Trendwatching’s latest trend analysis suggest that the online world is not driving citizens into digital isolation. Rather, it is fueling real-world gathering at a new scope and scale. Says the summary of ”Mass Mingling”:
Thanks to the online revolution, hundreds of millions are now actively searching for, finding, connecting/signaling, and staying in touch with likeminded souls in the virtual world. Constant updates, GPS and mobile online access is now bringing this explosion of dating, networking, socializing and mingling to the real world domain.
The trend report suggests that three trends are flowing together to encourage this new boom in real-world social gathering: 1) Social networking has magnified people’s desire and ability to connect. 2) People continue to love the ‘real world’ despite their on-line experiences (thank goodness) and 3) an evolving information layer on top of the real world (GPS, geotagging, and such) makes the intersection of on-line and physical more possible than ever.
The article is big on conjecture and shy on evidence. But it’s worth a reading regardless. Particularly useful are the examples provided that take advantage of this emerging trend. For example, Disney/PIxar’s new ”tickets together” initiative allows friends to coordinate and purchase group tickets to the new Toy Story 3 movie all within Facebook — connecting on-line networks to real-world activities and place-based information like maps and location.
Is your organization ready to harness the trend? And if so, is your programming and environment resonant with what these mass mingling groups want to do?
