Gary Vee thinks we’re heading towards a digital detox. I think…

Gary Vee thinks we’re heading towards a digital detox. I think he’s half right.

Back in 2007, I was wearing baggy jeans when plenty of people thought they looked ridiculous. Now they’re back, and apparently we’re all supposed to pretend this is a groundbreaking discovery.

Wired headphones are back. Film cameras are cool again. But just because something becomes fashionable doesn’t mean everyone changes their behaviour.

You can swap skinny jeans for baggy jeans in five minutes. Try swapping your smartphone for a Nokia when your train ticket, bank account and work authentication all live on it.

The next competitive advantage might not be finding more ways to interrupt customers. It might be becoming one of the few brands they actually choose to spend time with.

My bet: selective disconnection, not a mass digital detox.