all five senses. Technology, we’re learning, cannot replace everything.

Now more than ever, we’re feeling nostalgic for simpler times when we weren’t connected 24/7.

But, this longing is often mixed with a sense of disbelief for how we might “get by” without the very technology that we take for granted today. How do we learn, document our lives, purchase items with ease, and stay connected with others without the technology we have at our fingertips?

And so here we stand, conflicted. Craving simplicity, but desperate to hold on to our sense of connection and convenience.

So where do we go from here?

The Rise of JOMO

We’re learning the tough lessons about how living an over-extended life can lead to mental health issues, chronic illnesses and an overall sense of unrest.

This new reality is giving way to counter-culture buzzwords like JOMO – Joy of Missing Out. Simply put, this is a rebuttal to the FOMOs and YOLOs of the last decade, which encouraged us to go all in, all the time.

Could 2018 be the year we learn how to live in the present, prioritize what really matters and say “no” just a little bit more?

Taking A Digital Detox

The idea of taking a digital detox isn’t necessarily a new one, but it’s becoming more popular of late. Research shows   that disconnecting from technology for even short bursts of time, leads to improvements in mental and physical health. Everything from more regular breathing patterns, improved posture, deeper sleeps, more focus and positive human interactions can be attributed to disconnecting from the multitude of screens we use everyday.

From remote unplugged adult retreats where phones are confiscated and wifi is but a fantasy to self-induced technology blackouts (think Analog October), the idea is to disconnect from technology in order to reconnect with oneself.

Even some of the most influential thought leaders in the tech space admit to a mostly analog life these days. It’s no surprise that the tech community has among been first to jump on this trend. Anyone who earns their livelihood building the platforms that power our lives is bound to burn out from time to time.

But tech experts aside, you don’t have to go far to find at least one or two friends who have given up social media altogether, or reduced their use of it drastically.

Getting (Anti)Social Media With 1:1 Connections

Social media, it seems, is becoming a bit more anti-social.

The big four: Facebook, Instagram, Twitter and LinkedIn have gained their billions through one-to-many communication channels over the last decade. While these vast social platforms enable users to connect with friends, celebrities and brands, the landscape has become saturated with content.

The aggressive push for ad revenue by these for-profit social media goliaths, means that our newsfeeds are literally overflowing with content. Couple this with the theory that humans can only handle an average of 150 friends (made popular by anthropologist and evolutionary biologist, Robin Dunbar), and we have a perfect storm of discontent on our hands.

Enter private, personalized 1:1 connections online. Whether it’s Facebook’s Oculus Virtual Reality Meeting Rooms, Snapchat’s ephemeral social media updates, or intimate group messages powered by Facebook Messenger and What’s App, there is a whole world of “dark social” (or private social media) emerging.

Generation Z – the second wave of digital natives behind Millennials, are giving social media giants like Facebook a miss; instead, seeking out intimate online communities where they can connect without the prying eyes of their parents.

Appetite For Analog – With a Technology Twist

As digital has risen, we’ve lost the sensations of everyday life. Who misses the musty scent of old paperback novel from the library, or the rich sound of a vinyl record?

While they are digital to the core, Gen Z is fascinated by and has a curiosity for all things analog and tactile because it’s something they’ve never experienced. Meanwhile, older generations are resurrecting the things they miss most.

Over the last few years, we’ve seen a resurgence of analog: film photography, vinyl records, old Nintendo gaming systems, board games, instant film, and much more. Even the Nokia classic is making a comeback. Each with the basic user interface, design aesthetic and functionalities of its predecessors, backed by modern-day tech.

But, while analog is en vogue again, not all things from the past are making a comeback.

We’re culling aspects of the analog world that did not serve us previously. We’re simplifying our lives by removing the tethers that inconvenienced us and tied us down previously.

For example, we’re cutting cords like it’s nobody’s business. We’re cancelling our cable in favour of on-demand streaming services like Netflix. We’re also adopting bluetooth-powered consumer electronics that enable us to move freely while gaming, listening to music or working.

So, what does this selectively analog future mean to us as marketers, designers and creators?

1.Get Personal – We need to revisit those outdated digital marketing plans focused on spray and pray advertising. Mass digital media is dying, replaced by targeted, personalized, 1:1 communication. We’re going to have to get a whole lot more granular, contextual and relevant if we’re to start talking to each customer intimately as they expect.

2.Lead with experiences – Real life is the new disruptor. We need to create meaningful experiences that bridge the online and real world seamlessly. Aim to build tactile, tangible brand moments, where customers can revel in the human experience and feel connection, versus hide behind a device. 

3.Simplify – We must simplify the lives of our customers, not complicate them with complex user experiences, esoteric design concepts, larger than life marketing campaigns and pointless tech integrations. Make their lives easier online and off, and they will love you forever.

4.Cut the FOMO – We all feel enough guilt as it is. Don’t increase the guilt factor by making your customers feel like they’re letting you down somehow – or missing out on something. Instead, be there for them when they need you most and let them enjoy a little JOMO every once in a while. In fact, be brave and encourage it. What better way to demonstrate your humanity as a company than to demonstrate empathy?

Have you opted to go analog in any aspects of your life? Tell us in the comments below!