Talk of societal erosion caused by digitally congested lives is rife, but there is one analogue trend that, despite the ease of Paperless Post, continues to thrive: the thank-you note. Often written on thick, monogrammed notecards, the fashion industry considers hand-written cards a simultaneous expression of professional respect and a way of building friendship. For friends and loved ones it performs something unachievable via Facebook messenger (no matter how cute and elaborate a sticker you choose).
Thanking loyal customers and fans with individually penned letters might sound unrealistic, but a personal touch is something all brands can afford. For example, paying attention to how products purchased online are packaged and addressed could multiply the feel-good factor upon receipt. When it comes to words, now more than ever, actions speak louder.