Frictioning Report:
How brands can help fill the serendipity deficit in 2021

One of the defining social changes brought about by the pandemic, is that people are becoming spectators, rather than participators, in the game of life. Our daily existence feels predictable and on demand – endless and frictionless.

This report, produced in collaboration with cultural anthropologist, Philip Mckenzie, explores this serendipity deficit and provides advice on how brands can practically respond to it through the frictioning technique.