We built mobile phones so humans could talk to each other anywhere.
Connection on the go.
Freedom.
Reachability.
Fast forward to right now…
Nobody actually wants to talk to anyone.
We’ve turned a device designed for conversation into a slot machine of distractions.
We text.
We scroll.
We shop.
We doom-dial ourselves into oblivion…
But the one thing we don’t do is pick up the phone.
#LOL
We’re “hyper-connected”, but emotionally detached.
Think about it:
- People will order a couch on their mobile.
- They’ll share a meme.
- They’ll watch six hours of Reels about a guy making birria tacos.
- But when you call them?
They’ll stare at the ringing phone like it’s a debt collector.
This is what modern connection looks like.
Convenient. Sanitised. Controlled.
The illusion of closeness without the discomfort of actual conversation.
And brands still behave like it’s 2004.
“Call now!”
“Let’s jump on the phone!”
“Can we discuss this live?”
Mate, your audience doesn’t even answer their mum.
If you want someone’s attention today, you can’t assume the channel drives connection.
You have to earn the moment that makes someone open the message, watch the video, or hit reply.
The phone didn’t get worse.
People just got overwhelmed.
Connection didn’t die.
It changed shape.
The brands that get this… win.
The ones that don’t… keep wondering why no one called them back.
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💀 🖤
Cheers,
DANIEL JACOBS
http://www.thecreativestrategist.com.au
https://www.linkedin.com/in/denialjacobs/
Melbourne, Australia
THE CREATIVE STRATEGIST 