• by Tammy Chung , August 5, 2013

In a time when “Facebook friends” has a distinctly different meaning than the traditional sense of the word, we’re witnessing a desire from consumers to not extend their networks, but rather get closer to the ones they already have. Building off of one of our consumer trends for the year -- Loss of Human Connection -- we are seeing more ways for people to escape the noise of the crowd and get closer to and form real, tangible connections with those that truly, physically surround them. Today, we find many -- from government officials to tech startups -- that are providing avenues for consumers to cut out the crowd in exchange for more intimate interactions.

Until recently, the Sydney Post nine-to-five crowd would be hard pressed to escape to peace and quiet at the local watering hole. Licensing laws had favored larger pubs and mega-clubs, but since 2007 when New South Wales' Premier gave in to public pressure, the law has made it easier and more financially feasible for pub owners to open “small bars.” Already a staple in neighboring Melbourne, small bars -- commanding significantly less real estate and holding capacities under 120 -- have been popping up all over the map in Sydney, boasting more modest and intimate settings.

These small bars differ from their more showy siblings in everything from décor to the craft beers on tap. Each has its own unique character, reflecting the proprietor’s individual sense of style and personality -- take for instance, Play Bar and Palmer and Co, which take on the themes of music and the 1920s, respectively. In these small bars, patrons have the opportunity to engage in real conversations with their friendly bartenders or have a drink with fellow colleagues without the need to yell over any crowds.

It’s a wonder that while many of us are racking up the numbers of friends and connections on our social networks, our interactions with neighbors just down the street should happen so seldom. Catering to our preference for communicating through our digital devices is Nextdoor, an app that creates a private network composed of one’s real neighbors. After verifying your address, Nextdoor connects you to others who live nearby and allows you to post messages via its mobile app. Users can plan neighborhood get-togethers, post notices regarding missing pets, and even post a message regarding furniture that is up for grabs.

Nextdoor has proven to not only create a sense of community in an online age, but has also become useful as a public service tool. This past month, New York City’s Mayor Michael Bloomberg has partnered with the company to fully integrate its government agencies including the fire, police, and utility -- allowing them to push out announcements regarding events, such as power outages and weather alerts, to each of the city’s five boroughs. With its tools, the app is making one of the largest, busiest cities in the world feel more personal. 

Despite these avenues to meet friends and make new ones, admittedly, it could be difficult to keep up with one’s own family. Likewise, it could be difficult to keep one’s family relations separate from one’s work and social life. FamilyLeaf is hoping to mend that problem with a new private network for families. Easy to use and free to sign up, the platform allows families to stay connected with their kin by posting family photos, keeping an online address book, and providing a way for families to send out messages to each other through the family’s own personal home page. Similarly, Origami offers a secure private network for families that can even be used on the go with a mobile phone. Thanks to these Web sites, a family can remain close, even when some relatives may be thousands of miles away.

What might all of this mean for marketers? Revisit the “less is more” principle. While recent innovations have made it easier for us to connect with more and more people, consumers still seek quality over quantity. As these examples demonstrate, consumers have become overwhelmed with the borderless, endless expansion of their networks. There is now a clear desire to drown out the inescapable crowd and seek ways to close their circles.

How can you help to facilitate more intimate interactions for consumers in the midst of a physically disconnected age? Can you leverage the power of our non-digital and digital tools to provide more personal experiences? Or consider how you could invite consumers to even get to know your brand on a more personal level. Provide consumers with opportunities to nurture real relationships and become more intimate -- and they are likely to follow.