We're living in a time of techno-pessimism

It’s probably fair to say that techno-pessimism is the prevailing sentiment at the moment. It’s the belief that technology has, on balance, made the world worse. The optimism around tech has largely been replaced by concerns about its impact on human relationships, and the ever-growing presence and potential capabilities of artificial intelligence.

There are particular concerns around AI, and people using AI bots to offload emotionally and cognitively. Vulnerability and creativity are key elements of our lives, and if we’re not being open with each other in this sense, then we’re risking diluting our creative output and dampening friendships. In fact, one in four UK adults reported feeling lonely ‘often or always’ or ‘some of the time’, according to ONS.

As trillions are poured into accelerating technological capabilities, it’s becoming more important to champion human connection.

Why is human connection important?

Positive human connection can literally make us feel better. It’s scientifically linked to the release of oxytocin and better health outcomes, which is why we’re often looking for real-word connections, whether we realise it or not.

Look at the rise in running clubs, for example - these communities might be based around exercise, but lots of us join them because they’re a chance to meet other people. In-person shopping, too, is treated as a chance for shared experiences - research from CDRE shows that two-thirds of respondents prefer buying products in-store.

That’s not to say technology doesn’t help us build connections. Dating apps attract millions of users looking for romantic connection, and the recent rise in friendship apps points to a desire for platonic social connections, too.

Human skills are at a premium

For all the tasks that AI can automate, it can’t replace the skills that are intrinsically human. Interpersonal skills are deemed timeless and valuable, and there’s a strong demand for them across almost all industries.

You might have heard of ‘the relational economy’ - the side of the economy where at least part of the value of a service or goods is rooted in the human aspect. Alex Imas highlights a good example of this - Starbucks, just a few years ago, were automating a lot of their processes in order to save money and increase margins. However, they soon scaled back a lot of this automation after finding that it was the human aspect of their coffee shops that customers enjoyed the most. AI can’t do the handwritten notes on your takeaway cup, and it can’t replace the feeling of a ceramic cup in your hand while you sit in a comfy chair.

Deloitte found that 95% of people think human skills are always important, and 94% are concerned that people will enter the workforce without these necessary human skills. Imas suggests that as AI lowers the price of other tasks, the relative value of human-centric skills will skyrocket.

How to use human connection for effective advertising

In his book Truth, Lies, and Advertising, Jon Steel suggests that good advertising is like speaking to someone at a party - something that AI can’t emulate. I couldn’t agree more - human connection is the foundation of good marketing, and as a Strategist, it’s my job to stay curious and find out what people need and want.

Sporting brands are good examples of leveraging human connection - building and investing in community-focused initiatives to bring people together. When done properly and authentically, this can reap significant rewards, but there’s an inherent scepticism amongst audiences when brands do this. It’s best for brands to ask how, why, and even if they should help in order to show genuine commitment to community investment.

To leverage human connection for good advertising, you should ask:

Who are we connecting with?

Too often, business decisions are made by people who don’t have an understanding of the lives of their customers. By doing the right research, brands can build this understanding and demonstrate it by talking to their audience naturally, lending credence to their communication and strengthening brand trust.

Picture the person you’re advertising to: what does their day look like? What are they hoping for? What worries do they have? The more specific you get, the more human your customer becomes, and the more you can refine your approach.

What’s their tension?

Boredom isn’t a driver for big decisions - if someone’s making a major purchase, they’re doing it for a real reason. People make these purchases to resolve a tension - a hope, a concern, or an insecurity.

Once you’ve established these two pillars, you can build out your strategy. In order to do that, though, you need to be curious enough to find out the ‘why’. As Meet the 85% puts it: By hearing the frustrations of people outside your usual algorithms - the people who may not usually buy from you - you can learn how your brand can meet their needs.

Summing up

As mentioned in my last article, you need to connect with people and make them feel something. System 1’s Creative Dividend paper showed that advertising campaigns containing high levels of emotion reported 59% profit compared to those with low levels of emotion (only 13%).

Tech and human connection are not mutually exclusive - connection doesn’t have to happen in-person. It is, however, the foundation of effective marketing, and essential for any brand wanting to build trust with their audience.

But however that connection is made, it must be meaningful, and brands that take the time to build meaningful relationships will be able to incorporate human connection into their marketing to great effect.