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Written Off But Still Thriving: Why POS Marketing is Far From Obsolete
Matthias Horx should know. After all, he is one of Germany's most renowned trend and future researchers. For some time now, he has been predicting a post-digital era and thus the end of the illusion "that the whole world can be broken down into zeros and ones".
Instead, analogue experiences are once again surprisingly valued. Digital detox practices are fostering more contemplation and slowing down the pace of life in many areas. Board games instead of big data. This trend is evident in the surge of popularity for puzzles and board games, which have been gaining traction for years, not just during the Covid-19 pandemic.
The respective industry associations are delighted. Vinyl records are also becoming increasingly popular, as are analogue photography and leather-bound notebooks.
This trend is likely to grow even further after the pandemic, as people seek respite from screen-dominated, socially distant times.
