Posted In: Strategy by
Jenn Ferrier,
June 3, 2025
By Jenn Ferrier, Head of Growth
AI dominates every conversation, conference, and seemingly every content stream at the moment. But amidst the digital deluge, a fundamental truth is resurfacing: what about humans? We see more and more individuals craving one thing above all else – human contact, genuine connection, and real-world experiences. And this isn’t about the much covered ‘back to office’ debate, this is much bigger than that.
Think back to the time before. While technology was undoubtedly present, in-person interaction was often the default. We met colleagues for coffee, celebrated milestones with friends face-to-face, and navigated the nuances of human relationships in real time. Perhaps we even took these interactions for granted, unaware of the profound impact their absence would have.
Then came the stark reality of COVID-19. Overnight, our world shrank to the confines of our homes, and our primary mode of interaction became screens. This necessary isolation, while crucial for public health, starved us of a basic human need: social interaction. We adapted, we Zoomed, we Skyped, but a vital element was missing – the unspoken cues, the shared physical presence, the spontaneous energy of being together.
And it seems we are all still basking in the glorious opportunity to spend time together, both professionally and personally, a collective exhale after a prolonged period of digital saturation. This isn’t just a fleeting trend; it speaks to a deep-seated human requirement.
Consider the data. A survey by Heineken of 17,000 people globally found that the average adult spends a staggering 5 hours and 48 minutes looking at their devices per day – a statistic that, while perhaps unsurprising in isolation, takes on a new significance when coupled with the subsequent finding: two-thirds of people wish they could socialize without phones. This isn’t just about digital fatigue; it’s a clear indication of a yearning for authentic, IRL experiences and precious, uninterrupted time.
The evidence is all around us. A restaurant in Manchester recently opened with an active phone ban – and guess what? It’s tough going to get a booking, particularly on a weekend. This isn’t just a novelty; it suggests a genuine desire for a space where connection takes precedence over connectivity.
Remember the infamous Oasis gig? It sold out in record time (and I still carry the disappointment of not getting tickets after 8 long hours of trying!). That fervent desire to be part of a shared, live experience, surrounded by fellow humans, singing the same songs, feeling the same energy – that’s not something a livestream can truly replicate.
At Boutique, we witnessed this firsthand. We launched our Home Masters club in 2024, and all four sessions since have been fully subscribed, without us even actively advertising it. Our events sell out because people crave that in-person interaction, that opportunity to connect and learn alongside others. Many other agencies will tell a similar story – the renewed value placed on face-to-face engagement.
Even journalists, once reliant on digital press kits and virtual briefings, are welcoming back face-to-face events where brands can showcase their products and upcoming launches – harking back to driving coverage through tactics seen pre-COVID. There’s a recognition that the tangible experience, the ability to see, touch, and interact directly with a product and the people behind it, creates a more lasting and impactful connection.
But what happens if we don’t continue to nurture human connection? What is the potential jeopardy of slipping back into a primarily digital existence? The risk lies in a deepening sense of isolation, even amidst a hyper-connected world. We risk losing the subtle art of non-verbal communication, the development of crucial social skills honed through in-person interactions, and the profound empathy that comes from truly being present with one another. Imagine a future where nuanced conversations are replaced by text-based misunderstandings, where the warmth of a hug is a distant memory, and where we start to lose the knack for reading people and handling real-life situations.
And let’s not forget the science – because this stuff runs deep. Staying disconnected doesn’t just mess with your head, it hits your body too. Loneliness and lack of human contact have been linked to higher rates of anxiety, depression, heart problems, and even a greater risk of early death (sorry to be the bearer of bad news). One study compared the health impact of chronic loneliness to smoking 15 cigarettes a day – yeah, it’s that serious.
When we’re around people, especially in real life, our brains fire up in ways that keep us emotionally regulated. Touch, laughter, eye contact – it all boosts feel-good hormones and calms stress levels. Without that, our bodies stay in a low-key fight-or-flight mode, which over time causes sleep issues, inflammation, and all sorts of knock-on health problems.
So this isn’t just a nice-to-have, it’s a need-to-have. We’re literally built to be together – mentally, emotionally, physically. Ignoring that need has consequences far beyond a missed coffee date or Zoom fatigue.
The rise of Humans 2.0 isn’t about rejecting technology; it’s about consciously rebalancing our lives to engage with meaningful human connection. The craving is there, the evidence is mounting. The journey back to valuing and actively seeking out real-human interaction is underway and we are absolutely here for it.
What to get involved in any of our live events, see what we have coming up here https://weareboutique.co.uk/events/ or if you fancy a good old-fashioned in person cuppa drop us a note hello@weareboutique.co.uk
Sources –
Holt-Lunstad, J., et al. (2015). Perspectives on Psychological Science
National Institute on Aging (U.S. Department of Health & Human Services).
Valtorta, N. K., et al. (2016). Heart (British Medical Journal)
Coan, J. A., et al. (2006). Psychological Science
Irwin, M. R., et al. (2015). Brain, Behavior, and Immunity
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