The ease of access and speed of the internet bring, increasingly, new forms of human interaction in the digital environment. The original study "Future Connection – Socialization Trends in 2030," conducted by Sensorama Design, focuses precisely on understanding these socialization trends in Brazil that are already on track to become reality by 2030 and how they may impact the economy, companies, and businesses. He begins by pointing out the fatigue in the face of excessive stimuli and demands and focuses the future on three major phenomena.
Sharing experiences takes on new meaning
Much is said about "experiences," a concept that in the world of marketing and love brands has become a mantra. And sharing them, at least for now, means living them in company, valuing moments with those who truly matter. But how will this be possible in an increasingly individualistic and fast-paced world?
In the study, 58% of those interviewed stated that they interact with friends and relatives more in the digital environment than in person, with emphasis on the activities mentioned for leisure without verbalizing, at any time, the need for company, whether to watch series, travel or go to shows and restaurants.
Thus, sharing experiences takes on a new meaning, which is using digital means to share what we live with others. Sharing information with someone becomes as important as having that person nearby.
100% digital and 100% genuine friendships
Not meeting someone in person loses its importance in building genuine and solid relationships more and more each day, perhaps a transformation that progresses at a slightly slower pace than the changing concept of sharing experiences. After all, 65% of respondents still believe that in-person meetings are a condition for a friendship to solidify.
A highlight of this behavioral trend identified by the study is that among respondents who identify as gamers, 60% say that during online matches, even with strangers, they discuss other topics and personal issues unrelated to the game. A new generation of young people and children who already consider it normal to make friendships in the digital environment is arriving and taking up space, even if that space is in the metaverse.
Expression of different identities
The digital medium of the future, as we saw above, enabling a much wider range of possible experiences and potential new friends, also opens a door for people to express different identities. Fashions and trends will become increasingly faster and more diverse, and, having the opportunity to be many "selves," all of them can be experimented with in some way. It will be like a big video game where, each day, we can choose different skins and different avatars.
Expressing different identities and interacting with people who embody them may seem complex; however, in the future, this process is likely to become normalized due to the increasing availability of highly immersive experiences. Among the interviewees, 26.1% stated that their main interest in experiencing the metaverse is immersing themselves in virtual environments, while for 24.2%, the most prominent aspect is the possibility of creating another reality for themselves.
A sign that we already notice this is the speed at which the new generation changes jobs and tries different areas and sectors. This phenomenon enables a reinvention of one's own identity and the initiation of new relationships without confronting the past. With each new social circle, it's possible to start from scratch without it being problematic.
Companies must prepare for these transformations
From a business perspective, understanding how people will form bonds and interact from today onward and in the future is essential for understanding the direction that consumption should take. It is essential to prepare for the behavioral changes of the public and thus offer products and services that meet new demands and needs.
The study outlined examples of opportunities that these behavioral changes provide (and can be useful) to businesses, including:
- Creation of communities around companies' products and services, which encourages consumption.
- Promotion of interaction spaces that provide immersion (experiences) where people come into contact with the brand, service or product, either individually or in groups.
- Use virtual environments (such as online games) to test new initiatives and identify new businesses and opportunities.
“The goal of Sensorama’s studies is always to find potential opportunities for companies. As we are in constant contact with different markets, we are able to draw parallels between them, seeing opportunities for innovation in the services and products they offer,” says Luisa Nogueira, partner at Sensorama.
Methodology
The methodology for carrying out the study focused on three topics:
- Analysis of trend reports, news portals, behavioral analyses, social media profiles, and content related to innovation and technology. The goal was to detect signs of social changes that could impact socialization processes.
- In-depth interviews with 25 individuals representing extreme profiles to explore the issues observed during the documentary research to understand how these profiles socialize today, the role of technology in this process, and to generate hypotheses based on identified patterns. The interviews included young people up to 24 years old, the elderly, parents of school-aged children, gamers, digital nomads, and individuals with high and low levels of socialization.
- The questionnaire was developed to validate some of the hypotheses and quantify patterns identified during in-depth interviews and documentary research. The questionnaire consisted of 31 questions covering personal connections, technology and social media use, work, children's social and digital behavior, interaction in games, pandemic, metaverse, and future perspectives. It was organically distributed through social media platforms and specifically promoted on Instagram. 676 responses were obtained, proportionally covering the profiles mentioned above.
The research examined the behavior of Brazilians resident and non-resident in the country and secondary data were collected from Brazilian and international sources to capture a wider range of signals and references.
