Unplugged — The Case for Friction

The conversation explores the analog trend and its impact on brands and consumers. It delves into the class dimension of the trend, the role of friction in branding, and the practical considerations for brands in responding to the trend. The key takeaways include the significance of the analog trend in reflecting a craving for intentionality, depth, and meaningful experiences, as well as the intentional use of friction to make the brand experience feel more meaningful.TakeawaysAnalog trend reflects a craving for intentionality, depth, and meaningful experiencesFriction, when used intentionally, makes the brand experience feel more meaningful