The business card: a global ritual even into the digital age. From QR Code to augmented reality, how habits are changing in ‘interactive’ networking
A survey by Encanto PR that collected international data and expert insights: from Asia to the West, this small rectangle of paper keeps shaping professional relationships in step with technological evolution
In the era of digital transformation, business cards might seem destined to become obsolete, but in fact the ritual of exchanging contacts is still shaping professional relationships, though keeping in step with technological evolution: along with paper cards, those with QRcodes are circulating, as well as those created with augmented reality.
In this regard, the Encanto PR agency collected data and expert opinions to understand how this small rectangle continues to play a crucial role in business interactions.
According to HiHello – one of the leading platforms – alone, last year were shared
- over 13 million digital business cards
- a figure that Market Research Future’s report predicts will grow significantly by 9.8%
- while the role of paper business cards in the global market: $1.3 billion (2021 figure) continues to shrink, but still holds up.
Also contributing to the growth of the digital format are:
- Increased remote working
- Advances in NFC technology
- Growing environmental awareness
The key to the future seems to be an approach that balances tradition and innovation, respecting different traditional customs and considering environmental impact. According to Encanto’s research, the tangible business card remains a powerful tool for personal connection, capable of leaving a lasting impression in a way that a simple email or digital contact might not, but it can no longer go without its digital version.
Augmented reality cards, for example, are business cards overlaid with virtual content in 2D or 3D displaying the presentation of the owner’s role and company in an innovative and engaging way.
The expert’s view
Massimo Galli, a consultant on language and relationship therapies, offered some important insights: ‘This transformation has made it easy and immediate to connect, but has also decreased the intimacy of interaction. Paraphrasing McLuhan, the digital medium has become the message itself, changing how we communicate and what we are. Identities are fluid, interchangeable, with the solidity of paper giving way to the fleetingness of bytes. It is up to us humans to recapture depth and create new rituals that enrich the experience, remembering that behind every digital contact there is still a real person“.
Digital business cards: an asset when on holiday
Digital business cards are a particularly useful option when on holiday. Their digital nature allows you to share your professional contacts wherever you are, without the need to physically carry paper cards.
The business card ritual in Asia
Japan
In Japan, the exchange of business cards, known as ‘meishi koukan’, is considered as a formal and respectful introduction. Cards are presented with both hands, with the text facing the recipient. Receiving a card requires a moment of careful observation and respectful comment. It is considered impolite to immediately put the card in one’s pocket. Professional activity should not begin until this exchange takes place.
China
As in Japan, business cards in China are presented and received with both hands. It is appreciated to have the content translated into Chinese on one side. The rank and title are particularly important and should be highlighted.
South Korea
In South Korea, the exchange takes place at the beginning of a meeting, with the person of lower rank offering his or her business card first. It is considered disrespectful to write on the card received in the presence of the owner.
IndiaIn India, business cards are exchanged even in non-business contexts. They must be presented with the right hand, considered the ‘pure’ hand. As in other Asian countries, the business card should be presented with the text facing the recipient.