Why face-to-face connection is valued more than ever

Nowadays, as meetings happen from kitchen tables and billion-dollar deals are signed electronically, many of us worry face-to-face interaction is ancient history. But as we’re becoming more digitised, something contradictory is happening — the value of in-person human connection is actually rising.

As a slightly stoical Gen X in the marketing industry, I cut my career teeth five-days a week in the office, often working overtime with my colleagues in the trenches - in the early 2000s this was a solid foundation for some of the best friendships I still have in my life.

As Rob Mayhew, adlands favourite social media star, mused recently in a LinkedIn post to publicise his Friday Revival Club………

“Remember when Fridays at work used to be fun?

When we'd roll in slightly hungover, avoid turning our laptops on until at least 10am, and basically trauma bond until we closed our laptops at 4pm.

Now the office is empty on Fridays. We're all just sitting in sad little Zoom squares, stressed out about the catch up our boss has scheduled for 4pm.”

I could have cried at the accuracy, the nostalgia!! Fizz Fridays in the office inevitably turned into Friday nights out with work mates…..ah the memories and the mayhem. But cracking a bottle of fizz on your own, in front of Teams, isn’t the same, in fact it is much, much worse.

I don’t care that wfh means I can put a wash on, or be in for an Amazon delivery, or make a slow cooked leg of lamb for Friday’s dinner or take a yoga class at 6pm.

And its not just the social side of work that suffers in the digital age – ideation, client relationships and experiences suffer too.

Creativity thrives face-to-face

Working in marketing, creativity is our bread and butter. It is hard to think big from a desk in a shed or at your kitchen table while the dishwasher whirs and your cat is snoring next to you. Bouncing ideas off each other is where the magic happens and no matter what anybody says, in my opinion, this is massively stifled on Teams or Zoom.

Trust is built in person

Non-verbal communication such as eye contact, tone, body language, even the timing of a smile can change our understanding of an interaction with another person – these cues don’t always translate digitally – and can really help build trust.

Relationships are stronger in real life

It isn’t just relationships with colleagues that are strengthened with in person connectivity, relationships with suppliers and clients are too. A relationship that is purely digital can lead to tension and misunderstandings and ultimately just doesn’t always feel real.

People remember how you made them feel

Authenticity is a buzzword, but with good reason. Authentic experiences are memorable experiences and the barrier of a screen can make everything feel less authentic and therefore less memorable. In person interaction creates a sensory and emotional imprint.

I’m not saying we need to chuck our laptops into the Thames and dust off our quills. Digitisation has so many advantages, obviously. It has changed our lives and workplaces substantially for the better. And the freedom and flexibility it offers is immeasurable. However, just because we can have meetings or work remotely doesn’t mean we should (and we haven’t had to for five years!)……

I can almost hear the eye rolling from my younger colleagues as they read this (or have it read to them by Siri or another robot overlord) but I’m sorry, I’m pulling the elders’ card here; our work, relationships and effectiveness is all being negatively impacted by virtual interaction with other humans – whether they be colleagues, clients, suppliers, partners, siblings, parents or friends.

Remember during Covid when Facetime was a lifeline to your family and friends? Well would you now, five years later, willingly trade a real-life hug and natter with your mum for a Facetime chat?

I’d hope the answer was a resounding no.