Human connection will be the hottest new commodity

Photo by Thiago Barletta on Unsplash

Let’s start with defining what connection is before I discuss how and why I think this has become the 21st century’s greatest commodity.

I like this definition of human connection:

Human connection is an energy exchange between people who are paying attention to one another.

Commodity /kəˈmɒdɪti/ noun

1. a raw material or primary agricultural product that can be bought and sold, such as copper or coffee
2. a useful or valuable thing.
   “water is a precious commodity”

I think connection is one of the biggest commodities that we haven’t quite realised fully, both as businesses and consumers. And I don’t think we as consumers have realised we are already paying for connection as a commodity.

Why are we paying for something, like human-to-human connection, when it should come so naturally to us?

Well…we’re lonely.

A 2018 report from Blue Cross Blue Shield found that diagnoses of major depression had risen 47 percent for millennials in 2013–2016.

“In a new, nationally representative poll conducted for Quartz by SurveyMonkey Audience, 18% of respondents overall said they are experiencing anxiety or depression to the point where it disrupts work “all the time” or “often.” The rate was nearly twice as high (30%) among Millennial and Gen Z employees (aged 18–34.)” via Quartz (article link)

Why are we lonely?

I could argue that society as we knew it is doomed.

If you’ve been single in the last few years or have had to try to make new friends in a new place, you would understand why I might say this. It can be a dark and lonely world out there. Especially when Instagram is holding you up to insanely high standards, you have fake woke baes trying to keep you in their orbit, or you simply are under soul crushing pressure at work (and in life overall).

So if we need human connection to be happy, what is making it so hard? I’d say…

• Devices
• Technology
• Social media apps
• Unchecked bad behaviour on dating apps (from both men and women)
• Self isolation

Self isolation, so hot right now it’s even a meme.

EDIT: This video belowby Alex Wolf summarises what I am trying to articulate the above, perfectly, and much more eloquently.

Where human-to-human connection is already being commoditised:

1.Group fitness: CB Insights makes a great point when they say that millennials aren’t killing gyms, they’re just turning to group fitness as a way to socialise.

“The class-based model also centers heavily around community and socialization, which reflects millennials’ hunger for social contact. The Cigna U.S. Loneliness Index found that 45% of millennials experience loneliness — second only to their successors, Gen Z ( adults ages 18–22). Millennials may be turning to the fitness class model — at least in part — to make social connections.”

2. Dogs and pets: Forbes claims that millennials are getting dogs because of money, freedom, and parenting practice. But I would disagree, I think dogs and pets in general, offer an antidote to loneliness.

• Not only do they give you unconditional love, they get you outside, hanging out with other dog owners, and engaging with other dog owners online.
• Have you heard of Cool Dog Group? It has over 700,000 members built as a completely organic community on Facebook.

3. Dating apps: People paying premium subscriptions for these apps is black and white proof that we are turning human connection into a commodity.

4. Festivals and events: a place to exchange energy with those around you through dance, laughter, music, food and celebration. It’s been done for centuries

• People are paying for events that foster connection with others at events like Burning Man and Lightning in a Bottle (to name a few less commercialised festivals).
• In 2016, the European festival market size amounted to roughly 2.3 billion euros. (Statistic source)
• Another example are the businesses who focus on bringing people together for conscious events.

The Indigo Project hosts many events that try to bring the community together through mindfulness and conscious human connection

Daybreaker is a classic example of events focused on human connection. At $59 a ticket (in Australia) you can get a yoga class and a dance party with likeminded individuals before work (it starts at 6am). It’s all geared towards conscious connection. And it’s no alcohol, which leads me to my next point…

5. Non alcoholic bars and spirits: Gen Z and Gen Y are moving away from booze.

• I believe as we crave more genuine H2H (human-to-human) connection we want experiences that don’t inebriate, inhibit, or dull the conscious connection we are having with our friends.
• Plus, due to the stresses that these generations are under, they want to make the most of every moment away from work so wasting a day in bed over a hangover is becoming a big no no.
• Or as the focus on wellness rises and you are trying to make the most of your life, in a healthy way, losing an entire day to a hangover comes at too high of a cost to your precious down time.

Brands like Getaway Bar, a non alcoholic bar in Brooklyn, and Kin, anon-alcoholic drink that can cut stress, are proof that there might be a market for more conscious and connected experiences.

Or if Business Insider is right, Gen Z is just afraid something embarrassing might leak on the internet if they do something stupid while inebriated. Which is pretty valid.

Sales of nonalcoholic booze are on the rise — and it reveals a dark truth about social-media…

It’s not a bad thing!

Don’t get me wrong. I’m not saying that any of these are bad, I actually think (almost) all of them are amazing. Personally, I’m happy to pay a premium for connection enhancing activities and I am craving even more of these kinds of innovations in service and product design.

But, I do think we have to be careful about how we let businesses earn money off of our desire for connection. Dating apps for instance are changing how we act as a human species. I don’t think we should lose our natural abilities to connect with people offline, in exchange for an easy substitute of a right or left swipe.

Okay okay, I’ll summarise. What’s the takeaway here?

Ask yourself this question:

How do you think you are helping facilitate connection for the betterment of humanity?

• Can you do this in your everyday life?
• Can you commoditise it for good rather than evil? What sort of businesses does our society need that will help us foster connection as devices, work, and technology drive us further and further apart?
• Can you enhance the experiences your business offers by fostering connection and building communities?

Connection is the commodity of the future.

Especially when it is conscious connection.

And if you need it…

Conscious definition:

1. Awake, aware of what is happening around you, and able to think:
2. Noticing the existence of something:
3. Intentional and determined e.g. was it a conscious decision?

How will you use this insight? Do you think it rings true?

My name is Bryn, I am an Innovation Lead at Host/Havas Australia and I believe that your innermost truth can be found in the joy you feel. Follow it.

Share with me the businesses that you think are commoditising connection on twitter: https://twitter.com/Bryn_Newman