Excursion into the countermovement of the offliners
Ogilvy continued its traditional lecture series this year as well, inviting clients, friends, and prospects to a presentation on a timely topic: The Counterculture to Digitalization.
This is a topic that occupies our society on a daily basis as it becomes more and more at home in the digital world and more and more dependent on it. And a topic that opens up interesting perspectives and opportunities for those responsible for marketing, advertising and sales. As in previous years, the lecture was completely booked out, Ogilvy reported. Gaby Zimmerli, Managing Director of Ogilvy & Mather, was pleased to welcome a total of over 160 guests.
Guest speaker Joël Luc Cachelin, trend researcher and managing director of the Knowledge Factory, took the audience on an excursion into the burgeoning countermovement of the so-called offliners, whom he divided into 16 types in his book "Offliner - Gegenkultur der Digitalisierung," published in 2015.
He showed that these offliners are committed to multipolar power relations, mutual transparency, a diversity of lifestyles and social integration. In doing so, he emphasized that the offliners' movement is not so much directed against digitization as a whole, but rather against various technical, social, economic and ecological side effects.
According to Cachelin, the offliners could create a certain market balance between users and drivers of digitization in the future. And they enable innovation potential to strengthen the economy and empower society for the digital age. You can find an interview with Luc Cachelin in the next Print edition the advertising week.
