The Hunger for Tangibility

We live in a world increasingly dominated by the digital. The metaverse, social media, and the impending AI takeover paint a future where our interactions are predominantly virtual. Yet, beneath this digital veneer, a profound human yearning persists: the hunger for tangibility.

When you talk to consumers and really listen to them, and look deeper within, you see a much more complex picture of what they truly want, what they are willing to pay for, and what compels them.

The Need to Touch

In this increasingly digital and AI-driven world, people are searching for? things they can actually touch and feel.

This desire to experience the physical world is manifesting in unexpected ways. The resurgence of Polaroid cameras, 35mm chemical film and vinyl records, coupled with the growing appetite for artisanal products and art, reveals a deep-seated need for grounding in a world of ones and zeros.?

Two mutual needs drive this phenomenon. One is the basic human desire for tangibility—we're tactile beings who want to touch, feel, and smell things, which digital cannot provide. The other is a growing mistrust of the digital world, leading to a need for validation.?

We crave tangible items not only for their sensory appeal but also as a counterbalance to the digital realm's inherent uncertainty. In an era of deepfakes and misinformation, physical objects offer a tangible anchor to reality.

This has huge implications for building ventures. Purely digital plays aren't set up for success. The notion of 'tech for the sake of tech' and 'AI for the sake of AI' is shallow. While technology undoubtedly drives innovation and efficiency - we can’t scale without the tech & AI - a purely digital approach is often insufficient.?

The Digital-Physical Divide

Consumers increasingly demand experiences that blend the best of both worlds: the convenience of digital and the satisfaction of the physical. Successful ventures will be those that seamlessly integrate technology with tangible elements.

A clear example is seen in sens’ research with consumers. Consumers appreciate the ability to research products online and make purchases with a few clicks. However, many still crave the in-store experience. The future lies in merging these two worlds. For instance, if I go into a shop, my phone should notify me of a special deal nearby. If my desired product isn't available in-store, I should be able to order it on my phone and have it waiting for me at home. This seamless integration (omnichannel) of digital and physical creates a richer, more satisfying customer experience.?

To thrive in this new landscape, businesses must adopt a hybrid approach. By seamlessly blending the power of technology with the appeal of tangible experiences, companies can create offerings that deeply resonate with consumers, driving both growth and profitability.

The hunger for tangibility is a powerful force, and those who can harness it will be well-positioned for success.

~ Per