
Offloading Affective Labor to Customers
Companies once asked only their employees to feign heartfelt devotion to their products. Now their customers are expected to do so too.
Dining recently with friends, everything looked the way it always does. The menu boasted appealing but ordinary fare—antipasti and starters, wood-fired pizzas, freshly-made pastas, meaty mains. I noticed that a handful of the menu items were printed in red, and I asked the server why. “These are our signature dishes,” he explained. “They’re the ones that are most shared on… read more