The Connection Economy

What it is and why it's the future of work and life

From the time the radio was invented to today, we’ve been sold the promise of connection in countless ways. The television would connect us with stars, stories, and worlds beyond our reach. Social media promised us community, belonging, and a way to bridge distances with friends, loved ones, and even A-listers. Advancing technology promised us efficiency, access to education, and our time back.

And over time, while these tools have delivered the technical requirements for us to enjoy all of these benefits, we’ve largely failed to acknowledge where they fell short or led us astray. Instead we started to accept different and lesser versions of connections as a new way of life. 

A birthday post instead of a call, card or dinner. 

A productivity obsession and over-scheduled days.

An unwitting willingness to hand over autonomy of our time to machines.

Ultimately and very unfortunately for millions of people around the world, the gradual erosion of the quality of our human connections has materialized into a lonely existence they never saw coming. 

On the other hand, there is a growing swell of stewards for change - people fleeing from social platforms and digital environments in search of something more human.

Connection Commodified

The issue isn’t innovation but rather how it’s been designed, marketed, and monetized. How the agenda evolved from “How can we bring people closer?” to “How can we keep people on their devices longer?” Or “How can we use people to pull more people into our funnel?” 

Consider this:

• Social media advertising spending skyrocketed from $0 in 2004 to $226 billion globally in 2023.

• The number of social media users worldwide increased from 2.078 billion in 2015 to 5.170 billion in 2024, reflecting a 2.49x increase in users over nine years.

• Despite this explosion in connectivity tools, 60% of Americans report feeling lonely, and loneliness has been labeled a public health epidemic.

Interestingly, as advertisers continue to feed the machines, desperate for impressions and conversions, the world is waking up to the fact that connection cannot be bought or sold—it must be cultivated. One of my favorite reflections of this shift is seen in sales of “dumb phones”—basic, stripped-down mobile devices—which grew by 30% in 2023 as people intentionally sought ways to unplug. Another favorite example is the rise of unplugged cafés and digital detox retreats which highlight a growing discontent with the ways technology dominates our lives. 

Trading Digital for Physical, Transactional for Relational

People are beginning to reject transactional, surface-level interactions and are seeking spaces where connection feels intentional and relational.

This shift is a reaction to the rise of digital fatigue.

82% of U.S. adults say they want to spend more time in-person with friends and family, according to a 2023 survey. This desire is reflected in the rise of small, local gatherings and events designed to prioritize meaningful interaction over spectacle. Similarly, private, curated groups—both online and in-person—are thriving because they offer a chance for intentional interaction, not endless scrolling or shallow exchanges.

What’s emerging is a shift from transactional to relational. People aren’t just showing up for connection—they’re investing in experiences that allow them to slow down, practice curiosity, and build relationships that feel genuine. 

In these spaces, connection isn’t a byproduct; it’s the goal. Maybe you’re thinking, “what’s so new about that?” We’ve always had spaces where connection could be bought—country clubs, professional associations, even gyms and co-working spaces. What’s different here, and what I love about this emerging trend, is why people are seeking these environments. Rather than exclusivity, status, and networking, this evolved generation is willing to invest in reclaiming intentional human connection in a world that often prioritizes efficiency over relationships. People aren’t just looking for access—they’re seeking experiences where connection feels natural and meaningful. However, for decades, the development and design of modern day environments has been largely centered around commercial interests vs. human needs such as connection. To realize a shift to connective design takes more than the right setting; we must reimagine design, culture, and experiential prompts to help people reconnect with themselves and others.

The Connection Economy: A Response to What We’ve Lost

The Connection Economy isn’t a rejection of technology or progress; it’s a recalibration as a result of recognition that meaningful connection requires intention, design, and effort—and that the spaces we create, both physical and digital, play a critical role in supporting that connection.

For example, public spaces like Barcelona’s Superblocks or community-driven initiatives like our Together to Gather meetups or The Traveling Table Dinner Series show us what’s possible when human connection is the purpose and the priority, not a tactic. Connections made through The Traveling Table Dinner Series have led to organic support systems, hiring opportunities, and relationships that transcend individual events. By creating an environment where connection feels natural and welcome, attendees engage with a sense of ease, inspiring meaningful relationships to continue long after the dinner ends.

Similarly, our Together to Gather meetups and connection framework accelerate deeper connections in unexpected ways. During one event, a facilitator overheard two attendees using the connection framework hours later, in line for the restroom, demonstrating how the tools seamlessly extend conversations beyond the structured event itself.

What is key to consider about the population fueling the Connection Economy is that they are discerning and disciplined when it comes to deciding where they want to be and with whom. The brands, experiences, and environments that will win will be those that are intentionally built to invite interaction, encourage curiosity, and cultivate empathy. 

The Connection Economy: A Competitive Edge for Businesses

Businesses that understand and embrace the growing demand for human connection are poised to thrive in the future economy. As people seek more authentic interactions, organizations that design with this in mind will not only meet the moment—they’ll set themselves apart as leaders in the evolving marketplace.

To remain resilient and proactive, businesses must prioritize connection in three key areas:

1. Employee Experience

• Why it Matters: Gallup reports that highly engaged teams show 21% greater profitability, and one of the strongest drivers of engagement is feeling connected to colleagues and the organization. Employees want more than a paycheck—they want purpose and relationships.

• What to Do: Design workplaces (virtual and physical) that inspire collaboration and belonging. This includes hybrid solutions that integrate virtual tools for seamless team connection, as well as in-person environments that encourage impromptu conversations and shared experiences.

2. Customer Experience

• Why it Matters: Customers increasingly seek brands that align with their values and facilitate community. According to a 2023 survey, 74% of consumers are more likely to buy from a brand that supports social or community causes.

• What to Do: Create touch-points that go beyond transactions by investing in spaces that facilitate authentic connection.

• In Retail: Like Apple’s “Today at Apple” programs, create interactive, shared experiences that invite collaboration.

• In Urban Spaces: Design plazas, communal seating, and green spaces that encourage spontaneous interactions, modeled after Barcelona’s Superblocks or Copenhagen’s pedestrian-friendly zones.

3. Public Responsibility

• Why it Matters: Thriving communities create a stronger economic foundation for businesses to operate. Companies that invest in their local environments and promote relational ecosystems contribute to long-term societal stability.

• What to Do: Partner with urban designers, policymakers, and community organizations to co-create public spaces that inspire connection. Think of programs like Hello Sunshine’s Sheraton Hotels installation, which turned a hotel lobby into a hub for connection, engagement, and storytelling.

Designing for Presence

At the heart of the Connection Economy is a commitment to presence. To truly connect, we need systems and environments that encourage us to be fully engaged with the people and moments in front of us.

This means rethinking how we approach work, life, and the spaces we occupy:

• Disconnection as a Feature: Spaces like unplugged cafés or wellness retreats intentionally remove distractions, offering opportunities for people to step away from technology and be fully present.

• Interactive Public Spaces: Environments designed to spark curiosity and conversation, such as communal seating or art installations, make connection effortless and organic.

• Balanced Technology: Tools that guide us toward meaningful interaction—like platforms for community meetups or time-limited app features—help us reclaim time and focus for relationships.

By prioritizing presence, businesses and individuals alike can create deeper, more meaningful connections that improve well-being and collaboration.

The Future of Work and Life in the Connection Economy

Again, the businesses and communities that thrive in the Connection Economy will be those that approach connection as a strategic priority, not an afterthought. By creating environments—both physical and digital—that encourage presence, foster relationships, and align with the fundamental human need for belonging, they will position themselves for long-term success.

This is more than just an investment in employee engagement or customer loyalty—it’s an investment in societal well-being. Public spaces that prioritize connection promote civic pride and stronger communities. Workplaces designed for collaboration lead to more innovation and productivity. And brands that align with these values build trust and deeper connections with their audiences.

The Connection Economy isn’t about choosing between technology and human relationships—it’s a world where the two complement one another. A demonstration  of the growing value people place in engaging with one another, a more scrutinous and selective attitude toward technology, and a rising demand for design that inspires life to happen - not just business. We predict this trend will move quickly from off beat to burgeoning to mainstream in the next decade. And at the very least, we’re eager to see how brands meet the moment, if not help them to do it.