Positive Friction

Consumers are embracing intentional slowdowns and rejecting the cult of immediacy, valuing human interaction and mindful engagement over frictionless automation.

Themes

Authenticity and Transparency Reign Supreme , Experiences Over Material Goods , The Power of Community and Connection

Timeframe

near-term

Subcategories

Business Strategy Consumer Behavior Customer Experience Operational Efficiency

Impact areas

Customer service Lifestyle Retail Technology

Detailed Analysis

A counter-trend to the pursuit of seamlessness and automation is emerging, with consumers recognizing the value of 'positive friction.' The report notes that 'Consumers and brands are realizing that faster services do not necessarily equate to easier or more enjoyable lives.' This shift is evident in the reversal of self-checkout trends and the resistance to AI assistants, indicating a desire for greater control and more meaningful interactions.

Context Signals

High resistance to AI taking over tasks across various sectors Consumers adopting activities that require greater intentionality, such as budgeting with cash and thrifting Fujitsu's 'Friction Positive AI' campaign highlighting the benefits of some friction at checkout

Edge

Brands incorporating mindful pauses and human interaction into customer journeys Development of products and services that encourage focused engagement and deeper enjoyment Shifting focus from speed and efficiency to quality and meaningfulness of experiences

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Keywords

consumer behavior digital transformation innovation

Multiple retailers, for instance, are rolling back self-checkout offerings in favor of human-led experiences that feel more personal and less prone to error – and can also reduce costs and deter crime.

Categories for this trend