A conexão via redes sociais

“along comes the cell phone revolution of 2007 (with the introduction of the iPhone and the commercialization of Android), and the order of jobs to be done by household budgeters changes dramatically. By then, social media was firmly established, and the desire to be connected was well entrenched, giving teens not only a reason to want to connect but also the technology with which to do so. The job of being connected has displaced—to some extent—the job of buying clothing. Not that clothing isn’t still being purchased, but if you were to think of jobs to be done in a hierarchy, the job of connection has significantly increased in importance.
Since that has happened, the resources that would have gone into the purchase of apparel perhaps are now being redirected. That in turn means that an entirely different consumption chain has become more relevant to buyers—which has then shifted the attributes they are anxious to obtain, which implies that the capabilities assembled to deliver traditional retail offerings are less relevant as well. The inflection point is rippling through the arena.”

Ao ler isto, que não nego, lembrei-me de outra possibilidade: A conexão via redes sociais reduz a necessidade de sair de casa, reduz a necessidade de se produzir para aparecer, reduz a necessidade de comprar moda.

Trecho retirado de “Seeing Around Corners” de Rita McGrath.