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Positive Friction Embracing slowdown for deeper engagement

Consumers and brands are realizing that faster services do not necessarily equate to easier or more enjoyable lives. Automation and seamlessness, while seemingly boosting productivity, can sometimes erode human interaction and diminish enjoyment. For many brands, the shift to convenience isn’t delivering the desired results. The frictionless nature of modern services can result in a sense of disengagement and a loss of control.

Consumer data

Significant proportions of consumers are resistant to Al taking over tasks

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Willingness to allow AI to buy a gift for a friend based on their preferences and my budget

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Drivers and trends in play

Artificial Intelligence

Robotics and Automation

Cult of Immediacy

Personal Pace

Tactile and Tangible

Human Encounters

Social Wellness

Positive Friction

For each opportunity area, we've identified a number of drivers and trends that are coming together to spark new activity among consumers that brands can capitalize on.

Commercial and consumer signals

This opportunity space is manifesting in new innovations, weak signals and commercial activity. The examples highlight a broader pattern of the pitfalls of convenience-driven processes, products and services being uncovered, as well as examples of consumers adopting slower, more intentional alternatives.
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Weak signal
“We see travelers seeking out activities that require more mental and physical exertion…C-suite clients in particular want experiences that go beyond their comfort zone. Executives at the highest levels are willing to push boundaries, and they like to test themselves.”
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Case study
“We see travelers seeking out activities that require more mental and physical exertion…C-suite clients in particular want experiences that go beyond their comfort zone. Executives at the highest levels are willing to push boundaries, and they like to test themselves.”
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Widespread rejection of AI and automation, as well as tech encroachment more generally. We rediscover what it means to be human and celebrate our innate animal essence.

Strategic imperative

Prepare to put the brakes on
Prioritize mindful, slower approaches to engagement with your brand, products and services. Deliver personalized customer journeys that prioritize exploration and consideration. Design products that encourage careful focus for maximum enjoyment. And ensure you create time and space for customers to raise questions and seek advice.
Prioritize mindful, slower approaches to engagement with your brand, products and services. Deliver personalized customer journeys that prioritize exploration and consideration. Design products that encourage careful focus for maximum enjoyment. And ensure you create time and space for customers to raise questions and seek advice.
Download the report →