People use active communication to exchange functional information and fulfill immediate needs.
When people have to convey emotions, they use Passive communication e.g. non-verbal cues and non-word sounds like ‘hmm’. Passive communication also extends to digital technology e.g. use of emoticons in SMS
Marketing and innovation have always focused more on active communication believing in the myth that active communication shapes people's opinions and behavior.
This report looks into where the myth of active communication comes from, why passive communication is more important and how can businesses use technology to engage in passive communication with consumers.