The ease of access and speed of the internet brings, increasingly, new forms of human interaction in the digital environment. The unprecedented study "Connection of the Future – "Socialization Trends in 2030", carried out by Sensorama Design, focus exactly on understanding these socialization trends in Brazil that are already moving towards becoming a reality by the year 2030 and how they can impact the economy, the companies and the 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 a new meaning
Much is said about "experiences", a concept that in the world of marketing and love brands has become a mantra. And share them, at least for now, it means to live them in company, valuing moments with those who really matter. But how will this be possible in an increasingly individualistic and fast-paced world
In the study, 58% of respondents 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 no time, the need for a company, whether to watch series, traveling or going to shows and restaurants
In that case, share experiences, gains a new meaning, what it is to use digital means to share what we experience with other people. Sharing information with someone holds a position as important as having that person close by
100% digital and 100% genuine friendships
Not meeting someone in person loses its importance every day in building genuine and solid relationships, perhaps a transformation that moves at a slightly slower pace than the change in the 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 pointed out by the study is that among the respondents who identify as gamers, 60% state that during online matches, even with strangers, they talk about other themes and personal issues unrelated to the game. A new generation of young people and children who already consider it normal to make friends in the digital environment is arriving and taking their place, even if this 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 be increasingly fast and diverse and, having the opportunity to be several "selves", all of them can be experienced in some way. It will be like a big video game in which, every day, we can choose different skins and different avatars
Expressing different identities and living with people who embody them can seem complex, however, in the future, it is likely that this process will normalize due to the increasing supply of highly immersive experiences. Among the interviewed people, 26,1% stated that their greatest interest in experiencing the metaverse is to immerse themselves in virtual environments, while for 24,2% what stands out the most is the possibility of creating another reality for oneself
A sign we have already noticed 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 is 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 and in the future is essential for understanding the directions 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, among them
- Creation of communities around companies' products and services, what drives 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 aim of Sensorama's studies is always to find potential opportunities for companies". As we are in constant contact with different markets, we managed to draw parallels between them, seeing opportunities for innovation in the services and products they propose, affirms Luisa Nogueira, partner of Sensorama
Methodology
The methodology for conducting 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 capture signs of social changes that could impact the processes of socialization
- 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 is to generate hypotheses based on identified patterns. The interviews included young people up to 24 years old, старші, country of school-age children, gamers, digital nomads and individuals with high and low levels of socialization
- The questionnaire was designed to validate some of the hypotheses and quantify patterns identified during the in-depth interviews and documentary research. The questionnaire consisted of 31 questions covering personal connections, use of technology and social media, work, social and digital behavior of children, interaction in games, pandemic, metaverse and future perspectives. It was organically distributed through social media platforms and specifically promoted on Instagram. A total of 676 responses were obtained, covering the previously mentioned profiles proportionally
The research examined the behavior of Brazilian residents and non-residents in the country, and secondary data was collected from Brazilian and international sources to capture a broader range of signals and references
