Something deeper is going on through social media in the sense that there appears to be a desire to restore the missing link between producer and consumer. The experience of going into a supermarket for example and seeing stuff piled up is not as engaging for many people as strolling around a farmers’ market and chatting with the people who grow our food.
A new consumer mindset is emerging. Consumers are yearning to go back to a time when markets meant community-based, traditional relationships with strong ties. People want to see the person behind the product. Which is why there is a growing emphasis on the value of local products and services.
Anonymous, impersonal brands, who lack humanity will not be able to connect to these new types of consumer demands and will lose relevance, trust and affection.