Wearables Driving Frictionless Sharing (And Infinite Embarrassment)

Setting the stage for all sorts of inappropriate and highly embarrassing communiqués, marketers and gadget makers are determined to remove the “friction” from the sharing of information. Yes, no matter how ill-advised, brands and consumers are “entering a world of frictionless sharing,” Greg Getner, Planning Director at Y&R Chicago, told attendees of OMMA Chicago on Monday. Friction, to be clear, is anything seen as slowing the sharing of information like, say, the time it takes to remove a smartphone from one’s pocket. As such, wearable gadgets -- like the forthcoming Apple Watch -- are seen as big friction reducers. Whether brands and consumers would be wise to rely on a little friction to prevent imprudent disclosers is apparently beside the point.  
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