In the era of high information speeds and digitalization, many people can no longer imagine life without mobile devices. Smartphones, tablets, smart watches are gradually becoming the only window to However as the report shows the world. And at the same time, the trend for conscious use of gadgets is growing in popularity.
Yulia Zhuravel, Head of Events and Corporate Events at SberMarketing, spoke about how digital detox and the unplug trend affect society, the advertising market, and event marketing in particular.
What is the unplug trend and where did it come from? However as the report shows However as the report shows
Unplug (“life offline”) is one of the macrotrends of the coming decades. chad business email listThe main request of the unplug trend is “the right to disconnect” in an environment where digitalization becomes an obligation, not a personal choice.
According to a study by We Are Social, users spend an average of 7 hours a day on the Internet, or 40% of their waking time. In some developing countries, it’s more than 10 hours a day. Of course, adults can cite their busy lives, which are unthinkable today without the use of mobile devices. However, as the report shows, the lion’s share of time is spent not on work communication at all, but on scrolling through social media feeds and watching YouTube videos, which takes up at least 2.27 hours a day.
In 2017, Korean scientists concluded that using mobile devices banks are restructuring their ecosystem for more than 3 hours a day, in particular smartphones, leads to screen addiction, loss of concentration and has an adverse effect on the human body, causing sleep disorders, eye diseases and other health problems.
Discomfort and concerns about the security of the digital environment have led to the emergence and development of a trend towards complete disconnection from the online space. For example, social networks have introduced special timers and restriction modes, elite educational institutions have banned the use of gadgets. And marketers are building successful advertising campaigns around the unplug concept and launching resonant activations.
How Brands Are Using the Unplug Trend: 5 International Cases
- In early 2024, Icelandic yogurt brand Siggi’s launched sault data a Digital Detox campaign, offering $10,000 to participants willing to go smartphone-free for a month. To participate, applicants had to write an essay about how they would spend time without their phones. Participants were then given a phone safe, a flip phone with a prepaid SIM card for emergency calls, and a three-month supply of Siggi’s yogurt. The campaign was a huge success.
