[Value-Up Symposium] Professor Kim Kyung-il: "Contactless Society Accelerates Across All Generations After COVID-19"

'2020 Asia Value-Up Symposium' Hosted by Asia Economy on the 22nd

[Asia Economy Reporter Suyeon Woo] "The transition of our society to a contactless society overnight due to the novel coronavirus infection (COVID-19) did not happen suddenly. COVID-19 has acted as a factor accelerating the contactless society, which had been progressing mainly among the younger generation, to all generations."

Professor Kyung-il Kim of the Department of Psychology at Ajou University emphasized this at the '2020 Asia Value-Up Symposium' held on the 22nd at the Westin Chosun Hotel in Jung-gu, Seoul. He said that the recently emphasized 'contactless society' is not a completely new social change triggered by COVID-19, but rather highlights a facet of our society that had been developing over time.

He explained, "Among human behaviors, face-to-face communication requires the most energy, and there is considerable fatigue in Korean society, which forms a 'relational culture' where the self is found through relationships with others."

Professor Kim Kyung-il of the Department of Psychology at Ajou University is giving a lecture at the '2020 Asia Value-Up Symposium' held on the 22nd at the Chosun Hotel in Jung-gu, Seoul. Photo by Kang Jin-hyung aymsdream@

Professor Kim mentioned the American ride-sharing service 'Uber' as one of the successful business models of the contactless society. When using Uber, there is no need to separately explain the destination to the driver or pay the fare in person; dispatch, destination setting, and payment are all done contactlessly. At the same time, users can receive real-time updates on the vehicle's location. Professor Kim said, "To reduce energy consumption, humans pursue contactlessness while still wanting constant communication," adding, "This is why services combining contactlessness and real-time feedback are gaining attention."

Professor Kim introduced that before the COVID-19 pandemic, we designed our lives to be recognized by others, but now living a life reflecting individual preferences and tastes has become a new trend. He said, "Until now, we lived a life fighting to be recognized by others," and "But after COVID-19, life is shifting from living for others to living for myself." He explained this by distinguishing the life for recognition by others as a 'social want' and the life for oneself as a 'like for me' concept.

He also said that the recent shift in companies' marketing points to 'small-batch, multi-product production' is an example of applying the 'like for me' concept to business. Instead of popular products preferred by everyone, applying small-batch production tailored to individual preferences and focusing on selling out limited edition products rather than mass sales has become more important. Regarding corporate CSR activities, Professor Kim advised that while they are changing to focus more on segmented small groups than before, it is necessary to expand the positive power of small group solidarity even within the loose social structure of contactlessness.

Professor Kim said, "Contactless communication, which had been led by the younger generation, is now rapidly accelerating among the middle-aged and older generations after the COVID-19 pandemic," and added, "Socially, people will contemplate various ways to feel happiness from loose relationships while still maintaining a physical sense of presence."

Professor Kim Kyung-il of the Department of Psychology at Ajou University is giving a lecture at the '2020 Asia Value-Up Symposium' held on the 22nd at the Chosun Hotel in Jung-gu, Seoul. Photo by Kang Jin-hyung aymsdream@

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