People are talking less, and that’s bad news, not only for our well-being but for creativity. Now more than ever, our industry needs to optimise itself for human connection, however small it might be. 

We conducted a study from our Human Understanding Lab, (‘Moving the Nation’) and found that shockingly people don’t talk face-to-face that much at all. A massive 63% of the population only talk as little as weekly or, more worryingly, never at all! This means only a third of the population are having regular (hourly/daily) face-to-face conversations. 

For respondents in employment, this figure is still a concerning 41%, with 16% claiming they talk with work colleagues less now than before the pandemic.

Why are we talking so little?

Is it because we’re too focused on ‘life optimisation’? We know positive social connection improves our wellbeing, yet we continue to digitally deprioritise the quality of the bonds we form. We need to be more considerate about how we connect with others, especially in a post-pandemic world.

We asked people in work what’s getting in the way of them having more conversations. Despite messaging being a very poor substitute to satisfy the core human need for connection, 25% still prefer it because they find it ‘easier’. Other blockers of face-to-face conversations were lack of time (25%) and working from home (22%). 

Talking makes us better humans 

We take talking for granted. It’s what makes us human, promotes brain development, improves wellbeing, and enhances our ability to form relationships.  

“Talking is not just the exchange of words, we communicate with our facial expressions and the gestures we make with our body, tone, eye contact etc. Even the briefest exchange triggers series of millions of chemical reactions in our brain from the feel-good effects of dopamine, and the bonding and trust brought by oxytocin” explains, Dr Andy Myers of the Human Understanding Lab at Unlimited. 

The power of talking is evident even when talking to total strangers. Studies have found that talking to completely random people helps us form new connections whilst having positive subconscious effects. Conversations don't even have to be deep or meaningful, even the smallest talk has a profound effect on our brains. 

Small talk breeds creativity

But that’s enough talk about small talk, let’s get down to business. The business of creative thinking.  

Conversations are not simply a transaction, a share of information. They prompt memories, mental images and associations. They trigger changes in the brain that open us up to having healthy, trusting connections and therefore better creative collaboration. 

Talking builds trust, which is a precursor to creativity. It’s the foundation of a more collaborative culture and enhances the creativity of a team. Talking forms bonds and removes awkwardness to let ideas flow naturally and go to more unexpected places. We’ve all had that feeling, in real life instead of a video call, where people connect, and the thinking flows easily. 

I’ve spoken to many creatives, who have adapted brilliantly to remote working and ideation, and they all agreed that face-to-face is a richer creative experience, especially when larger groups are involved.  The face-to-face exchange of ideas is such a powerful exercise, it uncovers unexpected ways of thinking, by prompting reactions to a much wider and more varied discussion, from totally different perspectives. 

Remotely these conversations can easily become a case of who talks the loudest – but they must involve actively listening and creating together. This is easier in real life because physical social cues allow different perspectives to be voiced, heard, and discussed more readily. This is how the power of small talk can turn diverse perspectives into unexpected thinking and creativity. 

Embracing small talk 

Sure, working in isolation sparks great thinking. But small talk among diverse groups, generates a fresh and constant stream of unexpected thoughts and perspectives that are pure gold for creative businesses. Talking creates ideas that truly move people.  

To achieve it, businesses may need to de-optimise somewhat, and be less efficient, to realise the benefits of more meaningful connections. It’s about creating the right conditions, and setting the right mindset, to let creative small talk flourish. To do this, businesses should optimise and encourage more conversation in four ways:  

Create space: We need mental and physical space to connect with teams in real life. It might not be the most efficient route but will be the most effective. Make this a priority.

Creativity is not just a department: Embrace many different perspectives, from diverse places, to get to a more unexpected place.

Listen up:  Creative small talk is not a one-way street. It’s as much about listening as it is speaking. Don’t let creative conversations end with the loudest voice.

Let wrongs get you to right: There so are many ‘right’ answers. Don’t try to be perfect, share early and discuss all possibilities within a group, it will get you to a better place.

To succeed post-pandemic, we need to prioritise human connection, not only for the well-being of our people, but to enhance the quality of thinking and output. What are you doing to optimise your business for more small talk?